72 3 | Commitments and future challenges we have been building since the very beginning of our group derives from our day-to-day collective work. All of us who form part of the PRISA project are duty bound to ensure its survival. The smooth and successful running of the organization de-pends upon our commitment to, and individual responsibility for, these principles and values. We have therefore communicated specific items of interest to appropriate groups, such as senior management, who must demonstrate exemplary conduct, and communication and content mana-gers on social networks, who have a constant im-pact on the Group’s reputation and who are brand ambassadors and are responsible for direct dialo-gue with customers and users. By means of PRI-SA’s intranet, and other communication channels, we have distributed informative digests that are to be taken into account when designing new po-licies and regulations, such as the policy of com-pany gifts. In 2017, we will continue to inform on other policies and articles enshrined in the Code of Ethics. Increased transparency and accessibility of information about PRISA In our ongoing quest to improve transparency and the access to information about PRISA, we are committed to increasing the flow of communica-tion with shareholders and investors through all media at our disposal, as well as to improving the information made available to the markets, in order to facilitate comprehension and understanding. The goal is to provide all necessary, timely and appropriate information to financial analysts cove-ring our company so that they can more accurately analyse and reflect the situation of the Company and its future prospects. We continue to work on setting up a system key performance indicators (KPIs) to measure intangi-bles in the Group and the return on and impact of CSR actions. This will help us to truly value what we do and will allow us to refine and improve the actions to be undertaken. We aspire permanently to ever new and broader recognition, such as international standards in-cluding the Dow Jones Sustainability Index, that validate the progress of our commitments and good practices. In this way, our stakeholders may clearly identify us with our principles and values. Commitments and challenges of the business units PRISA Noticias PRISA Noticias aims to consolidate its position as the leading creator and provider of quality content in Spanish, Portuguese and Catalan, in all for-mats. Innovation and new narratives are the key objectives. With a firm commitment to Ibero-America, PRISA Noticias seeks to contribute to the transformation, modernization and progress of all societies and become the media group of record in Ibero-Ameri-ca. To this end, the company will continue with the work of permanent adaptation of its news titles to society’s new ways of consuming news and infor-mation —without losing sight of our hallmark va-lues and the founding values of each newspaper. Our chief commitment is to stimulate an ongoing conversation with our readers, our media must be adapted to contemporary communication, based on understanding our readers, on listening to them, and on offering a vantage point from which to un-derstand the world around them; we will create in-creasingly personalized content, providing unique experiences and we will remain the benchmark for news on what is happening in the world. El País, thanks to a unique editorial policy and qua-lity, will seek to consolidate its relationship with increasingly global audiences. It will, therefore, continue the process of constant improvement of content, offering this across all digital media. Mo-bility and a greater commitment to video —with the aim of incorporating this definitively into the DNA of the newspaper— will be just two of the challenges for the newspaper in 2017. Other major challenges will be increasing audiences and boosting the pre-sence of our content wherever our users are throu-gh the reinforcement our multi-distribution strategy. As is set to turn 50 in 2017, and will be running special anniversary content and events over the year. It will continue its international expansion,
Informe_Anual_PRISA_EN
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