The Diversity Charter is a manifesto promoting 10 European principles that reflect the commitment of companies and institutions to equal opportunities in the workplace. Whether in terms of gender, age, disability, ethnic origin, sexual orientation or any other individual, social or cultural characteristic, the organisations that have signed up to this initiative recognise and value diversity as a key asset for business success and sustainability.

More than 1,600 organisations have signed this pledge in Spain and 17,500 across the European Union. And we couldn’t be prouder to be one of these committed companies!

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The 10 principles of the Diversity Charter

The ten principles of the Diversity Charter are:

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Did you know that 82% of consumers say that brands’ commitment to diversity, equality and inclusion influences their purchasing decisions (Source: Kantar) If you need help fostering a more inclusive corporate culture, our DEI Channel division can assist you with consultancy, training, bespoke solutions and our own AI-based methodology. Get in touch!

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.

Below, we present a list of the best marketing books recommended by the LF Channel team—either because they have helped them grow as professionals in the industry or because they have left a lasting impression on them at some point in their careers.

We hope you like them!

The 8 Marketing and Communication Books We Recommend Reading or Gifting from LF Channel

• The Signal and the Noise, Nate Silver.
  This book analyzes how to identify valuable information amidst all the noise, detect trends to make accurate predictions, and properly plan for future events. In a hyperconnected world saturated with information, communication professionals must know how to organize incoming data and anticipate current trends. Adapting to a constantly changing information landscape is essential!
• The Director, David Jiménez.
  After working as a war correspondent for nearly two decades, David Jiménez became editor-in-chief of the well-known Spanish newspaper El Mundo. In this book, he reveals how the media works from the inside (egos, rivalries, and power struggles), as well as the personal cost of refusing to give in to them. It is a critique of the relationship between journalism and power in Spain that every communication professional should understand.
• Onward: How Starbucks Fought for Its Life Without Losing Its Soul, Howard Schultz and Joanne Gordon.
  This book describes the crisis Starbucks faced in 2007, caused by drifting away from some of its original values, such as its connection with employees and customers or the unique experience it offered. One of the authors, Howard Schultz, returned as CEO in 2008 to lead a profound transformation: saving the company without losing its essence. This real-life story is engaging from the start and highly recommended for those looking for inspiring business turnaround stories. Sometimes, achieving success requires making difficult decisions.
• Grid Systems in Graphic Design, Josef Müller-Brockmann.
  This is an essential book for professionals interested in design within marketing. It teaches how compositions work, how to structure content effectively, and ultimately how graphic elements play a fundamental role in this discipline.
• Steal Like an Artist, Austin Kleon.
  One thing is clear for those of us working in marketing: creativity plays a crucial role in our work. Contrary to popular belief, creativity can be developed. This book explains why artists learn by observing others and helps readers discover their creative side so they can develop their own voice.
• The Communication Book: 44 Ideas for Better Conversations Every Day, Mikael Krogerus and Roman Tschäppeler.
  The authors have tested 44 of the most important communication theories and compiled them into a book, accompanied by clear and engaging illustrations. It’s a perfect guide for learning, combining theoretical knowledge with practical advice, and helping readers present their ideas more clearly and improve professional conversations.
• The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, Marty Neumeier.
  A book to understand what it takes to build a brand at every stage. With an innovative, creative, and strategic approach, it shows how brands that become essential to society are created. A comprehensive text that explains how to build and manage a brand, the evolution of branding, and how design shapes customer experience.
• The Red Book of Brands, Luis Bassat.
  If you’re looking for a timeless classic, here it is! Luis Bassat is one of the most prominent figures in the Spanish marketing world, and this book is essential to understanding how brands can become memorable symbols. A must-read for branding enthusiasts, it inspiringly explains how true success stories in marketing are built—never without great effort.

This is just a small sample of the extensive range of marketing and communication books available—books that inspire professionals in the industry every day.

Key dates for giving marketing books (or books on any other subject) as gifts

Some of the most important literary dates and events in our country are:

• 17 March – Comic and Cartoon Day
• 21 March – Poetry Day
• 23 April – Book Day or Sant Jordi
• 30 May – Start of the Madrid Book Fair
• 9 August – Book Lovers’ Day
• October – Women Writers’ Month
• 24 October – National Library Day
• 11 November – Bookshops’ Day

Although it’s never a bad time to give a book as a gift, if you’re thinking of giving a book and can’t quite find the perfect moment, perhaps one of these dates will inspire you.

Marketing and communications professionals often tie our communications to key dates that are trending. If you’d like to find out more key dates around which to structure your communications plan, download our calendar to create a free PR plan.

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

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

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

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

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

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

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

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

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

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

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

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

Orlando Silva

PR Consultant

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.

Gender inequality in Artificial Intelligence

We have spent generations normalizing the gender gap at all levels, from private spaces like the family to public ones like the workplace. And now that an innovative tool with great social influence appears, it turns out to be sexist. Why is that?

Many people tend to think that technology is neutral, but the truth is that artificial intelligence is trained on millions of texts published on the Internet, and many of them contain biased information, causing the results provided by generative AI to reinforce gender inequality and its stereotypes.

We present a very clear example shared by Dr. Gemma Galdón, PhD in Technology Policy, algorithm auditor, and founder of Eticas Research and Consulting, as she explained in the newspaper La Vanguardia:

“If we use AI to detect what certain symptoms correspond to, it will likely never tell you endometriosis, because traditionally female diseases have been much less studied and diagnosed than male ones. It will also be less accurate when diagnosing a woman’s heart attack. The symptoms are different from those of a man, and that is why it is likely that the system works worse in their case, because it has been trained with a different type of data.”

If algorithms are not transparent and robust, they reproduce the biases present in the information they use as a source, leading to discriminatory results. In the case of gender, the data tends to increase this discriminatory gap against women.

Examples of gender bias in AI

Where have we found this discrimination in the field of communication and public relations? Below, we share some examples we have discovered:

1. Inclusive language

Generative AI will always use language that prioritizes the masculine form. And if you ask AI to use inclusive language, at most it writes “male and female professionals,” distinguishing between masculine and feminine. It never seeks on its own other more inclusive forms, such as replacing an adjective with a neutral noun, unless we explicitly ask for it. It relies on patterns that already exist, and, unfortunately, these do not use inclusive language.

For this reason, people working in the communication sector who create texts for online publication must consider using language that includes everyone to promote a more inclusive digital environment and, therefore, train AI to reflect this reality.

2. Professional references

Although there are women who research, lead, and transform entire sectors, our society does not make male and female leadership equally visible. A practical example in the business field is the Fortune 100 Most Powerful People in Business (2025) list. Of the 100 people on the list, only 17 are women, less than 20% of the total, which implies a significant imbalance, especially considering the influence of this type of ranking at the business level.

This “lack of visibility” of female profiles is clearly reflected in artificial intelligence. To verify this, we asked a generative AI to create a list of ten references in strategic communication. And indeed, no women appeared among the results. When asked why this absence occurred, the AI explained that it is due to “a structural bias in the traditional academic canon.” In other words, the AI itself recognizes the problem, and yet it reproduces it.

We are facing a very concerning situation because the inclusion of female role models has a profound impact on professional environments. Many studies indicate that seeing female role models increases the likelihood that women, especially girls and young women, visualize themselves pursuing certain career paths or attaining specific positions.

3. Image generation

Many people use AI daily to generate images. So, at LF Channel, we conducted another small experiment along these lines. We asked a generative AI to create the image of a person leading a team in a large company. A man appeared on the screen. Then, we requested the image of a cleaning professional. The AI showed a woman.

AI is not being neutral in image generation; it relies on biases it has learned from all the preexisting digital visual information on which it was trained, which is already imbalanced and marked by gender inequality. And now it reproduces them on a global scale, millions of times a day, presenting them as if they were the norm.

SexistIActs

These three cases are just a few examples in which artificial intelligence perpetuates gender inequalities. At LF Channel, we have launched the SexistIActs campaign, a series of content in which, alongside our female professionals, we highlight and denounce the gender inequality reproduced by artificial intelligence in general, and generative AI in the field of communication in particular.

Because identifying them is the first step to changing them.

Do you want us to help you practice more inclusive and bias-free communication? Contact us, and we will be happy to assist you.

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.