{"id":7070,"date":"2017-06-12T12:53:35","date_gmt":"2017-06-12T10:53:35","guid":{"rendered":"http:\/\/proacomunicacion.es\/?p=7070"},"modified":"2017-06-12T12:53:35","modified_gmt":"2017-06-12T10:53:35","slug":"proa-comunicacion-reputation-family-company-acefam","status":"publish","type":"post","link":"https:\/\/proacomunicacion.es\/en\/proa-comunicacion-reputacion-empresa-familiar-acefam\/","title":{"rendered":"Proa Comunicaci\u00f3n participates in the ACEFAM conference 'Communication and reputation in family businesses'."},"content":{"rendered":"<p>Last Thursday 25 May, <strong>Luc\u00eda Casanueva and Valvanuz Serna, managing partners of Proa Comunicaci\u00f3n, participated in an <a href=\"http:\/\/www.acefam.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">day organised by ACEFAM<\/a><\/strong>the Cantabrian Association of Family Businesses. As part of the cycle 'Entrepreneurs talking to Experts', the DeLuz Santander Restaurant hosted the conference.<strong> Communication and reputation in the family business<\/strong>. Along with Proa Comunicaci\u00f3n, Rafa Guti\u00e9rrez, Director of Trevol Audiovisual, Manuel Huerta, president of ACEFAM, and I\u00f1igo Noriega, director of <a href=\"http:\/\/www.eldiariomontanes.es\/\" target=\"_blank\" rel=\"noopener noreferrer\">eldiariomontanes.es<\/a>completed the panel of speakers.<\/p>\n<p>The importance of reputation in business was one of the highlights of the session: <em>\"<strong>in the coming years, reputation will be the most relevant factor for the sustainability of companies.<\/strong> and will have a decisive influence on the bottom line\".<\/em>Luc\u00eda Casanueva pointed out.<\/p>\n<p>The offline and digital spheres and their convergence in the communication sector was also another of the main topics of debate. <em>\"<strong>We understand communication as a whole, we do not distinguish between offline and online strategies.<\/strong>. The poor coexistence between on and off has often been a consequence of how companies understand communication, integrating it into a watertight department instead of making it something transversal, which includes and involves the entire management and all departments\".<\/em>said Valvanuz Serna.<\/p>\n<p>All these questions were framed in a reflection on the strategic component of communication, since, <strong>said Luc\u00eda Casanueva, <\/strong><em><strong>\"Communication must be understood by companies as something strategic.<\/strong>This is something that has been reflected in the best or worst digital adaptation, where any incoherence is spotted instantly\".<\/em><\/p>\n<p>Finally, participants highlighted the value of joint action between the department involved in communication and the rest of the company (or between the agency and the company). <em>\"If the client is not involved in the communication strategy, it is very difficult to move forward. We talk about \"drip irrigation\" in order to create a brand, reputation and positive results for the client's business. We provide clients with annual communication plans even though we measure results quarterly,<\/em> Valvanuz Serna stressed.<\/p>","protected":false},"excerpt":{"rendered":"<p>El pasado jueves 25 de mayo, Luc\u00eda Casanueva y Valvanuz Serna, socias directoras de Proa Comunicaci\u00f3n, participaron en una jornada organizada por ACEFAM, la Asociaci\u00f3n c\u00e1ntabra de la Empresa Familiar. Enmarcada en el ciclo &#8216;Empresarios hablando con Expertos&#8217;, El Restaurante DeLuz Santander acogi\u00f3 la jornada &#8216;Comunicaci\u00f3n y reputaci\u00f3n en la empresa familiar&#8217;. Junto a Proa [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":7075,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[131],"tags":[9,10,11,14,7],"class_list":["post-7070","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-agencia-comunicacion-empresarial","tag-agencia-de-comunicacion","tag-agencia-de-comunicacion-corporativa","tag-consultora-de-comunicacion","tag-proa-comunicacion"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Proa Comunicaci\u00f3n participa en la jornada &#039;Comunicaci\u00f3n y reputaci\u00f3n en la empresa familiar&#039; de ACEFAM - 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\/proa-comunicacion-reputation-family-company-acefam\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Proa Comunicaci\u00f3n participa en la jornada &#039;Comunicaci\u00f3n y reputaci\u00f3n en la empresa familiar&#039; de ACEFAM - PROA Comunicaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"El pasado jueves 25 de mayo, Luc\u00eda Casanueva y Valvanuz Serna, socias directoras de Proa Comunicaci\u00f3n, participaron en una jornada organizada por ACEFAM, la Asociaci\u00f3n c\u00e1ntabra de la Empresa Familiar. Enmarcada en el ciclo &#8216;Empresarios hablando con Expertos&#8217;, El Restaurante DeLuz Santander acogi\u00f3 la jornada &#8216;Comunicaci\u00f3n y reputaci\u00f3n en la empresa familiar&#8217;. 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