Posts Tagged ‘IE School of Communication#8217;


“CSR: Yes, it’s broken. It’s Sustainability, stupid” Alberto Andreu Pinillos

Written on October 21, 2011 by Begoña González-Cuesta in News

IE School of Communication -IE University- has organized the 50th meeting “Scientists and Professionals in Communication”, where Alberto Andreu Pinillos, Head of CSR and Sustainability at Telefónica, will present in English a talk on “CSR: Yes, it’s broken. It’s Sustainability, stupid”.

Thursday, October 27th
Room: F-101, María de Molina, 2, Madrid
Hour:  18.30 – 20.00

Abstract: President Bill Clinton’s election campaign used the expression of “It’s the economy, stupid,” to full advantage in 1992 against George H. W. Bush. Alberto Andreu uses a similar version of this sentence to illustrate the dilemma facing executives today and CSR. He believes that charities and philanthropy have won the strategic battle between business risk and corporate social responsibility. If we poll the general public (not the authors of ISO 26000, which clearly state that social action is not CSR), they will say that CSR is more about “charitable projects undertaken by companies, than, for example, management response to social, economic or environmental risks. Alberto Andreu argues that CSR is not the right expression to use is not an academic problem but one that has very tangible consequences for companies.

Short Bio: Alberto Andreu holds a Degree in Law from Universidad Pontificia de Comillas, an MBA from IE Business School, and is finishing his PhD in Economics at Universidad Pontificia de Comillas. Since 2001, he has been the Managing Director of Corporate Reputation & Sustainability at Telefónica, within the General Chairman’s Secretariat.

He started my professional career in the Research Department at IE, worked for CEPSA (Compañía Española de Petróleos) as a Manager of Internal Communication Development. He then joined the banking sector, first in Banesto, as a Manager of Internal Communication and Corporate Identity; later on, for Santander Central Hispano, where he was a Managing Director of Corporate Identity and Culture for 2.5 years.

He is a professor at IE Business School and IE School of Communication, focusing on Organizational Behaviour and Corporate Identity and Culture. He also holds a seat in the Spanish CSR Council; he is Vice President of the Global Compact Spanish Steering Committee; counsellor of the Javier Benjumea’s Chair of Ethics at Universidad Pontificia de Comillas; and General Secretariat of the Spanish Intangibles Institute.


Any communication and reputation manager knows that a good reputation adds value to a company. It buffers the negative impacts of a corporate crisis, is a competitive advantage, an intangible asset that helps to perform better in share value and market shares. Even though a company’s reputation is an important mean of corporate persuasion and provides the credibility that pays off in time of turbulence, a company’s reputation is also a weak asset, full of risks and pitfalls if it is poorly managed.

Craig Carroll, one of our visiting professors at the Master in Corporate Communication at IE, discusses the role of mass media in building and destroying a company’s reputation. In this virtual conference of about 1hour, he provides an overview of recent findings and future research in the area of mass media effects on corporate reputation.

He also explains to us how agenda-setting theory – typically applied to explain media effects in political communication, can be also be functional to explain media effects on organizations and their reputation. Finally, he discusses how business news are covered in developed, emerging, and frontier markets.

To watch the webinar you can connect to
You can follow our visiting professor at @CraigECarroll


Master in Corporate Communication class of 2011 graduation ceremony

Written on October 6, 2011 by Carlos Palmero in News

IE School of Communication

Graduating students from the IE´s Master in Corporate Communication

This past July IE School of Communication held the graduation ceremony for students completing the inaugural intake from the Master in Corporate Communication.

The students represented 13 different countries: China, Lebanon, Norway, Spain, United States, Colombia, Russia, Serbia, Germany, United Kingdom, Hungary, Japan and Ukraine.

They successfully completed their intensive 10-month journey which started in October 2010, after finishing their final projects which involved working hand in hand with real international companies and organizations in their field of studies.

Graduates from the Master in Corporate Communication have gone on to work in in companies such as Prosegur, Llorente & Cuenca, Electricité de France and Weber and Shandwick.



Written on June 29, 2011 by Begoña González-Cuesta in News

A testimonial from a student in the Master in Corporate Communication, Sahar Jizan.


Written on June 15, 2011 by Begoña González-Cuesta in News


Begoña González-Cuesta, Ph.D.
Dean IE School of Communication

At IE School of Communication we have created a vibrant and critical environment in which to develop our best skills to think and act in an increasingly communication-based world. Communication is at the center of our lives; even more, understanding it involves the deep exploration of its interactions with other fields, working in the interdisciplinary thresholds where innovation and new ways of approaching reality can emerge forcefully.

We train communicators who posses practical, intellectual, creative and managerial skills, strong foundations in ethics and critical thinking, and who are able to deal with the complexity of the contemporary world. Our students develop their international profile in a context that encourages diversity, citizenship, team work and entrepreneurial spirit applied to the more innovative ways of working for the current professions, including Digital Journalism, Corporate Communication, Visual Creation, Political Communication, among others.

We envision IE School of Communication as a space for the creation of knowledge and influencing society, in close proximity to professional life, and in dialogue with contemporary culture on all levels.

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