We live in an increasingly complex and changing environment where new forms of communication and interaction arise.
Borders are no longer geographic, the world power axes have been modified and the citizenry has left behind a passive character to achieve a more protagonist role in the development of the events.
After a deep crisis, not only economic, but also from trust, companies, financial institutions and public organizations have now a day a crucial challenge: to reinforce or regain, depend on the case, their trust, credibility and in deed, reputation in between their stakeholders.
In this sense, the printed word or the trivial advertising are no longer the single loudspeaker and now the new Information and Communication Technologies offer multiple opportunities to reach a better relationship with its stakeholder.
Coinciding with the 20th anniversary of the firm, this UNO has a special interest since it compiles the latest tendencies in matter of communication, opportunities, and challenges that the future may hold and the tools and skills that should be adopted in order to success.
Jorge Cachinero, Coporate Director of Innovation at LLORENTE & CUENCA, Professor at IE Business School and Member of the Scientific Council of Elcano Royal Institute.