This week Corporate Excellence has visited BBVA’s Innovation Centre to take part in the workshop titled Trends in Corporate Communication 2014. Darwin in Communication: success through adaptation.
Led by top experts in communication, the discussion focused on the new ways of reaching audiences and some current trends, opportunities and challenges faced by organizations.
All participants agreed that communication is going through the stage of reinvention and in-depth change. This means, in line with Darwin’s theory, that only those who successfully adapt to the new environment will survive, and only those who actually lead this change, will succeed. Communications directors, currently responsible for managing their organizations’ intangible assets, should become the propagators and leaders of this change.
Chema Palomares, VP Communication, Public Affairs & CR ING Bank Spain and Portugal, pointed out that we are facing a change of paradigm: a shift from control to conversation. We are living in the Economy of Reputation, and in this context purchasing decisions are driven by considerations linked to organizations’ reputations and the alignment of their values. Chema Palomares also made an interesting point about corporate social networks, referring to them as the catalysts of change. The expert also believes that communications directors are responsible for safeguarding their organizations’ reputations.
Txema Valenzuela, Manager for Communication and Advertizing at Movistar TV, explained that today’s communication needs to adapt to a new model. Companies today need a different leadership model based on trust.
It’s no longer about attracting followers, it is about attracting influencers. The key is to encourage advocacy among internal and external stakeholders.
Cristina Fernández, Social Media, Digital Communication and PR Manager at Repsol, talked about Repsol’s approach to social networks and pointed to the key challenges faced by organizations of the future:
>Do what you say. Transparency is key.
>Greater integration of communication is required.
>Measurement is key, but it should be based on the right criteria.
>Journalism and communication should reinvent themselves.
>Companies should anticipate the evolution of social network and be ready to adapt to the changes.
Experts also discussed new formats and new narratives concerned with emotional communication, deconstruction of journalistic genres and visual communication as an option for presenting information and data.
The meeting highlighted many ideas and lessons in the area of communication and corporate management. We are grateful to BBVA’s Innovation Centre and the organizers for the opportunity to learn from the top experts in the field.