The World Public Relations Forum, organized by the Spanish Association of Communications Directors (Dircom) and the Global Alliance for Public Relations and Communication Management, will address in Madrid during the 21st, 22nd and 23rd of September the biggest trends and challenges facing the industry. In its sessions various issues will be discussed such as internal communication, storytelling, reputation, measurement and leadership through mobile and video challenges as well as through social business.
Social business is a global concept that was born when the new social media tools started to have an impact on the relationship between organizations and their audience. It’s based on a new business reality, more social and bidirectional, which implies a great transformation in business management, structure and development in organizations.
To address this issue at the Forum Adolfo Corujo, Partner and Managing Director for Iberia at Llorente & Cuenca, and Stephan Fuetterer, General Manager and founding partner of Best Relations, will be the speakers in charge of analyzing the present situation and the future trends of this increasingly important field within companies. According to Corujo, “communication professionals have a great responsibility because they can influence in a decisive way and cause substantial improvements in the company’s actions”. Furthermore, he states that one of the main challengers the profession will have to face in the next couple of years will be the “organizations necessary adaption to digital revolution” within the structural change that companies are suffering due to social business.
Stephan Fuetter on the other hand assures that “we are living a reality in which it’s crucial to adapt to different social needs on a personal level, with our work being based on strong ethical principles”. In this sense the General Manager of Best Relations doesn’t understand why people today tend to separate the online from the offline, in his opinion “it’s all one”.