05. DIAloGuE AnD communIcATIon wITh STAkEholDERS AnnuAl REPoRT 2011 PRISA Radio listeners and users of all PRISA Radio brands actively use the broad range of channels available that allow them to participate and interact, including SmS text messages, forums and social networks such as Facebook and Tuenti. This fosters consumer and user identity with the company while virally spreading messages. PRISA Radio has a direct line of communication with the press via the communication department, who issue press releases, dossiers, hold press conferences, events, receive calls and upload multimedia content to our web sites. with the goal of creating a two-way communication system between the company and employees, PRISA Radio uses intranet through which staff can keep themselves informed of developments, and access work-related information, etc. Audiovisual Ensuring communication and quality service for hundreds of thousands of subscribers requires PRISA TV to deploy a range of instruments to manage all kinds of requests, doubts, and complaints. our instruments include direct customer service by telephone through our customer Service desk, the use of interactive TV screens, the Digital+ magazine and the new Digital+ and canal+ websites, including those of new channels such as Viajar, 40TV and caza y Pesca. Throughout 2010 we have reinforced the main online tool for internal communication, the Intranet, used by employees of PRISA TV for the exchange of information and for putting forward proposals. External communication plays an essential role in our relationship with our customers. PRISA TV has a Department of communication and External Relations permanently open to various social actors and, specifically, to the media. The Press Department of Digital+ and canal+ annually send out hundreds of press releases, dossiers and communiques to national and international media and responds to thousands of phone and online consultations. The corporate communications division of PRISA TV directly addresses any queries or requests from customers, subscribers, and, especially, from the El País’ new social network Eskup media and public and private institutions. They also produce a daily press summary that is digitally accessible through the intranet for all departments, employees and partners of PRISA TV. Media Capital’s companies maintain regular contact with their stakeholders, from investors to endconsumers. This may be via the web page, email, phone or meetings. Internet participation In 2010, PRISA embarked upon its transformation into a consumer-oriented technology company. Increasing our knowledge of our customers and interacting with them forms the basis of the company’s new business model, which sets the standard for innovation, competitiveness and growth across the industry. PRISA is a pioneer, among the major media groups in Spain, in using social network tools and in venturing into web 2.0. over the past year we have opened new channels of communication and dialogue, aimed at providing our followers with a richer digital experience and establishing a real link with them. knowing our audience allows us to provide increasingly relevant products and explore new business models. 73