1. communication,
strategy
&
leadership
architects
Prime
Minister
Mariano
Rajoy:
a
ransom
or
a
loan?
Source:
www.lamoncloa.gob.es
#newCommunication
#newLeadership
#newPolitics
1
www.ingenia-­‐pro.com
@ingenia_pro

2. communication,
strategy
&
leadership
architects
5
impressions
about
Prime
Minister
Mariano
Rajoy
after
the
announcement
of
the
"soft"
bank
"ransom"
Starting
point:
Economy
&
Competitiveness’
Secretary,
Luis
de
Guindos,
reached
an
agreement
with
the
Eurogroup
members
on
a
selective
"ransom"
of
100,000
€
millions
-­‐
for
the
Spanish
risked
banks.
After
denying
any
official
Spanish
request,
a
casual
Eurogroup
members
meeting
last
Saturday
and
outside
news
reporting
the
deal,
the
secretary
announced
the
agreement.
After
denying,
active
and
passively,
that
the
Spanish
government
would
not
request
any
European
financial
help,
an
informal
Eurogroup
call
and
the
information
coming
from
abroad,
on
Saturday
afternoon
the
agreement
was
announced.
De
Guindos
Secretary,
appeared
to
read
the
statement
of
the
agreement
and
answer
questions
from
reporters.
With
a
somewhat
arrogant
attitude,
the
first
question
-­‐come
from
the
CNN
international
correspondent-­‐
was
ignored
as
it
was
in
English,
"only
Spanish
Journalists"
was
Secretary's.
There
was
exceeded
trance
to
stand
up
and
answer
questions
uncomfortable
with
an
attitude,
at
times,
arrogant.
Was
the
main
goal
to
build
trust,
right?
And
where
was
the
Prime
Minister?
Didn't
he
have
anything
to
say?
Pressure
on
Mr.
Rajoy's
silence
was
such
an
intense
and
special
dominated
the
news
cycle
later.
On
Sunday
the
Prime
Minister
spoke
from
Moncloa's
Palace.
1.
Staging
Very
carefully
conducted
and
vey
solemn.
For
the
first
time
in
Mr.
Rajoy's
La
Moncloa
we
saw
the
import
of
a
style,
that
President
Obama
and
Secretary
of
State
Hillary
Clinton,
also
Prime
Ministers
Blair
and
Cameron,
masters
ceremonies:
opened
the
doors
leading
to
a
corridor
ahead
and
the
smiling
leader
walking
forward
to
the
lectern
and
flags
set
to
frame
the
picture.
The
sense
of
motion
was
visually
interrupted
when
one
of
Mr.
Rajoy's
aide
walked
backwards
and
have
a
word.
The
perception
that
President
Rajoy
walked
too
decided,
thrusting
his
arms
has
made
when
he
came
to
the
podium,
had
to
slow
down
over
kind
of
sharp
and
the
sense
is
broken
when
the
Prime
Minister
stands
and
looks
down
to
the
papers.
Mr.
Rajoy
is
still
not
used
to
this
scenery,
although
it
is
ideal
for
important
announcements
and
appearances.
2.
The
appereance
#newCommunication
#newLeadership
#newPolitics
2
www.ingenia-­‐pro.com
@ingenia_pro

3. communication,
strategy
&
leadership
architects
The
first
few
minutes
of
each
hearing
are
set
the
tone,
the
pace
and
the
attitude.
The
Prime
Minister
started
in
a
confidence
and
trusted
zone
where
he
feels
security:
returning
to
explain
the
context
and
what
people
know
and
the
usual
clichés
of
the
president's
speech.
HIs
approach
seemed
at
first
to
hesitate
and
avoiding
jumping
right
into
the
issue
that
had
led
him
to
appear.
It
took
a
while
to
dive
him
into
the
subject.
The
permanent
gestures,
the
anarchic
and
unrhythmical
hands,
now
ranging
and
nodding
with
one
hand,
then
the
other,
and
with
a
continued
fast
and
not
reassuring
looking
to
the
auditorium
to
return
to
the
papers
indicate
discomfort
and
weakness
of
a
leader
who
seeks
protection
and
embraces
the
preset
script.
3.
Messaging
We
were
surprised
with
the
attitude
and
arguments
of
his
speech:
-­‐
When
apparent
contradictions
between
public
statements
and
the
result
of
public
policy
are
consistent,
allegations
of
turning
black
is
white
are
increasingly
apparent,
Prime
Minister
Rajoy
used
the
#karlroverian
strategy
to
build
legitimacy
and
strength
of
argument
precisely
from
where
the
attacks
are
coming.
In
this
case
of
inconsistency
and
unreliability.
The
theme
of
the
speech
was
"as
I
said
in
when
I
sworn
Office",
"as
I
warned
five
months
ago".
He
was
looking
for
the
"visionary
consistent"
&
"statesmanship"
frame.
"I
already
said",
"I
have
credibility".
This
position
has
been
limping
while
attempting
to
reinforce
the
idea
under
the
usual
common
rhetoric
grounds
like
"we
live
a
very
difficult
time",
"we
know
what
to
do"
and
"we
are
going
the
right
direction".
He
adopted
a
defensive
attitude
trying
to
avoid
the
debate
between
bailout
vs.
loan
"I
will
discuss
on
naming".
Gay
marriage
is
precisely
in
the
Constitutional
Court
by
the
word
marriage,
right?
Yes,
naming
is
an
important
issue
on
discussions.
So
he
appealed
to
"what
happened
yesterday"
a
neutral
position
when
you
want
to
avoid
the
bad
connotations
debate
on
the
floor.
He
announced
an
"historic
day
for
Europe,
the
Euro
and
Spain",
like
a
new
D
Day.
He
got
stuck
with
the
so
Spanish
attitude
of
putting
the
"feet
on
the
table":
"I'm
the
one
who
pressed
-­‐I
haven't
been
pressed"
and
"I
managed
the
situation".
That
led
to
undermined
the
credibility
and
trust.
The
script
needed
more
humility
and
gratitude.
Forgetting
that
you
are
receiving
help
because
by
yourself
you
are
not
able
to
succeed
and
showing
off
some
arrogance
is
a
bizarre
signal.
4.
It's
not
only
the
attitude
At
the
their
turn
reporters
asked
the
prime
minister
why
continued
public
statements
by
leading
members
of
government,
Mr.
Rajoy
himself,
the
Deputy
Prime
Minister,
including
the
Economy
#newCommunication
#newLeadership
#newPolitics
3
www.ingenia-­‐pro.com
@ingenia_pro

4. communication,
strategy
&
leadership
architects
Secretary,
denied
Spain
state
won't
seek
and
ask
for
European
help
to
save
the
banks,
and
then
they
have
been
denied
by
the
facts
and
reality.
Mr.
Rajoy
didn't
hesitated
a
moment
even
blinked
when
saying
that
"things
are
done
like
that".
I
wouldn't
found
a
better
definition
of
#OldPolitics.
"Because,
that's
the
way
it!
Because
I
said
so!"
A
great
declaration
of
ideas,
indeed.
Certain
Politics,
#OldPolitics,
still
believes
today
that
it
comes
down
to
a
game
of
spies,
governed
by
codes
of
conduct
of
excessively
testosterone:
arrogance,
opacity
and
lack
of
transparency,
doors
and
windows
closed,
foul
playing
...
This
values
represent
a
missile
in
the
handcrafting
leadership
needed
today:
a
technocratic
conception
of
Public
Service
that
keeps
growing
the
political
distance
from
the
Public.
Today
we
move
towards
a
scenario
where
those
Sacred
Institutional
structures
in
the
past
are
more
horizontal
and
open
to
participation
and
decision
cross.
Although
in
Mr.
Rajoy
most
inner
intimacy,
this
reasoning
argument
and
response
are
unworthy
and
medieval.
5.
Don't
let
the
anecdote
to
outshine
your
message
The
president's
trip
-­‐for
a
few
hours-­‐
to
Poland
to
support
the
Spanish
Football
National
Team
was
about
to
eclipse
his
statement.
Mr.
Rajoy
suggested
that
it
was
a
reward
for
having
managed
the
difficult
situation.
It
was
perceived
the
sense
that
he
was
more
comfortable
talking
about
sports
than
a
confronting
an
essential
issue
of
the
Spanish
financial
situation.
Again
what's
important
is
the
attitude
behind
facts.
A
more
prudent
and
humble
attitude
would
have
been
to
stay
in
Madrid,
working
in
La
Moncloa
to
continue
monitoring
the
situation
and
preparing
newt
week
schedule
and
send
Secretary
Wert
to
the
match.
On
Saturday
we
had
a
prime
minister
who
fails
to
appear
at
an
important
time
to
explain
a
decision
with
significant
consequences.
On
Sunday
his
appearance
was
announced
to
avoid
the
unsustainable
stress.
Only
25
minutes
to
give
evidence
of
what's
happening,
rushing
to
catch
a
plane
to
attend
a
football
game
that
leaves
us
images
like
this:
#newCommunication
#newLeadership
#newPolitics
4
www.ingenia-­‐pro.com
@ingenia_pro

5. communication,
strategy
&
leadership
architects
Distortion
generated
by
images
showing
passionate
Prime
Minister
that
prefers
sports
to
govern,
make
decisions
and
explaining
them
to
the
Public.
We
unknew
the
bold
passion
of
Mr.
Rajoy.
It's
a
good
sign.
Although
we
should
require
him
to
be
equally
passionate
when
exercising
their
functions:
negotiate
with
European
leaders
and
facing
citizens.
Conclusion
This
is
how
we
build
trust
and
credibility?
The
adopted
decisions
are
the
best
ones
on
the
table?
The
attitude
and
tone
behind
every
gesture
is
suitable
and
the
right
one?
Despite
the
partisan
and
ideological
trenches
and
bunkers
inside
Spain,
the
information
from
the
outside
contribute
to
fall
myths,
also
mental
and
ideological
obstacles.
The
Spanish
government
is
denying
reality
in
evidence
confirmed
by
external
information:
the
image
of
triumphalism
is
not
the
best
sign
of
a
well-­‐done
job,
although
when
you
ask
for
help.
Fewer
feet
on
the
table,
more
humility
and
more
work
are
needed.
@aleixcuberes
is
partner
&
consultant
at
@ingenia_pro.
#newCommunication
#newLeadership
#newPolitics
5
www.ingenia-­‐pro.com
@ingenia_pro