05. DIAloGuE AnD communIcATIon wITh STAkEholDERS AnnuAl REPoRT 2011 The role of the Readers’ editor The Readers’ Editor’s responsibility, as outlined in our statutes, is to respond to complaints or concerns regarding editorial content in the newspaper and to guarantee compliance with the paper’s Style Book. The Readers’ Editor may act on behalf of a reader or under their own initiative on issues that they consider might affect the credibility of the newspaper or might be of interest to our readers.. only a few other papers are endowed with an internal ombudsman such as the Readers’ Editor, among them the prestigious The new York Times, washington Post and The Guardian. The media are the main vehicle through which citizens can exercise their constitutional right to receive truthful information. For that reason, establishing mechanisms for reader participation and, above all, instruments to channel their complaints and suggestions, helps to improve the quality of news and information and to ensure compliance with the ethical standards of journalism. Participation Facilitating reader participation is today more crucial than ever. The digitally networked society has created new habits and expectations of participation among the public, and those organizations that do not provide the appropriate tools and channels will lose an opportunity to legitimize and strengthen their ties with the public. At El País, readers have such a channel to voice their complaints, suggestions and opinions regarding the contents of the newspaper, both print and online editions. The existence of e-mail has greatly facilitated communication, to the point that traditional written correspondence has virtually disappeared. The Readers’ Editor is also available to answer the phone, or may be visited personally. “The exercise of this intermediary role involves a very high degree of transparency. This is unusual in the business world, because all of the Readers’ Editor’s findings and opinions are published and, therefore, the issues addressed are subject to public scrutiny . Few organizations can accept this level of openness and transparency to their internal procedures for correction and quality control. But it is precisely this openness that gives the Readers’ Editor effective preemptive powers in the prevention of the issues that concern us. In my case, I’d like to add that I also see my mission as one of stimulating and facilitating collective reflection on the requirements of quality journalism and the ethical dilemmas that arise in professional practice“. milagros Pérez oliva, Readers’ Editor Self-regulation and ethical codes In keeping with a commitment to a strong and professional media sector, PRISA’s companies are members of different national and international professional associations and organizations, and they participate actively in different bodies within the sector in order to exchange information and ideas. In Europe, PRISA is a member of the European Publishers council, an important association of leading media organizations and which represents our common points of view to the Eu. we are also affiliated to ASImElEc (Asociación multisectorial de Empresas de Tecnologías 78 de la Información, comunicaciones y Electrónica), and IAB (Internet Advertising Bureau). In the Americas, PRISA has been instrumental in the success of the Foro Iberoamérica, which every year brings together leading business people from the media world to discuss common problems throughout this geographical and cultural area. PRISA also collaborates with the press association, Sociedad Intramericana de Prensa (SIP). oPA: online Publishers Association.