{"id":46799,"date":"2026-05-07T09:33:01","date_gmt":"2026-05-07T07:33:01","guid":{"rendered":"https:\/\/proacomunicacion.es\/?p=46799"},"modified":"2026-06-22T17:46:59","modified_gmt":"2026-06-22T15:46:59","slug":"proa-comunicacion-brings-together-the-new-dircom-board-to-analyse-the-role-of-the-dircom-in-an-environment-of-uncertainty","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/proa-comunicacion-reune-a-la-nueva-junta-de-dircom-para-analizar-el-papel-del-dircom-en-un-entorno-de-incertidumbre\/","title":{"rendered":"PROA Comunicaci\u00f3n brings together the new Dircom Board to analyse the role of the Dircom in an environment of uncertainty."},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>PROA Comunicaci\u00f3n has organised a new edition of its Current Affairs Dialogues with the participation of Joaqu\u00edn Mouriz (BNP Paribas Personal Finance), Fernando Geijo (Prosegur) and Patricia Peir\u00f3 (Takeda), in which the strategic role of corporate communication in a context marked by uncertainty, technological transformation and the growing complexity of the reputational environment has been addressed.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The role of the communications director is currently being redefined in an environment characterised by information overload, misinformation and increasingly high expectations from various audiences. In this context, <a href=\"https:\/\/proacomunicacion.es\/en\/\">PROA Communication<\/a> has held a new edition of its \u2018Current Affairs Dialogues\u2019, a forum designed to analyse the major strategic, reputational and business challenges facing organisations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At the opening of the event, the managing partner of PROA Comunicaci\u00f3n, <a href=\"https:\/\/proacomunicacion.es\/en\/team\/lucia-casanueva\/\">Luc\u00eda Casanueva<\/a>, defendi\u00f3 la necesidad de fomentar espacios de conversaci\u00f3n y entendimiento en un entorno cada vez m\u00e1s polarizado. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cLa vocaci\u00f3n de PROA Comunicaci\u00f3n es fomentar la concordia y el debate p\u00fablico saludable como v\u00edas para mejorar nuestro pa\u00eds\u201d, se\u00f1al\u00f3, antes de reivindicar una mayor presencia de los dircom en los \u00f3rganos de decisi\u00f3n de las empresas.\u201c<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dec\u00eda el otro d\u00eda Josep Borrell en nuestra sede que si no est\u00e1s en la mesa, estar\u00e1s en el men\u00fa. Pues bien, nosotros queremos que el m\u00e1ximo n\u00famero posible de dircoms se sienten a la mesa y decidan el men\u00fa\u201d, afirm\u00f3.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The dialogue was attended by the president of <a href=\"https:\/\/www.dircom.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Dircom<\/a> and Joaqu\u00edn Mouriz, Head of Brand, Communications and Customer Experience at BNP Paribas Personal Finance; Fernando Geijo, the association\u2019s third vice-president and Global Head of External Communications at Prosegur; and Patricia Peir\u00f3, a member of Dircom and Head of Communications at Takeda. The discussion, moderated by Luis Barreda, Account Director at PROA Comunicaci\u00f3n, focused on the main challenges facing the communications function in 2026, as well as the role that Dircom\u2019s new Board of Directors aims to play in strengthening the profession.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The dircom in an environment of permanent uncertainty<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One of the central themes of the dialogue was the impact that the current international context is having on the communication function of companies. The combination of an unstable geopolitical environment, an increasingly fragmented public conversation and the growing difficulty of building trust has raised the bar for communication managers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this context, Fernando Geijo explained that \u201cuncertainty is the new normal\u201d and stressed that the communication function must strengthen its capacity for anticipation and segmentation in an increasingly complex environment. \u201cOur job is not only to decide how to communicate, but also when not to communicate,\u201d he explained. For this reason, he also claimed the value of prior relations with the media and stakeholders, as one of the essential elements to effectively manage crises: \u201cIn the face of crises: anticipation, relations and calm\u201d, he summarised, before concluding that, \u201cbasically, our work has not changed in essence; it has evolved\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The strategic value of communication<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The meeting also addressed the real role that dircoms play in decision-making within organisations. Joaqu\u00edn Mouriz argued that the relevance of their role depends largely on the ecosystem of each company and the value that organisations place on communication as a management tool.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this sense, he introduced a self-critical reflection on the profession and stressed the need to continue strengthening the training and strategic level of communication managers. Among other things, he announced the interest of Dircom's new board of directors in strengthening relations with business schools and faculties linked to the business world, with the aim of conveying the strategic value of communication to future managers before they even enter the job market. \u201cWe have to make them understand that one of the most powerful tools they will have at their disposal is communication,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Training, artificial intelligence and generational change<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Another part of the dialogue focused on the transformation of the profession and the need to adapt Dircom to the new generations of professionals. Patricia Peir\u00f3 focused on the value of accompaniment and shared learning within the association, defending the importance of creating spaces for <em>mentoring<\/em> between senior profiles and young dircoms. \u201cWe want to have a real impact on the career development of our younger associates,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The impact of artificial intelligence also featured prominently in the conversation. Peir\u00f3 pointed out that AI \u201cis changing the way absolutely everyone works\u201d, although he defended the fact that communication maintains a \u201cfundamentally human\u201d dimension that will continue to be irreplaceable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For his part, Joaqu\u00edn Mouriz discussed the need to adapt the association to a profession in constant transformation and to reinforce the value provided to members, especially in areas such as training, active listening and attracting young talent. He announced the future modification of Dircom's statutes and the creation of a committee of young professionals, with the intention of \u201copening the windows and receiving new proposals\u201d, without neglecting \u201cthe value of the most veteran members\u201d. \u201cIn short,\u201d he concluded, \u201cwe want to make people understand that it is not necessary to live the association in a passive way\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The meeting, held in a closed format and by invitation, brought together entrepreneurs, managers and professionals in the field of communication, who participated in a subsequent discussion with the speakers to exchange views on the main challenges facing the sector.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The session is part of PROA Comunicaci\u00f3n's Current Affairs Dialogues series, conceived as a space for conversation and reflection with some of the leading voices in the public debate on the strategic, economic and reputational challenges facing organisations.<\/p>","protected":false},"excerpt":{"rendered":"<p>PROA Comunicaci\u00f3n ha organizado una nueva edici\u00f3n de sus Di\u00e1logos de Actualidad con la participaci\u00f3n de Joaqu\u00edn Mouriz (BNP Paribas Personal Finance), Fernando Geijo (Prosegur) y Patricia Peir\u00f3 (Takeda), en la que se ha abordado el papel estrat\u00e9gico de la comunicaci\u00f3n corporativa en un contexto marcado por la incertidumbre, la transformaci\u00f3n tecnol\u00f3gica y la creciente [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":46800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131],"tags":[2404,347,7],"class_list":["post-46799","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-dialogo","tag-proa-es","tag-proa-comunicacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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