02. PRISA, a global group Annual Report 2013 21 WWF (formerly Adena), Earth Hour, on March 31. The initiative involved all the Group’s companies in all countries where the Group operates. It is the largest mass public event that PRISA supports and it is an initiative that is very close to PRISA’s heart. As a crucial news and cultural player in the Spanish and Portuguese-speaking worlds, the Group will continue to support the initiative in the future in keeping with our commitment to raising awareness in this area. The initiative in 2012 mobilized more than 147 countries (12 more than in 2011) in more than 5,000 cities worldwide in order to show that collective action can effectively lobby governments to act against climate change. The campaign took place throughout March by means of a countdown on PRISA Radio’s stations, on programs on Canal+, in El País and Cinco Días, on all the Group’s web pages and through SANTILLANA, thus helping to spread the word that we still have time to prevent climate change. PRISA involved all its employees through in-company initiatives and designed web page on the corporate site with the slogan: PRISA against climate change. The day following the event, El País thanked all its readers for supporting the campaign on behalf of PRISA. The cost of running the campaign through editorial coverage and the donation of advertising space was valued at almost 11 million euros across all the Group’s media outlets. Responsible communication Over the past year, progress has been made in the plan for the management of indicators and for responsible communication. This has shown us the way forward. Noteworthy achievements include: a. New management of Communications: In 2012, PRISA’s Department of Communication consolidated the work begun in 2011 aimed at changing and modernizing the management of Group communications, strategically focused on employing the most advanced technologies in order to position PRISA as a consumer-oriented company and focused on facilitating the Group’s expansion in international markets, particularly the US, Brazil and Mexico. This shared project, led by the Directorate of Corporate Communications, made up of the new team of communications directors from all the Group’s business units, aims to guarantee and promote PRISA as a socially responsible business Group. It also aims to integrate PRISA’s commitments as a socially responsible Group with its commercial operations and its relations with stakeholders and social and environmental issues. b. Setting up internal and external channels of communication in the area of social responsibility: The corporate web site, prisa.com, has a special section on social responsibility that is constantly being updated. The Communication and Corporate Marketing department also periodically informs the media of all initiatives, and employees receive updates via the intranet service Toyoutome. Departments also attend meetings and forums on corporate social responsibility. 2012 also saw the launch of PRISA’s Social Responsibility Observatory, a body representing all business units and whose chief responsibility is to
PRISA Annual Report 2013
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