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Session VII
May 16,
11:15 a.m.–Noon

"The Role of Research in the Changing Media Landscape: A Case Study on Reputation Management"

CEMEX, historically, could rely on many different factors for its strong reputation. Expanding markets, consistent growth and investor confidence were the norm. Then, along with the changing global economy, the CEMEX reputation became at risk. Hear how this organizational crisis was handled, and the role that research played in its recovery. You will understand how:

Jorge Pérez is head of international media relations at CEMEX, a global building materials company that provides products and services to customers and communities in more than 50 countries throughout the world. As head of media relations for CEMEX, Pérez has helped the company grow from a local player to one of the top global companies in the industry. In the last two decades, CEMEX has lived through a very dynamic communication environment, both at local and international levels. In this presentation, CEMEX shares its experience in the changing communication landscape, how technology has impacted the organization’s communication practice and how the political climate in Mexico affects the organization.