New drivers of influence and trends in Public Affairs

Joan Clos – former Minister of Industry, ex-mayor of Barcelona, prior executive director of the UN Habitat programme and senior partner of ATREVIA-, has given way to the III Block of the congress #CommunicationToday dedicated to influence and opinion-building.

Specifically, Clos has talked about cities and the keys to boosting growth and generating opportunities. “It is the urbanization that generates development and not the other way around. The city is the natural habitat of knowledge, the size of the market allows you to specialize” has ensured.

Isabel Grifoll has moderated the table on the new drivers of influence with Elena Bule, Director of Communication of Twitter Spain and Joan Tapia, Vice President and President of the Editorial Committee El Periódico de Catalunya

Asked about the actors and their influence, Elena Bule explained how, “people have always been an activist but today they have more channels to have their voices heard. Every day we see new cases of micro activism that highlight individual problems, and brands have to take that very seriously”.

Manuel Mostaza, Public Affairs director at ATREVIA has told us about three great trends in the sector. For him it is necessary to talk more about strategy and less about the agenda. “We need to help our clients come up with what we want to achieve and bet on knowledge to understand what’s going on in the world”, at the same time, the organization values have to be in line with what it does. For Mostaza, “Public Affairs and communication go hand in hand in establishing a coherent narrative.” Finally, “it is essential to understand that the institutional and the regulatory are not an expense but an investment that influences the bottom line”.

Mostaza has also been in charge of moderating the table with Xavier Ribera, Director of Communication, Institutional Relations and Sustainability of Basf Spain and Portugal, and Javier Guemes, Director of International Relations of the General Council of ONCE and executive vice president of FOAL

On the defense of interests in triangular logic: Barcelona-Madrid-Brussels, Ribera has assured that the sum of forces is important: “Today we are working for kingdoms when we are in a global world. We would have to pose the questions, what would happen after Europe, and pose global challenges.” For Guemes, “the secret is in the organization, in having both national and European representation, in order to show who represents someone”.

Subsequently, Campos de Moya, president of Media Met Partners and Lantica Media, has presented the success story of the Dominican INITIATIVE that bet on culture as a lever of internal transformation

The last table of the congress, Quo Vadis Barcelona?  has been moderated by Isabel Grifoll with the participation of Cristina Maragall, spokesman for Fundació Pasqual Maragall and Joan Clos. For both cites have great competitive advantages such as entrepreneurship or solidarity. Cristina Maragall has explained the work of her foundation and called for a commitment to research

The bloc has ended with the presentation of Juan Luís Cebrián, founder of El País, former president of Prisa Group and Senior Partner ATREVIA, on the influence in the context of the new political and social order.

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