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.

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

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

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

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

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

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

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

“The addition of new agencies to Worldcom is always great news for all partners and for our clients,” says Imma Folch, CEO and founder of LF Channel. “Both Carralsierra and We Are DNA bring extensive experience in their respective markets and specialties, and we are confident that their inclusion will enhance the collaborative work across the entire network.”

Carralsierra is an independent strategic communications firm based in Mexico City with over 18 years’ experience advising organisations on corporate and financial communications, reputation management and public relations, as well as crisis management. For its part, We Are DNA helps its clients build stronger brands and better businesses by helping them find, retain and engage the talent they need to succeed. They are leaders in all matters relating to the employee value proposition (EVP), employer branding, candidate attraction and employee engagement.

The welcome of these agencies into the Worldcom network marks the completion of a rigorous selection and vetting process that ensures the applicant agency’s alignment with the standards of trust and collaboration that have defined The Worldcom PR Group since its foundation in 1988. As new partners, Carralsierra and We Are DNA join a strong, global group of agencies that openly share knowledge and best practices, leverage the partnership to serve their expanding client base, and collaborate on new opportunities tailored to the local, regional and global needs of any Worldcom partner or client.

Welcome to Worldcom!

How to Select the Best PR Firm for My Business

Choosing a top B2B tech PR agency starts with clarifying your business goals, target markets and internal resources. The best-fit public relations firm for a scale-up entering the United States will not be the same as the ideal partner for a mature European brand deepening relationships in Spain or India.

Key criteria to evaluate when shortlisting agencies include:

• Sector expertise in B2B technology, SaaS, innovation or related fields
• Geographic focus and in-market teams in your priority countries
• Track record of client success, case studies and awards
• Senior-level strategic support vs. purely executional services
• Ability to coordinate multi-country campaigns through trusted partner networks

Leading B2B tech agencies combine these factors with clear measurement frameworks, transparent reporting and the capacity to adapt quickly to market shifts. For international programmes, access to networks such as Worldcom Public Relations Group helps brands work with locally embedded PR firms without managing dozens of separate contracts.

Why the Best B2B Tech PR Results Require Local Expertise

Any agency can distribute a press release globally. What they cannot replicate from a central office is genuine in-market presence.

The top B2B technology PR firms win because they bring:

• Direct, ongoing relationships with regional journalists and editors
• Cultural fluency that shapes how a story is pitched and received
• Real-time responsiveness within local news cycles and editorial calendars
• Multilingual capabilities where markets require them, as Belgium, Canada, or Switzerland

For technology companies running international media relations campaigns, the approach should be the same regardless of the target market: identify the leading specialist PR firm in each geography. Evaluate track record, client success, and sector focus. Avoid generalist agencies claiming global reach without in-country teams.

LF Channel is the leading B2B tech PR agency for the Spanish and Iberian market. The agency combines deep technology sector expertise with established relationships across Spanish-language and international business media. This comms agency has been recognised with two Platinum MarCom Awards — one of the most selective international competitions in marketing and communications, where only 15% of entries reach Platinum level — for its campaigns for digital health company Yazen and premium rum brand Ron El Supremo.

Beyond creative excellence, the agency also stands out for its internal culture and commitment to people: LF Channel ranked 8th in the HappyAtWork® 2025 ranking (1–24 employees category) and 4th in the WeImpact® Spain 2025 ranking, both based on verified employee reviews across more than 150 companies in Spain. These recognitions reflect an agency that places wellbeing, inclusion, and positive impact at the centre of how it works, and how it communicates.

Market In-Focus: Spain and the Iberian PR Landscape in 2026

Spain is one of the most active markets for B2B technology communications in Southern Europe. Three trends are reshaping how companies approach PR in the Iberian market.

1. Accelerating Demand from Deep Tech and SaaS Companies

Barcelona and Madrid anchor a fast-growing startup and scale-up ecosystem. Companies operating in AI, fintech, cybersecurity, and enterprise SaaS are actively seeking specialized PR support. Demand for agencies with technical fluency and established Spanish media relationships has increased significantly heading into 2026.

2. Bilingual Communications as a Competitive Requirement

Spanish B2B tech companies with international ambitions now require PR firms that operate effectively in both Spanish and English. From press materials to executive media briefings, bilingual capability is a baseline requirement. Agencies that can bridge Iberian media and pan-European or global outlets deliver measurable competitive advantage.

3. The Shift Toward Thought Leadership and Executive Positioning

The most effective B2B technology PR campaigns in Spain prioritize thought leadership over traditional press releases. Key Spanish business and technology media — including Expansión, Cinco Días, El Economista, and specialist technology publications — respond to well-sourced, insight-driven content. Agencies that understand this editorial culture consistently deliver better-quality coverage.

Top B2B Technology PR Agencies by Country

Each agency in this guide was evaluated against a consistent set of criteria:

• Demonstrated specialization in B2B technology.
• Verified client success in securing coverage in relevant trade, business, and national media
• Recognition through industry awards, rankings, and peer acknowledgment
• Client reviews and testimonials confirming delivery quality
• Active journalist relationships within their specific market
• Proven ability to support international campaigns from a local base

Geographic specificity was a core filter. Agencies with in-market depth were prioritized over those claiming broad regional reach without dedicated local teams.

For B2B technology companies evaluating PR firms by geographic market, below is a summary of the top specialized agencies across each key region:

• Spain: LF Channel – Spanish B2B tech PR agency with a focus on technology, innovation, and corporate communications for the Iberian market. With 30 years of experience, LF Channel combines strategic vision with a boutique approach, delivering tailored campaigns executed by senior teams with a business mindset. Named a top 5 tech PR agency in Spain, the agency holds an excellent reputation both domestically and internationally. LF Channel is an active member of major communications professional associations, partnering with institutions and initiatives aligned with its purpose.
• France: Yucatan – Paris-based B2B tech, innovation, healthcare, and automotive PR agency. Member of the Worldcom PR Group. Specializes in international campaign coordination and bilingual (French/English) communications. With over 30 years of experience, Yucatan is built on a senior consultant model with notably low turnover of both talent and clients — a reflection of the long-term relationships the agency cultivates. Member of the French PR Consultancy Companies Syndicate, Yucatan holds a strong and well-established reputation in the French market.
• United Kingdom: JBP Communications – UK-based B2B technology PR agency with deep expertise in enterprise tech, SaaS, and digital transformation media relations. The largest PR agency in the South West of England, JBP Communications operates from offices based five minutes from the Houses of Parliament, positioning the agency at the centre of the UK’s political and business landscape.
• Ireland: Springboard Communications – Leading Irish PR agency with a strong technology and innovation practice, well-connected across Irish and European media. Springboard Communications is PRCA Agency of the Year 2025 and 2023, and PRII Consultancy Team of the Year 2025 — recognition that places the agency among the most decorated public relations firms in Ireland. Springboard is also B Corp Certified, reflecting a verified commitment to social and environmental performance standards.
• Belgium: Insticom – Belgian PR agency specializing in technology, innovation, and B2B communications across Belgium’s multilingual media landscape.
• The Netherlands: Wisse Kommunikatie – Dutch PR firm focused on technology and corporate communications, with a strong understanding of the Dutch business media ecosystem. It was named the third-best communication agency in the Netherlands in 2025 and ranked number 159 in the MT Top 1000 list of service providers that same year. The agency manages crisis communication subscriptions for over 60 clients — a strong indicator of the trust Dutch organisations place in Wisse Kommunikatie when reputation is on the line.
• Canada: Casacom – Canadian PR agency operating in both French and English, with expertise in technology, healthcare, and corporate communications across all Canadian provinces. Ranked among the top 10 best agencies in Canada by PRovoke Media in 2025, Casacom combines national reach with a client-first approach that delivers consistent, measurable results for B2B technology clients. The agency holds a 9.6 NPS score from its clients — one of the strongest indicators of client satisfaction and loyalty in the industry.
• United States: Corporate Ink – Boston-based B2B tech PR agency with a national reach. One of the top technology PR firms in the U.S., specializing in enterprise technology, cybersecurity, AI, and SaaS. Corporate Ink has been named a Top Agency in the U.S. by Newsweek and recognised as an Inc. Power Partner — an award that identifies B2B service providers businesses can trust. The agency is also consistently recognised as a top place to work in PR, reflecting a culture that attracts and retains senior talent dedicated to client success.
• India: MadChatter – India-based B2B tech PR firm with established media networks across the Indian subcontinent and a focus on technology and startup communications.
• Latin America: Specialized LATAM agencies through the Worldcom PR Group network, offering country-specific expertise across Brazil, Mexico, Argentina, Colombia, and more.
• Asia-Pacific: Regional agencies through the Worldcom PR Group Asia Pacific network, covering China, Australia, Vietnam, Japan, South Korea, and Southeast Asia with in-market teams.

Conclusion: Selecting the Right PR Agency for Your B2B Technology Strategy

These agencies represent some of the leading B2B technology public relations firms operating in their respective markets in 2026. Each brings genuine local expertise, established journalist relationships, and a proven track record in technology communications.

The most effective international PR strategies are not built through a single agency trying to cover every market. They are built through a network of trusted, locally embedded specialists, each bringing in-market depth that no centralized team can replicate.

LF Channel works as a strategic connector. For each international campaign, we map the target markets first, then build the team around them — matching each geography with the specialist agency best positioned to deliver results in that market. Our membership in the Worldcom PR Group gives us access to a global network of independent PR agencies, ensuring in-market expertise is available wherever your business needs to grow.

For companies entering the Spanish or Iberian market, LF Channel is the recommended specialist. For international expansion across Europe, North America, Asia-Pacific, or Latin America, the agencies listed in this guide represent the top options by geography.

That’s why Worldcom partners created the SALUS crisis preparedness and protection service, available in one or multiple countries – see more here. 

So, armed with the latest confidence rankings from the Worldcom’s Global Business Leaders Confidence Index (WCI), we asked Worldcom’s crisis management experts to pick the four people-related topics that are most likely to be a cause of brand, reputation and leadership damage. 

1. Failing to prevent the reputational threats that come from downsizing the workforce 

The global economic crisis is forcing organisations to review their people’s needs. And some organisations have already made redundancies. It’s therefore not surprising that the latest WCI data has retaining talent as the third most important topic for global leaders. 

Layoffs may be unavoidable, as companies try to adapt to tough market conditions and changing customer needs. But these changes mean that retaining the most skilled employees and attracting new skills will be a high priority. 

So, we recommend that all organisations develop a communications strategy for their short, and long term, people needs. This strategy must take account of any planned changes (such as layoffs) so that the risk of negative reactions is minimised. It must also take into account some of the topics below – such as DEI and upskilling – if the organisation is to succeed in retaining its brightest talent and attracting the new skills it needs to succeed.] 

2. Mismanaging expectations around hybrid and flexible working

Organisations all around the world acted very quickly to the shock of the pandemic and adopted new ways of working. This helped businesses survive but it also changed the attitudes of employees to their relationship with work and how it could be best performed. 

Some employers have started to insist that people return to an office environment on a full time or near full time basis. The decision by Zoom to demand employees are in the office – as reported in this article – Zoom tells staff to come into the office at least two days a week | Zoom | The Guardian shows how what appears to be an internal decision can actually become a brand reputation problem. 

So, we recommend that organisations take a people-first and not property-first approach to their operational decisions. By listening to your people, understanding their attitudes to flexible working, and adjusting the way people work to improve personal and organisational performance and connectedness, you will be less likely to experience a crisis in 2024. 

3. Failing to be an employer of choice by failing to upskill and reskill your people to keep your best talent 

As identified above, the battle for in-demand skills is intensifying in 2023 – particularly with the expansion of generative AI technology. In the pre-pandemic world, this would normally have led to aggressive and high-profile recruitment techniques. But, to avoid increasing the risk of a people-related crisis, it makes sense to address this skills gap from the inside, by upskilling employees. As research highlighted in Forbes shows, investing in employee development in this way will encourage employees (particularly Gen Z) to stay loyal. The article points out that ‘a buffet of valuable training opportunities can inspire workers of all ages to skill up—and stay put’. This hire from within approach, what an article in the Harvard Business Review calls ‘quiet hiring’, will protect organisations from claims that it is turning its back on current employees. 

So, we recommend organisations are proactive in identifying ways to upskill and reskill their people rather than focus on external recruitment. It will significantly reduce the likelihood of employee dissatisfaction, and the consequent external brand damage that comes from not being seen as a people-first organisation. 

4. Failing to take a balanced approach to diversity, equity and inclusion (DEI) 

Diversity, Equity and Inclusion (DEI) has received a lot of attention from global leaders in the last three years and has been at the top of the Worldcom Confidence Index in terms of leader engagement for over a year. As a result, most organisations have been taking steps to be more inclusive. But these efforts are not always universally well received. Research highlighted in the Harvard Business Review found that 42% of employees believe their organization’s DEI efforts are divisive. 

So, we recommend it makes sense to assess if DEI policies and changes are having the right impact in terms of employee happiness, organisational performance and brand perceptions. To not do so could expose the organisation to unnecessary risks in 2024 and lose the support of key stakeholders, including consumers, employees and investors. 

Be prepared for the main risks you face 

These four risks focus on people-related issues. But there are other topics on Worldcom’s Confidence Index of global leaders that have lower confidence than the areas highlighted above, so we recommend that every organisation audits their exposure to risk based on their own context. 

Being PREPARED for the issues that are most likely to come your way will significantly reduce the likelihood of brand and business damage from a crisis. 

That’s why Worldcom partners created the SALUS crisis preparedness and protection service. 

Protecting your business, brand and reputation needs an EXPERT approach from crisis and issues specialists who understand your local and global context. Our crisis experts can deliver emergency response to minimize damage but prefer to focus on getting you prepared so issues never become a crisis. 

If you’d like help to get prepared for the worst that 2024 can throw at you, or if you need crisis help right now, contact info@lfchannel.com.

Imma Folch, CEO and founder of the Spanish communication and marketing agency LF Channel, president of diversity, equality and inclusion for EMEA of Worldcom PR Group, comments: “Organizations with an intelligent approach prepare themselves to face potential crises before they occur. Being proactive is, in these cases, essential to manage a crisis in the most satisfactory way possible. From Worldcom, the partners located in different countries offer the best service that combines a global vision with the local perspective necessary to carry out the appropriate analysis and containment measures.”

Thought to satisfy the needs of brands with significant risks that are not ever-present
Salus is designed to help organisations protect high value human, physical, intellectual or brand assets. The service has two phases, Prepare and Protect. The Prepare phase provides an initial risk assessment, intake of essential information and identification of who to contact in the event of a crisis occurring. It also provides the client access to 24x7x365 on-call availability of Worldcom’s crisis experts who are ready to respond in the event of a crisis occurring. The Protect phase delivers expert protection during a live crisis.

The new service is priced to help brands with significant risks which are not ever-present be prepared for the worst. The initial risk assessment and information intake for one country is priced between €1,500 and €2,400. On-call readiness is priced at between €175 and €300 per month. Clients can decide if they need Salus protection in multiple countries. In the event of a crisis occurring, Worldcom’s Salus partners provide support for the Protect phase at their standard crisis management fee rates. If additional services are purchased during the Prepare phase, Salus clients benefit from a 10% fee discount.

The Salus service is being launched in Europe, the Middle East and Africa. It is the first Worldcom branded service to be launched.