Creation and distribution of content The chief social responsibility of any media group is to defend and practice, truthfully and vigorously, the right to information and freedom of expression. In this way we contribute to the growth and development of a democratic society everywhere we operate, and where PRISA media outlets are clear leaders. With a view to guaranteeing the fulfillment of these duties and the exercise of these rights, El País was a pioneer from the very outset in Spain in adopting a series of professional and ethical frameworks such as the Editorial Statute, Style Book and Readers’ Editor, which have been subsequently embraced by all the businesses across the group. These ethical standards have fostered the growth of a business culture that is rigorous, critical and of high quality, and that has set the standard in Spain and in the Americas. In the audiovisual sector, PRISA’s companies have signed up to a number of codes that guarantee the quality of their news services. Responsible management Responsible management of our professionals Providing guarantees to our stakeholders with respect to our duties and obligations as a business is crucial to our responsibility as an organization. PRISA would never reach its business objectives without the efforts and dedication of our professionals, who together make up a diverse and multidisciplinary team, all sharing common goals. Working at PRISA means joining a team of professionals in an environment that favors innovation, creativity and teamwork. 36 PRISA | Sustainability at PRISA Through integrated and effective management of people, we foster both the personal and professional development of all our employees. Responsible management of our users and the digital transformation 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. Responsible management of our communications PRISA’s Corporate Communications and Marketing Department has adopted a proactive approach focused on the continuous improvement of the Group’s reputation. The key strategies are based on Integral Communication, ongoing research and analysis, positioning, segmentation, and communications 3.0, in order to properly manage Brand Identity, Internal Communications, External Relations, and Social Responsibility.
Resumen_ejecutivo_EN_Prisa_13042015
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