The Communication Agency
you are looking for

In the communications sector, as well as knowing how to convey messages, it is very important to understand those who receive them. Agencies work on a daily basis with clients, journalists and other professionals who have different needs, expectations and ways of working. For this reason, empathy becomes a fundamental communication tool for building trust, facilitating understanding and developing more effective strategies. Empathy involves putting yourself in another person’s shoes, understanding their perspective and taking their circumstances into account. When applied in a professional context, it enables you to build closer relationships, anticipate potential complications and tailor your communication to each situation. Understanding clients’ needs One of the main challenges facing communications agencies is gaining an in-depth understanding of the companies they work with. Each client has their own objectives, concerns and expectations regarding the outcomes of a communications strategy. Practising empathy involves active listening, asking the right questions and understanding what each organisation really needs. This is even more important when unforeseen events, last-minute changes or situations causing uncertainty arise. For example, when dealing with a client concerned about the impact of a campaign, an empathetic and transparent response allows you to acknowledge their concerns, clearly explain the work carried out and propose possible solutions. In this way, it fosters a relationship based on collaboration and mutual trust. Empathy in relations with journalists Relations with the media are another essential part of an agency’s work. Journalists receive a large number of news pitches every day and work to deadlines, priorities and editorial criteria that agencies must be aware of and respect. In this context, empathy helps to understand the needs of media professionals and to build relationships that are more beneficial to both parties. Before sending a press release or proposing an interview, it is advisable to assess whether the information fits with the topics the journalist covers, whether it offers genuine news value for their publication, and whether it is presented clearly and accessibly. It is also important to respect their deadlines and not to be pushy, to provide the materials they need, and to understand that a proposal may not fit into their editorial calendar. Furthermore, a refusal regarding a specific topic does not necessarily close the door to future collaborations. A skill that improves communication Empathy also plays an important role within agency teams themselves, where it facilitates coordination, conflict resolution and the exchange of ideas. Developing and incorporating empathy into the workplace enables professionals to adopt a more collaborative and mindful way of working, which in turn looks after the wellbeing of others. Understanding the perspectives of clients and journalists helps to improve professional relationships and, ultimately, to build much more effective and lasting communication.

Social communication campaigns aim to inform, raise awareness or mobilise the public on an issue of collective interest. They can address a wide range of topics, such as health, the environment, equality, road safety, education or the fight against specific social problems. Unlike commercial or corporate communication, the message plays a particularly important role in this type of initiative. As well as raising awareness, the aim is also to help people understand a situation, reflect on it and, in some cases, change certain behaviours. When analysing different examples of such campaigns, we can identify a wide range of strategies. However, there are some common elements that help to make the message more effective. Clear, human and approachable language In this type of campaign, messages that are too technical or institutional can make it difficult to connect with the public. Simple, approachable language should be used to help explain complex issues and make them understandable to as many people as possible. This does not mean oversimplifying the problem; rather, it is about finding a way to convey it without creating barriers. Furthermore, the tone must be adapted to both the subject matter and the campaign’s target audience, as talking about prevention amongst teenagers, for example, is not the same as addressing families or older people. Appealing to emotions without going overboard Personal stories, testimonials and everyday situations help to put a face to certain social problems, which can be a good tool for capturing attention and ensuring the message makes an impact. However, this must be used responsibly. Inducing fear or guilt, or over-dramatising, can provoke rejection and ultimately alienate the public from the cause you are seeking to highlight. Choosing the right channels There is no single channel that works for all campaigns. Social media allows you to reach wide audiences and spark conversation, whilst the media provides visibility and helps to contextualise specific issues. These channels can be complemented by outdoor advertising, initiatives in public spaces, videos, events, collaborations with content creators or informational materials, amongst others. The key lies in knowing where the target audience is and adapting the message to each format. Maintaining a consistent message Even if a campaign is present across different channels, it must retain a recognisable identity and message across all of them. The language, images and key ideas must form part of the same strategy to avoid inconsistencies.   For this reason, any social media campaign must be underpinned by a well-defined strategy. Communications agencies can help identify audiences, craft clear messages, select the most appropriate channels and coordinate the various initiatives. Good planning enables a meaningful cause to reach people, connect with them and spark conversation.

Artificial intelligence is now an integral part of day-to-day communication. Drafting an initial version, summarising a report, analysing large amounts of information or adapting content to different formats are tasks that can now be carried out in a matter of minutes. Against this backdrop, organisations such as press offices are forced to evolve. The use of AI tools is now widespread across the sector. According to Muck Rack’s ‘State of AI in PR 2026’ report, 76% of public relations professionals use generative artificial intelligence. Furthermore, 93% say it helps them complete projects more quickly, and 82% believe it improves the quality of their work. From producing information to knowing what is worth reporting Whilst drafting and processing information takes less and less time, the true value of press offices is shifting to another area: deciding what to communicate, when to do so, and why it might be of interest to a journalist. AI can help identify trends, analyse conversations or find potential angles, but it still requires a human eye to determine whether a piece of information is truly of sufficient journalistic relevance. Similarly, a seemingly minor story can become a newsworthy opportunity if the right angle is found. And this ability becomes even more important as journalists and media organisations are also adopting these tools. For example, the Reuters Institute notes that 56% of British journalists surveyed use AI professionally at least once a week. What will change in the coming years? The transformation is likely to be particularly noticeable in certain areas: The human touch may gain value precisely because of AI Cision’s ‘State of the Media 2025’, based on responses from over 3,000 journalists, paints a picture shaped by technology, but also by the need to maintain relationships of trust between journalists and communications professionals. For this reason, the future of press offices may be less automated than it seems. Technology will enable us to work faster, but it will not replace a conversation with a journalist, the accumulated knowledge of a sector, or the judgement required to understand whether a story is ready to be published or not. Anyone can generate content in seconds; therefore, producing more information will cease to be an advantage. Knowing how to select, verify and turn that information into a story that makes an impact may become increasingly important.