Morillas’ Corporate Communication Program helps organizations structure, align, and activate their corporate communications to strengthen reputation, credibility, and influence among key stakeholders.
An annual program designed to support Communication and Corporate Affairs leaders throughout the entire strategic cycle. It is not about communicating more, but about communicating better, with an operational approach connected to the brand, the reputational context, and business objectives.
The program translates corporate brand strategy into communication narratives, messaging, and consistent activations, integrating internal, external, and institutional communications within a unified framework.
It is built on the Morillas Narrative System to ensure consistency, clarity, and relevance across every brand touchpoint.
In addition, we are part of L’Attitude, an independent international network of communication consultancies that enables us to operate across any European market.
What does it consist of?
Defining the most appropriate communication strategy for a brand today is more complex than ever. The overexposure of brands, channel saturation, audience micro-segmentation, misinformation, the impact of Artificial Intelligence, and external risks are all factors that make strategic communication planning a key element in achieving the defined communication objectives.
This perspective makes it possible to articulate a cross-cutting communication approach that facilitates the activation of the necessary actions to increase awareness, enhance recognition, influence stakeholders’ perceptions, build trust-based relationships, and drive the desired behavior among our audiences.
Communication Plan: We develop communication plans that align the brand strategy with a cohesive narrative and an activation plan based on clear communication objectives tailored to specific audiences. We define the actions, campaigns, teams, resources, and budget necessary for their activation and performance monitoring.
Communication Narrative: We design narrative strategies based on a framework. Frameworks are the mental structures that shape how we see the world. Analyzing, creating, and developing the mental framework on which we build the entire public storytelling structure is essential. It becomes the cornerstone of the communication strategy.
Content plan: We design content strategies that enable the deployment of a cross-cutting narrative across owned, earned, and paid media, as well as social channels, in all types of formats, from organizing an internal event or launching a new product to managing branded content projects or producing audiovisual pieces and podcasts.
Press office: We support our clients with the qualitative management of media relations. The main function of this service is to plan, create, and strategically distribute relevant information to project a positive image, manage reputation, and ensure effective communication. This includes writing press releases, organizing press conferences, handling media inquiries, and monitoring media coverage. The primary objective is to align external communication with the organization’s interests and values.
Internal communication: We design internal communication and people engagement campaigns to help organizations align their teams with corporate culture, values, and purpose.
FAQs
The first step in approaching the communication plan is to define its scope: tactical or strategic. This involves analyzing the context, impact, and performance of the brand. It also includes defining the target audiences, goals, and objectives, and the core guidelines of the plan (Identity, Messaging, Media System), as well as determining the most appropriate actions and the set of indicators that will be used to measure performance.
Every communication narrative begins with a mental framework that shapes the way we see the world. Our work consists of analyzing, creating, and developing the mental framework on which the entire narrative strategy will be built.
Once the framework has been defined, we work on the themes we want to communicate and shape the structure of the messages in all their dimensions, identifying opportunities and risks while establishing the discursive foundation that will become the backbone of the communication strategy.
A content plan allows us to visualize themes, define formats, select channels, and manage the distribution of the desired messages. It answers the questions of what, how, when, and where communication takes place.
Reputation management cannot be understood without addressing the needs of our employees and closest collaborators. Internal audiences are key to spreading our brand positioning. Without their support, no communication strategy can truly succeed. They are the ambassadors of our brand and must be placed at the center of any communication strategy.
Traditionally, the results of executing a communication plan were linked to quantitative KPIs: number of impacts, mentions, or attendees at an event. Today, however, technology enables the rapid generation of valuable insights to measure a brand’s level of awareness or the familiarity of a campaign. In addition, we always recommend unifying metrics and leveraging all internal efforts to incorporate other types of indicators, such as:
NPS (Net Promoter Score): provides information about customer satisfaction levels and their willingness to recommend the brand.
Employee Engagement Index: evaluates the level of employee connection with the company, its culture, purpose, and values.
Brand Value Index: offers insight into the recognition and strength of brand attributes.
Reputation Indicator: measures the overall image of an organization, based on the attributes communicated through the communication strategy to each of its stakeholders.