What does participating as a speaker in the 2014 World Public Relations Forum mean to you?
For me it represents a great honor and a certain responsibility, as it will be a place to share new ideas.
What does “Communication with Conscience” mean to you?
Many great companies communicate more then they act and they do it based on values that are not sufficiently represented. It’s fundamental that both companies and their projects be aimed at changing the world, or at least making it better, and also contributing towards shared value. Communication must propose marriage to projects, not the other way around.
What are the most important challenges that communication professionals will have to face in the next couple of years?
Communication must be closely linked to the company’s goals, to the reality on the ground. It must tell sincere stories just as they are lived by the company, like their doubts, their desires… leaving behind all flat and disembodied messages.
Which are the main communication strategies used by companies that practice collaborative economy?
Collaborative economy companies are supported by their community; they do a kind of crowdstorytelling. This is the Airbnb case, their communication is a reflection of the experiences and stories lived by their users. This way of communication is particularly powerful because those stories are sincere, committed and faithful to reality, and that generates a confidence in the service.