In this episode of La Cueva de MOE, we speak to Asun Bastida, Director of Institutional Relations and Corporate Communications at Eroski, about how to build a solid reputation within an organisation made up of thousands of people. We explore the importance of gaining a deep understanding of a company in order to communicate it coherently, convey its identity and values to the outside world, and ensure that there is consistency between what a company says and what it actually does.
The episode explores the role of people as a reputational asset, active listening and participation within an organisation, and the distinctive features of Eroski’s cooperative model. We also discuss the relationship between corporate communication and institutional relations, how to build trust through coherence and consistency, and the challenges faced by communication professionals in an environment characterised by information overload, fake news and the advance of artificial intelligence.
We discuss:
- Why understanding an organisation from the inside is essential to communicating it effectively.
- How to convey a company’s identity, values and purpose to its audiences.
- Consistency between what a company says and what it actually does.
- How to build a shared narrative within an organisation made up of thousands of people.
- People are one of a company’s key reputational assets.
- Listening and participation as tools for understanding stakeholders.
- How to build trust through coherence, consistency and perseverance.
- The role of the co-operative model and the link with the local area in Eroski’s identity.
- How social media and information overload affect corporate reputation.
- The relationship between corporate communication and institutional relations.
- The role of the communications director in listening both within and outside the organisation.
- The challenges facing communication in the face of fake news, manipulation and artificial intelligence.
