04.4 · The group's voice, and who uses it.
Communications
Eight houses and one voice. This department exists so the eight say the same thing when they talk about the same thing — and so that when one has to speak on its own, it knows how far it goes.
A quién sirve
The whole group
It is the most cross-cutting of the six: there is no house that does not depend on it in order to speak.
What it does
Media relations
Press releases, responses to enquiries and the relationship with whoever writes about the sector. And one rule: whoever answers a journalist is always the same door.
The group's publication
The analyses each house signs go out under the same method and the same editorial apparatus — byline, date and sources. It is where the group demonstrates what it knows instead of stating it.
Internal communication
That what gets decided reaches the eight houses before it reaches the press.
Crisis management
What is said, who says it, and how fast. It is prepared beforehand, not during.
Letting each house declare itself the publisher of its own work. It sounds like autonomy and it is the opposite: it splits the group's voice into eight and none of them accumulates reputation. In Calaa Global's publication, each analysis is signed by its house and **the publisher is always the group** — the house appears as what it is about, not as who publishes it.
The rule most often broken in a group
It does not write for the houses. The thesis, the argument and the data come from whoever knows the subject; this department provides the method and answers for it being followed.