Este artículo localiza las nuevas acepciones de Reputación corporativa y sus implicaciones en la exponencial aparición de rankings y métricas de intangibles de las compañías. Tras una revisión teórica e histórica de los monitores, Merco y Rep Track Pulse, se realiza una comparación cualitativa de ambos; comparando dimensiones, atributos, metodologías, grupos de interés y resultados. El objetivo reside en encontrar las principales diferencias pedagógicas, heurísticas y sistemáticas (Nohlen, 2006). Cada monitor estudiado encuentra sus fortalezas en las debilidades del otro y viceversa. Se observará que Merco “no establece diagnóstico del nivel de compromiso de los grupos de interés, sino el grado en que la empresa cumple las condiciones para que se dé ese compromiso”. (Carreras Et., al 2013, p.347) Y que RepTrak, “se trata de una escala racional que explica la emergencia de actitudes racionales, propias de poblaciones con cierto nivel de experiencia o información”. (Carreras Et., al 2013, p.380)

Adequate management of the relationships, conversations and actions of nongovernmental organizations (NGOs) with their stakeholders must be the backbone of their communication strategies. But first, these stakeholders must be identified and classified. It has been observed that NGOs do not currently organize their communication with their stakeholders clearly, beyond the classic awareness and fundraising campaigns. This chapter discusses which institutions, groups and collectives are considered by NGOs to be their stakeholders. For this purpose, previous research on this question is reviewed and a qualitative analysis is made of the annual reports published in 2018 by five of the main organizations in Spain: Caritas (Spain), the Spanish Red Cross, Oxfam Intermon Foundation, Save the Children Foundation (Spain) and the Spanish UNICEF Committee Foundation. Approximately 200 groups have been extracted from the analysis, which due to the equivalences based on the nature of the publics and their relationship with the organization, is reduced to 58 collectives that can be categorized by typologies into 12 key groups or parent groups.

The Third Sector in Spain is characterized by its high degree of atomization, for which differentiation plays a determining role since the survival of NGOs lies in the identification with the causes that occupy them by public as relevant as the collaborators, partners or donors. For this reason, it is considered essential to make visible how NGOs define themselves and present themselves to their stakeholders through the formulation of the mission, vision and values, as fundamental elements in the communication of their purposes. Consequently, this article, through the qualitative technique of content analysis, focuses on the reports and websites of five of the organizations with the greatest presence in Spain: Cáritas Española, Cruz Roja Española, Fundación OXFAM Intermón, Fundación Save The Children Spain and UNICEF Foundation-Spanish Committee. All of them recognized by the Spanish Agency for International Development Cooperation (AECID), belonging to the Coordinator of NGDOs (CONGD) and positioned in terms of notoriety among the top ten by the public according to the study prepared by Kantar Millward Brown and the AEFr, which analyzes the evolution of the profile of Spanish donors and their relations with NGOs under the title The collaboration of Spanish with non-profit entities. Donor Profile 2018 (2019). In order to know the level of differentiation and the degree of specificity in the self-definition of each case, this article seeks a comparative analysis that allows locating similarities and differences in the discourse of these organizations. In this context, it is especially important to identify, analyze and compare the rhetoric used to present the mission, vision and values as elements that can be condensed into the purpose and determine the self-definition of NGOs. Together with the descriptive scope of the work regarding these basic elements of corporate identity, this research allows knowing the degree of differentiation with which organizations present themselves and pointing out opportunities for improvement in the formulation and communication of their purposes. The results of the research reveal that, to the detriment of differentiation, the rhetoric used and the discursive strategies of the sample respond to a greater degree to reductionist and little differentiating messages. And the enunciation of the purpose appears disintegrated in various supports, hindering its communicative power. It is also cause for reflection to observe how, despite the diversity of each NGO regarding fields of action, users, beneficiaries, territories in which it operates, etc., they all present their main values around solidarity, integrity and transparency. With what is deduced a lack of depth, even of intention, when it comes to exactly identifying highly differential values. As mediating actors and agents of change, NGOs must make use of creativity not only in their speeches, but also in the design of conversation plans to strengthen their symbolic capital. The evolution of institutional communication must combine the communication plan with the conversation plan. And the entities should establish an "editorial line" guided by their objectives and purpose to produce content associated with their activity, as well as exploit their informative and dialogue-generating capacity to strengthen engagement with their stakeholders.

This research seeks to find out to what extent the Spanish press reflects the role played by the Red Cross during the first 100 days of the war in Ukraine. It aims to identify the main characteristics of the information in which the organization has taken a leading role in the press. The theoretical framework includes a literature review on the strategic relationship between the press and non-governmental organizations (NGOs) for the benefit of their reputation, as well as the role of the Red Cross in armed conflicts, and the link between the third sector and geopolitics. In order to examine how different media treated the Red Cross as the protagonist of the news, articles published in the written press that included “Red Cross” as keywords in the headline were selected through the Onclusive platform (formerly Kantar Media). The period of analysis covered the first 100 days of war in Ukraine, from 24 February to 3 June 2022. The methodology used was developed in two phases: the first based on content analysis, and the second focused on the description and interpretation of the informative development of the sample. The results reveal that the role of the Red Cross in the conflict is not the focus of media attention and that its name has become a lure for political communication, for social events or for the publicity of the more traditional corporate social responsibility (CSR) of companies. We can say that the relationship between the Red Cross and the written press has not contributed to explaining or clearly expressing the institution’s task or mission in a war. This is why it can be deduced that the articles analyzed do not improve the brand value and its positioning among readers.

Corporate identity, as a key factor in distinguishing organisations, must be built and communicated appropriately in order to serve their positioning. This study explores how organisations operating in the third sector use advertising commercials, whether they do so strategically to communicate their corporate identity, and whether this contributes to their differentiation and positioning. To this end, a representative sample of 56 third sector commercials was selected by means of a convenience sampling from among all those broadcasted in 2023 on generalist television in Spain, on which a content analysis was carried out. The results show that 17.8% of the commercials have an objective focused on image building, but only 7% of them are completely aligned with all the elements of the corporate identity. Most of the commercials focus on the mission of the entities, although the observed missions are very similar between organisations, making differentiation difficult. In conclusion, the commercials do not respond to a strategic interest in the service of positioning, although they do reinforce the visual identity of the organisations, but they do not manage to differentiate them effectively. SC entities need more creative and differentiating advertising strategies that reinforce their identity and corporate purpose.