The World Public Relations Forum, organized by the Spanish Association of Communication Directors (Dircom) with the Global Alliance for Public Relations and Communication Management, will address with different experts the challenges in corporate reputation and in particular how intangible assets are managed within organizations.
At the Forum Ángel Alloza, CEO of Corporate Excellence – Centre for Reputation Leadership, will defend the idea that only those businesses with good reputation and solid brands that are also coherent in what they do and say will be able to compete in the global market. In his opinion “Communication with Conscience” is precisely that: “Communicating transparently, with integrity and being coherent with your values and principles, allowing you to reach the leadership in reputation to which every organization must aspire”.
According Alloza, nowadays a new way of doing business is needed. To achieve excellent intangible management the organization “must integrate non-financial indicators in their commands”. This is part of the new cycle called “economy of the intangibles”. The structural base of this new context lies in the overwhelming proportion that belongs to intangible assets, nearly 80% of the total value of a company, opposed to the 20% of tangible resources, a proportion that changed 30 years ago.
Companies that best manage those intangibles (their communication, their brands and their reputation) are relatively better suited to obtain success and recover confidence than those political and socially guided entities.
Ángel Alloza considers that “brand, reputation and communication must be understood and managed in an integrated way. We can’t simply aspire to have a good reputation that doesn’t set us apart from our competitors”. Long-term sustainable differentiation is based on identity, purpose, vision, culture and the values of an organization. “You can no longer conceive an organization being successful without it managing, in a unified way, its brand and corporate reputations”.
Leaders that are able to lead towards change are needed in order to apply these strategies. Professionals prepared to guide the organization towards a better management of its resources. Today more than ever Alloza ensures that “a transverse figure is needed within business to achieve internal and external stakeholders’ commitment and implication, actively listening to the public’s main needs will lead the organization towards social leadership”. The reward is huge because these organizations are able to create attitudes and behaviors that are positive and directly related to creating wealth.