The reputation of a country is built over decades and can stagger in a matter of hours. Spain went out last Monday and, although the electricity supply was restored quickly, the vulnerability of the system can have lasting effects on the country’s image.
The international press soon echoed the situation: “In Spain, in the dark,” said the Italian newspaper La Repubblica. “Spain and Portugal, beaten by a blackout,” summarized the Frenchman Le Figaro in his head. The news jumped in a short time from Europe to America and Asia, occupying headlines in the American The New York Times, Argentine Clarín or the Catarí al Jazeera.
“Spain is news in all informative media for a critical state of emergency status that focuses on the country’s government, how this crisis manages, what is its origin and its consequences. It is a negative news of world reach“, He points to RTVE.es the expert in crisis communication and director of Mr. Lobo & Friends, Natalia Sara Medinueta.
But what is the reputational impact that a blackout like this can have for a country like Spain internationally? The analysts consulted agree that a situation of these characteristics has a “significant” reputational impact, although “limited in time” if it is not repeated.
“The reputational risk in a critical situation such as this is very high because if it is not acted as it is expected to be answered in the face of the severity of what happened, negative perception grows by the unfulfilled expectations,” says Sara Medinueta.
Damage to our brand-pais
Although it is “difficult” to estimate a concrete figure that quantifies the economic damage about our brand-pais, the doctor in economics and vice-dean of EAE Business School Juan Carlos Higueras argues that “there are intangible effects linked to the fall in international confidence on Spain, which until now was that of A technologically advanced and reliable country“.
“We are an energy island in the Iberian Peninsula and that, which was perceived as a factor of autonomy and self -sufficiency has turned around and is now perceived as a weakness, in view of the fact that, indeed, we have stayed isolated and without electricity supply“, points to rtve.es.
However, the expert adds, “if there are no incidents like this in the future, confidence in Spain will remain at good levels and this situation will be more viewed by the magnitude of punctual impact than for a loss of trust. “
The importance of reacting on time
In macroeconomic terms, the government advanced this week that the mass electric blackout had an initial impact of about 400 million euros in purchasesto which the affectation in the industrial sector or the loss of materials will have to be added.
But the image projecting a country abroad not only depends on macroeconomic data, but also How to handle its crises. “The response of the authorities and of the electricity network is key to minimizing the impact on the country brand before the chaos by the blackout and potential security problems,” emphasizes the crisis communication expert.
In this sense, the ICREA researcher at the Institute of Economic Analysis (IAE-CSIC) Mar Reguant He does not believe that the reputational impact is very largesince “energy has been recovered quickly and favorably, without further frb.” “After all, we are from the areas of Europe with a more privileged renewable resource and of which we are more advanced to integrate it into the network and the other countries cannot be put at night at night,” he explains to RTVE.es.
However, it considers that the important thing is now to analyze which decisions should be made so that it does not happen again: “We can do as it has already passed or take advantage of it and prepare in case a blackout occurred in critical moments such as a very hot day (…). So it’s time to do many duties“.
“There is no doubt for international investors,” according to body
Now the focus is directed towards international investors, whose level of trust will be Key to measure the true scope of the reputational cost of the blackout: “In principle, everything should remain in an anecdote of great magnitude, but some investors can perceive the situation as a non -punctual fact but as a symptom of systemic, regulatory or maintenance failures,” says the doctor of the EAE Business School.
And, in his opinion, “a blackout like suffering can Arouse doubts about the ability of our country To guarantee stable electricity supply in critical situations, especially in a context of energy transition where the network absorbs more renewable and distributed generation. “
In recent years, Spain has established itself as One of the most attractive destinations For international investment in renewable energy. In 2024, the country installed 7.3 Gigawatts (GW) of new renewable capacity, mainly of photovoltaic and wind solar technology, thus reaching the largest amount incorporated in a year, according to electricity data.
This growth has been promoted by recovery funds, a robust electric distribution infrastructure and a favorable climate, factors that have positioned Spain as the fifth country in the world In attractiveness for new investment projects of this type.
“If you harm the international image of Spain? What comes to us is A very positive vision Regarding the recovery of the system, “said the Minister of Economy, Commerce and Business, Carlos Body, after talking with international investors hours after the blackout:” There is no doubt for us or for them. “
An “slow and ineffective” response, according to the PP
The vision is very different for the opposition, which has questioned the lack of government forecast and that causes are not yet known after the event: “It has been disastrous. We look like a country in which ‘leads are melt’ and nobody knows why. This situation could be repeated at any time, “criticized the president of the Community of Madrid, Isabel Díaz Ayuso, accusing the central executive of having responded” slow and ineffective. “
The analysts consulted also refer to the fact that the causes of the event are not yet known, although with opposite visions: “The answer has not been the most appropriate Because the cause of this ruling has not yet been identified, there is still speculating in media, nor is there enough transparency in communication, “says Juan Carlos Higueras.
This, under his point of view, “feeds different theories, true or not, on the origin of the blackout, (…) helps increase public and media distrust In the Government and opens the door to think that this situation can happen again in the near future. “To what is added, he says,” the dilution of responsibilities between institutions, which prevents companies and citizens from affected to request patrimonial responsibilities to those who correspond to the damages suffered. “
The researcher at the Institute of Economic Analysis, on the other hand, qualifies as “correct” the fact that the causes of the event are not transferred Until you know exactly. “Perhaps it could have been informed a little more through radio and other channels, but it is also true that it was a very difficult day, that is, I do not value it very negatively,” he explains.
Communication, key in crisis management
In situations like this, communication becomes a key tool to contain the impact and transmit confidence: “The greater the crisis, greater is the need for information. Managing the reality of what happens in times of serious crisis and emergencies remains a work that the facts and their leaders show us does not put in the key place that communication must have, “says Natalia Sara Medinueta.
The communication expert considers that in these cases it is necessary to act “the greatest quickly, which does not mean in a precipitous way” and “centralize the official source information point before the dispersion of organizations and institutions that participate communicating from their area of action. “
And, he warns, “it takes five and a half hours to appear before citizens to communicate what happens, what is being done, reassure and advise to guarantee the security of people It is a long time in an unusual crisis of total blackout that implies an emergency level of civil protection. “
In addition, the work of official spokesmen in crisis situations stands out, which in this case “It has failed due to excess technicalities”: “It seems easy but it is always one of the great challenges when managing a crisis: talk to understand you, speak with tone and coherence to convey enough empathy and the necessary leadership that the situation is being handled. Without it, uncertainty and distrust grows,” he says.
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