On 2 October, the Spanish Association for Standardization, UNE, hosted the ComUNE Conference: "We share, we connect, we communicate", a meeting space for communications managers and agencies that partner with UNE members.
During the session, participants shared experiences, lessons learned, and best practices on some of the most current and relevant topics in the field of communication: artificial intelligence applied to the sector, internal communication, and the role of executives as key transmitters of corporate messages.
The aim of this event was to generate synergies, facilitate the exchange of perspectives, and provide useful tools to strengthen organizational communication, in line with the UNE 2030 Strategy. Attendees were able to discuss present and future challenges while building connections and collaborations in a networking environment.
Javier García, Director General of UNE, opened the session with a message of gratitude and highlighted the importance of communication as a strategic tool for the organization: “Communication is a key tool in the organization’s strategy. I would like to thank the communication managers of our members for paying attention and sharing the information we produce at UNE, because the benefits of standardization are the benefits of its members. You are part of a great organization that continues to move forward thanks to your collaboration”.
Fernando Polo, CEO of Good Rebels, underlined the transformative role of artificial intelligence in communication: “AI provides solutions to increase employee productivity, automate processes, and assist in content creation and media planning”. He also warned about the changes in digital traffic: “Artificial intelligence is being used as a search engine. As a result, many media outlets are receiving less traffic from traditional search engines such as Google. Communication departments need to pay close attention to this”. He further noted that “AI tools help us align our messages. They provide intelligent control over our communication strategy”, and stressed that “to stand out amidst chaos and information overload, we must activate every possible lever. We need to orchestrate all the elements that AI gives us to deliver our message effectively”.
Finally, Pablo Gonzalo, Managing Partner at Estudio de Comunicación, emphasized the human and strategic dimension of communication: “Communication is a tool of influence between people”. He added that “communication is one of the key levers for building an organization’s leadership and gaining influence”, and that a communicator’s work goes beyond merely constructing messages: “When we tell and communicate, it’s not just about information — it’s only useful if it’s influential”.
Participants included Javier García, Managing Director of UNE; Alberto Martín Bravo, Director of Communication at UNE; Fernando Polo, CEO of Good Rebels; and Pablo Gonzalo, Managing Partner at Estudio de Comunicación.
🎥 Click the link to watch the video news and learn more about the event 👉
