In this context, the ability to communicate clearly and build trust has become more important than ever, especially in healthcare, where the way information is shared can directly influence brand perception and the relationship companies establish with their audiences.

“This Healthcare Monitor confirms something we see every day when working with our healthcare clients at LF Channel. Trust is no longer built solely through high-quality content, but also through a strong web infrastructure and the ability to be referenced by AI engines. Companies that continue to treat their websites as digital brochures risk falling behind those that transform them into true platforms for building trust,” explains Imma Folch, CEO and founder of LF Channel and Worldcom Public Relations Group’s representative in Spain.

Unlike previous editions, where pharmaceutical companies were assessed through a scoring system, this new edition takes a more analytical and learning-focused approach. The report aims to understand why some companies communicate more effectively than others, which strategies they are adopting, and what insights other organisations can take away to strengthen their own communication efforts.

The four pillars of digital positioning

The research focuses on 10 global pharmaceutical companies: AbbVie, AstraZeneca, Bristol Myers Squibb, GSK, Johnson & Johnson, Merck & Co., Novartis, Pfizer, Roche and Sanofi. Through four key indicators, the report assesses the strength of each organisation’s communication approach in an ever-evolving media landscape. These indicators include:

1. Generative Engine Optimization (GEO)

The ability of brands to appear in and be recognised by responses generated through artificial intelligence tools such as ChatGPT, Gemini, Perplexity, Claude and Google AI Overviews.

2. Web performance

The overall quality of their digital platforms, including accessibility, website structure, speed, user experience and technical efficiency.

3. Audience segmentation and targeting

The extent to which their content addresses the specific needs of patients, healthcare professionals, investors, media outlets, policymakers and potential talent.

4. Content strategy and editorial formats

How companies build their presence across social media, media platforms and other digital channels, strengthening their credibility within the healthcare and scientific ecosystem.

Key takeaways for the pharmaceutical sector

The report shows that, while the pharmaceutical sector has the resources needed to develop effective communication strategies, there are still significant opportunities for improvement. The main challenges are not necessarily related to a lack of content, but rather to how information is structured, presented and made accessible, particularly through corporate websites.

The analysis highlights that many companies are not yet fully leveraging their websites as strategic communication tools, and that one of the sector’s biggest challenges is moving towards more personalised messaging. Addressing patients, healthcare professionals, investors or media outlets with the same message can limit its impact. The companies that achieve more effective communication are those that successfully balance scientific rigour with a more human approach, adapting their content to the context, needs and expectations of each audience.

The new search paradigm

One of the key differentiators of this new edition is the inclusion of an analysis of companies’ visibility across AI-powered answer engines. To do so, the study uses Brandi AI, a platform specialised in brand intelligence and visibility within AI environments. The findings show that the criteria determining an organisation’s presence across these emerging channels differ from those of traditional SEO. In this context, Generative Engine Optimization (GEO) aims to ensure that generative AI systems recognise a company as a relevant and trustworthy source, incorporating it into their responses.

This new paradigm also highlights the growing role of public relations, high-quality content creation, media presence and digital reputation building. These factors help brands strengthen their authority and increase their visibility across AI-powered tools such as ChatGPT.

Beyond the pharmaceutical industry: key insights for more effective communication

The Healthcare Monitor Pharmaceuticals 2025-2026 report has been developed by Worldcom PR Group, an international network made up of nearly 100 independent agencies across 45 countries. This global perspective makes it possible to identify trends and insights that are relevant not only for the pharmaceutical sector, but also for other industries where trust, reputation and digital visibility are key factors.

“This edition represents a clear shift in how we need to understand communication,” says Serge Beckers, global president of Worldcom and the driving force behind Healthcare Monitor Pharmaceuticals. “A ranking is certainly valuable, but it does not explain why communication works. With this Healthcare Monitor, we demonstrate that reputation increasingly depends on a strong website structure, clear decisions around target audiences, relevant and reliable content, and visibility across AI engines. Those who invest in these areas are not only building better communication strategies, but also strengthening trust,” he explains.

At LF Channel, we help healthcare organisations develop communication strategies that strengthen their reputation and visibility in an ever-evolving digital environment. Contact us to learn more.

In this new landscape, Worldcom Public Relations Group (Worldcom), the world’s largest network of independent public relations agencies, together with Semrush, has analysed where brands need to build their authority and trust through the report “2026 Where Trust Lives: Sources for Credibility in Local Markets.” Presented during ICCO’s “PR in Cannes” session as part of the Cannes Lions International Festival of Creativity, the study explores how AI-generated responses are reshaping the ecosystem of sources that influence brand perception.

As Imma Folch, CEO and founder of LF Channel, and representative of Worldcom Public Relations Group in Spain, explains: “This study confirms something we at LF Channel see every day with our clients. A brand’s reputation is no longer built solely on what it publishes, but on what the ecosystem of sources surrounding it says about it. Gaining visibility today requires a credible presence across multiple sources, and adapting that strategy to the local context of each market.”

4 key insights redefining brand visibility in the age of AI

‘2026 Where Trust Lives: Sources for Credibility in Local Markets’ is based on Semrush’s ‘LLM Citations Study’, which analysed citation data at prompt level across 34 weekly reporting periods between October 2025 and May 2026. The study examined four of the leading conversational AI platforms: ChatGPT Search, Gemini, Google AI Mode and Perplexity, and looked in depth at eight international markets: Argentina, Brazil, Germany, Indonesia, Singapore, South Africa, the United Arab Emirates and the United States.

1. AI relies on the platforms where communities share their voices

Six of the fifteen most frequently mentioned domains worldwide in May 2026 are social media, video, community or professional platforms. Reddit appears in 31.5% of the prompts analysed, YouTube in 29.1%, X in 19.0% and LinkedIn in 18.2%.

2. There is no one-size-fits-all approach to gaining visibility in AI

The leading AI response systems do not use the same criteria for selecting sources. Whilst Google AI Mode shows a greater preference for audiovisual and social media content, Perplexity stands out for drawing on professional and authoritative sources, and Gemini cites sources less frequently than the others. The result: a brand may have a prominent presence in one AI environment while remaining almost invisible in another.

3. Brand relevance also depends on the market where it operates

Artificial intelligence does not rely on the same sources across all markets. The references that help build credibility can vary significantly depending on the local context, making it essential for brands to adapt their strategies and consider the specific characteristics of each audience.

4. Authority still matters, but it now shares the spotlight with communities

Digital reputation is still built on recognised sources, but the ecosystem is now much broader. AI combines traditional references, such as institutions, academic publications and specialised media, with conversation spaces and online communities where credibility is also created.

“AI isn’t replacing trust. It’s reorganising where trust is found, cited and made visible. Brands won’t succeed by publishing more generic content. They’ll succeed by providing evidence through the local sources, communities, experts and platforms that AI systems use in their responses,” explains Linda Groendyke of Worldcom Public Relations Group.

 In this new reality, brands need to rethink how they build credibility and strengthen their presence across the different ecosystems that influence AI-generated responses. At LF Channel, we help organisations develop communication and public relations strategies adapted to this evolving environment, combining local expertise, brand authority and a global perspective. Get in touch with us.

And it is no longer just about creativity. In such a fragmented media landscape, simply appearing on television during matches is not enough. Brands need to build a story that also lives on mobile devices, across social media platforms, and within public conversations. Multiscreen consumption has become the norm, while content creators have taken on an increasingly strategic role in campaigns, often becoming just as important as — or even more influential than — traditional media investment. Knowing how to navigate and leverage this ecosystem is what now makes the difference between a brand that stays in people’s minds and one that gets lost in the noise.

Because there is a difference between providing the assist and scoring the goal, we take a look at the communication and PR campaigns that successfully finished the play during the FIFA World Cup 2026, while also highlighting some advertising initiatives that helped shape the final outcome.

Levi’s and the Power of a Blank Canvas

As mentioned earlier, brands no longer need to be official sponsors to secure a place in the conversation around the world’s biggest football tournament. Levi’s has successfully proven this point.

One of the FIFA World Cup 2026 venues hosting major matches throughout the tournament is Levi’s Stadium, the iconic venue named after and sponsored by Levi’s. However, FIFA’s “clean stadium” regulations require any branding from companies that are not official tournament sponsors to be covered. Since Levi’s is not an official sponsor, the company had to hide the stadium’s own logo behind a white covering, one that, despite concealing the branding, still hinted at its iconic silhouette.

Image from Forbes Argentina.

Far from detracting from its visibility, the silhouette was enough for fans to recognise whose logo it was, and Levi’s seized the moment with a special rebranding: “Welcoming the world to the beautiful [redacted] stadium!”

The brand didn’t stop there; it brought the banner into the product range with a limited-edition collection under the slogan “So everyone knew? The limited-edition [redacted] tee is now available on levi.com”, The limited-edition [censored] T-shirt is now available on levi.com”), extending the viral buzz to an item that its followers could buy and wear.

Image from Reason Why.

Levi’s turned what could have been a blow to its visibility into a brilliant communications campaign; without spending a penny on media, it managed to get people talking about its brand in the midst of the controversy surrounding FIFA’s ban on unofficial sponsors. A lesson in how the best communications campaigns don’t always stem from a big budget, but from knowing how to read the situation and react quickly.

Jumpers

Jumpers is building a highly recognisable narrative centred on humour, boldness and the ability to capitalise on topical issues without having to play by the ‘written rules’.

Against this backdrop, the company orchestrated one of the most significant moves in its history: the official sponsorship of the Spanish national team during the FIFA World Cup. The constraints were clear: a limited budget and fierce competition from other brands. The solution? To sponsor the official Spanish national team, but in pétanque.

To announce this, Madrid woke up to a huge banner on which the brand proudly declared itself to be the sponsor of the Spanish national team. As this took place just days before the start of the tournament, the advert led people to believe that Jumpers was sponsoring the national football team. However, at the bottom of the banner it was clarified: “Pétanque”.

Image from ElPublicista.

It didn’t take long for the impact to be felt. Both the media and social media picked up on Jumpers’ new sponsorship deal, proving that the move had paid off. The brand has built a very distinct personality through visual campaigns that are direct, humorous and easy to understand.

Rather than a one-off initiative, this move confirms a highly consistent communication strategy. Jumpers is not trying to compete with other brands for the centre of the pitch; instead, it prefers to carve out its own space, differentiate itself, and build a recognisable place in the minds of its audience.

Adidas and “Backyard Legends”

Another standout campaign came from sportswear brand Adidas, which joined the World Cup conversation with an advertising spot featuring an all-star lineup that brought together Messi, Bad Bunny, and Timothée Chalamet, alongside sporting legends such as Zidane and Beckham, among others.

The piece goes far beyond a conventional advertisement thanks to its scale and creative approach. This production blends football, cinema, and music in a way rarely seen before. The unconventional way in which these icons from different fields are brought together generates a level of media interest that traditional advertising spots do not usually achieve.

Image from Marketing Directo.

Beyond the advertisement itself, the crossover generated a significant volume of social media interactions that extended far beyond the campaign, turning an advertising piece into a conversation that reached audiences beyond football fans. And that is precisely why it deserves a place on this list. While its main vehicle was pure advertising, its ability to generate headlines, media coverage, and conversation on its own is exactly what every communication campaign aims to achieve.

Air Transat

It is widely known among football fans that the average price of match tickets is often excessively high, and this is especially true during the FIFA World Cup. In some cases, ticket prices have even doubled or tripled the cost of a transatlantic flight. This has become a recurring topic of conversation, as reflected across social media platforms, and Canadian airline Air Transat identified an opportunity for newsjacking.

Rather than staying on the sidelines, the airline made this conversation the centrepiece of its campaign. The idea was to compare, in real time, the price of tickets for each national team’s matches with the cost of flying to those countries, including destinations such as France, Portugal, and Mexico.

Image from Marketing Directo.

The strength of this campaign lies precisely in the same principle that drives successful public relations: joining an existing conversation with messages that add value. It identified a genuine issue, in this case, audience frustration, and provided an ingenious response. Air Transat did not create the conversation, far from it. Instead, the airline understood how to be in the right place at the right time, turning an existing debate into an effective example of newsjacking.

The FIFA World Cup 2026 leaves us with one clear lesson: winning the conversation depends on understanding the moment and knowing how to respond quickly and strategically. These opportunities rarely happen by chance, and this is where the expertise of a strong PR agency can make all the difference.

At LF Channel, we help brands turn key moments into stories that connect with their audiences and create meaningful impact. Want to discover how to take your communication strategy to the next level? Get in touch with us.

Having an outstanding academic offer is still essential—but it is no longer enough. As new education providers enter the market, EdTech continues to reshape learning, and students and families have more choice than ever, educational institutions need to communicate more than programmes or facilities. They need to articulate a compelling value proposition, build stakeholder confidence and create a distinctive identity that sets them apart.

Whether launching an international school, entering a new market or introducing an innovative EdTech solution, strategic communication helps institutions stand out, build trust and strengthen their reputation.

Why Communication Has Become a Competitive Advantage in Education

The education sector is undergoing profound transformation. Digital learning, artificial intelligence, hybrid education models and the rapid expansion of EdTech are changing not only how education is delivered, but also how prospective students, parents and institutional partners evaluate education providers.

With the global EdTech market expected to exceed US$600 billion in the coming years, competition is intensifying across every segment of the sector. Academic excellence remains fundamental, but it is no longer the only factor influencing decision-making.

As choice increases, trust becomes a competitive advantage.

Building that trust requires more than promoting programmes, rankings or facilities. It means communicating a clear purpose, demonstrating expertise and consistently reinforcing the institution’s reputation across every touchpoint.

This is where strategic communication, public relations and media engagement become far more than promotional activities. They help institutions differentiate themselves, strengthen stakeholder confidence and build the reputation that supports long-term success.

Five Communication Principles That Help Education Institutions Stand Out

Strong institutions are built through consistent communication, not isolated campaigns. The most successful organisations share a set of principles that shape every message, every interaction and every opportunity to engage with their audiences.

1. Define What Makes Your Institution Genuinely Different

Every educational institution has strengths, but not every institution communicates them clearly. Your differentiation may lie in your educational philosophy, teaching approach, student outcomes or the experience you create for students and families. The key is to identify this, and communicate it consistently.

A clear and credible value proposition is the foundation of every successful communication strategy.

2. Understand the Audiences You Want to Reach

Effective communication begins with understanding the people behind every decision. Prospective students, parents and institutional partners have different expectations, motivations and concerns. The more relevant your messages are to each audience, the easier it becomes to build trust.

People connect with institutions that understand their needs before asking for their attention.

3. Choose the Right Channels—and the Right Stories

Visibility is not about communicating everywhere. It’s about being present where your audiences actively seek information, with stories that demonstrate expertise and reinforce your institution’s credibility.

The right story, shared through the right channel, has far greater impact than simply communicating more often.

4. Build a Consistent Long-Term Communication Strategy

Reputation is built over time. A consistent communication strategy ensures that every campaign, media opportunity and piece of content reinforces the same positioning and strengthens your institution’s identity.

Consistency and continuity create recognition. Recognition builds trust. Trust strengthens reputation.

5. Measure Results and Continuously Improve

Measuring results helps you understand what works, refine your communication and make better decisions over time. Monitoring visibility, engagement and reputation enables institutions to adapt their strategy and maximise long-term impact.

The most effective communication strategies are those that continue to evolve.

Building Trust Before Opening: The Brighton College Spain Launch

A strong reputation starts long before an institution opens its doors.

Launching a new educational institution is about far more than opening a campus. Before the first students arrive, families need to know the institution, understand what makes it different and, above all, trust it.

That was precisely the challenge when Brighton College expanded into Spain. Although internationally recognised as one of the world’s leading independent schools, it was entering a market where it had no local presence or brand awareness. The objective was clear: establish credibility, build visibility and position the institution as a trusted choice for families before welcoming its first students.

To support this ambition, we developed a strategic public relations programme that combined media relations, corporate storytelling and thought leadership. Rather than simply announcing the opening of a new school, the strategy focused on communicating Brighton College’s educational philosophy, international reputation and long-term commitment to the market.

Every activity contributed to the same objective: building trust before enrolment began.

The result was far more than early media coverage. Brighton College entered the market with a strong reputation, established credibility among prospective families and a distinctive position within an increasingly competitive education landscape—well before the school opened its doors.

The campaign was later recognised by Top Comunicación as one of the Best Communication Campaigns of 2025, acknowledging how a carefully planned communications strategy transformed the challenge of launching a new institution into an opportunity to build visibility, strengthen positioning and earn the confidence of its future community.

Communication Shapes Reputation Long Before Enrolment Begins

Educational excellence may attract attention, but reputation is what builds lasting trust.

In an increasingly competitive sector, communication is no longer simply about increasing visibility. It has become a strategic discipline that helps institutions differentiate themselves, strengthen their reputation and build meaningful relationships with students, families and stakeholders.

The institutions that stand out are not necessarily those with the largest marketing budgets or the greatest visibility. They are the ones that communicate a clear purpose, demonstrate consistent value and build credibility over time.

Because reputation is not created overnight. It is built through every story you tell, every conversation you have and every experience your audiences associate with your institution.

Strategic communication is not simply about telling your story—it is about ensuring your institution is recognised, trusted and remembered for the right reasons.

If you’re looking to strengthen your institution’s reputation and communicate your value more effectively, download our guide to discover practical insights that will help your institution stand out where it matters most.

At LF Channel, we help educational organisations define their positioning, increase their visibility, and build a strong reputation through tailored communications and public relations strategies designed for an ever-evolving sector.

Looking to strengthen your brand’s reputation in Spain? We’re here to help. Get in touch with us.

For this reason, in a highly regulated and competitive environment, strategic communication has become a key factor for growth, attracting investment, and building credibility. This is where brands that can clearly explain their impact manage to stand out.

The rise of HealthTech in Spain

Spain is consolidating itself as one of the most dynamic HealthTech ecosystems in Southern Europe. Cities such as Barcelona are increasingly concentrating startups, tech hubs, leading hospitals, and international investment linked to digital health and biotechnology.

The sector’s growth is already reflected in concrete figures. According to the National Entrepreneurship Office (ONE), more than 2,100 digital health startups and scaleups in Spain raised nearly €114 million across 61 deals in 2024 alone. This growth is not accidental; it results from a powerful combination of factors such as human talent, research centers, the strength of the healthcare system, entrepreneurship, and the hosting of major global events.

Initiatives such as the Mobile World Congress help position Spain as an international showcase for digital health solutions and artificial intelligence applied to medicine. At the same time, the sector has rapidly evolved toward models more focused on patient experience, clinical efficiency, and prevention, opening opportunities for startups capable of addressing real healthcare system challenges.

Artificial intelligence redefining healthcare

Artificial intelligence has become one of the main drivers of the HealthTech ecosystem, being used in diagnostic support tools, clinical automation, and personalized medicine, with its impact already clearly visible. However, in healthcare, innovation does not guarantee adoption in clinical practice.

Many technology companies fail to succeed because they are unable to translate their innovative value into clear and understandable messages for doctors, patients, investors, or the media. For this reason, it is essential to have internal teams or external partners capable of communicating the full potential of the company to its different stakeholders.

Companies such as Tandem Health, a clinical copilot for medical history taking, reflect this reality well. Much of their growth comes both from their innovative solution for healthcare professionals and from their ability to explain its impact in a clear, simple, and direct way both internally and externally.

Reputation as a strategic asset

Unlike other technology sectors, in healthcare every message has a direct impact on trust. For this reason, communication strategies in HealthTech companies cannot be limited to generating noise or visibility; they must build legitimacy. To achieve this, it is necessary to:

1. Build trust based on evidence.

In healthcare, trust is built. Companies need to communicate with rigor, rely on scientific evidence, and include expert voices that validate their messages. This is especially important in areas such as artificial intelligence, medical data, or digital treatments, where users may be skeptical. Transparency, specialized media, medical spokespeople, and educational content remain essential in building reputation, because if the market does not understand an innovation, it will hardly adopt it.

2. Educate first, sell later.

Many HealthTech startups go beyond launching products or services and focus on creating new market categories, which requires constant education, explaining problems, providing context, and leveraging trends early on. For this reason, agencies such as LF Channel design tailored communication strategies in which educational messaging plays a leading role, especially in complex sectors such as healthcare. This includes managing op-eds, interviews, specialized articles, and SEO content to position educational messages and generate conversation around still-evolving topics.

3. Strategic visibility, not mass visibility.

In the HealthTech industry, appearing in the right place is more valuable than broad exposure. Strategic communication is essential to strengthen credibility, attract investors, position spokespeople as experts, and build trust among patients and healthcare professionals.

The future of HealthTech communication

The trend is for the HealthTech sector in Spain to continue growing, driven by artificial intelligence, digital healthcare, and new care models. The key difference will remain the ability to build and reinforce trust and to clearly explain the real value behind each innovation.

Companies that succeed will be those able to communicate clearly how they improve the lives of patients and healthcare professionals, translating complex concepts into simple and relatable messages. In healthcare, ensuring that people understand and trust innovation is what truly makes the difference—and what truly matters.

At LF Channel, we help HealthTech companies turn their value proposition into relevant, human, and credible stories. Contact us.

In this context, the Association of Communication Consultancies (ADC) has launched a dedicated working group to explore this area in depth and share insights among industry professionals, with the participation of eight agencies, including LF Channel.

This initiative was launched in late 2024 with the aim of fostering the exchange of knowledge and promoting inclusive communication within the sector.

A session to share insights

On 25 June, the Torre ILUNION (Madrid) hosted the session where the conclusions of this working group were presented. The event brought together public relations and communications professionals with a shared objective: to exchange experiences, compare approaches, and share best practices on inclusive and accessible communication.

Beyond the exchange of ideas and methodologies, the session also highlighted a more structural point: inclusion and accessibility are increasingly moving away from being treated as separate areas and are becoming fully integrated into the way communications consultancies work.

From intention to action

Inclusive communication stops being a theoretical concept when it translates into decisions that directly shape how communication actions are designed, planned, and executed.

In this sense, the session showed how these principles are already being incorporated into day-to-day practices, from the way messages are conceptualised to how experiences are designed to be accessible for diverse audiences.

The focus therefore shifted to a key point: it is not only about what is communicated, but also about how the processes behind that content are built.

Among the ideas shared, a strong emphasis was placed on the importance of putting people at the centre of the message, reviewing expressions that may reinforce stereotypes, incorporating subtitles and voiceovers in audiovisual content, and designing experiences that do not limit participation due to accessibility barriers.

An approach that is reshaping how communication is conceived

Overall, the work driven by ADC reflects a sector-wide shift towards a model in which accessibility and inclusion are no longer additional elements, but structural criteria of communication. 

At LF Channel, we understand that this change affects not only messaging, but also the way communication strategies are conceived from their very foundation. Therefore, integrating accessibility and inclusion naturally into our processes represents not only an evolution within the sector, but also a necessary condition for more effective and relevant communication. 

In our day-to-day work as a communications consultancy, the acronym PR stands for Public Relations. But this month, we’ve chosen to play with those same letters to say something more: PR also stands for Pride & Respect. Two words that, for us, are not a seasonal or opportunistic slogan, but part of the core of who we are and how we work as a company. That’s why this June we’ve chosen to bring it all together in a single idea: we are Pride, we are PRide.

Why this message

You don’t have to look far to understand the reason behind this message. Those who know us are aware that at LF Channel, diversity is part of how we understand public relations. Effective communication means representing every voice, those that have long been heard and those still finding their place, recognising that they all belong in the conversation.

That’s why this play on letters and words is no coincidence: at LF Channel, Public Relations and Pride & Respect share more than just an acronym. Both are about building connections and fostering trust. While public relations focus on building bridges between a brand and its audience, Pride and Respect build bridges between people, regardless of who they are or who they love.

One message, one image: our commitment

This idea has become the header we have designed for our LinkedIn profile: the hashtag: #WeArePRide written in white on the LGBTIQ+ flag, with the letters ‘PR’ highlighted in LF Channel’s corporate red. The aim is for anyone who sees it to immediately recognise our identity as an agency and realise that ‘PR’ defines us in two ways.

In light of the ‘rainbow washing’ that exists in the business world in general, and in marketing in particular, I would like to make it clear that #WeArePRide is not LF Channel’s commitment; it is simply the way we are communicating it. Our genuine commitment to the LGBTIQ+ community goes far beyond a single month, the design of a header or the use of a hashtag.

Every project we take on, every campaign we design and every conversation we have with our clients is an opportunity to amplify voices, break down barriers and create spaces where everyone can feel seen and respected. In short, to defend rights. We put it this way because it is our actions that must back up our words; it is our actions that must recognise, celebrate and strengthen diversity every day of the year, not just on specific dates marked on the calendar.

Public Relations. PRide & Respect. Two PRs, one way of looking at the world: building relationships, both within and outside the agency, based on pride in who we are and respect for who others are.

#WeArePRide. Happy Pride Month, this month and always, from the whole team at LF Channel.

An unprepared interview opens the door to unexpected comments, unclear messages, or uncomfortable situations that can compromise the outcome, even when the company spokesperson is an expert on the subject. Why do some spokespeople who dominate their sector, know their topic and their company perfectly, still give a poor interview? The reason is lack of preparation.

That is why it is not enough to anticipate questions. It is necessary to structure the interview according to the type of media, taking into account aspects such as the format and its audience, in order to ensure that the message is conveyed clearly and effectively.

General preparation: the pillars that always apply

As an initial stage, the first thing to do when preparing for an interview is:

• Research the media outlet and its audience: understand the style and format of the media outlet requesting the interview. Get familiar with its tone, editorial approach, and also the journalist’s style, which will allow for a better understanding of who is conducting the interview. Therefore, it is necessary to review what they have recently published and from which angle they usually address topics.
• Define key messages: identify 2–3 ideas that must come across clearly during the conversation. More messages do not mean more impact. On the contrary, the more messages you try to introduce, the less impactful each one becomes.
• Anticipate questions: preparing questions is not only about predicting them, but also about knowing how to use them to naturally introduce key messages. Good handling of potential questions can become an opportunity to reinforce the message and the spokesperson’s credibility; conversely, a poor response can divert attention from what you want to communicate.

Preparing the interview according to the type of media

With this basic information in place, we can now discuss how to prepare the interview depending on the type of media outlet.

Media according to content

This classification distinguishes between general media outlets, which cover a wide range of topics and target a broad audience; and specialized media outlets, which focus on a specific subject area and are aimed at an audience with a more informed opinion and a higher level of knowledge about the topics being covered.

General media outlets

When being interviewed by general media outlets, the key is for the message to be clear, relevant, and easy to understand, as they target a very broad audience. Therefore, the approach should be more explanatory and accessible.

What to keep in mind:

• Simplify the message and avoid technical jargon. A common mistake is trying to demonstrate too much technical knowledge and losing clarity.
• Connect what is being said to current events or trends whenever possible.
• Prepare 2–3 clear ideas that can potentially become headlines.
• To do this, it is necessary to apply the headline test. If the journalist could quote only one sentence from you, what would it be? If you do not have a clear answer, it needs to be refined

Specialized media outlets

In specialized media outlets, also known as vertical media, the technical level changes. Here, you are speaking to an audience that understands the topic and expects depth. It is not enough to deliver a timely message; you must also provide valuable data for an expert audience.

What to keep in mind:

• Provide concrete data and real examples
• Avoid generic and overly corporate messages
• Go one step further, offering insight and analysis

In this type of interview, it is especially important to be familiar with the journalist’s work and the topics they have covered recently, in order to adapt the conversation to what they are truly expecting. A well-argued opinion with genuine criteria is more valuable here than a perfectly polished brand message. And this is one of the most common mistakes: delivering a brand speech without real technical substance.

Media according to format

Another way to classify media outlets is by format. This distinction includes newspapers (print and digital), radio, and television, each with its own characteristics and dynamics that shape both content production and the way it reaches audiences.

Print and digital newspapers

In newspapers, both print and online, interviews tend to follow a more structured format. They may be published as a question-and-answer format or as a paraphrased article. In some cases, questions are answered in writing through a questionnaire, also known as a Q&A. In this context, message control is greater than in other formats, as responses are fixed in writing by the spokesperson and generally do not allow for follow-up questions or conversational spontaneity.

What to keep in mind:

• Pay special attention to how responses are phrased, as they will be published exactly as given.
• Adapt the tone to the editorial style of the outlet, which may be more explanatory or more analytical depending on the publication.
• Be aware that sentences may be edited for clarity, so it is important to be clear and precise from the outset.
• In Q&A formats, structure responses to be complete but not excessively long, avoiding losing focus on the key messages within each answer.

In this case, it is important to remember that the content will remain published almost “forever”, meaning it may later be used as a reference source for other articles.

Radio and podcast

In audio formats, the interview resembles a conversation, although the spokesperson must remember that it is not one. Here, success does not come from who provides the most data, but from who tells it best. The audience usually only hears what is said once, so it is important to be very precise with the words used.

What to keep in mind:

• Work on storytelling, not just messages. In radio and podcasts, storytelling is not an optional resource; it is the main tool. A good story is remembered, whereas a list of data is not.
• Adapt the speech to the level of specialization of the program or podcast in which you are participating.
• Have examples prepared to explain abstract or technical ideas that would otherwise be difficult to follow without visual support. A common mistake is sounding rigid or overly scripted. You should avoid a “read-out” conversation in order to achieve fluency.
• Pay attention to rhythm and clarity when speaking.

Television and video

In television or video channels, attention is more limited and visual impact plays a major role. In audiovisual formats, time is precious, so the expression “less is more” makes a lot of sense here. In addition, it is important to remember that in video, non-verbal communication becomes highly significant.

What to keep in mind:

• Reduce the message to very specific ideas and express them directly.
• Pay attention to body language and tone of voice.
• Provide short answers that can be turned into broadcast clips, prepared in advance, since a well-constructed 20-second answer is more valuable on television than two minutes of context that, due to its length, will not be aired. A common mistake is speaking at length and losing focus in a format that does not allow it.

Preparing for an interview requires understanding the message and knowing how to manage it to adapt to the context. Therefore, the difference between a correct intervention and a truly effective one lies both in what is said and in how it is adjusted to the media outlet, the audience, and the format. In a fragmented media environment where each channel has its own rules, message adaptation is what separates mere presence from true relevance.

Whether unconsciously, what is known as “incidental consumption”, or by actively seeking information through following hashtags or informational pages on platforms like TikTok or Instagram, traditional media, such as newspapers or television, are no longer part of generation Z’s information diet. Communication through social media defines a new way of staying informed that is characterized by being faster, more fragmented, and constant. 

How do young people stay informed?

On the one hand, there is the factor of “incidental consumption”, a term that refers to young people not “seeking out” the news, but rather “stumbling upon” it while consuming content on social media. In this case, the information arrives in a fragmented and decontextualized form, through short messages and without the traditional editorial filter of journalism. On the other hand, when it comes to delving deeper into news content, there are several ways to access more detailed information, ranging from the choice of social media platform to the method used, such as through the use of hashtags. Social media presents information in a wide variety of formats: podcasts, YouTube videos, posts by content creators, pages dedicated to specific topics… generation Z chooses the format that best suits them based on their preferences or the moment they’re consuming the content.

Faster information and differents formats

In any case, the digital environment plays a fundamental role. But it is not only young people’s sources of information that have changed, it is also who they trust. It is no longer just a matter of relying on the recognized name of a newspaper or a television program that has been a benchmark for news for decades. Rather, the clarity and sensitivity expressed by some digital content creators make young people feel that their worldview is also valid and deserves to be considered.  

The reason for this return to the cult of individuality is clear: we personally identify with these creators, whom we perceive as peers, establishing an emotional connection and sense of closeness that conventional media cannot replicate. This preference reflects several limitations of the traditional media model. Young people reject the way they are usually portrayed, frequently through stereotypes or narratives of conflict that do not align with their reality. Added to this is the perception that content is overly politicized, which undermines trust in the media’s objectivity.

At the same time, social media has become the natural habitat of gen Z. There, influencers master visual, concise, and direct language that instantly connects with their audience. The rise of amateur content, from streamers to “Twitch idols”, contrasts with the rigid, linear format of traditional television, which this generation finds outdated and inflexible. In contrast, digital creators offer transparency, relatability, and thematic affinity, adapting to the audience’s pace and interests.  

Therefore, it is no coincidence that traditional media have turned to the digital sphere, incorporating formats and content typical of social media: stories, reels, and posts that summarize a historical event while also capturing the attention of this type of audience. This shift is redefining communication and marketing; in this sense, brands are no longer competing solely for attention, but for credibility in an environment where content creators generate more trust than many traditional media outlets. 

The death of television?

Entertainment, information, and marketing have always been interconnected, the difference now lies in the space where they take place. In the past, family life revolved around a piece of furniture in the center of the living room, the television was the “focal point” that brought society together. However, for gen Z, that ritual is an analog relic, their ecosystem is no longer tied to a single space or schedule, and the content they consume is fragmented.  

According to Dentsu’s report The Gen Z Effect: Shaping the Year of Impact, 75% of young adults no longer watch live TV daily. The massive shift toward connected TV (CTV) and streaming has turned traditional television into a generator of memes and highlights that gen Z shares on little fragmented clips on social media.  

As communications professionals, the challenge lies in identifying relevant moments that can stand out in a fast-paced news cycle, and yet are interesting enough to make the audience want to dig deeper.
In conclusion, traditional media isn’t dead, but it is no longer the center of the information ecosystem for generation Z. Today, the competition is set in an environment where immediacy, relatability, and authenticity carry more weight than historical authority. Social media has not only changed how information is consumed, but also who produces it and who is trusted. Given this scenario, the challenge for media outlets and brands is not to resist change, but to adapt to the new rules, understand that there is an active, fragmented, and demanding audience, and learn to communicate effectively in a space where attention is fleeting, but emotional connection is everything.

This is where thought leaders — also known as influencers or Key Opinion Leaders (KOLs) — come into play. In the technology sector, these are individuals with authority, expertise, and strategic vision who help bring clarity to the overwhelming amount of information available online.

How to communicate about B2B technology

In the consumer technology space, we have long been accustomed to seeing thought leaders become genuine influencers, chances are that before buying a new smartphone or gadget, you have watched a review on YouTube or checked social media recommendations. Today, these trusted and independent voices are becoming increasingly influential within the B2B ecosystem because of the confidence they inspire.

For many years, B2B communications focused on building trust through company-generated content such as white papers, webinars, blog posts, press releases, and similar materials. However, this approach is changing dramatically. Why? Primarily because people tend to trust subject-matter experts more than companies themselves, which are often perceived as having a commercial agenda. As a result, the most relevant conversations around technology now revolve around influential individuals such as company founders, CTOs, CIOs, investors, and consultants. These figures bring significant credibility and are the voices audiences increasingly turn to before making purchasing decisions. In this new landscape, the way B2B technology companies communicate must evolve. Here are a few recommendations:

* LinkedIn as a key communication channel

LinkedIn has established itself as the leading platform for professional influence in technology, particularly within the Spanish-speaking market. It is currently the primary social network for discussions around AI, digital transformation, and emerging technologies. Technology companies should prioritise this channel as a way to participate in meaningful industry conversations, identify influential voices, and engage with other organisations. In addition, employee advocacy on LinkedIn has proven to be significantly more effective than corporate communications — generating up to 12 times more engagement!

* A PR strategy focused more on thought leadership.

For company generated information to be credible, it must provide genuine value to potential customers. That is why communication strategies should focus less on promoting products directly and more on sharing unique market insights, lessons learned, use cases, and thoughtful reflections that position the company as a trusted authority in a specific field. It is also advisable to appoint an official spokesperson who can become the company’s expert voice and public face. To succeed in this role, the spokesperson should be comfortable speaking publicly and able to authentically represent the brand’s values.

Explore our infographic to learn how to become an effective spokesperson. 

 

 

*Collaborate with expert thought leaders