As an agency with nearly 30 years in the market, we can say that the corporate communication sector has evolved remarkably. But there is one thing that has always remained constant at LF Channel: the commitment to rigor and honesty in everything we do, whether in our daily interactions with clients or in every communication campaign we launch.
We are aware that communication and public relations are powerful tools for brands to share valuable information with a large audience; however, they can also serve as a megaphone for spreading incorrect messages and disinformation. In fact, a report from Davos identifies wars, climate, and disinformation as the major risks for 2025 (Source: El País).
In our commitment to continuing responsible, ethical, and truthful communication, we have just signed the First Manifest Against Disinformation, developed by a working group of the Advisory Council of the Comunicando Futuro Foundation.
This Manifest was launched in early 2025 and promotes best practices for those of us responsible for disseminating information, encouraging us to do so critically and responsibly, contributing to a better-informed society. It is supported by professionals and leading organizations in the sector, ranging from media outlets and communication professionals to institutions and private companies. At LF Channel, we believe this initiative is essential for building a more transparent and reliable information ecosystem.
“In my nearly 15 years working in communication, I have seen how disinformation has become one of the major challenges of our time. It affects health, politics, the economy… society. As professionals, we have a clear responsibility: we can be part of the problem or part of the solution. That is why, at LF Channel, we publicly embrace this commitment and join our efforts with other organizations that share these values,” explains Estela Cayón, Corporate and B2B Communication Director at LF Channel.
What Does It Mean to Be a Signatory of This Manifesto?
In the midst of the disinformation era, rumors and fake news circulate faster than ever. In this context, public relations become a key pillar for maintaining transparency and strengthening trust in brands. While these principles have always been part of our way of working, at LF Channel we commit to—and will work harder than ever to:
- Ensure that all information we send to the media or publish about our clients is accurate and truthful.
- Report manipulative campaigns or those with hidden agendas.
- Encourage responsible and positive use of social media, applying this approach to all digital strategies we implement for clients.
- Promote clear headlines without sensationalism or disinformation in our press releases and media content.
This commitment not only contributes to society’s collective fight against disinformation but also protects the reputation of the companies we work.
