The document discusses global issues and trends in public agendas. It presents a model for public affairs management with three key elements: managing and circulating knowledge; legitimization and public recognition; and joining public and private institutions for projects. A ranking of top global issues is also provided, with reforming the financial system ranked first and peace and security as a new issue in tenth place.

1. Executive Summary
Global Issues 2014

2. Global Issues 2014
The general consensus is that private and
public sectors need to develop shared
agendas in order to successfully meet
new global challenges. In Corporate
Excellence, we are convinced that it’s
necessary to align common areas of
concerns in order to outline the key
concept: the general or shared interest.
Citizens’ and stakeholders’ perception
of the companies that care about
public affairs and general interest
affairs, tends to be much better. When
we talk about general issues or public
affairs we refer to those complex
and multidimensional topics whose
management and solution require
participation of different social actors.
The economic crisis and the crisis of
values urged companies to review their
strategic thinking. Many organizations
became aware of the fact that their
vision did not make an allowance for
multistakeholder focus and thus was
detached from public affairs. Public
affairs management has become a
strategic area that enables companies to
ensure sustainable and long-term future
for their projects.
Source: The Public Affairs Management Model. 2012 Global Issues Ranking, Corporate Excellence – Centre for Reputation Leadership.
In this second issue of the report,
Corporate Excellence – Centre for
Reputation Leadership presents its
model of public affairs management
and a review of the most relevant global
issues.
The Public Affairs Management Model
developed by Corporate Excellence
– Centre for Reputation Leadership
is based on three key elements:
management and circulation of
knowledge, legitimization and public
recognition by all actors, and joining
forces of public and private institutions
for specific projects. This year’s report
presents best practice cases of BBVA,
Correos, El Corte Inglés, Iberdrola,
Repsol and Telefónica, highlighting
the way these best practices draw on
the three key elements of the model: to
know, to be and to do.
Those
organizations
that care about
the problems
of the societies
that host them
enjoy the best
reputations.
General model for managing Public Affairs (GAAPP Model)
To know
Management of
Social intelligence
To be
Presence
To do
Cooperation
Anticipation Legitimacy Influence

3. 3. Change dynamics
Different factors converged to drive the review of agendas - completion of the Millennium Goals campaign and changes caused by the world’s economic crisis being among the most significant.
4. Citizens’ audit
Technologies and social networks drive the demand for transparency, openness of information and access to knowledge.
1. Collaborative ingenuity
The number of collaborative solutions in the area of public affairs is growing. Limited access to economic resources encouraged creativity and a search for common solutions to meet the global challenges.
2. Modernization of the public sector
Public administrations will have to improve their capacity to react, to take decisions quickly and to be more flexible.
2014 Global Issues Ranking
Trends reflected in public agendas
5. Education as a common denominator
Most of the international public organizations view education, qualification and training as a tool for solving other problems, for example, improvement of healthcare, protection of the environment, eradication of poverty, creation of jobs and others.
6. A proactive company
The level of trust in the private sector is recovering and consolidating. The role of private companies as the drivers of economic recovery is emphasized in many sources.
Identification of the themes and priorities that dominate public agendas helps companies to improve the dialogue and cooperation with their stakeholders, aligning their strategies with public affairs and general interest issues.
This report reviews the priorities highlighted in the programmes of large international and regional organizations which represent companies, regulators and citizens from around the world. Some new issues that emerged after the publication of the 2012 report are also discussed1. En este sentido en la edición de 2014 se incorporan dos nuevos asuntos globales como son la “paz y seguridad” y el “desarrollo del sector privado como fuente de crecimiento”.
1. The following sources were used: The UN Global Issues and Millennium Development Goals; UNESCO priority themes and issues; Guidelines of the World Trade Organization (WTO); Priorities of the UN Industrial Development Organization (UNIDO); the OECD agenda and Index for a Better Life; Priorities of the World Economic Forum; G-20 agenda; Agenda of the European Union: Strategy 2020 and the Work Programme for 2012; Programme of the World Social Forum; and Priority themes of the World Bank.
2. The Ranking is based on the themes and priorities defined in the agendas of chosen public organizations. The issues are ranked by the number of references made in the sources.
Issues en la agenda global2
Posición 2014
Posicion 2012
Reformar y fortalecer el sistema financiero
1
2
Desarrollar nuevos modelos de gobernanza y promover la democracia
2
8
Luchar contra la pobreza y apoyar el desarrollo
3
1
Proteger el medio ambiente y la biodiversidad
4
22
Desarrollo y crecimiento sostenible a largo plazo
5
3
Abordar desafíos demográficos como el envejecimiento, las migraciones o la sobrepoblación
6
14
Aumentar los recursos destinados a educación y formación
7
6
Crear empleo
8
5
Salud, VIH y SIDA
9
11
Paz y seguridad
10
NUEVO

4. Leading by
reputation
www.corporateexcellence.org
©2014, Corporate Excellence – Centre for Reputation Leadership
Business foundation created by large companies to professionalize the management of intangible assets and contribute to the development of
strong brands, with good reputation and able to compete in the global market. Its mission is to be the driver which leads and consolidates the
professional management of reputation as a strategic resource that guides and creates value for companies throughout the world.
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