Sagrada Família takes part in Marketing and Communication Association of Catalonia Corporate Communication Day

This Thursday, 16 July, the Sagrada Família took part in the latest edition of the Marketing and Communication Association of Catalonia’s Dia de la Comunicació Corporativa (Corporate Communication Day), which used the slogan “Comunicació corporativa: d’invisible a imprescindible” (Corporate communication: from invisible to essential). The event, held at Palau Robert in Barcelona, brought together professionals from the sector to reflect on current and future challenges facing corporate communication.

Representing the Basilica, Sagrada Família Director of Communications, Brand and Institutional Relations Xavier Purcallà took part in the panel discussion titled “Comunicar el futur: la visió dels i les DirComs sobre els nous reptes de la Comunicació Corporativa” (Communicating the future: Director of Communications’ views on challenges facing corporate communication), which analysed the challenges and opportunities the profession is facing.

During the panel discussion, Purcallà highlighted, “When we blessed the tower of Jesus Christ and welcomed the Holy Father, the communication goal wasn’t just media coverage, it was to help millions of people understand that it was the culmination of a spiritual, architectural and cultural project that Gaudí started more than 140 years ago.”

“The true role of corporate communication isn’t explaining what is going on; it’s helping people understand the importance of what’s happening,” he concluded.

The event welcomed executives, directors of communications, young professionals and students, and highlighted the strategic role communication plays in a world marked by the digital transformation, disinformation and the emergence of artificial intelligence.