What does being a speaker at the World Public Relations Forum mean to you?
It’s an opportunity to share experiences and views with communication leaders. The Forum is being held in Spain for the first time and the people here and from outside Spain need to make the most of this opportunity.
In your view, what are the benefits of taking part in a Forum of this nature?
There are three clear benefits:
1- Learning or advancing in a professional sense. Taking in experiences and knowledge in the multicultural environment at the assembly.
2- Developing our creativity, inspired by the stimulating atmosphere.
3- Widening our circle of contacts and opportunities.
What does “Communication with Conscience” mean to you?
The meaning of conscience that best reflects my vision of life is that of “shared knowledge”. Today, more than ever before, communication is shared knowledge. Knowledge of what is right and what is wrong, based on premises shared by the whole planet.
The World Public Relations Forum will help shape this ecosystem in order to share knowledge and make our lives better.
What are the main challenges the profession will face in the forthcoming years?
The challenge we are facing is encapsulated in “Communication with Conscience”. Conscience in communications. Communication is going to look inwards in order to share this inner vision. Communication is like the spin axis of a gyroscope: if it is aligned everything works well and generates energy. If the spin axis isn’t in the right place, problems arise both inside and outside the corporation.
And this communication axis runs from the bottom to the top. We are experiencing a shift towards a model that requires us to control information and make the whole organisation aware of the fact that we all communicate.
Communication is no longer circumscribed to a certain place; there are no borders. We are all on a big blue planet that has no dividing lines when viewed from space. What’s happening on one side of the planet can be heard instantly on the other.
The communications professional of the 21st century is going to need greater emotional intelligence. Understanding one’s inner feelings and working inside out so that the results can be seen immediately at external level.
Can videogames become a corporate communication tool?
Videogames are a very powerful tool in terms of getting our conscience to work by virtue of the interaction they require. You can simulate any product, company or situation in a videogame: and the person who interacts, far from being a passive element, becomes an active element that affects the outcome.
In corporate communications we need plenty of active elements and a minimum of passive ones.
Corporations have used videogames since the 80s to communicate. While I was still at school, my father gave me a Spectrum computer which I used to compare with my neighbour’s Amstrad. At that stage, brands such as Burger King had already brought out videogames to create their own community and communicate with them.
Nowadays game dynamics revolve around the concept of gamification. Major companies have drawn on the strengths of combining interaction, content and communication. For a game creator, even Twitter can be seen as a game.
Brands need to continue moving in this direction.