The Oteiza room at Gandiaga Topagunea, in Arantzazu, was the setting for a new edition of K-Foroa, MONDRAGON’s Communication Forum. The event brought together around a hundred communication and marketing professionals from the Corporation’s cooperatives.
The morning unfolded with presentations, debates and very interesting comments and contributions on branding, communication strategy, media relations, marketing and generative Artificial Intelligence. Javier Marcos, MONDRAGON’s Director of Communications was in charge of directing and guiding the meeting.
During her intervention, Leire Mugerza advocated for a more proactive communication management “We must have greater projection inwards and outwards. To connect with our collective and also with the outside public, otherwise others will occupy our space”.
Leire Mugerza concluded by acknowledging the work of the professionals who work in the Communication and Marketing departments of the Group’s cooperatives. “The communication professionals of our organizations are very important. But it is the task of everyone to work on communication. We must transmit the differential value and it depends on all of us. The communication strategy will be very important in the coming years”.
THE STRATEGIC VALUE OF COMMUNICATION
José Manuel Velasco, trainer and coach of leaders and expert in strategic communication gave a presentation on the strategic value of communication. “We live in an environment of distrust that makes communication more complex and sophisticated. Building trust is key, especially in the business world. Competence, credibility and prepared spokespersons are the antidote to good communication,” affirmed Velasco.
GENERATIVE ARTIFICIAL INTELLIGENCE
Finally, Eli García, from Mondragon Unibertsitatea showed in a very practical way different Artificial Intelligence tools that in the future will facilitate the work of journalists, marketing directors and communication professionals in the future. “Until 2023 Artificial Intelligence was almost not in the field of communication and marketing. Now we need to manage its presence, and we must do it as if it were our co-pilot”.