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The moment in which Professor Sergio Forcadell and Rafael Alberto Pérez are met in 2006. Almost 30 years later than Prf. Forcadell proposed “the publicity efficacy” as recommended book in his cathedra in República Dominicana.
Receiving the research in strategies field excellence award from the hands of professors Dr. Ludgem Segueira dos Santos and Carlos López Cano, Universidade do Algarve , Faro, 2006
Award of the IV Communicators Summit to the best Iberoamerican Book about Communication, Santo Domingo, República Dominicana, 2005.
Receiving the Academic Worship of the National Publicity Institute (Presidencia de Gobierno), Madrid, 1978.
Research National Award GARDOQUI- Sarpre, collected together with Javier Suso (in the picture), Madrid 1974
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Research activity
From his earlier works in 1974, he has been developing a research line whose main study object are the communication strategies with a clearly inderdisciplinary focus.
Four relevant contributions have been recognized to him through his career:
· The design of a total social interactivity model of cyclic features and multiple feed backs, 1974
· Being the first researcher in proposing the Game Theory as a paradigm of public communication strategies, 1981
· Having scientifically founded the subject Communication Strategies, 1973-2006
· Reformulating a new strategies theory based in communication, 2001
His last contribution, the new strategy theory, is nowadays object of debate of more than 300 experts from 17 countries, from 70 universities and from professional world, integrated in the Iberoamerican Forum about Communication Strategies (FISEC).
His research activity has been distinguished by different distinctions:
- Premio a la Excelencia Investigadora en el área de Estrategia, Universidade do Algarve, Faro, Portugal, 2006 (Research in Strategy field excellence award)
- Premio de la IV Cumbre de Comunicadores al Mejor Libro Iberoamericano Sobre Comunicación, Santo Domingo, República Dominicana, 2005 (IV Cumbre de Comunicadores award to the best Iberoamerican book about Communication)
- Venera Académica del Instituto Nacional de Publicidad (Presidencia de Gobierno) España, 1978
- Premio Nacional de Investigación Gardoqui-Sarpe, España, 1974 (Nacional Research award Gardoqui – Sarpe)
His research activity has been developed this last 30 years in four different but complementary lines:
1. The efficacy of public communication
Rafael Alberto Pérez started his research activity in the multinational publicity agencies Lintas, Foote Cone & Belding and McCann Erickson (1966-1977) (1966-1977), (go to " the Consultant ") where he gets familiarized and applies the different publicity research techniques to the use.
That experience led him to adopt a strongly critical position towards the situation of research in the sixties (a kind of research focused in a unilateral and lineal influence from addresser to addressee). Therefore he centered his studies on the less analyzed phenomena of the addresser and his progressive sensitiveness to the feedback produced by the social groups which he tries to persuade.
His first research, made together with Javier Suso, received the National Research Award Gardoqui- SARPE, in 1974.
This is the first work of Rafael Alberto Pérez that would become a textbook in a Latin American university. In 1978 the professor Sergio Forcadell proposed it as a recommended text in the University Pedro Enriquez Ureña from Santo Domingo .
2. Methodological framework of public communication strategies and proposal of a first scientific paradigm.
Between communication efficacy and strategy to obtain it remained only one step. Rafael Alberto Pérez gave it. Once more, this thought came from the social demands and, especially from the divorce between the professional practice models and those proposed by the communication theoreticians.
In front of the “intuitive” conception to the use of publicity in those years, Rafael Alberto Pérez feels the need of adopting strategic models of “crystal box” that allow to:
• Explicit the decision processes,
• Increase the level of information about the variables that affect the communicative issue,
• Rise the objective component in taking a decision,
• Facilitate the election in front of complex problems and
• Verify the fulfillment or failure of the objectives and reorient in this way from inside the communicative action.
He had the chance of introducing this focus into University when he became part of the newly made Facultad de Ciencias de la Información de la Universidad Complutense de Madrid (1973) staff.
But to Rafael Alberto Pérez it was not enough to take communication strategy to University; he needed to make it an autonomous discipline. During this period, he directed the research program in the Centro de Estudios y Comunicación Económica and collaborated intensely with the cathedra of Dr. Santiago García Echevarría ( Universidad Alcalá de Henares ), in business strategies and communication areas. In recognition to his efforts, in 1975 he was appointed as a member of the Scientific Research Work Group of the Facultad de Ciencias de la Información of the Universidad Complutense.
The definitive impulse came from a very concrete fact: in 1978 the National Publicity Institute hired him – along with the also teacher Emilio Martínez Ramos – to carry a research about “methods to determine publicity strategy”.
The study objective was to collect, in an exhaustive way, the existent methodologies for the development of publicity communication and place them in disposition to the professional world.
The results are reelaborated by Rafael Alberto Pérez, with collaboration of the professor Emilio Martínez Ramos and published by the National Publicity Institute (The publicity communication stragy, 1981). This work is the first in overcome the military strategy paradigm – the use between seventies theoreticians – and to state the game theory scientific paradigm instead, as a model of the decision making in the public communication.
Due to the warm welcome of this work (1981), eight years later a new version, adapted as a textbook, became a recommended lecture book in many Spanish and Iberoamerican universities. Furthermore, the strategic models proposed by the author have been the object of many doctoral thesis in Spanish and Latin American Universities (see: “ La comunicación publicitaria en medios informativos interactivos”, doctoral thesis presented by Mª Isabel de Salas Nestares and directed by professor Dr. Rafael López Lita, UCM, Madrid 1997).
3. Communication and the corporate image
The irruption of the corporate image in Spain in the eighties represents a change of scenery. Conscious of it, Rafael Alberto Pérez began a second line of research about image and corporate communication that came out as a studies, articles and rapports.
This stage is opened by the “Estudio sobre la banca española y las posibles opciones de cambio deseadas por la sociedad española", AEB, 1979 (Study about the Spanish banking and the possible change options desired by the Spanish society), and upon its data it is made the Spanish banking modernization.
The strong impact of this study led him to participate, sharing the table with Abraham Moles and Joan Costa, in the “I Jornada sobre Comunicación Financiera” (first financial communication encounter, Barcelona , 1981) dedicated to the banking renew and its image. The publication of his rapport “The image: measure and its new improvement techniques” on “Grandes Temas de Actualidad” (1980) and later on “Publitecnia”, turned him in one of the pioneers in corporate image researchers in Spain . Therefore in the nineties he was invited to direct a seminar cycle on the subject in the Universidad Internacional Menéndez Pelayo. Since then he has dedicated a huge personal and teaching effort to the corporate communication and its strategies.
4 . The input of a new strategic theory based in communication
In 1996, the constant concern of Rafael Alberto Pérez for the articulation of communication theories and leadership theories in the same unified theoretical framework gained a new perspective. He left the methodology concern and started a new research, which lasted more than five years, with the aid of ex pupils of the Universidad Complutense de Madrid coordinated by Emma Pérez Ferrant.
The result is the proposal of a “new strategic theory for everyday action”, recollected in the last part of his book “Estrategias de Comunicación” (Communication Strategies, Ariel, 2001). It is important to highlight that this proposal represents a 180 degree turn respect to his previous work, because the proposal is no longer about favoring and reforcing the communicative action with the contributions of the strategies field, but the opposite: solving some problems of strategy with the relational focus of communication science.
In fact, both the book and the proposal have had the most favorable welcome in the academic world, mostly in Iberoamerica and in scientific Journals. In consequence, a new academic movement has been born, the Iberoamerican Forum about Communication Strategies (FISEC) that joins more than 300 experts from 118 Universities, belonging to the 17 countries of the Iberoamerican Community, Italy and the United States . Once a year it gathers to debate and elaborate this new theory (Universidad Complutense de Madrid in 2002; Universidad de Sevilla in 2004; Universidad Iberoamericana de México D.F. in 2005; Universidad de Granada in 2006; Universidade do Algarve in 2007).
Nowadays, Rafael Alberto Pérez continuous his work in this line and prepares a new book with the Professor Sandra Massoni, of the Universidad de Rosario, Argentina , where they develop the “new strategic theory” and present new models derived from that theory.
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