This event brings together young communication professionals from agencies across Europe and the Americas for two days of knowledge sharing, experience exchange and discussions on different ways of working. The meeting serves as a source of inspiration, helping participants tackle the challenges they face in their day-to-day work.

The main themes of this year’s edition were storytelling and artificial intelligence, and how both disciplines can be effectively applied to communication campaigns in ways that genuinely connect with audiences. Through practical sessions, participants explored how these techniques can be implemented from different perspectives to achieve outstanding results.

During the two-day event, young professionals had the opportunity to:

• Learn about successful storytelling case studies presented by each agency, sparking discussions on how different methods and approaches can be integrated into the daily practice of communication consultancy.
• Take part in a dynamic storytelling workshop, which demonstrated how the power of words can transform a simple story into a compelling narrative.
• Share insights on how artificial intelligence can support the creation of stories, while never replacing human critical thinking or narrative skills.
• Gain an overview of the public relations landscape in Hungary, the host country of the event, covering its structure, key players and future outlook.

Another key activity on the programme involved working in international teams to develop a campaign for Amigos, a Hungarian NGO dedicated to supporting hospitalised children through educational and recreational activities. The challenge was to design a sponsor acquisition campaign within a limited budget, putting the participants’ creativity, strategic thinking and communication skills to the test.

Real-life, hands-on experiences as inspiring as this one provide a valuable opportunity to exchange ideas and learn how professionals from different countries and cultural backgrounds can approach the same challenge from very different perspectives. It was also especially rewarding to see our colleague Víctor as part of the winning team, thanks to a strong, realistic proposal strategically aligned with the objectives set out in the brief.

“Sharing ideas and experiences with people who have professional ambitions and motivations similar to your own is incredibly valuable, especially when it takes place in a different country and alongside participants from a variety of nationalities. This experience gives us a broader perspective on our work, and we return with new insights and strengthened skills that will help us continue growing in our professional careers,” said Pablo de Frutos, PR Consultant at LF Channel.

What is an RFP?

Let’s start from the beginning. An RFP is, in fact, a document used by companies and institutions to request a specific proposal from a selected group of providers for the hiring of a particular service. In the marketing and communication sector, this document is usually created when a company is looking for a communication or marketing agency to outsource a project or service, either on a one-off basis or continuously, and to carry out a wide range of actions such as press office services, social media management, graphic design services, thought leadership positioning, influencer relations, or the organization of a corporate event, among others.

Why is it important to request a communication proposal through an RFP?

Although it may seem like an accessory or even a dispensable document when looking for a provider, the truth is that it is a key tool for evaluating different options based on the same starting point and thus choosing the agency that most efficiently fits the needs of the company requiring these services.

It is important to invest time in preparing an RFP because:

• It helps define a clear objective: many times we encounter companies that want to hire a service but have not internally defined why they want to do so. When preparing an RFP, you must first think about your business objectives, which can be identified by asking a simple question: What do I expect to achieve in the short and long term by hiring an agency? By having a clear growth objective and reflecting it in the RFP, we help the communication agency’s consulting team define a strategy that truly aligns with what we want to achieve, rather than presenting a list of marketing actions to be implemented without any defined roadmap.
• It provides structure and clarity: this document should reflect everything we need to achieve through the hiring of the service, as well as provide information about the company and key context for an external provider to understand the current business situation. Although many companies choose to share these details in a meeting, it is preferable to have them documented so providers can always refer back to them when developing their proposal.
• It allows for comparison: the document is sent equally to all communication and marketing agencies we would like to include in this hiring process. Therefore, they all start from the same base knowledge about the company, as well as the objectives to be achieved. In addition, this request for proposal usually includes the timeframe for the work, the expected KPIs, estimated budget, etc. As a result, their communication proposals will be aligned in the same strategic direction, and comparing them will be much easier than if we request proposals without providing the same level of detailed information.The reality is that the world of communication is so broad; there are so many ways to reach the same objective that if similar guidelines are not provided, you may receive completely different proposals from each agency, with budgets that can vary by thousands of euros and very different deliverables, making comparison and selection more difficult.
• The proposals you receive will be much more developed: when you clearly set expectations from the beginning, indicating what you want to do, timelines, and expected results, communication agencies can go much deeper into the strategy and propose tactics that fit your company. It is also a way to optimize your time and budget on actions that are feasible and easy to implement.

In short, investing time in preparing a good RFP is key to ensuring that your communication agency selection process is successful.

You can also read: Why is hiring a communication agency a cost-effective option?

What elements should a good RFP include?

There is no single formula for structuring this document. In fact, in LF CHANNEL’s 30 years, we have seen thousands of RFPs, and they almost always follow a different structure. However, there are some elements that we consider key for both parties: for the hiring company to quickly compare the pros and cons of each agency and make an efficient selection, and for the consultancy itself, which will use it to prepare a proposal that provides real value to the client. These elements are:

1. Company background

Agencies can research the company on its website, social media, or by browsing the Internet, but there is a lot of contextual information that is not publicly available and can help us better understand the company’s current situation. When preparing this section, try to answer these questions: What is the current situation of the company both in business and communication terms? Where do I want the company to be in the coming months? How was the company founded, and what has its trajectory been? Over the years, what values do I want to associate with my company?

2. Business objectives

In this section, clearly explain what you aim to achieve: do you want to launch a new product and make it known? Gain more clients in the next 6 months? Position yourself as a benchmark among different stakeholders? Defining these business KPIs will help agencies understand what they need to implement to meet business objectives, not just communication ones.

3. Target audience

Define the audience on which you want the proposal to focus its efforts. Try to narrow down as much as possible the segment of the population that interests you most.

4. What you expect from the agency. Scope of work

At this point, you should define the reason why you are looking for a new provider and what you expect them to achieve. We also recommend outlining the scope of their work. For example, you can specify which tasks or channels are currently managed internally and which will require agency support. If you have a clear idea of the deliverables you expect from the agency, it is also important to detail them.

Finally, if your proposal includes several markets, specify what you expect in each of them. The communication agency will be able to support you by demonstrating its experience in each country and adapting to regional particularities.

5. Timeline

Although it is not always possible, ideally a good RFP should include the timelines the company will follow at each stage of the selection process.

Some of the dates we recommend including are:

• Proposal submission deadline
• Deadline for proposal evaluation and selection of the winning agency
• Deadline for communicating the winning agency
• Collaboration start date

6. Budget and duration of the collaboration

Not all companies have a defined budget when launching an RFP, but ideally you should establish the monthly or annual budget allocated to this service. If there is no exact figure, ranges or limits can be set, as this will ensure that proposals from potential providers are realistic and tailored to your situation, making them more viable.

7. Other requirements and needs

Other details can also be considered, such as:

• Proposal submission guidelines: if we want all proposals to follow the same format and structure, we can specify what they should include and how they should be presented. For example, we may want the team managing the account, the tools to be used, or the agency’s international capabilities to be included.
• Evaluation criteria: if you want to be 100% transparent and have a tool that allows you to justify your final decision, it is recommended to define and communicate the selection criteria in your RFP, such as price, creativity, experience with similar clients, etc.

8. Contact person

Do not forget to close the document by including the name, position, and contact details of the person coordinating this selection process so that consultancies with questions can reach out to the right person before submitting their proposal.

If you are interested in hiring a communication agency but have questions about its working process, types of services, or results, contact us and we will be happy to guide you through your selection process.

On the journalistic side of the media, the relationship with public relations is often tense. Journalists are bombarded daily with information from agencies, press officers, and communications teams, content that is often met with skepticism. More than once, we’ve heard PR described as the “dark side” of communications, or that while journalism seeks to uncover the truth, PR is simply a way of marketing a brand.

Not only that, there is also a widespread prejudice against journalists who consider moving into the world of PR. The feeling is that taking that step means abandoning the profession, as if one were leaving behind the skills learned in the newsroom. Many times, I saw it that way too.

That’s why I admit that entering the world of corporate communications was not something I had planned from the beginning. It wasn’t a carefully mapped transition, but rather a personal and professional 180-degree turn.

I had to admit something that isn’t easy to acknowledge at first: many of the prejudices I held about public relations were simply not true. Over time, I’ve realized that this view is far too simplistic. In reality, both worlds depend on each other much more than we tend to admit. And I don’t say that just because I’m now on this side of the fence. I say it because, when I was in the newsroom, I saw firsthand how the media industry has changed.

Newsrooms today produce more content than ever, but with fewer hands. Journalists no longer just investigate, they also film, edit, publish across multiple platforms, and often even track metrics. The news cycle is more frenetic than ever, and the space to go deep into stories has shrunk.

In that context, strategic communications and PR teams are beginning to play a different role. Rather than rivals, they can become allies. A key factor in getting a story published is ensuring it arrives at the newsroom well developed. And often, that work is no longer done within media organizations, but by communications teams. Research, context, trend analysis, data, and narrative building are frequently developed before a journalist even opens the attached document.

Since moving into the world of PR, I see this more clearly. Many of the stories that end up shaping public conversation don’t necessarily originate in the rush of the newsroom. They are often created in spaces where there is time to research, organize ideas, and build a meaningful narrative. At the end of the day, it’s about telling good stories, and for someone who comes from journalism, that sounds very familiar.

Journalists, for their part, need counterparts who understand how a newsroom works, who can explain complex topics clearly, who grasp how stories fit into the broader context, and who can move quickly. Journalism trains you precisely for that, identifying what truly matters in a story, asking the right questions, and explaining issues clearly. These are exactly the skills required in strategic communications.

It’s no surprise, then, that many journalists end up finding their place in the world of PR. They bring with them something that isn’t always taught in a manual, a deep understanding of what makes a story worth covering. They know that relevance, clarity, and timing are everything. They’re also used to absorbing large amounts of information, identifying patterns, and turning it all into a coherent narrative.

The further I go down this path, the more I realize that journalism doesn’t get left behind when you switch “sides.” On the contrary, it becomes one of the most valuable tools you can have. Today, I see journalism and public relations differently than I did when I worked in media. I no longer view them as opposing worlds, but as two professions within the same industry that, when they understand each other, complement one another.

And sometimes, to realize that, you have to be willing to sit on the other side of the table.

Orlando Silva

PR Consultant

PR agencies bring an external, expert perspective that helps uncover relevant, creative and newsworthy angles. Their role is not to promote aimlessly, but to act as strategic partners — helping you define what to communicate, how, when and to whom, whether through more technical B2B actions or direct, experience-driven B2C initiatives. 

When preparing a PR action plan, key dates, events and cultural moments become powerful opportunities to create stories that connect with current conversations. 

Based on the major milestones in the Spanish market, we’ve designed a PR calendar to support your communication planning in our country. The goal is simple: to keep all key dates at your fingertips so you can build and organise your PR strategy around them. 

⬇️​ Download here the PR Calendar 2026 (Spain edition)

Every date is an opportunity to tell a story. And with the right planning, those stories can turn into visibility, reputation and meaningful impact for your brand.

If you need support getting featured in Spanish media or social channels, reach out — we’ll create a tailored PR plan just for you. 

However, many companies do not have a dedicated communication department or one that meets their needs. Additionally, internal communication teams often experience high workloads at certain times of the year, making it challenging to manage peak demands with their existing staff. When this happens, marketing and communication leaders must decide whether to expand the team.

While hiring new employees might be the first option, outsourcing communication efforts by hiring a PR agency can be a much more cost-effective solution for many businesses.

What Does a PR and Communication Agency Do

Strategic consulting

This service includes brand perception analysis, competitive research, and the creation of a cohesive brand narrative. Once a strategy is established, the agency’s communication team will develop a detailed action plan aligned with the company’s objectives.

Media relations and press coverage

One of the main functions of a PR agency is planning and executing strategies to maximize media exposure through press releases, interviews, and other PR tactics. These efforts help establish long-term trust with the media and increase brand visibility.

Content Creation

Agencies employ professional writers specialized in journalistic-style content, ensuring successful media placement. They can also develop and manage content strategies for blogs, websites, and social media platforms, ensuring that brand messaging remains consistent across all channels.

Event organization

Sometimes, the best way to connect with an audience is through in-person events that foster direct relationships and trust. PR agencies specialize in designing and executing events for product launches, financial results presentations, or other corporate announcements.

Creative Campaings

PR agencies excel at thinking ‘outside the box’, developing innovative, high-impact campaigns that capture attention in unique and memorable ways.

Clipping de prensa y gestión de crisis

Most agencies use external monitoring tools to track media mentions across print, online, and social media platforms. This allows them to compile daily press clippings, detect potential crises, and activate crisis management protocols when necessary.

What working models do communication agencies offer?

PR agencies typically operate under two models:

Project-Based work

This modality is useful for companies that have people in their internal team dedicated to communication and marketing, but need occasional support for their branding strategies. For example, this service can be provided to launch a specific communication campaign such as the promotion of a new product line launched for Christmas, or to achieve a large increase in brand awareness in the short term.

Long-Term Contract

In this case, the agency provides ongoing PR and communication support, offering expert consulting and execution on a daily basis. This model is especially beneficial for businesses that want to build long-term relationships with key stakeholders and maintain a strong corporate communication strategy.

Advantages of hiring a PR agency

The main benefits of outsourcing PR and working with a team of experts include:

A fast and skilled extensión of your team.

During peak workloads, the fastest way to gain access to expert communication professionals is by hiring an agency. Most agencies have extensive experience working with brands across various industries, and their teams quickly immerse themselves in a company’s identity and corporate information to implement a plan in no time. For example, at our agency, we strive to become a true extension of the marketing teams we collaborate with. To achieve this, we thoroughly study each brand’s products, services, values, and philosophy, allowing us to become genuine brand advocates. To communicate effectively, it is essential to fully understand the product or service and genuinely believe in its benefits.

Greater agility

Companies often go through long chains of supervision and approval when creating communication campaigns. This frequently slows down actions and reduces their effectiveness. By hiring a communication agency, the execution process is centralized within the agency, making workflows more agile.

Proven creative solutions

Agencies typically work with multiple industries and clients, allowing them to develop a broader perspective and creative solutions based on market best practices. Experience is crucial in communication, making the choice of an agency a surefire path to success.

Multidisciplinary teams

In general, an agency includes a variety of expert profiles. On one hand, there are professionals with backgrounds in journalism and marketing who create high-quality content. Additionally, agencies typically have graphic designers who provide visual support for all campaigns. Many agencies also have teams specializing in social media, influencer marketing, event management, creative campaigns, and crisis management. This is a great advantage for companies with a limited marketing department, as they can rely on their agency for multiple services through a single provider (and usually just one direct contact, making communication more efficient).

Strong relationships

Agencies have pre-established connections with journalists, influencers, and key industry players, making it easier to secure media coverage and partnerships.

In-House PR Team vs. PR Agency: A comparison

You need a communications and public relations agency

Consider hiring a PR agency if:

• You need to execute powerful campaigns at a specific moment in time to generate a high brand impact.
• You want to build trusting relationships with journalists and other stakeholders, but you don’t hace time to carry out all those activities you have in mind.
• You are looking for an outside perspective and fresh ideas based on new trends and success stories (what actually works).
• You do not have sufficinet internal resources, or you are looking for a flexibility to hire a larger or a smaller team of experts, depending on the evolution of your company.

Build an in-house PR team if:

• You prefer a team that is fully aligned with your culture and strategy and with your team.
• You have a very limited budget to hire external agencies.
• You want to have more control over the execution of strategies and you have clear and defined actions you want to take.

Our recommendation is to opt for a hybrid model, where the in-house team manages a strategy aligned with the brand’s values while relying on the consultancy of an external team. This external team can execute PR actions more quickly, with expertise, and ensure their effectiveness.

If your company needs specialized campaigns or is launching a new product or brand, at LF Channel, we would be delighted to hear from you. Write to us, and we will help you find the best solution.

Studies/education: I graduated in Marketing and hold a Master’s in Digital Marketing and E-Commerce.

Previous experience: Before joining LF Channel, I worked at the agency Coonic, where I managed all types of accounts, especially in the tech sector, which is where I feel most comfortable. I also worked at 8Madrid, which gave me a different perspective on the world of media and entertainment. 

Position at LF CHANNEL: PR Account Manager

What do you expect from LF CHANNEL?From LF Channel, I hope to keep growing both personally and professionally. I want to learn from my colleagues and our clients, and contribute my part to every project. I also expect to work on challenging campaigns that push me out of my comfort zone and lead me to come up with creative solutions. In this sense, I believe LF Channel offers the perfect environment to experiment, make mistakes, and learn, all with the support of a team that values innovation and hard work.

How do you imagine your work in public relations? I see public relations as an opportunity to create stories that really connect with people. I see it as a constant journey where you learn something new every day. I love the dynamic nature of working in an agency, and I enjoy training the originality and creativity needed to face each project.

Beyond work, what do you like to do in your free time? Outside of work, I love getting lost in movies, video games, a good book, or music. You could say I’m what you’d call a “nerd,” passionate about big franchises like Harry Potter, Marvel, or Game of Thrones, and I always need to have the latest console at home. On the other hand, I have a very active social life (sometimes too much), where I love going to festivals and concerts, having long lunches or dinners with friends and family, and especially traveling to discover new places and cultures.

What do you find particularly fascinating about the technology industry? What fascinates me the most about the tech industry is how it is constantly changing. What’s new today can be obsolete tomorrow, and that pushes you to stay on top of things and keep learning. Moreover, technology has the ability to do incredible things for society and improve how we communicate, which makes it even more appealing to me as someone who works in communication.

What is your favorite social networking platform and why? My favorite platform is YouTube, where I can spend hours watching anything from educational content or interesting video podcasts on various topics to simple entertainment videos. However, I must confess I’m currently hooked on TikTok—it’s amazing how creators have managed to make you spend hours watching short videos you didn’t even plan to see, so it’s important to know how to control it.

How do you get your news, in print or online? Definitely online, I use Google News and social media to stay informed.

Last question: do you like cats (sorry, but we had to ask it 😉). Although I wasn’t much of a cat person before, life circumstances have led me to now have two cats—one of them only 2 months old! So yes, I’ve changed my mind, and they’ve made me love cats.

The meeting brings together new talents from different communication agencies in Europe, all belonging to the Worldcom network, where they share ways of working, skills, and experiences. 

For three days, the meeting’s program is designed to promote the professional growth of young people. Through training talks, presentations of success stories developed by each of the participating agencies, and the creation of a final project, the exchange of knowledge and ways of working of each attendee is achieved. 

On this occasion, Diego and Marta were the members of the LF Channel team who enjoyed this enriching experience that allows them to connect with other colleagues from the sector in other countries with whom they will develop international projects hand in hand. 

“We are very grateful to have been able to participate in this meeting. It has been a very rewarding experience from which we take away very valuable knowledge and contacts. It is very interesting to be able to exchange visions, current events, and ways of thinking with young people from other European countries who work in our same sector,” comments Marta Ramil, PR Account Executive at LF Channel. 

The support from Acció of the Generalitat de Catalunya, with its Cupó Green grant, has been a great boost to our sustainability strategy. We have launched new initiatives: reducing carbon footprints, saving energy, and juggling waste management, all with the help of Worsley consulting.

We have started strong, with numbers to prove it: 74 SDG targets already in our pocket. But this is not the end. We know that real sustainability is like a plant that needs to be cared for every day. And we do it with passion.

Now, speaking of diversity and gender equality – it is at the heart of everything we do. We firmly believe that when everyone has the opportunity to shine, the results are magical. Therefore, we work to be a place where diversity is not only celebrated but is a driving force.

So yes, we commit to making our little piece of the world greener and more vibrant. And we invite you to join us on this adventure. It will be fun, it will be challenging, but above all, it will be real. Together we can make this transformation, with passion and a lot of determination.

Thank you for being part of this journey. To Acció Trade & Investments and Worsley, a huge round of applause for betting with us on this march towards a better world.

Imma Folch

CEO LF Channel