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The MCPC celebrates its 10th anniversary in Madrid with a reflection on the future of the profession

The seminar Building Bridges between Society, Politics and business opened the celebration events that will continue in Pamplona and Mexico City.

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10/06/14 17:55 Yago Sánchez-Reig

The MCPC has celebrated its 10th anniversary with a seminar in Madrid, which will be continued in Pamplona, at the end of the month, and in Mexico, after the summer. The seminar Building Bridges between Society, Politics and business brought together academics and practitioners in a dialogue multidisciplinary on the main challenges facing the profession. The workshop was part of the regular meetings of training continuous for alumni organized by the Master's Degree of Political and Corporate Communication. This special 10th anniversary meeting was attended by more than seventy people , including students and alumni, professors, industry professionals and members of committee advisor of Master's Degree. The meeting was structured around five themes: the figure of the dircom, strategic consultancy service , political communication, public affairs and management of reputation.

The workshop began with words of welcome from Jordi Rodríguez Virgili, director of the MCPC, who stressed that "we are facing a change of era, of which we want to be protagonists, not mere spectators". This idea of change was present throughout the meeting as it poses, in the words of Rodriguez Virgili "stimulating challenges and challenges for action, the teaching and the research".

The former director of the MCPC, Carlos Barrera, moderated the first roundtable of the day, which dealt with what a good dircom should offer. The speakers at the table, Elena Gutiérrez, deputy director of Master's Degree, and José Manuel Velasco, president of Dircom, agreed on the need for the person in charge of communication in organizations to be an active part of strategic decision-making and a transforming agent in organizations and society in order to recover the credibility of institutions.

Given the current situation of change, the services offered by consultancy service of communication agencies were discussed, in a round table in which Charo Sádaba, vice-dean of the School de Comunicación, acted as moderator. Jorge del Río, professor at the MCPC, encouraged "generating a new culture of work" so that agencies are able to attract and retain talent. Teresa García Cisneros, president of ADECEC, highlighted two trends: the increased specialization and the work as an implant of the consultant -this professional as part of the organizational teams in the client-.

The lively round table on political communication was attended by Luis Arroyo, consultant at Asesores de Public Communication; Karen Sanders, president of ACOP; and Jordi Rodríguez Virgili as moderator. Sanders denied that the current political disaffection is due to "communication problems" and advocated a politics capable of seeing the "big picture", which forces us to get out of the short-termism in which politics is installed. Luis Arroyo summed up his diagnosis by saying that politics must move "from storytelling to storydoing", since "communication is nothing more or less than a tool at the service of reality". Next, the role of lobbies and the possibility of reconciling public affairs and private interests was discussed at a table moderated by Elena Gutiérrez. The president of APRI, María Rosa Rotondo , and Natalia Rodríguez Salcedo, professor at the MCPC, agreed on the need for regulation and transparency, since "it is much more profitable for everyone," said Rotondo.

The management of reputation was the topic for the closing of the workshop. The roundtable, moderated by Teresa Sádaba, professor at the MCPC, was attended by Ángel Alloza, director general of Corporate Excellence; and Juan Manuel Mora, Vice President of Communication at the University of Navarra, who both warned of the risks of not protecting institutional reputation. "Reputation is a sum of intangibles that requires emphasizing the cultivation of relationships, rather than the expected result ," said Mora. In this sense, Alloza added that in order to cultivate that reputation it was necessary to "understand communication as a generator of shared beliefs between an organization and its social environment".