87 Social Responsibility and Sustainability Report 2016 | PRISA Sustainability at PRISA Responsible management of our users and digital transformation Digital technology has definitively placed people at the center of each and every company’s strategy. It brings us closer to users and allows us to learn more about their habits, thereby enabling us to offer personalized products that will improve their user experience. The responsible management of our users must first start with focusing on and preparing our professional teams to face the challenge of digital transformation, a transformation that requires us to develop new skills, new procedures, new products and new ways of working. To this end, over the past four years, PRISA has been energetically pursuing an ambitious transformation plan to provide us with the organizational and corporate culture necessary to take full advantage of the opportunities offered by technology and the digital world for our business group. This plan includes training and development programs that will enable our professionals to adapt to this new reality. Never before in history, have media organizations had this opportunity to listen to and dialogue directly with their readers and users. Digital technology has exponentially multiplied the audiences of traditional media. In the case of PRISA, the Spanish and Portuguese languages have allowed us to cross borders by removing all barriers to communication. Users increasingly want to participate in the construction of collective opinion, express themselves and feel part of the content. There is a broad range of controls and procedures aimed at addressing and properly managing processes and procedures across the entire value chain of our content, allowing us to strike and maintain the perfect balance between digital technology as a source of added value and the traditional strengths of our brands. Most of our content is provided with systems for encouraging participation, via comments that are constantly addressed and moderated on each of our media. In the case of Santillana, as well as using corporate customer service channels, our sales representatives visit a daily average of 5.1 schools in order to maintain a close and ongoing relationship with clients. This allows us to hear their views and convey any resulting input to the publisher. With a frequency of between one and three years, except for where very specific issues are concerned, we conduct studies to gauge the opinion of our direct and indirect clients and customers, as well as potential customers. The frequency depends on each of our companies and products, as well as on the methodology and sector to be analyzed. The most frequent object of study is the digital world (more than once a year) and the least frequent is the analog field (every two or three years). The media of PRISA Noticias maintain a close relationship with their readers through social networks, which are fully integrated into the day-to-day work of the newsrooms and also, and increasingly so, into the departments of Communications and Marketing. Journalists are also engaged in a constant conversation with readers through their social media profiles. This generates a greater diversity and plurality of views, and greatly adds value to the brands. Another important channel of communication between readers and El País is the ombudsman, set up to address complaints, comments and suggestions from readers regarding the contents of El País, as well as any of the products or collections that sometimes accompany the paper. The ombudsman ensures com
Memoria 2016 EN_PRISA_20160315_V4 baja
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