Cánovas is an expert in crisis communication and spokesperson training. He is a faculty member in the Master’s Program in Communication and Marketing Management at the School of Communication and Design at Universidad ORT Uruguay.
In addition, he has worked as a journalist and consultant specializing in corporate communications, crisis communications, and spokesperson training. He serves as co-director of the Master’s Program in Communication Management at the Barcelona School of Management of Pompeu Fabra University (Spain).
Agreement for ORT Students
The School of Communication and Design announced that, starting in 2020, students inthe Master’s in Communication and Marketing Management programwill be able to take up to two courses as part of a 15-day intensive programin the Master’s in Communication Management program at BSM.
This is made possible by an agreement between ORT and the Barcelona School of Management at Pompeu Fabra University, where Cánovas works.
Professionals with a commitment to learning
The professional is convinced that all professionals should adopt a “learning mindset” that allows them to “stay constantly up to date on the advances and changes taking place in our industry, our environment, and our society.”
Training has become not just a phase in a professional’s life, but a way of thinking. Today, continuing education is vital for surviving a changing and evolving environment. In the past, a professional would acquire knowledge at a certain point that would serve them for the rest of their working life. Today, that is unthinkable.
He also noted that the need to stay up to date “takes on a global dimension in a world that has become a small place for business and relationships” because “mobility—whether physical or digital—is part of our daily lives.”
Communication and Marketing: Key Elements
Today, the expert asserts, the Communications and Marketing departments “play just as prominent a role as any other department in the company, whether it be Sales, Finance, or Human Resources.” He argues that it is “impossible, in today’s world, to compete without being prepared in communications and marketing.”
He recalled that, in the past, these areas played a more significant role in the final stages of the production process, specifically in sales and market positioning. Today, communication is involved from the very moment the product is conceived.
I don’t want to overemphasize the corporate aspect, because there are many essential factors involved in building a good reputation for a company or organization. For starters, having a good product is key; with a poor product, it’s hard to build a good reputation. But communication and marketing have become essential elements in building a good reputation. Without them, it’s very difficult to create the conditions that foster a good reputation.
Last September, Cánovas visited the School of Communication and gave a talk in which he listed 10 tips for managing a corporate crisis.