05. Dialogue and communication with stakeholders Annual Report 2013 Self-regulation and ethical codes PRISA has continued in 2012 with its commitment to a solid and professional communications and media sector by taking an important step in self-regulation. In 2011 we adopted a Code of Conduct, mandatory 94 for all workers, in which pluralism and respect for all ideas, cultures and people are described as the Company’s core values, with the primary objective being a respect for human dignity. This document, distributed to all employees of the Company and available on the intranet and websites of all Group companies, includes an overview of the principles, objectives and values of PRISA, and the standards of behavior that employees must comply with. These are considered necessary and crucial to the overall success of the Group and in order to strengthen and enhance the Group’s presence and participation in society. The code, which includes guiding principles on human rights and civil liberties, equal opportunity and nondiscrimination, environmental protection and our own ethical principles, sets out a series of measures to ensure compliance and demonstrates the commitment of PRISA to good corporate governance, transparency and social responsibility. The advent of Internet and social networks has radically changed society and our way of understanding the world. They have changed the way people communicate and keep informed, and transformed leisure and consumer habits. People no longer merely want to read; they want to write; people want to be heard, to interact and engage in dialogue. And they do all of this in the Web 2.0 environment. The social web has also changed the way companies communicate with their different publics, at a time when corporate reputation is a priority. Freedom of expression on the Internet and the strategic priority of enhancing the positive reputation of our company means that PRISA must pay attention to how its employees use social networking tools. As in other areas, we must start with our own business culture. We are content creators and managers, we are opinion leaders who promote certain values based on the defense and spread of democratic freedoms. This is what we do. We should therefore never limit the use of blogs and social networks by employees, but rather, promote their use. Yet we must not lose sight of common sense. In order to have a clear understanding of how to conduct ourselves in this new environment and to know what to do in potential crisis situations, in April 2012 PRISA’s Board of Directors approved a Code of Conduct for the Web 2.0 environment providing a total of ten guidelines for the correct use of Web 2.0 social tools, based on common sense. These principles will help us express our values when we make use of the Internet individually or when we do so on behalf of the Company.
PRISA Annual Report 2013
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