The Spanish Association of Communciation Professionals (Dircom) presented before its members and various industry professionals the Communications Yearbook 2014, entitled “Global trends of corporative communication”. The event, that was held at the Academy of Film Arts and Sciences of Spain, was attended by José Manuel Velasco, President of Dircom; Sebastián Cebrián, Director General of the association; Adolfo Corujo, Partner and Managing Director for Iberia at Llorente & Cuenca; and Anne Gregory, President of the Global Alliance.
This bilingual yearbook, Spanish-English, is the first one to analyze in detail the professions trends on a global scale. In addition, its presentation was also a run-up event to the 2014 World Public Relations Forum that will be held next September in Madrid. The most outstanding communications event of the year, held for the first time ever in Spain, is being organized by Dircom and the Global Alliance.
“The yearbook has turned into an important tool for knowledge” declared José Manuel Velasco at the beginning of his speech. Moreover, he pointed out the importance of being prepared to confront new challenges and the communicator’s capacity of questioning things within their organization. According to Velasco the three main challenges we face are those that have to do with society itself, the environment and technology. Increasing inequality, the public’s view on pollution and the collapse of all geographic and psychological barriers as a consequence of the power of social media leads the communication director to contemplate how to manage more efficiently. “We have to accept the challenge, but the most important thing is the will to change” added the President.
Sebastián Cebrián, General Director at Dircom, explained in summary the yearbooks content and format highlighting the more than a hundred pages dedicated to reports, interviews, testimonies, case studies and opinion articles in which more than 13 worldwide presidents of communication associations collaborated. “The profession has proved the ability to react and on a global scale great improvements are being made”, claimed Cebrián calling attention upon the great opportunities available in the African continent, the economic and social dynamism of Latin America, the public relations industry growth in China and the leadership in Europe and North America as global references in the sector, as well as other issues.
Later on Adolfo Corujo, Partner and Managing Director for Iberia at Llorente & Cuenca, explored the issues and trends that affect Latin America, addressing the progress that’s been made due to the introduction of mobile devices that permit “people with a low income to have access to information”. Today, only in Brazil, more than 88 million people have access and are connected to the Internet.
“Corporate communication is operating on two levels: big and small trends”, that’s how Anne Gregory, President of Global Alliance, started off her presentation. Global Alliance is the association that’s organizing, along with Dircom, the 2014 World Public Relations Forum. She pointed out four types of trends in the communications industry that affect in a decisive way the activity that organizations undertake among which were the increase in complexity and the larger pressure on professionals due to lack of time. “We have to distinguish between what’s a trend and what’s trivial”, declared the President, “and we have to give more power to our organizations”. “Organizations can no longer live without communication”, she assured.
In her opinion, corporative communications advances faster than any other profession in the world and it’s because of this that a constant study of its trends and its challenges is required. That’s what the Communication Yearbook contains and that’s what the 2014 World Public Relations Forum will be all about during the 21st, 22nd and 23rd of September in Madrid. “Melbourne (where last edition was celebrated in 2012) was all about communication organizations, Madrid will be about communication leaders”, said Gregory.