104 4 | Sustainability at PRISA agility of each employee, based on methodologies that identify all those gifted individuals who match the organizational culture of PRISA. Design of Microsoft 365 Project. In 2016 we be-gan the process of migrating to and adopting Mi-crosoft’s suite of collaborative digital tools. This allows us to work from anywhere via the cloud with hardly any storage restrictions, and improves the agility, communication and productivity of all teams. This project will be deployed definitively during 2017. To facilitate the transition, a program has been put in place for both internal communi-cation and training to thereby encourage the use of the tools which will contribute enormously to the transformation of the way of working, and that is in keeping with the strategy of becoming more com-petitive from a digital perspective. The range of digital courses offered by Campus PRISA was consolidated with the addition of cer-tification from the ICEMD-ESIC (in the area of di-gital marketing). This new certification for students completing courses joins that already offered by the EOI (in digital skills). Other measures we have implemented have inclu-ded a greater focus on innovation and R&D with more high-level resources allocated to projects that are critical to the transformation of the Group. We encourage our own professionals, directly and with other partners, to drive the innovation that is required by education and information. Responsible management of communications The Communications and Corporate Marketing Department is guided at all times by the ultimate objectives of the company for the development of strategies and initiatives, and is ultimately respon-sible for image and corporate culture, the positio-ning of Group brands and its senior management. The focus of our efforts is on continuously impro-ving reputation, and is addressed to each of the internal and external stakeholders of the organiza-tion. We are aware that reputation is built and culti-vated from a range of different perspectives and that it is the responsibility of all members of the organization. The Communications and Corporate Marketing Department not only manages the repu-tation of the company but also ensures transpa-rency, trust, dialogue and ethics at PRISA through five areas: proactive measurable communications, brand, events and content, integral communica-tions and social responsibility. PRISA’s values revolve around people, who are at the very heart of all marketing and communication initiatives. Here, internal communications play a key role in the development of the human capital —our chief asset— that makes up the Group. To-youtome is the name we’ve given to our intranet, a common, global platform that gives our professio-nals all the information they need concerning the company. This is a meeting point for all our profes-sionals and offers them access to tools for knowle-dge, training and innovation. The platform is also endowed with a range of products that enable direct communication, such as the weekly tweet, which allows us to share news on issues related to transformation and innovation, plus an external blog on digital trends, and our newsletter, which brings together, every month, all the best Group content and initiatives. The company also has a Communications Com-mittee, which is the body established to support, coordinate and evaluate the strategies, procedu-res and operational needs of the business units in communications, thereby ensuring the achieve-ment of the Company goals in this area and the standardised and integrated processing of all mes-sages. Chaired by Executive Chair, it is made up of all of the Group’s Directors of Communications, the head of content and media relations, the di-rector of relations with analysts and investors, the marketing director of PBS, and the Director of hu-man resources, who together work to strengthen internal communications. On occasions, they are also joined by both internal and external experts from different areas, as the Committee sees fit. Alongside the work of the communications and marketing departments of the business units, we have redoubled our attention to the management of the Group’s brands, to ensure that these are true
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