SOCIAL RESPONSABILITY
AND SUSTAINABILITY
REPORT
2018
64
COMMUNICATIONS MASTER PLAN
2016-2020
PRISA continues to forge ahead with its commitment
to proactive communication and sustainability, in
compliance with the Communications Master 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 communications
and marketing activities, with a clear focus
on the differential values of our company. We have
redoubled our attention to the management 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 constantly improving the
corporate reputation of the company as a whole and
at strengthening our product brands. In addition, we
aim to transform Corporate Reputation and CSR into
strategic assets of PRISA.
We continue to work on designing a system of key
performance indicators to measure Group intangibles
and the return on and impact of CSR actions.
This will allow us to adapt and improve such actions
and enhance our organization as an institutional
asset.
We aspire permanently to ever new and broader
recognition 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
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 the region.
To this end, it is crucial that the company continue
forging ahead with the ongoing work of di-
gital transformation enabling us to be closer to our
users – without losing sight of our hallmark values
and the founding values of each newspaper title.
To this end, we will continue to work on expanding
audiences and consolidating our position as the
leading creator and provider of quality content in
Spanish, Portuguese and Catalan, in all formats,
and with innovation and new narratives as key
goals.
Our chief commitment is to offer our readers quality
news. information and content. 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 understand
the world around them. We will create increasingly
personalized content, providing unique
experiences and we will remain the benchmark for
news on what is happening in the world.
PLAN DIRECTOR
DE COMUNICACIÓN
Y MARKETING
CORPORATIVO
2016 - 2020
Dirección de Comunicación
y Marketing Corporativo