Listening to the Opus Dei Information Office in Navarra and the Basque Country: Good communication practices at the service of the governance of an institution

AbstractCommunication is essential for organisations. The interaction of institutions with their publics and their reputation management depend on it. ‘An organisation that does not listen, or listens badly to its stakeholders and publics, will fail in its public communication,’ as Jim Macnamara says. This article deals with the listening work of the Opus Dei Information Office of the Basque Country and Navarra carried out in different phases: initiation, identification of interest groups, open listening, analysis of the findings, conclusions and transmission. It is offered as a good communication practice at the service of government that could be applied, with the necessary adjustments, to other institutions, especially Church communication offices. The text is divided into two parts: in the first, we review some concepts on institutional communication, governance, intangibles, reputation and listening, which serve as a framework; in the second, we summarise the case study, relying on interviews with people who were directly involved in the unfolding of events – Juan Carlos Mújika, the then director of the Office; Jesús Juan, who worked in the Prelature’s delegation; and Juan Manuel Mora, Vice Rector for Communication at the University of Navarra.