The 2014 World Public Relations Forum, for which around 30 international speakers have already confirmed, has added a new name to its programme. The new speaker is the chef Joan Roca who owns, together with his brothers Josep and Jordi, the restaurant El Celler de Can Roca, which was recognised as the best restaurant in the world in 2013 by Restaurant Magazine.
Many experts say he has revolutionised our culinary experience and work methodology in the kitchen but he assures that his success is more than just the result of applying a strategy. “There’s been commitment, effort, work and you can see this from the outside, as we have been lucky enough to make our passion our profession. We are non-conformists and ambitious enoughto grow but we always do things at our own pace.”
At the end of 2013 the Roca brothers announced a cooperationbetween their restaurant and BBVA bank to develop the initiative “Haute Cuisine with Values”, where the three Spaniards will take a gastronomic tour. They plan to visit the United States, Mexico, Colombia and Peru in August of this year, with the aim of discovering and promoting local products and supporting the training of the chefs of the future. Another one of their big projects is El Somni, the first multisensory opera.
At the 2014 World Public Relations Forum Joan Roca will speak in the “Brands with Conscience” session that focuses on humanisation and the ties between social and corporate environments for major brands. The alliance between El Celler de Can Roca and BBVA reflects this new model of building reputation which seeks to strengthen brands making them conscious of the value their stakeholders demand.
The 2014 World Public Relations Forum (WPRF) is organised by Dircom, together with the Global Alliance, and will be held in Madrid on 21, 22 and 23 September 2014. It is a biennial assembly that attracts communication and public relations professionals from across the world to discuss the key issues affecting the industry.