Year in review PRISA, a global group Responsible management of our users and digitization Digital technology has definitively placed people at the center of everything, and companies in the business of creating and distributing content must now rise to this new challenge. The responsible management of our users must first start with preparing our professional teams to face the challenge of digital transformation, a transformation that requires us to be ready to respond appropriately to changing user and consumer habits. To this end, over the past two years, PRISA has been promoting an ambitious transformation plan to provide us with the organization and corporate culture necessary to understand the opportunities offered by technology and the digital world for our business group. This plan includes training and professional development programs that will enable our internal users to adapt to this new reality. Never before in its history, has media had this opportunity to listen and speak directly to its readers. 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. This helps us to fully understand our users’ habits, and to thereby enhance content according to their expectations. Now readers and clients not only want to read. Importantly, they also want to write, they want to participate in the construction of collective opinion, express themselves and become part of the content. Here, the interactivity of our platforms and social networks are playing a key role, and we are developing all these tools with the utmost care to ensure the independence, rigor and quality that has always characterized us. There is a broad range of controls and procedures to address and properly 110 Sustainability Report 2014 manage processes across the entire value chain of our content, allowing us to maintain the perfect balance as we promote digital technology as a source of wealth and added value -- without ever losing sight of the traditional strengths of our brands. Responsible management of communications PRISA’s Corporate Communication and Marketing has adopted a proactive approach focused on the continuous improvement of the Group’s reputation. The key strategies are based on Integral Communication, research and ongoing analysis, positioning, segmentation and communications 3.0 in order to properly manage Corporate Identity, Internal Communications, External Relations, and Social Responsibility. All too aware of the importance of coordination for a group of companies operating in 22 countries and with a broad portfolio of products and services, it is essential that we are equipped with an appropriate communications network. At PRISA, there are two permanent forums for internal communications and dialogue. First, a weekly Communications Committee, which brings together the communications directors from the various business units and the heads of Human Resources, Analysts and Investors, and Transformation, to correctly oversee internal and external communications activities at all levels. Secondly, the Social Responsibility Observatory meets each month to check up on the progress of action plans, as well as in order to be kept up to date on latest trends with a view to their constant monitoring . Of special note is the internal communications policy, which has undergone a complete overhaul in recent years at PRISA. Our common intranet channel, Toyoutome, is a treasure trove of information on the company and a meeting point that is used daily by our professionals, who now have access to new tools. It allows them to contact their colleagues or simply share an item of news on the Wall. Monthly data show averages of around 130,000 pageviews, representing an increase of 81% compared to data from 2012 (70,918). Similar positive trends can be seen for data on Unique Browsers on the intranet with growth of 83% (15,650 unique browsers) for the monthly average in 2013, compared to 8,550 in 2012. There is a broad range of controls and procedures to maintain the perfect balance as we promote digital technology without ever losing sight of the traditional strengths of our brands This permanent communication platform for direct communication is supplemented by three further services. The daily tweet, where we share a topic related to the transformation of the company, the Toyoutome blog on Digital Trends, and the monthly PRISA Newsletter, started in 2013 and just the latest addition to our communications arsenal as we strive to share and involve everyone in the changes. The use rate of this new information service, exceeding 30%, reflects the desire of PRISA professionals to be kept informed of the Group’s progress.
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