In this episode of La Cueva de MOE, we talk with Joaquín Mouriz, Director of Communication, Brand and Customer Experience at BNP Paribas Personal Finance, about the role of corporate communication in companies and the challenges facing today’s professionals in the sector. Drawing on his experience as a journalist and communications director, we reflect on how the profession has evolved and why it still needs to prove its impact on the business.
The episode’s guiding question is this: why does communication still have to justify its value within organisations? Joaquín argues that reputation, brand and trust are strategic assets, but that communication professionals must learn to speak the language of business, measure results and demonstrate the value they bring through data.
We talk about:
- The role of the Communications Director on executive committees.
- How to measure the impact of corporate communication.
- The relationship between reputation, business and trust.
- The media crisis, disinformation and the role of public relations.
- How the profession is changing with artificial intelligence.
- Why judgement will remain communicators’ main asset.
