Languages Lan has just organised the first international conference on linguistic management in Bilbao. Much has been said in the Congress about language policy, management and tools. And emotions. And from emotions, how many cooperatives, companies and organizations in our environment have jumped into language management since the 1970s.

One of the main ideas shared by many rapporteurs was the absence of uniform solutions for all. Each company needs a coherent language policy and strategy, whether formalised or not, reflecting the company’s culture and values. The language policy of a company is the set of decisions, measures or criteria that the organisation establishes on the use of languages in its internal and external activities and in its communications. Policy is fundamental to individuals and customers within the company, partners and other stakeholders (suppliers, public bodies, etc.) to ensure effective and consistent communication. Companies in the Basque Country need criteria to organise and regulate the use of Euskera and other languages, a clear and well thought-out vision, and companies must determine why it is important or not to use these languages. Each task must specify the function of each language. Companies are important linguistic managers, both internally and externally, who send important signals to the inhabitants of that territory in which they are located. In other words, companies regulate the use of language in relation to their interest groups and, through it, influence society.

The first steps that took place in the 1970s have led to a fruitful journey for the companies around us. In many cases, the Basque Government has collaborated and, over time, other administrations have joined in promoting Euskera in the socio-economic field. And, of course, let us not forget the success of the processes and plans that have been put in place since the social initiative, which have then been the engine and lever of public plans. Everyone deserves recognition.

We have made a fruitful journey, yes. However, we need a paradigm shift. We are facing a social challenge and in order to respond appropriately it is necessary to properly structure the system of labor insertion of the Basque Country and to facilitate the way to companies throughout the Basque Country. Companies are part of this system, but not the only one, and we have seen that they influence the use of languages in other areas. We must therefore articulate a system that articulates well all the players in the world of work. Companies must act responsibly and responsibly to meet the demands of all interest groups. The administrations, together with the promotion of the Basque country, have to regulate because the regulations affect the operation and management of companies. And they must be firm in demanding that companies that receive tenders, contracts, sponsors or any benefit from them act diligently with the languages. Trade unions, workers and consumers must also influence companies and administrations to make commitments and increase the chances of working and living comfortably in Basque. I hope that we will win the challenge.

Rober Gutiérrez, former director of Bai Euskarari