"In an increasingly competitive market - with fewer legal barriers between countries and continuous technological innovations - media companies must be more agile and creative, quicker to respond to changes in their environment and more focused on systematically improving the quality of their products. For Alfonso Sánchez-Tabernero, Dean of the University of Navarra's CommunicationSchool , "these objectives can only be achieved by excellent teams".

Professor Sánchez-Tabernero presented his new book, Dirección estratégica de empresas de comunicación. The author, accompanied at presentation by Alfonso Nieto, Full Professor of business , said that "companies should pay much more attention to the processes of selection, training and motivation of those who create media content". He also explained that "quality is the effect of satisfying the demands of the public while preserving the identity of each company and respecting the truth of things and the dignity of people. This concept implies that communication companies have to realize more that the value of their brands depends on work well done over time. They must also perceive the long-term positive effects deadline of ethical behavior; it seems undeniable that we are going to attend to the rediscovery of some values -such as integrity, truthfulness and honesty-, which have been at the core of good journalism".

Geographical, temporal and emotional proximity

Sánchez-Tabernero considered that the public demands "close" content; in his opinion, this fact is favored by the rise of localism (geographic proximity), real-time information (temporal proximity) and narratives that emphasize the human aspects of stories, whether real or fictional (emotional proximity).

The book analyzes the main growth strategies of media companies: internationalization, vertical and horizontal integration, and multimedia diversification. It also studies the extent to which the development of large media groups can pose a risk to the free flow of messages.

In addition to the bibliographic sources used, the professor of the University of Navarra draws on his experience as consultant of communication companies: in this way, the statements and proposals on how to improve management tasks are accompanied by examples of some of the most prestigious companies in the field of communication.