The new edition of the K-Foro, the Communication Forum of MONDRAGON, was held in the Oteiza room of Gandiaga Topagun, Arantzazun. There, a hundred communication and marketing professionals from the Corporation's cooperatives gathered.

The morning was spent between presentations, discussions and interesting comments and contributions in Arantzazun: brand, communication strategy, relations with the media, marketing and creative artificial intelligence. Javier Marcos, MONDRAGON's Communications Director, led the meeting.

The president of MONDRAGON, Iñigo Ucin, was the first to take the floor, and he welcomed the people who came to Arantzazu. Then he took the floor.

Leire Mugerza, President of the Permanent Committee of the Corporation, stated that MONDRAGON must take its place and give its opinion. "What society says has an effect on one's brand," he assured.

In his speech, Mugerza opted for a more proactive communication management. "We have to have a greater projection internally and externally. To connect with our collective and the external public, otherwise others will take our space. Everyone talks about the goal and we don't, when MONDRAGON's intention is foundational."

Leire Mugerza praised the work of the professionals working in the Communication and Marketing departments of the Group's cooperatives. "Communication professionals in our organizations are very important. But it's everyone's job to work on communication. We have to convey the differential value, and it's up to everyone. The communication strategy will be very important in the coming years."

The strategic value of communication

José Manuel Velasco, leader trainer and coach and expert in strategic communication, gave a speech on the strategic value of communication. He presented a decalogue and offered those present ten keys to manage communication in the future. "We live in an environment of distrust, and communication is more complex and sophisticated," he said. In the face of noise, "creating trust is essential, and even more so in the business world", assured Velasco. "Ability, credibility and trained spokespeople are the antidote to good communication."

Creative artificial intelligence

Finally, Eli Garcia from Mondragon University demonstrated various Artificial Intelligence tools in a very practical way, which will facilitate the work of journalists, marketing managers and company communication managers in the future. He showed the open version of ChatGPT, and ChatGPT4. "Until 2023, artificial intelligence was almost absent in the field of communication and marketing. Now we have to manage their presence, and act as if it were our co-pilot."

Garcia confirmed that the AA creator can help create text, images, videos, subtitles, as well as dubbing videos with real voices. His message was clear. "We have to be creative in the questions we ask AA, so that the result is as natural and reliable as possible. And that is done with training. Little by little we all have to do it. We have to learn. Without fear of failure. It is essential for us to know and use all the possibilities that AA offers us".

Audiovisual Entrepreneurship and Innovation expert course

On the other hand, Mondragon University has launched the second expert course in Audiovisual Entrepreneurship and Innovation. Those who are interested will have the opportunity to take this degree which will start in January and end in June. The course offered by the Faculty of Humanities and Educational Sciences of Mondragon University has the support of the Department of Industry and Ecological and Digital Transition of the Government of Navarre and will be semi-face-to-face. The face-to-face headquarters will be in the Lekaroz Business Campus.

The title will deal with content in the audio-visual field, to know the state of the sector and to identify current market trends; in addition, entrepreneurship and innovation strategies will be explored. In this way, they will be able to respond to the challenges posed by the sector from divergent but, at the same time, comprehensive perspectives.

Promote the sector

This training program was promoted by the General Directorate of Business Policy, International Projection and Labor of the Government of Navarre, among the actions of the strategy of the Department of Economic Development of Navarre, the so-called S4. This strategy encourages the audio-visual sector, as well as other industrial sectors, and, in this second performance, it will also have the support of NAPAR - the Association of Producers of Navarre.

The title was created as a result of the need to provide distinctive and specialized knowledge to the audio-visual sector of Navarre, with a clear objective a du: strengthening the audiovisual business network in the regional community, through new business models.

For some time now, the audio-visual sector has been gaining a lot of importance and projection in the provincial community. This is evidenced by the Government of Navarre's commitment to promote this area. In fact, the sector receives the support of the Department of Industry and Ecological and Digital Transition of the Government of Navarre. For this reason, to promote training, it has again given a 55% discount on the price of the registrations in this second edition of the course.