Because the debate on artificial intelligence and communication should not be limited to whether “AI is going to take our jobs,” whether it is a passing fad, or if it is a new tech bubble. The key lies in analyzing in which operational tasks it can help us be more efficient and in which ones human judgment or criteria remains, quite simply, irreplaceable.

The Communication Sector Speaks Clearly: AI is No Longer Optional

The industry context helps us understand why this debate is urgent. According to the State of Communication in Spain 2025 Study by Dircom, artificial intelligence is consolidating as the great challenge for the communicative function on the 2025–2028 horizon, above any other priority, and this is what almost 80% of the professionals who participated in the survey believe. Furthermore, the debate is no longer limited to the use of technology as a productive tool, but encompasses ethical and security issues that the sector is beginning to regulate.

At a business level, the data shows that the adoption of artificial intelligence in Spain continues to accelerate. According to CaixaBank Research, based on data from the INE’s Survey on the use of ICT and e-commerce in companies, the percentage of Spanish companies with 10 or more employees using AI technologies rose from 8% in 2021 to 21% in 2025, while in large companies, adoption is approaching three out of five. However, this progress remains uneven, and the main barriers are no longer merely technological, but are related to the availability of qualified personnel and the development of skills. In this context, ONTSI points out that 78% of workers believe their company should provide specific training and tools to work effectively with AI, evidencing that the main challenge is no longer incorporating AI, but knowing how to use it to generate value.

Taking this context into account, we at LF Channel have been putting our own approach into practice for some time now.

Where We Apply AI in LF Channel Processes: Specifics Matter

One of the issues that worries us professionals most when talking about AI and communication is the tendency to stick to generic discourse. At LF Channel, we prefer to explain precisely in which processes we integrate it, because we believe that transparency about the use of this technology is part of our credibility as an agency.

Media Monitoring and Journalist Mapping.

Media monitoring is one of the most time-consuming tasks in any communication agency. Identifying what topics each journalist writes about, in which media they publish, how frequently, and what angle they usually take is work that consumes many hours.

To automate this, we have incorporated AI tools into this workflow, allowing us to systematize the tracking of coverage and topics, so our consultants can enter every conversation with a journalist having read the latest relevant information, without needing to manually track each profile.

This process does not replace the human relationship with journalists, which remains the core of our work; in fact, it frees up time to cultivate quality ties instead of getting lost in spreadsheets and web searches.

Elaboration of Result Reports.

Reporting is a fundamental task for demonstrating the impact of a communication plan, but its preparation can be tedious and repetitive when it comes to gathering and structuring data. AI helps us here to automate the collection and organization phase of information, coverage metrics, reach, or impact quality.

Meanwhile, our work focuses on consulting; the LF Channel team dedicates its expertise to data analysis, its interpretation, and, based on that, to providing the corresponding strategic recommendations. Because a report is not valid merely for the numbers it gathers, but for the conclusions and findings that the analytical capacity of professionals is able to explain so they translate into clear actionable business insights for the client.

Benchmarking.

When a client wants to understand how their competition is communicating (what messages they release, in what media they appear, what narratives they build), a significant part of this work is pure gathering of structured information.

At LF Channel, we have integrated artificial intelligence to streamline the competitor analysis phase, which allows us to get a more complete picture of our clients’ competitors’ media presence in less time. The strategic reading of that picture, however, remains 100% human.

Elaboració d’informes de resultats.

El reporting és una tasca fonamental per demostrar l’impacte d’un pla de comunicació, però la seva elaboració pot ser tediosa i repetitiva pel que fa a la recopilació i estructuració de dades.

La IA ens ajuda en aquest àmbit a automatitzar la fase de recollida i organització d’informació, les mètriques de cobertura, l’abast o la qualitat dels impactes, mentre que la nostra tasca se centra en la consultoria. L’equip de LF Channel dedica el seu expertise a l’anàlisi de les dades, la seva interpretació i, a partir d’aquí, a aportar les recomanacions estratègiques corresponents. Perquè un informe no és vàlid únicament pels números que recull, sinó per les conclusions i els insights que la capacitat analítica dels professionals és capaç d’extreure i explicar perquè es tradueixin en accions concretes de negoci per al client.

Benchmarking.

Quan un client vol entendre com s’està comunicant la seva competència (quins missatges transmet, en quins mitjans apareix, quines narratives construeix), hi ha una part important d’aquesta tasca que consisteix en la recopilació d’informació estructurada.

A LF Channel hem integrat la intel·ligència artificial per agilitzar la fase d’anàlisi de la competència, cosa que ens permet obtenir en menys temps una visió més completa de la presència mediàtica dels competidors dels nostres clients. Tanmateix, la lectura estratègica d’aquesta fotografia continua sent 100 % humana.

Sector analysis in RFP processes.

When we participate in Request for Proposal (RFP) processes, one of the most demanding phases is the rapid analysis of the prospective client’s sector: its players, media dynamics, key topics at local and regional levels, among other factors. Using AI allows us to perform more comprehensive sectoral analyses in less time, which is especially useful when RFP deadlines are tight and the depth of the analysis can make the difference between a differentiated and a generic proposal.

What AI cannot do: critical thinking has no substitute

Following all of the above, we want to be equally clear about something we consider fundamental: artificial intelligence is just another technological tool, and like any other, its value depends on who uses it and how they do it. This means you must know how to use it, and that also implies knowing when not to.

AI can process enormous volumes of information in a short time, identify patterns, structure data, and generate drafts. But it cannot understand the political context of a client operating in a regulated sector. It cannot anticipate how an investigative journalist will react to a press release. It cannot judge whether the timing is right to release a message, nor what tone works in a reputational crisis. And, of course, it cannot design a narrative that emotionally connects with a specific audience, nor know which relationships must be protected when a client faces media pressure.

Designing and implementing a communication plan still requires professional judgment, intuition, and a deep understanding of context, traits that only work experience provides. AI does not replace that judgment, which is inherent to human reasoning; at best, it gives it more time and better information to be exercised.

At LF Channel we are a team specialized in B2B technological communication, and that specialization does not come from a tool, but from over 30 years of experience working with clients in the technology sector, from conversations with specialized journalists, and from understanding how brand reputation is built in complex markets such as the Spanish and European ones.

How we integrate AI responsibly

At LF Channel, there are a few questions we always ask ourselves before incorporating any AI tool into our workflows:

• The first is whether its use genuinely adds value to that specific process, or if we are merely following a trend.
• The second is how we guarantee the confidentiality of our clients’ information, which is especially critical in RFP processes or competitive analysis.
• The third is whether the final result will be reviewed, interpreted, and validated by a person on the team.

The answer to that last question must always be yes. The responsibility to the client is ours; that cannot be delegated to any algorithm.

The communication sector in Spain is in a moment of real transformation, and we believe the right way to navigate it is with our feet on the ground. We must be curious about technology, critical of its limits, and always be honest with our clients about how we work. That honesty, which generates and reinforces trust, is undoubtedly part of our value proposition.

From LF Channel, we accompany tech companies in building their reputation with communication strategies that combine rigor, creativity, and the intelligent use of available tools. If you want to explore how we can help you, contact 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.

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 

What is a corporate identity manual and what is it used for?

A corporate identity manual is a guide that establishes rules to maintain the visual and verbal consistency of a brand, ensuring that it is always recognizable and coherent. In short, it is a document that defines how the brand communicates across all channels and with all of its audiences. 

A corporate identity manual can also be referred to as a brand style guide.

Beyond an attractive logo or elegant typography, brand identity defines how the brand communicates with its audience, preventing its visual and verbal expression from becoming disorganized or inconsistent. In this way, it creates a distinctive image that allows the public to recognize it even without seeing its name.

Here are some examples:

Look at these corporate colors. Would you associate them with any brand? You’re probably thinking of one right away… 

Result: in addition to colors, companies are associated with certain values or a specific identity. For example, the well-known fashion brand Ecoalf immediately brings sustainability to mind; while IKEA evokes a familiar and cozy feeling (as well as positioning itself as an affordable brand); and Coca-Cola is linked to moments of happiness and entertainment shared with loved ones.

These are just a few examples of brands that have spent years carefully developing their brand identity in order to achieve a consistent and recognizable positioning.

Are you able to recognize the identity of the most well-known brands? Check this video.

What are the steps to follow to create a corporate identity manual?

Now that we are clear on what a brand identity manual is, let’s define all the elements that should be included to make it complete and professional

1. Brand objective and mission

The first step is to define the brand’s main objective, its mission and purpose. For example, Google’s mission statement is: “to organize the world’s information and make it universally accessible and useful.”

At this stage, a slogan or claim can be created—a short phrase capable of capturing the essence of the brand without the need to show the logo. Who doesn’t recognize Nike’s iconic “Just do it” or McDonald’s “I’m Lovin’ It”? These are phrases that summarize the identity and remain in the audience’s memory.

2. Logotype, Isotype, or Imagotype

Habitually, the term “logo” is used to refer to any graphical element of a brand, but it is important to distinguish between:

• Logotype: only the brand name in text format.
• Isotype: a symbol or icon that identifies the brand without text.
• Imagotype / Isologotype: a combination of logotype and isotype. An imagotype allows the elements to be separated, while an isologotype merges them into a single design.

The logo represents the visible face of the brand and should be simple, recognizable, and consistent with its values. Some guidelines to follow include:

• It should be designed using a grid system, always maintaining the same proportions.
• It must be usable in both positive version—how the logo appears on a white or light background—and negative version—white logo on a black or dark background.
• It should be adaptable to any medium and format without losing readability or sharpness: from printed brochures to web banners.
• It should include “do’s and don’ts” guidelines, indicating how the brand identity should be applied. For example:

Do’s (how to correctly use the logo)

• Use the white logo on dark backgrounds or the black logo on light backgrounds.
• Always maintain the proportions and spacing defined in the grid.

Don’ts (how not to use the logo)

• Do not stretch or compress the logo, altering its proportions.
• Do not place it on a background that makes it difficult to read, such as a busy texture.

3. Corporate colors

Corporate colors identify and differentiate the brand. Some companies even register their own color, such as Coca-Cola or Tiffany & Co., to make it exclusive. Colors are capable of conveying emotions and values; the chosen colors should have good readability and be accessible to people with visual impairments. For this purpose, WCAG contrast tools can be used to ensure that text remains visible on any background.

It is important to consider the different color codes:

• Digital: in this context, colors are represented using codes that screens can interpret, since screens use light to display colors:
• RGB, which combines red, green, and blue to create the colors we see on screen.
• Hexadecimal, a six-digit code used in web development.
• Print: when working with materials that need to be printed, colors are created by combining CMYK (cyan, magenta, yellow, and black), since these are the inks used by printers.

Maintaining consistent colors helps strengthen brand recognition and reinforces its visual presence.

4. Typography

Choosing typography is crucial for visual consistency. The main typeface and any secondary typefaces must be specified, including their name, different weights, and paragraph styles depending on how they are used across different types of text.

Typography should reflect the brand’s personality: for example, a tech brand typically uses a modern sans serif typeface, while a luxury brand opts for a more classic serif style.

The difference between these two categories is:

• Serif: typefaces with small strokes or decorative elements at the ends of letters, conveying a classic and elegant 
• Sans serif: typefaces without strokes, with simple and clean lines that communicate a modern and contemporary image, ideal for technological or up-to-date brands.

5. Voice and tone guide

Every brand has its own voice, just like people do. We don’t use the same tone in a business meeting as we do in a family conversation, and the same applies to brands.

The voice and tone guide defines whether the brand will be approachable, professional, friendly, formal, etc., and how it adapts its tone depending on the channel or situation.

To structure this guide, it is recommended to define a Core Strategy Statement, which is a brief statement that acts as the  backbone of the brand strategy and defines:

1. Who the target audience is
2. What need the product or service offered by the company addresses
3. How the brand meets this need
4. What the brand’s key differentiating value is

6. Iconography style

Icons accompany visual content and help communicate information quickly. To maintain consistency:

• Define whether icons will be filled or outlined.
• Establish line thickness, spacing, and corner style.
• Maintain a harmonious color palette.

Having an icon library helps save time and ensures visual consistency.

A notable example of consistency in brand visual language is Apple, whose iconography maintains uniformity and clarity across all its products and platforms.

7. Illustration/photographic style

If the brand uses illustrations as part of its identity and brand storytelling, they must maintain visual consistency. The same applies to photography: the way images are shot and produced is directly related to the brand and must be clearly defined in the company’s corporate identity manual.

At LF Channel, we maintain a consistent photographic style in our social media content, using black-and-white images that highlight the brand’s primary color: orange.

Why does your brand need a corporate identity manual?

A corporate identity manual ensures a consistent image and aligns the entire team with the brand standards. Its main benefits are:

• Consistency across all communications: Today, brands interact with their audiences through multiple channels. A manual defines how the brand should communicate in each medium, ensuring that the message remains coherent in any context.
• Communicating your brand values: Every visual and verbal element communicates something. A color can evoke emotions, and the tone of communication conveys the brand’s personality. In an increasingly digital world, closeness, humanity, and authenticity are values that users look for and remember.
• Differentiation from the competition: A recognizable brand needs a consistent and distinctive voice. The manual ensures that both communication and visual identity reflect the company’s unique personality, helping it stand out in a saturated market.

Would you like to see how we work on brand identity for LF Channel and other companies? Take a look at some of our graphic projects on our Pinterest page.

Corporate identity manual examples

The power of a brand is first perceived through the eyes. To understand how brands apply their identity consistently, below are some examples of corporate identity manuals from well-known companies:

IBM corporate identity manual

https://www.ibm.com/design/language/ 

The IBM manual is an example of how a global brand maintains consistency across all its products, platforms, and communications. It includes guidelines on typography, color, iconography, layout, and motion design, as well as user experience principles, making its visual identity clear on a global scale

Spotify corporate identity manual

https://developer.spotify.com/documentation/design 

Spotify’s manual provides detailed guidelines on how to apply its visual identity consistently across digital products and marketing materials. It includes rules for logo usage, color palette, typography, iconography, and interface components.

If you want to take your brand to the next level and have professional support in developing your identity manual, at LF Channel we can help you define, design, and apply your identity in a strategic and consistent way. Get in touch with us and we’ll help you!

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.

And this doesn’t only affect natural disasters or public events. Companies face exactly the same risk. In March 2025, a CFO in Singapore authorized a transfer of $499,000 during a video call with their CFO and other executives. Everything seemed normal until they discovered that all participants in the call were deepfakes, AI-generated audiovisual forgeries that mimic the voice and appearance of real people.

The question in situations like these, which are increasingly common, is where truth stands in an environment where anyone can create seemingly credible content in minutes. And how do you protect your reputation when misinformation travels faster than facts? The answer lies in a place many consider dead: traditional media. But not as we knew it before. Its role has evolved from information gatekeepers (the intermediaries who historically controlled access to and distribution of content) to essential verifiers in an ecosystem where credibility is the scarcest asset.

The crisis of trust: when everything seems real but almost nothing is

We live in an information paradox: we have never had so much access to information and, at the same time, so much uncertainty about what is real and what is not. AI tools can create visual, audio, and text content so convincing that distinguishing the authentic from the fabricated has become almost impossible for the untrained eye.

Social media has democratized content creation, but it has also eliminated editorial filters that historically separated verified information from rumors. An influencer with millions of followers can share incorrect information without real consequences beyond, perhaps, deleting the post. There are no prior verification mechanisms, no editorial accountability, and no institutional fact-checking; that is, no one is cross-checking data, sources, and claims before content reaches the public.

This does not mean that social media is the enemy. They are extraordinary tools for amplifying messages, generating conversation, and building community. But their function is not to verify; it is to amplify. And that is where the problem lies when the information being amplified is false.

Why traditional media is your reputational shield against deepfakes

In this chaotic context, traditional media have become the firewall separating verified information from digital noise. Not out of nostalgia or professional romanticism, but for very concrete reasons that have a direct impact on brand protection.

Verification as a business model, not an extra

Traditional media risk their credibility and, with it, their business model with every piece they publish. A serious mistake or false information can cost them audience, advertisers, institutional credibility, and in extreme cases, legal action. This pressure strengthens journalistic processes such as source verification, fact checking, editorial accountability chains, and integrating fact checking as part of the process.

When El País, RTVE, or Bloomberg publish something about your company, that information has passed through multiple filters. You may not like what they say, but you know they verified it before publishing. This institutional verification of information is what turns media coverage into a reputational shield.

Transparency in traceability

Another key advantage of verified media is transparency about the origin of information. In a journalistic article, you know who says what; you can trace sources, cross-check data, and verify claims. Quotes are attributed, data has an identifiable origin, and there is accountability for every statement.

Contrast this with the opacity of social media, where the amplification chain of content is diffuse. Who said it first? Where did that data come from? What interests does the sharer have? Frequently, these questions have no clear answer, making it extremely difficult to effectively refute false information.

Real consequences and public corrections

Traditional media answer to regulators, organized audiences, professional associations, and ethical standards of the profession. When they make mistakes and they do, they are obliged to correct them publicly, and those corrections are recorded and easily accessible.

Digital platforms and social media content creators do not have these institutionalized mechanisms. A post is deleted and disappears without a trace, with no public correction and no clear consequences. This fundamental difference is what makes correcting misinformation in traditional media carry weight and credibility, while on social media it is usually insufficient.

From the trenches: what we have seen after 30 years working with media

At LF Channel, we have spent three decades helping companies navigate the media ecosystem. We have seen the full evolution, from sending press releases via fax to omnichannel strategies integrating traditional media, digital media, and social networks. And if we have learned anything, it is that verified media remain the central piece of any serious communication strategy.

Real case: Important decisions require reliable sources

In the education sector, we work with families making one of the most important decisions of their lives, choosing where to educate their children. Our work with international schools has shown a consistent pattern, families discover different educational options on social media but validate them in traditional media before making the final decision.

That is, they may learn about an educational institution through an Instagram post or a Facebook ad, but before committing tens of thousands of euros to education, they look for editorial coverage, opinions in specialized media, and rankings published by verified sources to ensure reliability. Media coverage acts as a seal of legitimacy that paid advertising content, no matter how well executed, cannot replicate.

The hybrid ecosystem

The strategic question is not “traditional media or social networks?” but “How do they work together to protect and build reputation?”

Social Media: Speed and Conversation

Social media is extraordinary for generating rapid reach, creating direct conversation with audiences, testing messages, building community, and maintaining constant presence. They are the channel where brands humanize, engagement is immediate, and you can react in real time. However, their function is not to verify or legitimize; it is to amplify and converse.

Traditional media: credibility and verification

Traditional media provide what social networks cannot: institutional credibility, rigorous verification, permanence over time, and legitimization. A news article or mention of your company on RTVE or El Español carries reputational weight that a corporate post on social media never will. Similarly, an interview in a reference medium positions you differently than dozens of posts on LinkedIn.

Traditional media are the channels where you build authority, establish thought leadership, and where information about your company is permanently recorded and accessible.

The winning strategy: complementary presence

The most effective strategy integrates both ecosystems with complementary roles. Social networks generate constant visibility and conversation. Traditional media legitimizes and verifies. Together, they create a reputational architecture far stronger than either alone.

We have seen this work time and time again when campaigns born on social media gain traction and consolidate when traditional media cover them. Also, vice versa, journalistic investigations published in traditional media amplify exponentially when social networks pick them up and comment on them. The power is in synergy, not in a binary choice.

What this means for your communication strategy

If your company’s reputation matters, and spoiler, it does, you cannot afford to ignore traditional media. It is not about “being in the news” for corporate vanity; it is about having a verified narrative about your brand before the information vacuum is filled with unverified or outright false content.

Prevention before reaction

The most effective strategy against misinformation is not reactive but preventive. Building strong relationships with verified media, positioning spokespeople as expert sources, and generating consistent coverage on relevant topics creates a credibility history that acts as protection when false information arises.

If the first time media covers information about your company is during a crisis, you are playing in hard mode. But if you are already a regular source, journalists know your work, and there is a history of transparency, crisis management becomes infinitely more manageable.

When misinformation hits

Inevitably, at some point false or misleading information about your company will circulate. When that happens, your best defense is to correct it through verified media, not corporate statements on your website that no one reads. Nor by posting endless threads on X explaining the truth. The best ally against misinformation about your organization is verified information, published by credible third parties, that establishes the facts accurately.

This only works if you already have trusted relationships with media and journalists, if you are an accessible and transparent source, and if you have built credibility before you need it.

B2B: Where verification matters most

In B2B communication, where stakeholders make important decisions based on information, verification matters exponentially more. A corporate buyer evaluating tech vendors, an investor analyzing where to place capital, or a board deciding which partners to work with are examples of profiles that validate information through verified sources before deciding.

Maintaining a constant presence in specialized media in your sector is not a nice to have; it is trust architecture that influences business decisions.

Traditional media are not dying; they are evolving

The narrative of “the death of traditional media” is, in itself, clickbait. Media are not dying; they are transforming their role within a more complex information ecosystem. From exclusive gatekeepers of information, they have become essential verifiers in a sea of unfiltered content.

At LF Channel, we have spent 30 years helping companies navigate the constant evolution of the media ecosystem. We have seen technologies arrive and transform how we communicate. But something remains constant: credibility is built on verifiable facts, communicated by reliable sources, and supported by rigorous processes. That does not change with technology. If anything, it becomes more valuable.

Do you want to know how to build a verified presence that protects your reputation before misinformation has a chance? Let’s talk.

You might not have been looking for a moisturizer, but your favorite influencer, who is a brand ambassador for a cosmetics company, always uses the same one. When she shares a discount code, you buy it. You do it because you trust her and admire the care and appearance of her skin.

The relationship between brands and consumers in the digital age

Social media has brought a new way of communicating. Since its emergence, brands have had to adapt to its ever-changing languages and codes. Being present on social media requires:

• Consistency
• Review and updating to evolve at the same pace as the platforms, with the goal of connecting with all types of audiences—especially younger ones, who are the most active users.

But it’s not all advantages. Users demand original content that stands out from the rest. Currently, the trend on social media is to present oneself in a natural and authentic way, moving away from mere promotion. That’s why, at LF Channel, we firmly believe that brand ambassadors play an essential role: they communicate and promote products without overwhelming potential customers with overly technical information, while also strengthening the emotional connection.

For a brand ambassador to be effective, companies must choose profiles that align with their values and way of operating, while also demonstrating authenticity and closeness with their followers.

Many times, people assume that only profiles with hundreds of thousands of followers can represent a brand. However, some profiles may not stand out for their audience size but do so for the influence they have over it. So-called micro-influencers are an important asset to consider when creating and building this type of relationship.

What is a brand ambassador

A brand ambassador is a reliable and credible profile who promotes not just a product or service, but everything the brand stands for. They are responsible for conveying the brand’s vision, values, ideas, and messages to their followers on social media. To ensure that the relationship between the brand and the ambassador builds trust with potential consumers—and is therefore effective—they must possess certain key qualities:

• Genuine connection with the brand to establish bonds with the audience
• Alignment with the brand’s values and lifestyle
• Consistency in content

Differences between an influencer and a brand ambassador

An influencer is a social media content creator who can affect their followers’ purchasing decisions and, at times, may be hired by a brand to carry out a specific promotional campaign.

A brand ambassador, on the other hand, is a content creator who has a long-term relationship with the brand they promote. They don’t just participate in occasional actions; they represent the company over an extended period. This means they are involved in all major communication initiatives of the brand throughout the contractually agreed timeframe, such as Christmas campaigns, Black Friday, summer promotions, anniversaries, or even over multiple years.

What it means to be a brand ambassador

An influencer who becomes a brand ambassador turns into the company’s spokesperson on social media. They convey everything the company wants to express, and by aligning with its values and principles, they strengthen its credibility and reputation.

A clear example: a person who creates content testing burgers cannot be an ambassador for a vegetarian products brand. This partnership would be completely inconsistent, as the brand’s animal-friendly values would clash with the influencer’s lifestyle, creating significant distrust among users and negatively affecting the credibility of both the brand and the content creator.

Brands and brand ambassadors

An example of a brand ambassador is Dulceida with the cosmetics brand KIEHL’S. The influencer collaborated with the brand in 2025, serving as its spokesperson in Spain. In this case, it makes sense to associate her profile with a brand specialized in skincare, since her content focuses on lifestyle and she often discusses beauty and fashion on her social media. Therefore, it’s a topic that interests her followers and feels entirely natural to them.

Another example is the singer Amaia Romero, who joined the team of ambassadors for Tous in 2025. Through this collaboration, the jewelry brand aimed to reach a younger audience by connecting with values such as sensitivity, authenticity, and creativity, all of which Amaia represents. It’s interesting to see how, in this case, Tous aligns itself with a singer, linking the brand to art and positioning it in consumers’ minds as a company that supports culture.

At LF Channel we understand that today, audiences are increasingly aware of the importance of corporate sustainability and, as a result, more critical, making authenticity no longer optional, but essential. Organizations must now demonstrate their commitment to sustainability with tangible actions; aspirational statements alone are no longer enough. For this communication to be effective, it requires transparency, consistency, and a willingness to share not only achievements, but also the challenges encountered in pursuing corporate sustainability.

Keys to credible sustainable communication

In our experience as a communication consultancy, we have found that honesty generates greater credibility than narratives that imply perfection, making this an approach to consider carefully when designing a real, and therefore effective and credible, communication strategy. Below are some key points for implementing it.

• Adopt a narrative of progress, not perfection

Companies should communicate their sustainability as an evolution, sharing the challenges they encounter along the way, the lessons learned, and also the opportunities. This approach creates a stronger emotional connection and greater credibility than presenting an image of unattainable ecological perfection.

• Integrate sustainability into corporate identity

Sustainable communication should be integrated across the company’s communication strategy. The message must be present and consistent, from media relations to content created for social media or internal communication and supported by concrete actions throughout the organization.

• Provide verifiable data

Sustainable communication campaigns should be supported by objective metrics and recognized certifications. Tools such as EcoVadis assessments provide credibility by quantifying performance across different areas of the company’s impact. These external certifications offer independent assurance, significantly strengthening the corporate narrative.

• Use emotional and human storytelling

Personal and real stories resonate more than cold numbers and statistics. Humanizing the sustainability message with testimonials, impact stories, and/or visual narratives significantly increases engagement and makes it more memorable. As we have explored in other articles on our blog, authentic storytelling is essential for building corporate reputation.

• Engage the community

In terms of sustainability, the most effective public relations strategies are those that actively engage the company’s key stakeholders, such as employees, customers, suppliers, and local communities. This involvement not only enhances sustainability efforts but also creates genuine connections and authentic brand ambassadors who amplify the message organically.

The role of public relations in sustainability

Those of us working in communication have the responsibility to lead the narrative toward a more sustainable future, which involves communicating the green initiatives of the companies we work with, but also challenging them to raise their standards and ensuring that their commitments translate into verifiable actions aligned with their messages.

In addition to our own corporate culture, at LF Channel we have experience working with sustainability leaders such as EcoVadis, a global platform for corporate sustainability ratings, which allows us to gain a deep understanding of the nuances of authentic and effective green communication, discover more in the EcoVadis success story. These types of collaborations have shown us that rigorous measurement and transparent communication are essential in an effective sustainability strategy, as sustainability assessments provide the necessary foundation to develop credible narratives that can withstand public scrutiny and the risks of greenwashing.

Greenwashing: the main obstacle to credibility

Greenwashing represents one of the most significant threats to authentic sustainable communication. It is a misleading practice that involves creating an eco-friendly image through marketing and communication strategies without real reflection in sustainable actions, and it has devastating consequences both for the organizations that engage in it and for those making genuine efforts.

Such actions have such an impact that the European Union regulated them in its Directive 2024/25, aiming to empower consumers in the ecological transition by providing greater protection against unfair commercial practices.

From a public relations perspective, greenwashing generates:

1. Erosion of trust: once this practice is identified, corporate reputation is damaged irreparably.
2. Widespread distrust: skepticism spreads toward any sustainable communication.
3. Market distortions: genuinely committed companies lose their competitive advantage.
4. Reputational and legal risk: fines, sanctions, and communication crises that can compromise the viability of the company engaging in these practices.

Building trust through transparency

Ultimately, authentic sustainable communication comes down to a fundamental principle: trust is built with actions, not words. Organizations that communicate their environmental efforts honestly, acknowledge their limitations, and demonstrate continuous improvement are the ones that stand out in a market saturated with green messages.

When designing communication and public relations strategies, this represents both a challenge and an extraordinary opportunity, as it allows organizations to develop authentic narratives that enhance their reputation and contribute to building a more sustainable future out of genuine commitment.

The LF Channel team has analysed several trends that we believe will transform communication in 2026. Here they are.

1. Goodbye to one-size-fits-all messaging: every audience needs its own language

Mass media no longer works the way it used to. Audiences are now spread across thousands of small communities: specialised newsletters, niche podcasts, Telegram groups, Discord channels… In 2026, success will no longer be about reaching as many people as possible, but about reaching the right people with the right message.

“Sending the same message to everyone no longer works. Every community has its own codes, tone and interests. In 2026, we will see brands communicating differently on each channel without losing their essence. A technical newsletter for experts, a relaxed podcast for millennials, short and direct videos for TikTok… The key is to maintain closeness and spontaneity. If it sounds too polished or overly corporate, people switch off.”

Joel Márquez, B2C and Lifestyle Communications Director at LF Channel

A clear example of how to do this can be seen in brands such as Yazen, a digital clinic founded in Sweden that focuses on weight management through a multidisciplinary approach. Our agency led Yazen’s launch in Spain through a creative, high-impact communications campaign. By recording patient testimonials across different parts of Spain, we were able to reach diverse audiences who identified with the stories and perceived Yazen as an innovative healthcare alternative.

2. Being authentic is no longer enough: you have to prove it

Creating a fake video of a CEO saying something they never said is easier than ever. As a result, trust is eroding. In 2026, brands will not only have to be authentic — they will have to prove it with evidence.

 “Disinformation is no longer something that appears occasionally; it’s part of everyday life. With deepfakes, cloned voices and AI-generated content, creating convincing hoaxes is within anyone’s reach. Companies that want to stand out in 2026 can’t just react by debunking falsehoods when they appear. They need to get ahead of the issue by openly explaining when they use AI, putting real faces to their spokespeople and creating direct channels with their audiences. Transparency will stop being optional and become mandatory.”

Estela Cayón, Corporate Communications Director at LF Channel

Mundoanimalia is an example of a committed and authentic company that actively speaks out against the irresponsible purchase of puppies, especially during peak periods such as Christmas.

3. AI moves from assistant to colleague

Artificial intelligence is already embedded in agencies’ day-to-day work: from analysing brand conversations on social media to detecting a crisis before it escalates. The key is not using AI for everything, but knowing when to trust the machine and when human judgement is essential. What is becoming one of the key communication trends for 2026.

“AI is not going to replace professionals, but it will change the way they work. It will take care of the most mechanical and repetitive tasks, freeing up time for what really matters: strategic thinking, creativity and building genuine relationships.”

Federico Fernández, Director of Technology and Innovation at LF Channel

4. Appearing on Google is no longer enough: now you have to convince ChatGPT

More and more people are asking ChatGPT, Claude or Gemini directly instead of searching on Google. And these AIs don’t display a list of results — they decide which sources are reliable and which are not. In 2026, being recommended by an AI will be just as important as ranking on the first page of Google. The challenge is that no one knows exactly how their algorithms work.

“We are facing the biggest shift in how people search for information since Google first appeared. AI systems are demanding. They prioritise recognised media outlets, verified content and sources with real authority. This is good news for traditional public relations, as it once again highlights the value of being featured in high-quality media. In 2026, strategies will need to include how to be cited by AI: being present in trusted outlets, structuring information clearly and investing in content backed by verifiable data. Brands that move early will gain a huge competitive advantage.”

Eloína Rivero, Business Development Manager at LF Channel

5. Expertise and leadership are not claimed — they are proven with proprietary data

With so many people sharing opinions on every topic, audiences have become more demanding. Publishing frequently or repeating what others say is no longer enough. In 2026, thought leadership will belong to those who contribute something unique: proprietary data, original analysis or frameworks no one else has developed. In short, quality over quantity.

“Thought leadership in 2026 is not about writing more articles, but about delivering real value. The companies that stand out will be those with something of their own to say. We will also see specialised media gain importance alongside generalist outlets. Today, a comprehensive strategy combines both. Major media provide visibility and credibility, while niche podcasts and newsletters create deeper connections with key audiences.”

Imma Folch, CEO and Founder of LF Channel

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