101 Social Responsibility and Sustainability Report 2017 | PRISA constantly addressed and moderated on each of our media. In the case of Santillana, as well as using corporate customer service channels, our sales team visits a daily average of 8000 schools in order to maintain a close and ongoing relationship with clients. This allows us to hear their views and convey any resulting input to the publisher. With a frequency of between one and three years, except for where very specific issues are concer-ned, we conduct studies to gauge the opinion of our direct and indirect clients and customers, as well as potential customers. The frequency de-pends on each of our companies and products, as well as on the methodology and sector to be analyzed. El País, for example, has enhanced its brand image, according to a perception survey carried out this year. The survey highlighted the brand’s prestige, leadership, professionalism, in-dependence and entrepreneurial strength, all the result of recent changes. This positive effect has allowed us to reach out to younger and more pri-me- age readers, who value the newspaper as a more complete editorial product, and who appre-ciate new supplements and sections, both print and digital. However, it should be borne in mind that these new audiences may have less attach-ment to the editorial line and our promotions. PRISA Noticias’ news media maintain a close rela-tionship with their readers through social networ-ks, which are fully integrated into the day-to-day work of the newsrooms and also, and increasingly so, into the departments of Communications and Marketing. Journalists are also engaged in a cons-tant conversation with readers through their social media profiles. This generates a greater diversity and plurality of views, and greatly adds value to the brands. Another important channel of communication be-tween readers and El País is the Readers’ Editor, which was established to address complaints, comments and suggestions from readers regar-ding the contents of El País, as well as any of the products or collections that sometimes accom-pany the paper. The Readers’ Editor ensures com-pliance with the ethical rules governing the practi-ce of journalism and that are laid out in the El País Style Book. The existence of this figure and its continued activity over the years, demonstrate the commitment of the newspaper’s management to the transparency of information and their respect for the ethical principles governing the profession. Newspapers are now just one among many pla-yers on a crowded global stage in which multiple voices participate and in which millions of data in-tersect. El País aims to ensure that this great, di-verse conversation becomes more civilized, closer to each of our readers, more useful, better, more fairly moderated and more balanced. The news-paper is an open space for reflection and it fosters an open and inclusive dialogue, based on informa-tion, analysis, tolerance, democracy and the pur-suit of progress. El País has effectively become a total media envi-ronment, which offers its readers news in all pos-sible formats, from text and photography to video, and from social media to audio. It has restructured its newsroom and created a new, modern, comfor-table, flexible, functional and multidisciplinary spa-ce that is a significant step forward in adapting to the new reality of multimedia work environments. There is an open-door policy, which this year has reached out to new audiences. The paper had tra-ditionally organized guided tours of its facilities for schools, associations and colleges, but now subs-cribers and customers are also being made wel-come, and can see firsthand how the newspaper is produced. In 2016 PRISA Noticias’s newsrooms received more than 5.000 visitors. In 2016, the new El País website rolled out a new design that is adapted to any device and adheres to the plan 828, a strategy that adapts news to the demands of readers and involves a change to the usual rhythms of producing content to better res-pond to the global digital challenge. El País is committed to new language and narra-tives, and the paper has innovated with the move towards immersion journalism represented by the special ‘Fukushima, Contaminated Lives’, the first ever virtual reality app made by a Spanish media outlet. This coincided with the release of the new El País app. In the area of events, there was inten-se activity on the channel on Facebook life, with a comprehensive daily schedule of live TV that
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