Communication and reputation management are key to a successful corporate strategy

Dircom and IE Business School have been working together for over a decade to highlight the key role played by corporate communication in corporate strategy.

Experts from IE Business School and Dircom had worked jointly on the book, which features practical case studies on managing corporate reputation through strategic communication. The authors used case studies on firms that included Endesa, Informa D&B, Cepsa, Abertis, Huawei, Leroy Merlín and Mondelez International among others. The book focuses on areas that include crisis management, reputation management, cultural and digital transformation, new business models, internal communication, sponsorship and CSR, examining challenges that companies have met by employing different communication strategies.

The presentation of the book took place at the Torre Cepsa building in Madrid. Those present included senior directors from IE and Dircom like Joaquín Garralda, Dean of Academic Affairs at IE Business School, Sebastián Cebrián, Managing Director of Dircom, Teresa Mañueco, Vice President of Dircom, and Ricardo Gómez Díez, who coordinated the book. Participants in a round table on communication challenges facing senior management teams included José D. Bogas Gálvez, CEO of Endesa, Juan Mª Sáinz, CEO of Informa D&B, and Álvaro Badiola, CFO of Cepsa. Following the round table, communication directors from Abertis, Huawei, Leroy Merlín and Mondelez International shared their vision of the key role of communication in corporate strategy.