71 Social Responsibility and Sustainability Report 2017 | PRISA envisaged in the Transformation Plan, which calls for their complete integration into the day-to-day management of the company. Even so, it remains an ongoing challenge that re-quires the daily participation and commitment of the whole organization to ensure that all Group employees are aware of the importance of their individual role for the optimal performance of the Group in this new digital ecosystem, and to the-reby ensure that PRISA, as a global company in the creation and distribution of quality content, continues to be major player. Communications Master Plan 2016-2020 PRISA continues to forge ahead with its commit-ment to proactive communication and sustainabi-lity, in compliance with the Communications Mas-ter Plan 2016-2020, with the aim of enhancing the reputation and the institutional profile of the Group with regards to the importance and social impact of its activities. This new stage in our journey is marked by three major trends: hyper connectivity, ongoing global redesign and the creation of shared value. This means putting people at the center of all our com-munications and marketing activities, with a clear focus on the differential values of our company. We have redoubled our attention to the manage-ment of the Group’s brands in order to make them true guarantors of credibility and quality for all our stakeholders. The plan is aimed chiefly at cons-tantly improving the corporate reputation of the company as a whole and at strengthening our pro-duct brands. In addition, we aim to transform Cor-porate Reputation and CSR into strategic assets of PRISA, and we envisage them as being seen as such, and as as levers for growth, by senior ma-nagement. Commitment to transparency and corporate governance Since 2015, PRISA has strengthened its complian-ce structure through its Compliance Unit, which in 2016 has intensified its work of supervising the operation and enforcement of the Group’s crimi-nal prevention model and the promotion of ethical behavior among employees. Furthermore, it also oversees compliance with the legislation applica-ble to the Group’s activities and the internal rules of the organization. PRISA’s Compliance Unit is made up of the Se-cretary General, the Director of Internal Audit and the Director of Human Resources. The Complian-ce Unit reports to the Audit Committee of PRISA. Other compliance units have been created at San-tillana, PRISA Noticias, PRISA Radio, PRISA Brand Solutions and Media Capital, which will together oversee all companies making up their respective business units. One of the pillars is the new Code of Ethics which was revised and updated in 2016.This code, mandatory across the entire Group, sets out and defines appropriate conduct that makes our company a world leader for excellence in edu-cation, news and information, and entertainment throughout Ibero-America. We have carried out a range of awareness-building activities among our professionals to underscore its importance, awa-re that the reputation of prestige and quality that Code of Ethics 2016 DOWNLOAD
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