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

Why this message

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

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

One message, one image: our commitment

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

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

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

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

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

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!

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

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

General preparation: the pillars that always apply

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

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

Preparing the interview according to the type of media

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

Media according to content

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

General media outlets

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

What to keep in mind:

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

Specialized media outlets

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

What to keep in mind:

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

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

Media according to format

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

Print and digital newspapers

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

What to keep in mind:

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

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

Radio and podcast

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

What to keep in mind:

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

Television and video

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

What to keep in mind:

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

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

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!

Watch the video

The 10 principles of the Diversity Charter

The ten principles of the Diversity Charter are:

Download the infographie

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)