“The best that we can do to support companies is providing a diverse vision of communication”, stated Asunción Soriano, CEO of ATREVIA, during her speech in the Global PR Summit 2015 in Miami. The CEO of ATREVIA, stated that in this company “the typical profile of a consultant doesn´t exist. There are journalists and communicators but also lawyers, engineers, sociologists, economists and ex diplomats. We need diverse teams with the capability to co-create and support the added value of our clients with an extended analysis on issues from various approaches to different points of view.
Asunción Soriano participated in the panel titled “Storming the C-Suite”, where she talked about how to reach the position of CEO and her views on how to use communication as a strategic tool in the management of a company and why a company should be receptive to external advice from a public relations company.
Michael Murphy, director of the firm Murphy & Ltd., signaled to the panel that there exists a great opportunity for public relations companies to support the values of management committees even though these obstacles vary according to the markets.
“In Asia, for example, 95% of Chinese companies are family owned and their management committees have very peculiar characteristics”, according to Richard Tsang, strategic public relations with a headquarters in Hong Kong. “Hong Kong which is primarily a financial centre with 62% of the companies listed being family run.”
Asunción Soriano explained with respect that “ATREVIA works Latin America for a diverse range of family businesses and the business owners have a clear idea on how business works. Whenever they find critical challenges like; how to launch a product, crisis with the company reputation or a change in management; the CEO needs to get involved and look for external expert consultants.
Almost one hundred companies and public relations agencies from all over the world participate in the Global Summit 2015. Without a doubt, it is one of the most important events that are celebrated in the public relations environment. During the conference this year experts in communication reunited in the first row, they analyzed the best internships at the moment in the public relations sector and addressed the biggest challenges that the profession has to face in reality.
In the panel where Asunción Soriano spoke, Tanya Meck from the Global Strategy Group also participated. Meck convincingly showed how “the next generation of CEO´s will have innate communication abilities. I still work with many people who are scared of using social media but the following generation has grown up with this. This problem will seize to exist in the future.”
