Our EACD Ambassador and regional lead of Spain, Alfonso González Herrero, Director of Government, Regulatory Affairs and External Communications for IBM Spain, is looking forward to welcoming you to an engaging debate!

The Barcelona principles for the measurement and evaluation of communication were established in 2010. Having identified the need for clear standards and common approaches to measuring and evaluating public relations results; the aim back then was to establish a baseline to build on. In this workshop, we will discuss the situation five years onwards. Measurement actually means giving an activity a precise dimension. How much progress have we made to identify, develop and establish relevant indicators in our organizations that provide the insights we are being asked for? While objective, binary KPIs remain relevant, how much have we integrated subjective and scaled indicators? With increased transparency, nonstop communication and ever greater simplification of messaging, measurement and evaluation has the opportunity to guide appropriate actions to build and preserve trust in our brands and organizations.

During the session we will also have the opportunity to discuss which are some of the processes and methods used by international companies to measure the results of their communications plans and actions. Do they provide ‘standardized’ tools to their subsidiaries? Or, do they use country by country models of measurement an evaluation? We will discuss the pros and cons of each approach.

We are happy to announce our speakers: Paul Capriotti, Professor of Public Relations and Corporate Communication at Universidad Rovira i VirgiliPaul

Capriotti holds a PhD. in Communication by the Universidad Autonoma de Barcelona (Spain) and Bachelor in Social Communication (Public Relations) by the Universidad Nacional de Rosario (Argentina). He is also PDD in Marketing Management by Esade Business School (Barcelona, Spain). Now, he is Professor of Public Relations and Corporate Communication at Universidad Rovira i Virgili (URV) in Tarragona (Spain). He is also Coordinator of the Master in Strategic Communication at URV. He is CEO of Bidireccional, consultancy specialized in research and measurement of media reputation (MAINMEDIA). Before that, he worked for the Barcelona City Hall (Department of Culture) in the development of the brand Barcelona, city of museums. He was Brand Communication Manager of Epson Spain, and member of the Brand Management Teamwork of Epson Europe and Seiko Epson Corporation. He has published several book chapters and 3 books: Imagen de Empresa (1992), Planificación Estratégica de la Imagen Corporativa (1999) and Branding Corporativo (2009). He is author of different articles in Spanish and international journals like Public Relations Review, Journal of Communication Management, Business & Society, Corporate Communications, Museum Management and Curatorship, Communication and Society, Estudios sobre el Mensaje Periodístico, El Profesional de la Información, Razón y Palabra, Sphera Pública and Zer. He is guest professor at different Spanish and Latin-American Universities.

Louis de Schorlemer, EMEA Corporate Communications Manager, Cargill

Louis de Schorlemer is Corporate Communications Manager for Europe Middle East and Africa with Cargill, a provider of food, agriculture, financial and industrial products and services. His focus are corporate reputation, stakeholder engagement and media relations across the region. Throughout his career, he developed his area of expertise in communication measurement. Prior to his current commitment, Louis has held senior international communication roles with Imerys and Gallup. A graduate of Emerson College, Boston, USA, Louis holds a Master’s degree in Global Business Communication and has a diploma in Marketing Communications from the International Advertising Association. He is a member of the European Association of Communication Directors (EACD) where he co-chairs the “Evaluation” working group since 2006 and serves on the board of the Luxembourgish Diabetes Association.

Sergi Guillot, CEO, AccesoIndustrial Engineer from Universidad Politécnica de Catalunya, Spain, and MBA by IESE and Columbia Business School

Sergi Guillot has held significant positions such as Director of Corporate Development for the city of Barcelona entrepreneurial project “[email protected]”, where he contributed to the establishment of Barcelona Media Park, among other initiatives, or as Purchasing Manager at the SIEMENS factory in Witten, Germany. Sergi Guillot joined Acceso as CEO in May 2008 and has led the globalization of the brand boosting its international expansion and promoting measurement services based on the analysis of Big Data through proprietary technology . He is also director of AMEC and member of ADC Dircom (Spanish Association of Communication Directors) and FIBEP.


09.30 – 10.00 Registration and welcome by Alfonso González Herrero

10.00 – 10.05 Welcome by our host AENOR

10.05 – 10.25 Keynote speech by Sergi Guillot:

Global understanding of your brand’s international reputation and its measurementNowadays companies compete in global market and they need to be aware of their global brand reputation and its international impact. In a multinational context, to measure and track the communication strategy locally (in each country) with ad hoc quantitative KPI’s is not enough. Global reputation needs to be measured with specific global methodologies and qualitative and comparable global KPI’s based on local data and the full digital ecosystem of the sector. In this presentation we will go through how can companies reach this objective and 3 success stories of brands that have integrated these methods. 10.25 – 10.45 Keynote speech by Paul Capriotti: New ways of measuring Media Reputation. From AVE to impact indicatorsSince  traditional AVE and mentions are considered outdated forms of measuring and evaluating Media Relations outcomes, it is necessary to define new tools, using media-related Reputational KPI, like “media awareness”, “media favourability” or “media reputation”. This presentation will analize how to identify them and how to apply these new kind of indicators.

10.45 – 11.05 Keynote speech by Louis de Schorlemer:

Operating with glocal standards: because here in my country it is differentWe are in a world of personal branding and personalization of FMCG items, from the soft drink bottle to the postal stamp.  Cargill’s brand health monitor has been conducted in 24 countries across 8 stakeholder groups.  It tracks key metrics and assesses brand building efforts  across multiple stakeholders and countries. While the survey uses a single, centrally managed operational framework, it allows for the inclusion of local specificities. Experience shows that localization is a must for the results to be acceptable to local decision makers.  Here is why our brand needs to be globally consistent and locally relevant.

11.05 –12.00  Q&A session moderated by Alfonso González Herrero

12.00 – 12.30 Networking (snacks & soft drinks/coffee)

The event will take place at AENOR, Génova, 6. 28004 Madrid and will be free of charge compliments to the EACD and AENOR.

If you have any questions, please don’t hesitate to contact us at [email protected].