1 | Year in review 2 | PRISA, a global group 3 | Commitments and future challenges 4 | Sustainability at PRISA 5 | Appendix
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in Spanish that features its own web site and app
and is distributed across multiple channels via
digital audio aggregators. In its first year of operations,
Podium Podcast reported more than ten
million downloads.
This year also saw the redesign of a number of spoken
word and music radio sites in the Americas,
with the aim of providing them with all the tools they
need for content management that will promote the
consumption of audio, facilitate the publication of
multimedia content, and that are adapted to mobile
consumer habits. Mobile applications have undergone
several improvements and innovations, with
projects such as the Relicapp corporate platform,
which involves several stations in the group, both in
Spain and the Americas, and which has improved
their interaction with users. Meanwhile Cadena Ser
and LOS40 have increased the capacity of their applications
to allow on-demand consumption of programs
in the same environment, including LOS40’s
four thematic radios on OnePlayer.
With regard to our professionals, in 2017 we continued
to promote initiatives within the overall project
aimed at transformation and change of the
organizational model. The overarching objective
is to continue putting in place the organizational
culture best adapted so as to develop fully in the
digital economy, a culture that favors increased
return for the Group and that fosters a sense of
belonging.
Internal areas of action include:
• Organic development of the ecosystem Toyoutome
to reinforce cultural change (global Intranet,
Newsletter, Tweets, etc.). And expanded
leveraging of this ecosystem’s platforms
as mechanisms to build internal reputation,
to foster and communicate values, to encourage
and incubate intellectual and social capital,
and to identify profiles with potential for
growth (Experience Factory)
• The retraining and reconversion of human capital
to adapt it to the production needs of the digital
economy. (PRISA Campus and PRISA Jobs)
• Process of cultural transformation through
training in innovation, leadership and teamwork,
in order to increase the production of
value and to foster competitive versatility in
the sector. (Mi idea and Innovation Workshops)
We have also strengthened the area of Expertise
and the design of services, essential for the strategic
development of our products. As industry leaders,
we must be at the forefront of the very best
experiences in user consumption of news and information.
We also seek to reinforce our commitment
in the area of Big Data in order to understand
and anticipate the best ways to contribute to the
creation and dissemination of content, and improve
our impact on society.
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 responsible
for image and corporate culture, the positioning
of Group brands and its senior management.
The focus of our efforts is on continuously improving
reputation, and is addressed to each of the internal
and external stakeholders of the organization.
We are aware that reputation is built and cultivated
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 reputation of
the company but also ensures transparency, trust,
dialogue and ethics at PRISA through: proactive
measurable communications, promotion of the
brand, events and content, internal communications
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. Toyoutome
is the name we’ve given to our intranet,