Insights from the blog.

A chief executive’s (CEO’s) schedule rarely has extensive windows for spokesperson training sessions before a media engagement. In situations of current events, business launches or opportunistic interviews with specialized media, corporate communication teams must execute an express preparation protocol. According to studies on…

In the dynamism of public relations and corporate communication, the moment before pressing the send button on a press release is the last quality-control barrier. Media newsrooms receive hundreds of news items a day, so a technical failure,…

In today’s corporate and strategic communication environment, the border between organizational culture and external reputation has become completely permeable. For decades, corporate public relations operated under a one-way scheme in which messages about a company’s identity, values and labor policies were meticulously controlled from the…

The monthly results meeting arrives. The social media manager puts the screen up and the metrics are relentless: organic reach is stagnant and the interaction rate (engagement) barely touches 1%. Seeing this, the agency’s head or director demands more creativity from the digital communication team, asks to “liven up” the…

At the end of each cycle, the communication officer of an international cooperation agency, NGO or foundation delivers their flagship document to the regional headquarters or the main donor. The text is impeccable from a technical standpoint: it rigorously complies with the logical framework, details budget execution and exhaustively lists every workshop, forum…

The adoption of technologies based on artificial intelligence, conversational agents and process automation has redefined the internal operations of communication and marketing departments. However, for general managers, corporate affairs managers and brand leaders, unrestrictedly delegating public interaction to algorithms without editorial control represents a direct threat…

An institutional video about the company’s new water sustainability strategy is published on the official channels. At the head offices in Lima or Mexico City, the board celebrates it as a resounding success; the metrics on LinkedIn show applause from investors, congratulations from business associations and comments from industry analysts.…

Media tracking and monitoring of brand presence (clipping) have undergone a radical transformation thanks to natural language processing and intelligent automation. Traditionally, gathering appearances in print press, digital portals and social media required hours of manual work searching, classifying and building…

Mining internal communication faces a critical disconnect between corporate headquarters and field staff. While senior management approves budgets for sustainability reports and press management, the tools intended for operational staff are usually ignored. Digital newsletters aren’t opened in the camps, the intranet is foreign to…

For a sustainability manager, few situations are as frustrating as publishing a legitimate achievement in resource management and receiving an avalanche of public skepticism. Months are invested in optimizing water recirculation or in reforestation programs, but when it is released, the audience immediately labels environmental communication as greenwashing (…

Mining communication in the extractive sector faces a constant problem: when a community conflict, an environmental incident or a debate about the impact of operations arises, response speed is everything. In these scenarios, the press team drafts an immediate position, but the internal matrix requires sign-off from…

The scene is recurrent in diplomatic missions’ press offices: the Foreign Ministry in the capital sends an official release about a new bilateral agreement and the embassy’s community manager translates it word for word into the host country’s language. It is a fundamental strategic mistake: confusing literal translation…

At the end of each month, diplomatic communication suffers a problem: embassy press chiefs send their capital a detailed report on the performance of their digital channels. The document is usually full of rising charts celebrating thousands of impressions, an increase in organic reach and hundreds of “likes”.…

It is not about choosing a platform, but about integrating them. Discover how to use Meta to generate demand and Google to capture it, maximizing the return on your B2B investment. In corporate marketing financial planning and B2B sales, the allocation of capital to digital advertising (paid media) often becomes a recurring debate within…

In an embassy setting, communication teams often face a recurring challenge: the ambassador dismisses digital results, considering them mere entertainment. When cultural diplomacy is reduced to “posting pretty pictures” on social media, it loses its political and strategic weight. To change this perception, it is essential to transform the way…