On October 1, 2026, the hands-on workshop “Impact Measurement: Putting Numbers to Communication” took place, led by specialist David Sabater as part of the Master’s program’s training curriculum. Due to the red alert that had been declared, the session was adapted to an online format, ensuring the safety of the participants without losing any of its dynamism or the quality of the instruction. Despite being held in a virtual setting, the workshop offered an extremely enriching and interesting perspective on how to quantify and evaluate the return on investment of communication strategies, and it was very well received and well attended by the students.
During the session, Sabater—currently head of Institutional Relations and the Rector’s Office at VIU, with a distinguished background as a project director at ATREVIA—focused primarily on the Corporate reputation as an organization’s most valuable asset. Throughout his presentation, he used practical examples to demonstrate how brand perception and trust directly influence consumer behavior and their purchasing decisions or choices.
In this regard, attendees learned how to define key metrics and KPIs not only to evaluate media or digital coverage, but also to objectively measure the development of intangible assets and their impact on reputation in business. The workshop will provide key methodological tools for transforming public perception into concrete data supported by quantitative and qualitative analyses.
Knowledge Transfer and Flexibility in the Face of Challenges
This activity is fully in line with the guidelines of the UPV SIRVE Strategic Plan, reaffirming the Polytechnic University of Valencia’s commitment to the transfer of practical knowledge, the development of advanced analytical skills, and preparing students to face the real challenges of employability in the sector.
With the holding of this seminar, the master’s program reaffirms its commitment to bridging the gap between academic theory and the professional world, as well as meeting the most current demands of the corporate communications sector.