{"id":26240,"date":"2023-03-23T15:50:40","date_gmt":"2023-03-23T15:50:40","guid":{"rendered":"https:\/\/newonclusivstg.wpengine.com\/?p=26240"},"modified":"2026-05-25T13:19:17","modified_gmt":"2026-05-25T13:19:17","slug":"construir-la-reputacion-de-marca-evitando-el-riesgo-greenwashing-parte-i","status":"publish","type":"post","link":"https:\/\/onclusive.com\/es\/resources\/blog\/construir-la-reputacion-de-marca-evitando-el-riesgo-greenwashing-parte-i\/","title":{"rendered":"Construir la reputaci\u00f3n de marca evitando el riesgo greenwashing: parte I\u00a0"},"content":{"rendered":"\n<section\n    class=\"block-pcon\">\n\n      \n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<p><span class=\"TextRun SCXW189914001 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Como hemos visto en nuestro an\u00e1lisis de medios en nuestra publicaci\u00f3n anterior, la discusi\u00f3n p\u00fablica y el escrutinio en torno al <\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">greenwashing<\/span> <span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">solo est\u00e1n aumentando. Por lo tanto, comunicar de manera efectiva la estrategia de sostenibilidad ambiental de <\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">t<\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">u marca ser\u00e1 una parte esencial de <\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">t<\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">u funci\u00f3n en el futuro previsible, \u00a1si no para siempre! Debe<\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">s<\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\"> hacerlo bien si <\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">quieres<\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\"> construir una s\u00f3lida reputaci\u00f3n de marca y evitar acusaciones de greenwashing<\/span><span class=\"NormalTextRun SCXW189914001 BCX0\" data-ccp-charstyle=\"normaltextrun\">.<\/span><\/span><span class=\"EOP SCXW189914001 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><strong>Tu \u00e9xito depender\u00e1 de tres elementos cruciales:\u202f\u202f\u00a0<\/strong><\/p>\n<ol>\n<li><span data-contrast=\"auto\">Lo bien que <\/span><b><span data-contrast=\"auto\">conozcas<\/span><\/b><span data-contrast=\"auto\"> a tus grupos de inter\u00e9s o &lt;&lt;steakeholders&gt;&gt;\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">La medida en que tu estrategia de comunicaciones <\/span><b><span data-contrast=\"auto\">se alinee<\/span><\/b><span data-contrast=\"auto\"> con tu estrategia ESG\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li><span data-contrast=\"auto\">El grado de <\/span><b><span data-contrast=\"auto\">autenticidad<\/span><\/b><span data-contrast=\"auto\"> con el que te comuniques con los medios de comunicaci\u00f3n y otras partes interesadas\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ol>\n<p><span data-contrast=\"auto\">En esta publicaci\u00f3n de blog, vamos a profundizar en \u2018\u2019 Lo bien que <\/span>conozcas<span data-contrast=\"auto\"> a tus grupos de inter\u00e9s o &lt;&lt;steakeholders&gt;&gt;\u202f\u2018\u2019.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><\/h3>\n<h3><strong><span class=\"TextRun SCXW90814144 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW90814144 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">PRIMERA PARTE: Cono<\/span><span class=\"NormalTextRun SCXW90814144 BCX0\" data-ccp-charstyle=\"normaltextrun\">ce<\/span><span class=\"NormalTextRun SCXW90814144 BCX0\" data-ccp-charstyle=\"normaltextrun\"> a <\/span><span class=\"NormalTextRun SCXW90814144 BCX0\" data-ccp-charstyle=\"normaltextrun\">t<\/span><span class=\"NormalTextRun SCXW90814144 BCX0\" data-ccp-charstyle=\"normaltextrun\">us grupos de inter\u00e9s<\/span><\/span><span class=\"EOP SCXW90814144 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/strong><\/h3>\n<p><span data-contrast=\"none\">Lo bueno es que cada vez est\u00e1 m\u00e1s extendida la idea de que la integraci\u00f3n de una estrategia s\u00f3lida de sostenibilidad medioambiental no se produce de un d\u00eda para otro. <\/span><span data-contrast=\"none\">No obstante, identificar y comprender los diferentes grupos de inter\u00e9s que conforman, afectan e influyen en tu negocio te acabar\u00e1 permitiendo tener un mayor control sobre la reputaci\u00f3n de tu marca.\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Estos grupos de inter\u00e9s examinar\u00e1n tus afirmaciones de sostenibilidad medioambiental desde distintos \u00e1ngulos. Cada grupo de inter\u00e9s esperar\u00e1 mensajes espec\u00edficos que satisfagan sus prioridades e inquietudes. Entonces, \u00bfc\u00f3mo se puede crear una estrategia de comunicaci\u00f3n que satisfaga las necesidades de todos los grupos de inter\u00e9s y ayude a crear una reputaci\u00f3n cre\u00edble y transparente de marca respetuosa con el medioambiente?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun Highlight SCXW118075897 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW118075897 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Investiga (una y otra vez)<\/span><\/span><span class=\"TextRun Highlight SCXW118075897 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW118075897 BCX0\" data-ccp-charstyle=\"eop\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|138&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;eop&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;eop&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u202f<\/span><\/span><span class=\"EOP SCXW118075897 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span class=\"TextRun Highlight SCXW177280237 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW177280237 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Debes mostrar de qu\u00e9 manera se alinean tus actividades de sostenibilidad medioambiental con las prioridades de las partes interesadas. Eso implica conocer lo que desean y la percepci\u00f3n que tienen de tu marca. No basta con confiar en tu criterio sobre qu\u00e9 mensajes tendr\u00e1n buena acogida o no, ya que las opiniones y los comportamientos cambian.<\/span><\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun SCXW15720594 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW15720594 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Ten la audacia suficiente para superar los retos<\/span><\/span><span class=\"TextRun SCXW15720594 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW15720594 BCX0\" data-ccp-charstyle=\"eop\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|138&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;eop&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;eop&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u202f<\/span><\/span><span class=\"EOP SCXW15720594 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/h3>\n<p><span class=\"TextRun SCXW7098751 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW7098751 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Si no parece aut\u00e9ntico o parece desinformado, ponlo en duda. Debes ser el cr\u00edtico m\u00e1s duro con tu empresa. Pongamos que una marca de alimentos solicita a su equipo de comunicaci\u00f3n que busque cobertura medi\u00e1tica para promocionar que utiliza ingredientes locales para reducir su huella de carbono. Est\u00e1 muy bien, \u00bfno? No del todo. Tienes que verlo desde una perspectiva m\u00e1s amplia antes de hacer p\u00fablico este mensaje. \u00bfQu\u00e9 ocurre con el embalaje y los procesos que los proveedores utilizan para crear y ofrecer el producto? \u00bfQu\u00e9 impacto medioambiental tienen? Los periodistas en el \u00e1mbito medioambiental y otras partes interesadas aplicar\u00e1n este nivel de escrutinio. Profundiza en los detalles para asegurarte de que no se produce ning\u00fan elemento de <\/span><span class=\"NormalTextRun SCXW7098751 BCX0\" data-ccp-charstyle=\"normaltextrun\">greenwashing <\/span><span class=\"NormalTextRun SCXW7098751 BCX0\" data-ccp-charstyle=\"normaltextrun\">(intencionado o no) antes de pulsar \u00abenviar\u00bb en el comunicado de prensa.\u202f<\/span><span class=\"NormalTextRun SCXW7098751 BCX0\" data-ccp-charstyle=\"eop\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|138&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;eop&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;eop&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u202f<\/span><\/span><span class=\"EOP SCXW7098751 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun Highlight SCXW50539364 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW50539364 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Insp\u00edrate, no copies<\/span><\/span><\/h3>\n<p><span class=\"NormalTextRun SCXW50539364 BCX0\" data-ccp-charstyle=\"normaltextrun\">Monitoriza la actividad de la competencia constantemente. \u00bfQu\u00e9 cuestiones medioambientales les mueven y c\u00f3mo informan satisfactoriamente al respecto en los medios de comunicaci\u00f3n tradicionales y las redes sociales? Esto no implica que debas copiar lo que hace la competencia. Debes regirte por tus propias finalidades y compromisos, pero utiliza el \u00e9xito de la competencia para inspirarte e influir positivamente en tu estrategia de comunicaci\u00f3n.<\/span><span class=\"NormalTextRun SCXW50539364 BCX0\" data-ccp-charstyle=\"eop\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|138&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;eop&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;eop&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u202f<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun Highlight SCXW50539364 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW50539364 BCX0\" data-ccp-charstyle=\"normaltextrun\">Antic\u00edpate a las preguntas dif\u00edciles<\/span><\/span><\/h3>\n<p><span class=\"TextRun Highlight SCXW50539364 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW50539364 BCX0\" data-ccp-charstyle=\"scxw26076405\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|150&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;scxw26076405&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;scxw26076405&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\"><span class=\"TextRun Highlight SCXW106535235 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW106535235 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Debes proteger tu marca y eso supone anticiparte a las preguntas dif\u00edciles que las partes interesadas esc\u00e9pticas podr\u00edan hacerte. Para ello, necesitas tener claro qu\u00e9 mensajes e iniciativas (tuyos y de la competencia) han generado opiniones negativas en el pasado. Examina c\u00f3mo han respondido otros. \u00bfQu\u00e9 ha apaciguado al p\u00fablico y qu\u00e9 se ha convertido en una crisis de comunicaci\u00f3n? Al averiguarlo, sabr\u00e1s qu\u00e9 mensajes tienes que evitar, estar\u00e1s preparado con respuestas s\u00f3lidas y comprender\u00e1s cu\u00e1ndo puede ser necesario un cambio de rumbo.\u202f<\/span><\/span>\u202f<\/span><\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun Highlight SCXW106535235 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW106535235 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Estudia las perspectivas medioambientales<\/span><\/span><\/h3>\n<p><span class=\"TextRun Highlight SCXW106535235 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW106535235 BCX0\" data-ccp-charstyle=\"normaltextrun\">El papel de los profesionales de la comunicaci\u00f3n ha evolucionado considerablemente en los \u00faltimos a\u00f1os. Tu capacidad para responder a las cuestiones medioambientales m\u00e1s recientes desempe\u00f1a un papel importante en tu valor empresarial en general. Es fundamental mantenerse al d\u00eda de los mercados en constante cambio y las variables expectativas de las partes interesadas, as\u00ed como vincular en consecuencia los mensajes de tu marca de una forma aut\u00e9ntica y relevante. Si puedes anticiparte a las oportunidades y eventos con los que tu empresa pueda alinearse o las posibles crisis que puede afrontar tu sector, puedes prepararte y actuar de forma proactiva.<\/span><span class=\"NormalTextRun SCXW106535235 BCX0\" data-ccp-charstyle=\"eop\">\u202f<\/span><\/span><span class=\"LineBreakBlob BlobObject DragDrop SCXW106535235 BCX0\"><span class=\"SCXW106535235 BCX0\">\u00a0<\/span><br class=\"SCXW106535235 BCX0\" \/><\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun Highlight SCXW108653557 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW108653557 BCX0\" data-ccp-charstyle=\"normaltextrun\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|137&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;normaltextrun&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;normaltextrun&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">Demuestra tu valor<\/span><\/span><span class=\"TextRun Highlight SCXW108653557 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW108653557 BCX0\" data-ccp-charstyle=\"scxw245437229\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|152&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;scxw245437229&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;scxw245437229&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u202f<\/span><\/span><\/h3>\n<p><span class=\"TextRun Highlight SCXW164646222 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW164646222 BCX0\" data-ccp-charstyle=\"normaltextrun\">Es fundamental demostrar <\/span><\/span><span class=\"TextRun Highlight SCXW164646222 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW164646222 BCX0\" data-ccp-charstyle=\"normaltextrun\">c\u00f3mo<\/span><\/span><span class=\"TextRun Highlight SCXW164646222 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW164646222 BCX0\" data-ccp-charstyle=\"normaltextrun\"> las medidas medioambientales que est\u00e1 tomando tu empresa est\u00e1n afectando a su reputaci\u00f3n y su competencia. Este nivel de informaci\u00f3n es tremendamente valioso para influir en una estrategia de sostenibilidad medioambiental m\u00e1s amplia y validar la importancia de tu equipo.<\/span><\/span><span class=\"TextRun SCXW164646222 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW164646222 BCX0\" data-ccp-charstyle=\"eop\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|138&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;eop&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;eop&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u202f<\/span><\/span><span class=\"EOP SCXW164646222 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<h3><span class=\"TextRun SCXW121882847 BCX0\" lang=\"ES-ES\" xml:lang=\"ES-ES\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW121882847 BCX0\" data-ccp-charstyle=\"eop\" data-ccp-charstyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|138&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;eop&quot;,201340122,&quot;1&quot;,134233614,&quot;true&quot;,469778129,&quot;eop&quot;,335572020,&quot;1&quot;,469778324,&quot;Default Paragraph Font&quot;]}\">\u00bfC\u00f3mo conocer a tus grupos de inter\u00e9s?<\/span><\/span><span class=\"EOP SCXW121882847 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Tu estrategia de comunicaci\u00f3n medioambiental (y tu estrategia ESG m\u00e1s amplia) debe estar motivada por un amplio an\u00e1lisis de los grupos de inter\u00e9s. Debe aprovechar los datos hist\u00f3ricos y en tiempo real para:\u202f\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">Comprender qu\u00e9 temas y problemas son importante para ellos.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Conocer c\u00f3mo han respondido a diferentes comunicaciones medioambientales en el pasado.\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Identificar c\u00f3mo perciben tu marca como grupos individuales y como colectivo.\u202f\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"14\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;multilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">Lograr una \u00fanica referencia para evaluar la reputaci\u00f3n de tu marca.\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559685&quot;:1080,&quot;335559731&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><span data-contrast=\"auto\">Al analizar lo que causa opiniones positivas o negativas sobre tu marca en cada uno de tus principales grupos de inter\u00e9s, obtienes una idea clara de lo que tiene una buena acogida y lo que no consigue dar en el blanco. \u00a1Esta informaci\u00f3n es su kryptonita!. Util\u00edzala para identificar las correlaciones entre las campa\u00f1as que has llevado a cabo y los altibajos que has tenido en tu reputaci\u00f3n, para compararte con tu competencia y, en \u00faltima instancia, para concentrar el tiempo y los recursos de tu equipo en las \u00e1reas que afectar\u00e1n m\u00e1s a la reputaci\u00f3n de tu marca.\u202f\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--pullout_copy  \">\n\t\t\t\t\t<div class=\"post_content--pullout_copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<blockquote class=\"pullout_copy\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<p><span data-contrast=\"auto\">Obt\u00e9n m\u00e1s informaci\u00f3n sobre el <\/span><a href=\"https:\/\/onclusive.com\/es\/que-hacemos\/insights-y-consultoria\/stakeholder-key-opinion-leaders\/\"><span data-contrast=\"none\">an\u00e1lisis de las partes interesadas<\/span><\/a><span data-contrast=\"auto\"> y la <\/span><a href=\"https:\/\/onclusive.com\/es\/que-hacemos\/insights-y-consultoria\/reputation-brand-insights\/\"><span data-contrast=\"none\">informaci\u00f3n que afecta a la reputaci\u00f3n de tu marca<\/span><\/a><span data-contrast=\"auto\"> de Onclusive.\u202f<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">\u202f<\/span><span data-contrast=\"auto\">O puedes leer el informe completo: <\/span><a href=\"https:\/\/onclusive.com\/es\/recursos\/informes\/construir-la-reputacion-de-marca-evitando-el-riesgo-de-greenwashing\/\"><span data-contrast=\"none\">Construir la reputaci\u00f3n de marca evitando el riesgo de greenwashing <\/span><span data-contrast=\"none\">aqu\u00ed.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:true,&quot;134233118&quot;:true,&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:276}\">\u00a0<\/span><\/a><\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n\t\t\t<div class=\"post_content--wrapper\">\n\t\t\t\t<div class=\"post_content--copy  \">\n\t\t\t\t\t<div class=\"post_content--copy-inner-wrapper\">\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"post_content-copy-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t  \t\t<p><span class=\"NormalTextRun SCXW5483538 BCX0\" data-ccp-parastyle=\"paragraph\" data-ccp-parastyle-defn=\"{&quot;ObjectId&quot;:&quot;9d2ee759-f5ef-48d6-bb1f-10627470da74|139&quot;,&quot;ClassId&quot;:1073872969,&quot;Properties&quot;:[469775450,&quot;paragraph&quot;,201340122,&quot;2&quot;,134233614,&quot;true&quot;,469778129,&quot;paragraph&quot;,335572020,&quot;1&quot;,469777841,&quot;Times New Roman&quot;,469777842,&quot;Times New Roman&quot;,469777843,&quot;Times New Roman&quot;,469777844,&quot;Times New Roman&quot;,469769226,&quot;Times New Roman&quot;,268442635,&quot;24&quot;,335559705,&quot;2057&quot;,335559740,&quot;240&quot;,201341983,&quot;0&quot;,134233118,&quot;true&quot;,134233117,&quot;true&quot;,469778324,&quot;Normal&quot;]}\">Volveremos con nuestro \u00faltimo art\u00edculo de la serie para compartir los pr\u00f3ximos pasos que <\/span><span class=\"NormalTextRun SCXW5483538 BCX0\" data-ccp-parastyle=\"paragraph\">t<\/span><span class=\"NormalTextRun SCXW5483538 BCX0\" data-ccp-parastyle=\"paragraph\">e ayudar\u00e1n a preparar <\/span><span class=\"NormalTextRun SCXW5483538 BCX0\" data-ccp-parastyle=\"paragraph\">t<\/span><span class=\"NormalTextRun SCXW5483538 BCX0\" data-ccp-parastyle=\"paragraph\">u estrategia de comunicaci\u00f3n sobre sostenibilidad medioambiental para el futuro.<\/span><\/p>\n<p>En colaboraci\u00f3n con <a href=\"https:\/\/www.digimind.com\/\" target=\"_blank\" rel=\"noopener\">Digimind<\/a>.<\/p>\n \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\n<\/section> \n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"featured_media":25641,"comment_status":"closed","ping_status":"open","sticky":false,"template":"blog-post-new-template.php","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"audience":[388,375,506],"topic":[327],"region":[],"class_list":["post-26240","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","audience-brands-4-es","audience-pr","audience-pr-es","topic-tendencias"],"acf":[],"_links":{"self":[{"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/posts\/26240","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/comments?post=26240"}],"version-history":[{"count":1,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/posts\/26240\/revisions"}],"predecessor-version":[{"id":92528,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/posts\/26240\/revisions\/92528"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/media\/25641"}],"wp:attachment":[{"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/media?parent=26240"}],"wp:term":[{"taxonomy":"audience","embeddable":true,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/audience?post=26240"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/topic?post=26240"},{"taxonomy":"region","embeddable":true,"href":"https:\/\/onclusive.com\/es\/wp-json\/wp\/v2\/region?post=26240"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}