Albert Sáez and Josep Maria Brugués were present at the training day, attended by the communications persons of Spain and Portugal, as experts in corporate communication and crisis management situations.

Current communication, they explained, was characterized by a change in user behavior. "People do not feel the need to inform themselves only from the media," explained Sáez; in fact, 60% of users in Europe are or stay informed through social networks; information that is consumed through the phone, a technology that has led to mobility and immediacy.

These factors have provoked what the expert called "mass self-communication." "The intermediaries have been eliminated and people have not only obtained the power to publish but also to classify the information, share it and recommend it." Currently, information is viral, "works by contagion."

The situation of the Church and its involvement in cases of sexual abuse and coverage of the same were also analyzed. A theme destined to be very present in current and forthcoming information because, according to Sáez, Pope Francis understands communication like no one else in the world, and he has clear in his mind that it is essential to act with transparency.

These cases are causing three types of crisis: reputation, institutional and trust. The expert, therefore, recommended that each situation be analyzed from these three perspectives to implement the appropriate actions to regenerate and regain, ultimately, people's trust. "In the face of any crisis, it is necessary to act in advance; implement an established protocol, and always act with transparency."

For his part, Brugués dealt with crisis communication, underlining the importance of preparing communications operators for crises. "Crisis communication begins before the crisis," he said. Then he analyzed the phases of the crisis and highlighted the importance of the previous phases: prevention and preparation.

The day ended with a practical workshop led by Carlos Martín, in charge of the Social Networks of the delegation of social communication of the "Spain-María Auxiliadora" Province.

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