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Article 6 Oct 2021

TAXATION AND REPUTATION: MULTINATIONALS IN THE SPOTLIGHT

The taxation of companies is a high impact reputational risk, particularly for multinationals, and it is foreseeable that the economic effects of the pandemic, the digital transformation, scrutiny by media and public opinion, and growing fiscal regulation at a European and global level simply stepping up the fiscal pressure on these businesses.

Against this backdrop, companies now more than ever must be able to explain how they contribute to society, to the economy and to global wellbeing. However, communication efforts should not be limited to times of crisis or conflict with the public authorities, since the impact on their reputation will already be inevitable.

Multinationals must be aware that this latent risk exists and that they must work on this before, during and after their potential materialization. 

We analyze the situation and certain communication keys in this article.

  1. What are the new threats on fiscal matters for large corporations? 
  2. How can multinationals tackle public scrutiny and defend their tax planning?
  3. What are the keys to preventing and minimizing the negative impacts on reputation?
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Alba García
Director of Legal Issues area
She holds a degree in advertising and public relations and a master’s degree in corporate and advertising communication from Universidad Complutense de Madrid. She has coordinated the UCM master’s degrees in “Communication of Public and Political Institutions” and “Corporate and Advertising Communication”. She has worked at LLYC in recent years on a host of communication projects during court proceedings and re-structuring processes. In this field, the campaign developed for the reputational crisis of Vitaldent during litigation received a Stevie Award in 2017. She has also played various roles in corporate communication projects for such customers as Coca-Cola, Burger King, Mercadona, Atento and Faurecia.
Luis González
Senior Director of Legal Issues area
With over 20 years of professional experience, Gonzalez is an expert in crisis communications, restructurings, insolvencies and media relations; with specializations in the infrastructure, real estate, food, health and industrial sectors. Previously, he was a director for LLYC's operations in Chile (2014-2016) and Portugal (2012). Before joining the company, he was an editor at Diario Médico, editor-in-chief of local TV channels Teletoledo and TV Guadalajara, and press officer and director of expansion for Tactics Europe, an advertising agency. He is a journalist with a degree in information sciences from the Complutense University of Madrid and is a visiting professor for various strategic communications master’s degree courses.
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