{"id":22732,"date":"2021-01-07T09:18:45","date_gmt":"2021-01-07T08:18:45","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=22732"},"modified":"2021-01-07T09:18:45","modified_gmt":"2021-01-07T08:18:45","slug":"fabiola-vasquez-gomez-solidarity-in-communication","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/","title":{"rendered":"Fabiola V\u00e1squez G\u00f3mez <span class=\"dash\">--<\/span> Solidarity in communication"},"content":{"rendered":"<p>For almost a whole year, people have been alone in their homes and some, the lucky ones, with their families. As a result of this situation, brands have sought to take advantage of the vacuum for their communication, which is why the <strong>solidarity<\/strong> is presented as a necessary asset to get through the COVID crisis. Even Burger King itself has moved forward with the slogan: \"we know, we didn't think we would say this either\" and called to consume in places that are its competitors such as McDonald's.<\/p>\n<p>As one of PROA's managing partners comments, <strong>Luc\u00eda Casanueva<\/strong>In the post-COVID era, \"communication in the post-COVID era must be guided by exemplarity\". This is exactly what Burger King has done, and everything indicates that this is the path that brands will follow, due to the need for proximity in the face of the current remoteness. According to a study by the company Gartner, marketing investment will increase and 80% of the investment will be made through digital channels.<\/p>\n<p>This is hard work and companies will have to look for communication support. As PROA's director of crisis communication says, <strong>Yago de la Cierva<\/strong>communication by an external agent facilitates the understanding of the public. This is why communication consultancies are increasingly positioning themselves as a support so that, by being outside the company, they can <strong>turning negatives into positives.<\/strong><\/p>\n<p>In the search for closeness, optimism and digital as the best option, not only brands have opted for this type of communication. Even the German government has launched a campaign simulating the future in which a \".<a href=\"https:\/\/www.youtube.com\/watch?v=sSig2omUs0s&amp;feature=emb_title\">Anton Lehmann<\/a>The \"COVID\" reminds us of the times of COVID to encourage and awaken the population to the necessity of measures to be with our loved ones again.<\/p>\n<p>With all this, it is hoped that the campaigns will be even closer than in previous years, speaking on a one-to-one basis. Not only to invite people to buy, but also with a call for solidarity.<\/p>\n<h4><strong>This text may be reproduced provided that PROA is credited as the original source.<\/strong><\/h4>\n<hr \/>\n<p>&nbsp;<\/p>\n<div>\n<p style=\"text-align: justify;\"><a class=\"lightbox-added alignleft\" href=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2020\/11\/Fabiola_Equipo_PROA.png\"><img decoding=\"async\" class=\"alignnone wp-image-22483 size-thumbnail\" src=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2020\/11\/Fabiola_Equipo_PROA-e1609865082481-80x80.png\" alt=\"\" width=\"80\" height=\"80\" \/><\/a><\/p>\n<p><span style=\"font-family: 'Ogg-Medium'; font-style: normal!important; font-size: 24px; color: #10272e;\">Fabiola V\u00e1squez G\u00f3mez<\/span><br \/>\n<span style=\"font-family: 'OggText-light'; font-size: 15px; font-style: italic; display: block; margin-top: -10px;\">PROA Consultant<\/span><\/p>\n<\/div>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Durante casi todo un a\u00f1o, las personas han estado solas en sus hogares y algunos, los que han tenido suerte, con sus familias. A ra\u00edz de toda esta coyuntura, las marcas han buscado aprovechar el vac\u00edo para su comunicaci\u00f3n, por ello la solidaridad se presenta como un activo necesario para salir adelante ante la crisis [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":22734,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[176],"tags":[407,67,402],"class_list":["post-22732","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-campanas-es","tag-comunicacion","tag-talento"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Fabiola V\u00e1squez G\u00f3mez \u2014\u2014 La solidaridad en la comunicaci\u00f3n - PROA Comunicaci\u00f3n<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/proacomunicacion.es\/en\/fabiola-vasquez-gomez-solidarity-in-communication\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fabiola V\u00e1squez G\u00f3mez \u2014\u2014 La solidaridad en la comunicaci\u00f3n - PROA Comunicaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"Durante casi todo un a\u00f1o, las personas han estado solas en sus hogares y algunos, los que han tenido suerte, con sus familias. A ra\u00edz de toda esta coyuntura, las marcas han buscado aprovechar el vac\u00edo para su comunicaci\u00f3n, por ello la solidaridad se presenta como un activo necesario para salir adelante ante la crisis [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/proacomunicacion.es\/en\/fabiola-vasquez-gomez-solidarity-in-communication\/\" \/>\n<meta property=\"og:site_name\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-07T08:18:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/proacomunicacion.es\/wp-content\/uploads\/2025\/08\/Firefly_radio-de-barco-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"PROA Comunicaci\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:site\" content=\"@proacomunica\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PROA Comunicaci\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/proacomunicacion.es\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/proacomunicacion.es\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/\"},\"author\":{\"name\":\"PROA Comunicaci\u00f3n\",\"@id\":\"https:\/\/proacomunicacion.es\/#\/schema\/person\/f80dc8938ea94e7f8aa1e8dc716d5a60\"},\"headline\":\"Fabiola V\u00e1squez G\u00f3mez \u2014\u2014 La solidaridad en la comunicaci\u00f3n\",\"datePublished\":\"2021-01-07T08:18:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/proacomunicacion.es\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/\"},\"wordCount\":426,\"publisher\":{\"@id\":\"https:\/\/proacomunicacion.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/proacomunicacion.es\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/#primaryimage\"},\"thumbnailUrl\":\"\",\"keywords\":[\"campa\u00f1as\",\"comunicacion\",\"talento\"],\"articleSection\":[\"Blog\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/proacomunicacion.es\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/\",\"url\":\"https:\/\/proacomunicacion.es\/fabiola-vasquez-gomez-la-solidaridad-en-la-comunicacion\/\",\"name\":\"Fabiola V\u00e1squez G\u00f3mez \u2014\u2014 La solidaridad en la comunicaci\u00f3n - 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