Current Reflections

In communications and public relations, success has long been measured by visibility: press appearances, social media mentions or media coverage. Today, however, brands have another objective in addition to being seen, and that is to get those audiences to act in their favour. This is where conversion campaigns come in, an approach that takes communication strategies a step further by trying to transform attention into concrete results. What are conversion campaigns in communication? A conversion campaign, in addition to conveying a message and generating awareness, is designed to provoke a specific and measurable action from the target audience. This action can vary according to the strategy: it can be registering for a webinar, downloading a report, attending a corporate event, requesting information or even completing a purchase. The difference compared to a traditional communication campaign lies in the performance orientation, as the objective is not just to appear in the media. The key is to create a clear path that takes the audience from exposure to the message to the final action. Therefore, this type of campaign integrates creativity, storytelling and channel selection with measurement tools to assess whether the action was taken. The role of a communications agency For many companies, the challenge is to connect the brand narrative with their business objectives. This is where communication agencies become the best tool. Our added value lies in three main aspects: Some examples of conversion campaigns in communication are: Conversion campaigns are the answer to an environment where every communication investment must justify its return. A communication agency allows brands to make the leap from visibility to action, building a bridge between communication and business. Because today, in addition to being seen and differentiated, the objective is to get audiences to take the step and become an active part of the company's growth. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language. 

The ability to innovate and differentiate has become essential for the survival and growth of companies. It is in this context where innovation consultancies come into play, a strategic partner that helps organisations to detect opportunities, design solutions and convert creative ideas into real results. An innovation consultancy accompanies companies in the generation of new products or services and, in addition, promotes changes in internal processes, business models and corporate culture. Its objective is to provide methodologies, tools and external vision so that they can adapt to the new challenges of the market, differentiate themselves from the competition and respond to the needs of consumers. Communication agencies that offer consultancy services have a fundamental role to play in this process, as innovation does not depend solely on technology or resources, but also on the ability to transmit and connect. In this sense, a communication agency is essential as a complement to innovation consultancy, as we help to: But when is an innovation consultancy service really necessary? There are different scenarios: Relying on innovation consultancy means taking another step towards business transformation. And, if combined with the support of a communication agency, the result is much more complete, as changes are implemented and at the same time it is ensured that they are understood, accepted and understood as a competitive advantage. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out isn't enough: we help brands stop looking like everyone else in Spanish or any other language. 

Augmentative and alternative communication (AAC) encompasses all those methods and systems that support or replace spoken language, facilitating the expression and understanding of ideas. It may include gestures, pictograms, symbol boards or electronic devices that convert images into speech. Although its use is traditionally associated with educational or therapeutic settings, more and more companies are recognising its importance in workplace integration and inclusive customer service. The importance of AAC in the business environment In organisations, augmentative and alternative communication has a dual role: But what is the role of communication agencies? Our job is not just to convey messages, we also want to make them accessible and universal to any audience. Some ways in which we can support companies are: In this way, companies meet accessibility criteria and, in addition, drive innovation and strengthen their link to society. Therefore, augmentative and alternative communication is no longer limited to being a support resource in clinical contexts, it can also become a transformative tool for companies seeking to be inclusive and competitive in the market. Integrating it into corporate strategy means committing to a more open corporate culture that is committed to diversity. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands to stop looking like everyone else in Spanish or in any other language. 

Public relations is a tool implemented to build reputation, connect with key audiences and reinforce a company's image. At communication agencies, we design and execute actions adapted to each objective. To better understand what this task consists of, we review 5 examples of public relations campaigns and how we usually manage them at InfluenceSuite: 1. Product or service launch campaigns: when a company presents a new product or service to the market, we design and execute a 360º strategy: press releases, media calls, presentation events, creation of digital content and contact with influencers. The challenge is to generate expectation, media coverage and interaction in different channels to maximise the impact of the launch. 2. Corporate social responsibility (CSR) campaigns: Agencies help brands communicate their social or environmental commitments in a way that is consistent with their values. This can include the creation of volunteer programmes, partnerships with NGOs or awareness campaigns. Our role is to give visibility to the initiative in the media through the implementation of an ad-hoc press office and the development of face-to-face, digital or hybrid events. In this way, we ensure that the action is perceived as authentic and aligned with the organisation's principles. 3. Crisis management campaigns: one of the most delicate functions of a communications agency is to manage reputation in adverse situations. In these cases, we design rapid communication protocols, draft official communiqués, train spokespersons and monitor the public conversation. The aim is to convey transparency, take responsibility when necessary and regain the trust of stakeholders. 4. Awareness campaigns: Agencies often work with public institutions or private entities that seek to raise public awareness. For this, the strategy changes, as the messages must be more emotional, we plan their dissemination in the appropriate media and we propose collaborations with other institutions or companies. Whether it is about health, education or sustainability, the key is to generate a social impact that promotes a change in behaviour. 5. Internal communication campaigns: at the agencies we design different initiatives depending on the type of internal audience we want to impact because, for example, a message aimed at an employee is not the same as one aimed at a partner or investor. The tools we use, whether digital or conventional, are designed to strengthen internal communication, help improve cohesion, commitment and identification with the company's culture. At InfluenceSuite, in addition to providing ideas, we also plan, execute and analyse the results in order to reinforce or improve the communication actions that are considered appropriate according to our client's objectives. In short, we are the partner that accompanies organisations in building their reputation and maintaining their image. At InfluenceSuite we do not communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands to stop looking like everyone else in Spanish or in any other language. 

In an environment where the public's attention is increasingly difficult to retain, communication campaigns need to be more creative, visual and memorable. For this reason, visual communication and, in particular, digital art have acquired a leading role in today's marketing and communication strategies. What is digital art? Digital art encompasses all those visual creations made with technological tools: beyond their aesthetic appeal, these visual expressions enhance corporate messages, generating memorable experiences where innovation and differentiation take on special relevance. The role of digital art in communication campaigns Digital art takes on special relevance in campaigns where innovation and differentiation are key. Some examples: More than aesthetics: a strategic tool Integrating digital art into a communication strategy is not just about "beautifying" messages. It is about transforming them into visual stories capable of connecting emotionally with the audience. The key is to balance creativity and coherence: it is not about using digital tools for fashion, but choosing those that reinforce the company's identity and are aligned with its values. Advantages of digital art compared to traditional formats Digital art offers benefits that make it a strategic piece within brand communication: Communication and digital art: an inseparable future Without a doubt, today's consumers are not only looking for messages, they need to be made to live and feel experiences. In this context, digital art becomes an indispensable resource for companies to stand out in an environment saturated with stimuli. At InfluenceSuite we help brands transform their communication into visual experiences that inform, excite, build loyalty and differentiate. We don't communicate just to inform, we do it to alter the state of things. Because standing out is not enough. That's why we work every day with one goal in mind: that brands stop looking like all the others and become unique. 

Often when we talk about communications agencies, there is some confusion about what exactly we do. For those outside the industry, and even for some companies, it is not always clear what roles we play and how we each contribute to the success of a brand. Understanding the importance of each of these functions is essential, because when organisations get a closer look at what we do, they value our work more and see why having industry specialists on board is a strategic investment that builds reputation and trust. Today we review some of the main profiles that form part of this area: This is the profile that maintains the direct relationship with the client. They are in charge of coordinating projects, understanding the company's needs and translating them into communication plans. Their contribution is essential to ensure that actions are aligned with business objectives and that the strategy moves forward without losing direction. This professional goes one step further in strategic analysis, as he or she studies brand positioning, detects opportunities and risks and designs comprehensive communication plans. His critical and long-term vision allows companies to make decisions that are coherent with their identity and values. Her main function is to manage the relationship with journalists, media and opinion leaders. She writes press releases, organises events such as press conferences and coordinates interviews. He or she brings visibility and credibility to brands, making it easier for messages to reach the public through reliable media. Corporate communication today cannot be understood without the online environment. This profile manages social networks, creates digital content and monitors messages about the company on the internet. Their contribution is to transfer the voice of the company to digital platforms, generating proximity and encouraging interaction with the public. In charge of producing valuable content: articles, blogs, speeches, newsletters or reports. Through their work, they keep the company's tone consistent and ensure that all materials convey the same values and reinforce the corporate identity. In addition, there are times when the same professional is in charge of several of these areas. Jobs in an agency are geared towards giving brands a voice and building lasting relationships with their entire environment: customers, employees, media and society. Each role adds up to a key part in the process of building and maintaining a company's image, demonstrating that communicating well must translate into building trust, credibility and long-term value. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language. 

Brands seek to differentiate themselves and they achieve this not only through traditional advertising, but also thanks to the trust that third parties transmit. This is where communication with prescribers comes into play, a strategy that communication agencies use to amplify our clients' messages and connect with their audiences in a more authentic way. A prescriber is a person or organisation that, thanks to their prestige, experience or influence, can recommend a product or service and generate an impact on public perception. These are not only influencers on social networks such as Instagram or Tik Tok, they can also be, for example, specialised journalists, opinion leaders, industry experts or satisfied customers who become brand ambassadors. The big difference is that their recommendations are perceived as more reliable than a traditional paid advertisement. In order for communication with opinion leaders to be effective, communication agencies design strategies adapted to the objectives of each company. Our role, in addition to "getting a message across", is to create a relationship of trust with the audience, which implies a thorough understanding of the brand's audience and which voices can exert the greatest influence on them. Some of the most common actions we take include: This approach allows brands to gain visibility and strengthen their credibility. Think, for example, of the difference between a digital ad and a positive media review: the latter will more often have a greater impact on the purchase decision. Communication with opinion leaders is a strategic pillar for any company wishing to build a good reputation and image. With the support of a communication agency, companies can turn these collaborations into drivers of trust, notoriety and growth. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language. 

In all types of businesses, communication is one of the most important pillars to ensure positioning, reputation and influence. However, large companies, unlike small and medium-sized companies, where messages tend to have a limited reach and a simpler internal structure, face a much more complex scenario: multiple audiences, presence in different markets and constant media exposure. In this context, communication agencies become the best allies, capable of designing and executing tailor-made plans. Large companies need to coordinate messages that reach different levels: employees, customers, shareholders, institutions and the media. Maintaining a consistent tone is a challenge when the company operates in several cities or countries, or when different departments generate information independently. For this reason, the intervention of an agency is decisive: its role is not limited to creating press releases or managing social networks, but to articulating a common narrative aligned with corporate values and adapted to each audience without losing consistency. In contrast, the communication of a small company tends to focus on a more local or sectorial scope. Their messages seek to reach nearby media, attract direct customers or reinforce closeness with the community, so the scale of action is more limited. A large company, on the other hand, requires crisis management systems, international reputation plans and multi-channel strategies that fit in with the different scenarios. Communication agencies can add value on several levels: on the one hand, we offer an external view that allows us to detect areas for improvement in internal and external communication. On the other, we have specialised teams capable of handling media relations, campaigns, corporate events and spokesperson management. We also help to anticipate risks, designing action protocols for situations that could impact the brand on a large scale. Another factor is the need for metrics and analysis. A large company must assess its impact on reputation, investor confidence, talent attraction or even public opinion. Agencies have the tools and experience to translate this data into the best decisions. Communication in a large company cannot be improvised, as it requires planning, coordination and professionalism. For this reason, communication agencies are positioned as strategic partners to ensure that each message strengthens the brand and contributes to the main objectives of the organisation. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language. 

When we talk about formal communication, we refer to the exchange of messages that follow a professional, structured tone and, moreover, are consistent with the organisation's identity. This type of communication is not improvised, as it is necessary to plan how a company communicates in order to ensure that it transmits seriousness, credibility and trust to all its stakeholders, from customers and suppliers to investors and the media. Formal communication is characterised by the use of clear, precise and unambiguous language. It avoids a colloquial tone and prioritises grammatical correctness, coherence and professionalism in each message. It also seeks to maintain a consistent image, both in form and substance, so that the company projects seriousness in all its channels, whether they are press releases, corporate mailings, presentations or speeches. Another essential feature is structure: a formal message usually follows a logical order, with an introduction, development and closing, so that the information is understood quickly and clearly. It is also common to use established formats and protocols, such as document templates or style manuals, which ensure uniformity in all messages delivered. However, achieving and maintaining quality formal communication is not always easy. This is where communication agencies, such as InfluenceSuite, can provide differential value. As professionals in the sector, we help companies to define the institutional tone of their brand, adapting it to different contexts without losing professionalism or coherence. As agencies, we can draw up communication guides that include guidelines on style, vocabulary, structure and templates, so that all members of the organisation can easily apply them. We also offer support in the drafting of all messages, ensuring that they are clear and aligned with the company's strategic objectives. In critical or sensitive situations, agencies play an even more important role: formal communication is key during a crisis as it helps to convey calm and control, avoiding misinterpretations and protecting the company's reputation. Agencies also facilitate the adaptation of formal communication to different audiences and channels. It is not the same to formally address an official body as it is to address a strategic partner, and having experts ensures that the message retains its professional character while taking into account the nuances of each interaction. Formal communication is a fundamental tool to project seriousness and trust in the market. With the support of a communications agency, companies can ensure that every message, both spoken and written, projects the strong, professional image they need to stand out and build their reputation. At InfluenceSuite we don't communicate to inform. We do it to change the status quo. Because standing out isn't enough: we help brands stop looking like everyone else in Spanish or any other language. 

Communication problems are one of the main causes of internal conflict in companies, leading to low productivity and lost opportunities. Misunderstandings, misalignment between departments or ineffective communication with customers can affect both the working environment and the reputation of the brand. Having the support of a communication agency can be the solution to these types of problems. What are the most frequent communication problems in a company? Among the most common are: A specialised agency not only deals with creating advertising campaigns or managing social networks, it can also act as an ally to detect and solve communication problems within the company. Some of the contributions it can make are: A communication agency can accompany this transformation process, helping to build an environment where information flows clearly and coherently with corporate values. Investing in communication is not a luxury, it is a necessity. Because when a company communicates well, everything works better: people, processes and results. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language. 

Creating a communication campaign in English involves much more than translating a message. You must also understand the cultural codes, know how to adapt the tone and be able to connect with an audience that may have very different expectations to those of your local audience. For brands looking to internationalise, the most beneficial option is to work with a communications agency such as InfluenceSuite, which is well versed in these differences. Beyond language: the cultural challenge One of the main differences when planning communication campaigns in English is that there is no single English-speaking market. Targeting a British audience is not the same as targeting an American, Canadian or Australian audience. Each has its own communication style, sense of humour, cultural references and sensitivity to certain issues. Moreover, in markets where English is not the official language but is used as a professional language (such as the Netherlands, Germany or the Nordic countries), it is essential to be able to strike a balance between clarity, formality and naturalness. Translating literally is by no means enough. It is necessary and essential to carry out a strategic adaptation of each of the messages to be disseminated. The value of an international agency This is where communication agencies play a particularly important role. Agencies with international experience, such as InfluenceSuite, are able to master the language, understand the cultural context, identify the most effective channels and specify the type of storytelling that works best in each market. Having a bilingual and multicultural team allows us to build campaigns in English with a local focus, but with consistent execution at a global level. Content writing, media planning and visual creation, among others, are basic actions that must be adapted to the language without losing the brand identity. How agencies adapt to international clients Working with clients from other countries also requires operational flexibility. Agencies managing international campaigns are used to coordinating different schedules, working with branded materials in multiple languages and reporting results with metrics relevant to the specific needs of different markets. In addition, we become a strategic partner for our clients by helping them define key messages, identify opportunities in new territories and adjust launches to local times and customs. Designing and executing communication campaigns in English is a gateway to the global marketplace but also a challenge that requires cultural sensitivity, experience and vision. InfluenceSuite can become the ally a company or brand needs to get the message across borders without losing coherence and authenticity along the way. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands to stop looking like everyone else in Spanish or in any other language. 

For years, business communication has been based on a one-way model, in which brands spoke and the public listened. Times have changed and today we live in an age where consumers expect to be heard, to respond, to interact and to be an active part of conversations. This is where multidirectional communication comes in, an essential approach for companies looking to build lasting relationships with their audience. What is multidirectional communication? Multidirectional communication is communication that flows in multiple directions: from the company to the audience, from the audience to the company and between the audiences themselves. In addition to issuing messages, it is about generating an open and constant dialogue between all the actors involved: brands, customers, employees, media, influencers, digital communities, etc. This model recognises that there is no longer a single sender and a single receiver, but rather a network of voices that interact, give their opinions, share and build the brand together. Why is it key for companies? Implementing a multidirectional communication strategy brings significant benefits: How can communication agencies help? Implementing multidirectional communication is not just a matter of opening social media profiles. You need the right tools and a clear ability to listen and respond. This is where InfluenceSuite, as a communication agency, comes into play because we help our clients to: Communication has long since ceased to be one-way and become multi-conversational. The companies that understand this change and know how to adapt to it will be the ones that lead in terms of trust, closeness and influence. If you are ready to start this process, do not hesitate to contact us because we are here to help you achieve it. At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out isn't enough: we help brands stop looking like everyone else.

Literary storytelling applied to communication is a strategic tool for brands that aspire to differentiate themselves and establish lasting emotional connections with their audience. By integrating the resources of literary language with the purposes of corporate communication, stories are created with depth, beauty and the capacity to last in the memory. In this field, communication agencies play an essential role. What is literary communication? Literary communication is not limited to publishing. It is a form of expression that incorporates narrative, poetic or stylistic elements to convey messages with greater depth, sensitivity and evocation. In addition to informing, it is about emotion and building rich and authentic brand universes. This way of communicating is especially useful for sectors such as culture, education, tourism, gastronomy, luxury or any brand that wants to position itself from a closer or more reflective place. How can agencies help? Communication agencies can be great allies when it comes to incorporating literary communication into a company's strategy. We do this in several ways: Incorporating literary communication into brand strategies is a powerful way to connect with the public through authenticity and artistic beauty. Communication agencies that have a clear strategic vision and mastery of language are qualified and prepared to accompany brands on this path. Shall we talk?

Communication is not only a tool to persuade or inform, it is also a vehicle to transform. In this context, communication agencies have a unique opportunity to position themselves as key players in public affairs consultancy, helping companies, organisations and entities to build bridges with society and decision-makers. Public affairs encompasses the design of strategies to influence public policy, position issues on the media agenda and foster dialogue between the public and private sectors. But beyond this, today we are talking about work that seeks transparency and ethics, and which requires research, analysis, active listening and coherent storytelling. Agencies can offer differential value in this area by combining their knowledge of media, social networks, public opinion and institutional relations. In this way, they help defend legitimate interests and also contribute to the common good through strategy. An agency can work, for example, in social awareness campaigns, in the generation of alliances between companies and administrations, or in the activation of causes aligned with the Sustainable Development Goals (SDGs). It can also accompany startups, associations or third sector entities to give visibility to their claims, with clear messages and well-focused strategies. This work requires a capacity for constant adaptation: understanding how political actors think, what citizens' concerns are and how to communicate effectively in an environment saturated with information. The key is to connect clients' interests with the real needs of society. When done well, public affairs consultancy helps to make more informed decisions and can also prevent crises, open spaces for dialogue and contribute to building more inclusive and sustainable policies. In short, communication agencies can and should play an active role in this field, as communicating with purpose and generating positive impact on society is, today more than ever, a form of leadership.

Understanding the different types of digital communication is essential for brands to connect effectively with their different audiences. But it is not enough to be present in the digital world: it is necessary to know how, where and with what tone to communicate. This is where the value of a communication agency with a strategic approach comes into play: 1. Corporate digital communication: this type of communication focuses on projecting the company's identity and values on digital channels. It includes, for example, the management of the corporate website, press releases, newsletters or content on LinkedIn. At InfluenceSuite we are experts in this field. We write messages aligned with the brand culture of our clients, create valuable content and manage the coherence of the discourse on all platforms. 2. Communication on social networks: here we talk about direct interaction with the target audience through platforms such as Instagram, X (Twitter), TikTok, Facebook, YouTube or LinkedIn. Each channel requires its own style and a well-defined and structured content strategy. InfluenceSuite's digital marketing and communication team is responsible for creating the editorial plan, managing the community on a daily basis, devising creative campaigns, analysing results and continuously adapting content to the algorithm of each network according to the specific objectives established with each of our clients. 3. Digital advertising communication: covers all non-organic actions such as Google Ads campaigns, Meta Ads or programmatic advertising. It is direct, conversion-oriented but must be integrated within the general narrative of the brand. At what point does a communications agency become involved? In the design of the message, the creative, the segmentation and the measurement of results, ensuring that there is a return on investment. For InfluenceSuite, this factor is fundamental if we want to quantify and justify the success of each campaign. Internal digital communication: in hybrid and decentralised environments, keeping teams informed and motivated requires digital tools such as internal newsletters, collaborative platforms or corporate messaging channels. At InfluenceSuite we have an effective strategy: we help define the channels, formats and messages that best connect with our clients' employees. This is the only way to strengthen internal culture, today a must in any transversal communication strategy. 5. Crisis communication in digital environments: the speed with which messages are disseminated on the web requires very well thought out, quick and effective crisis plans in time and form. In this case, the role of InfluenceSuite as a communication agency is based on our ability to design action protocols, train spokespersons and create a methodology that reflects how to react in delicate situations. In short, the different types of digital communication require specific approaches and an agency with a strategic vision, as is the case with InfluenceSuite, can be the key to making each of them work as part of a coherent and effective whole. Would you like to review what type of digital communication needs to be improved in your company? Write to us and we'll analyse it together 😉.

Disinformation campaigns are no longer a problem exclusive to politics or international conflicts, but a real threat to companies as well. In an environment where information (and disinformation) spreads in seconds, any brand can be affected by rumours, fake news or malicious manipulation to damage its reputation. But what exactly is a disinformation campaign? It is an organised strategy to spread false or misleading information with the aim of confusing the public, influencing perceptions or damaging the image of a person, organisation or company. These campaigns can be spread through social networks, digital media, forums or even traditional media, and often make use of bots, fake accounts or influencers with hidden interests. The motives behind a corporate disinformation campaign are diverse: to discredit a competitor, to stop an expansion, to damage consumer confidence or even to influence investment decisions. In some cases, these are attacks orchestrated by third parties with economic or ideological interests, and in others, mistakes or misunderstandings that amplify into a reputation crisis. Faced with this scenario, the role of communication agencies becomes fundamental, as companies do not always have the resources or experience to detect, manage and counteract this type of threat. A specialised agency can help at different stages: In short, disinformation campaigns are an increasingly common challenge in today's business environment. Having a specialised communication agency helps to come out of a crisis with less damage and even turn a threat into an opportunity to strengthen the relationship with customers, investors and the media.

B2B (business to business) communication is essential for building strong business-to-business relationships, building trust and facilitating lasting business agreements. Unlike communication aimed at the end consumer (B2C), B2B communication focuses on a smaller, more specialised and demanding audience, which requires a strategic and rigorous approach, adapted to a professional language. In this context, communication agencies play an important role in helping companies design, execute and optimise their B2B communication strategy. One of the main characteristics of B2B communication is that it does not simply seek to capture attention, but also to build relationships based on credibility and know-how. It is aimed at profiles such as purchasing managers, area managers or heads of technical departments, who make decisions based on data, profitability and specific solutions to specific problems. Therefore, this communication must be clear, rational, precise and backed by valuable information. Specialised agencies can provide strategic insight to help a company position itself as a leader in its sector. This includes the creation of key messages that connect with the needs of the corporate client, the choice of the right channels (such as LinkedIn, professional newsletters, webinars or industry media) and the production of technical content, such as case studies, reports or white papers. In addition, agencies can also help in the generation of corporate reputation, a fundamental aspect in the B2B environment. Through relationships with specialised media and participation in events such as conferences or industry awards, companies can consolidate their authority and increase their visibility with potential clients and strategic partners. Another relevant contribution is the alignment between marketing and sales, which is key to any B2B communication strategy. Agencies can help design materials that support the sales team (such as presentations, product sheets or explanatory videos) and implement automation and tracking tools to ensure that leads are accompanied by relevant content throughout the decision-making process. In conclusion, B2B communication requires a strategy focused on creating value and strengthening long-term relationships. Having a specialised agency allows companies to optimise their efforts, communicate with precision and differentiate themselves from their competitors. If you want to know more, do not hesitate to contact us. 

Political communication campaigns are much more than a strategy, as they are about building real links between institutions and citizens, generating trust and mobilising emotions through clear, coherent and well-directed messages. Today's society is hyper-informed, with critical citizens and constantly changing communication channels, so political campaigns must have a coherent strategy and flexible execution. It is not enough to communicate, you have to connect. What must a political communication campaign have to be effective? For a campaign to have a real impact, it is necessary to take into account elements such as: The strategic role of professional accompaniment Although each campaign is unique, having the experience of an external and specialised agency makes all the difference. In this sense, communication agencies contribute: In contexts where there is misinformation and where trust in institutions is questioned, communicating in a correct, direct and empathetic way towards the population becomes an imperative factor. Political communication campaigns must be tools of real connection, with honest messages, well-constructed strategies and a deep sensitivity towards the social environment. In the case of this type of campaign, success does not lie in convincing, but in building a lasting relationship with those on the other side of the message. 

If a company wants to stand out from its competitors, it needs more than just good products or services: it must know how to communicate its value proposition effectively. This is where communication agencies come into play because, in addition to designing and executing ad-hoc campaigns, we have the capacity to advise our clients in making all kinds of decisions to ensure the success of their communication actions. Strategic, tactical and operational decisions are not interchangeable concepts, they are complementary levels within business planning. Strategic decisions are long-term decisions that define the general direction of the company: brand positioning, purpose, values or priority audiences. Tactical decisions, on the other hand, respond to how to execute that strategy: what channels to use, what type of content to generate or what tone to adopt in communication. Finally, operational decisions are day-to-day: what format and content a press release should have, when is the best time to publish it, the replication of that release in a post for social networks or for the blog with its own content and adaptation of message and tone, the amplification of the messages or the news through a specific type of interview, meeting with an individual or collective journalist... and so on for an endless number of communication tools. A communication agency with an integral vision, such as InfluenceSuite, must be capable of accompanying the company in the following stages of what we at the Agency define as the "E.T.O. Journey": We could say, in conclusion, that the decision to hire a communication agency is not only about delegating tasks, but also about being aware that this means having a strategic partner, as another part of the company, who is capable of providing value at every level of business decision making. As communication agencies, we help our clients to ensure that their brands act with coherence, efficiency and agility. We guide them towards the communication route that allows them to achieve the desired success but, above all, we provide them with the experience and tools necessary to reinforce their positioning and connection with each of their stakeholders. If you want to know more, do not hesitate to contact us.

Those of us who are part of this sector know that one of the objectives most sought after by our clients is to find new formulas that allow them to connect with their audiences in a direct, clear and memorable way. This is where the WOM (Word of Mouth) strategy comes into play, a communication tool that takes advantage of the influence of P2P recommendations to generate trust and loyalty towards a brand. Let's first clarify what a WOM strategy is. The WOM strategy is based on encouraging organic conversation between consumers. Unlike traditional advertising, which is one-way, WOM relies on personal experience and its ability to influence others for both good and bad. It is important to bear in mind that this strategy can be developed in physical and digital environments, such as social networks, forums or commercial platforms. Special attention should be paid to the latter because they are, nowadays, the channels where users are more likely to create their own reviews and generate a great scope of impact on any product or brand. How to implement a WOM strategy? An effective WOM strategy requires creativity and a deep understanding of target audience behaviour. Some keys to successful implementation include: If you think your company needs a WOM strategy, having a specialised communications agency can make all the difference. In addition to creativity, agencies bring expertise in audience analysis, designing memorable narratives and managing campaigns with brand ambassadors. They also help to integrate WOM into an overall communications strategy, aligned with business objectives and brand identity. At InfluenceSuite, we transform our clients' stories into conversations that inspire. Because in a hyper-connected world, what others say about your brand can have more impact than any message you communicate on your own. If you're interested, don't hesitate to contact us.