The distance between us and others doesn’t always begin with an open conflict. Sometimes it starts almost imperceptibly: we stop challenging our assumptions, we stop listening, and we assume that the person opposite us won’t understand us or, worse still, doesn’t deserve our trust. Once that dynamic takes hold, understanding one another becomes much more difficult. And that is precisely what the latest edition of the Edelman Trust Barometer describes: a society that is more inward-looking, more reluctant to trust those who are different and, consequently, finding it harder to maintain shared values, public discourse and progress.

From polarisation to insularity

The report highlights a clear shift: whilst in 2025 the debate was characterised by polarisation and social discontent, in 2026 the central issue is a different one: insularity. That is to say, the reluctance or refusal to trust anyone different from oneself, whether because of their values, the sources they believe in, their approach to social issues, or their background and lifestyle. In Spain, according to the report, 75% of the population subscribes to this mindset of withdrawal.

What the Barometer highlights is that mistrust is taking on an identity-based dimension, ceasing to be merely a defensive reaction and becoming a barrier to understanding. Insularity stifles progress. And not only because it hinders coexistence, but because it blocks any possibility of building shared solutions in societies that are becoming increasingly complex and fragmented.

Spain remains trapped in mistrust

If we look at the data on confidence for 2025, Spain barely shows any improvement. The overall index rises from 44 to 45 points, a rise of negligible significance. The data is revealing because it does not indicate a collapse, but rather of a stagnation that persists. We remain far from a recovery solid of the bond between citizenship and institutions.

Even so, there are some interesting nuances. In Spain, confidence in businesses is rising slightly, the media and the government, whilst NGOs are falling. “My employer”, furthermore, rises to 69 points and is consolidates its position as the institutional actor with the best relative position. In addition to this, the study highlights that this year all institutions, except for NGOs, are perceived as more competent and more ethical. These are positive signs, yes, but insufficient to speak of a a50> genuine change of cycle. The overwhelming dominant feeling continues to be one of an enormous fragility of confidence.

The company is holding out but is not coming out of it unscathed

This relative improvement in companies’ standing should not be interpreted as a clear-cut victory. The report itself shows that confidence across the various business sectors is falling across the board in our country. The most striking declines are occurring in manufacturing, consumer goods, healthcare and entertainment. And the financial sector, which is particularly relevant to many public and corporate debates, remains at a low rating: 46 out of 100. In other words, companies retain a comparative lead over other institutions, but they do so on an eroded footing.

Here is an important read on corporate communication. For many citizens, business remains a more practical, accessible or credible point of reference than other stakeholders. But that position is not set in stone. Legitimacy is no longer taken for granted; rather, it must be built, demonstrated and constantly renewed.

Pessimism is also a form of mistrust

Mistrust does not merely undermine relationships with institutions or with those who hold different views. It also dampens expectations for the future. Only 13% of Spaniards believe that the next generation will be better off than the current one, nine percentage points fewer than in 2025. This figure reflects a society that not only harbours doubts about the present, but is also beginning to doubt that the future will be any better.

And it is not just a pessimistic outlook on the economy. When the system is perceived as biased, distant or incapable of correcting inequalities, it weakens as well the idea that it is possible to move forward together.

The battle for the truth in an oversaturated environment

Added to this erosion is information disorientation. The study reveals a significant decline in exposure to differing political viewpoints. In Spain, only 41% say they obtain information at least once a week from sources with a political stance different from their own – a drop of 14 percentage points from the previous year. We are less exposed to differing viewpoints and, as a result, more easily reinforce our own biases.

At the same time, fears are growing about misinformation and its ability to sow internal division. In an environment of digital platforms, rapid consumption and endless scrolling, the truth is at a disadvantage when competing against impact, oversimplification or noise. And this creates a clear opportunity for corporate communications and public affairs: to provide context, rigour, education and solid references amidst an increasingly disintermediated conversation.

Ángeles Blanco, a presenter on Informativos Telecinco, summed it up well during the presentation of the report when she pointed out that we tend to treat social media as news outlets, when in reality they function primarily as entertainment platforms. In this context, newsrooms must strengthen their analysis, fact-checking and contextualisation. That is why corporate communications today also have the opportunity and the obligation to help steer the debate, not to distort it.

Mediation as a new requirement for companies and leaders

In the face of this entrenched isolation, the report highlights the need for ‘trusted mediators’: individuals capable of building bridges between groups that mistrust one another. In Spain, all institutions are expected to take on this role, but the report’s conclusions identify CEOs and employers as the guarantors or architects of this mediation.

In times of disengagement, a sense of connection becomes increasingly valuable, and the public expects business leaders to set an example, listen, and engage constructively with those who criticise or mistrust the company. In fact, 75% believe it is effective for CEOs to engage constructively with critical groups, and 69% believe that, when making decisions, they should consult people with different values and backgrounds.

The media, governments and NGOs are also expected to play a clear role. In the case of the media, the demand is very specific: to devote equal time and coverage to different viewpoints on major issues and to write accurate headlines that are neither exaggerated nor fear-mongering. It is a direct call to restore the fundamental role of information mediation.

Communicating also means building bridges

All of this places communication at the heart of the matter. Not as a mere embellishment or a tool for amplifying messages, but as the foundation of trust. Because in a society that is turning in on itself, communicating effectively means more than simply being right or visible. It means helping to create common ground.

The report itself notes that people trust those who are open-minded and do not try to change them, and those who are transparent about their differences. Trust, therefore, is not restored by sweeping disagreements under the carpet and forgetting them, but by learning to deal with them honestly.

And this is where “my employer” is particularly well placed to extend this mediation to the entire workforce, through training in conflict resolution and genuine opportunities to work with people who think differently. The company thus ceases to be merely an economic entity and becomes, in addition, a space for coexistence.

Eva Pavo, OHLA’s corporate director of communications and branding, summed it up in a simple yet apt phrase: “Mistrust hinders progress”. And Jordi Sevilla, former chairman of Red Eléctrica, added that mistrust is not always a bad thing; the problem lies in mistrusting those who are not like me, because then human and social progress becomes unfeasible.

Perhaps that is the key lesson of the Edelman Trust Barometer 2026: that restoring trust is not just about improving metrics, but about rebuilding a willingness to listen to one another. That is how it works in personal relationships. It is the same in public discourse. And in that arena, corporate communication has far more to say than it sometimes realises.

La entrada When we stop listening to one another: 2026 Edelman Trust Barometer and how insularity is undermining trust in Spain se publicó primero en Agencia comma.

The sector is undergoing constant transformation. In my almost three decades of specialisation, I cannot remember a single moment when we have not had to face reinvention. Now it is time, on the one hand, for technological acceleration: the emergence of artificial intelligence, the new channels, the fragmentation of audiences. On the other hand, the growing threats: information overload, fake news, the loss of coherence in the messages, the questioning of the ethics of the ‘anything goes’, and, ultimately, a greater demand for credibility and transparency on the part of the audiences.

For those of us who work in communications, this means that it is no longer enough to simply ‘make noise’, even though some may believe otherwise. We are required to provide meaning and judgement. To communicate effectively, to narrate with perspective and consistency, to listen to audiences, to stop and think… All of this has become more valuable now.

But is the blog still a fundamental part of the website?

I am struck by the number of websites that host a dead blog, abandoned, sporadic, inconsistent. It doesn’t make sense. Does it take a lot of work? Yes; is it very demanding?: yes; does it open up opportunities for you?: yes; does it make room for other minds?: yes; is he getting the most out of the game?: possibly not.

But… Why do we insist on the need to have a blog?

• Presence and memory. The blog is a living archive of ideas, debates, trends, mistakes and lessons learned. With more than 14 years of history, our blog not only represents us, but also documents the evolution of the sector.
• Authority and positioning. In the digital environment, having a well-managed blog reinforces brand authority and professional reputation. Today, search engines, like the artificial intelligence that is coming into play, value structured sources with depth and consistency.
• Visibility in the era of AI. The paradigm of positioning has changed. Beyond the realm of classic SEO (Search Engine Optimisation), we are seeing emerge the concept of Generative Engine Optimisation (GEO): optimisation so that the content is cited or used by systems of generative AI. This is not the first time that we receive a potential customer because AI has recommended us.
• Control over one’s own discourse. A personal blog does not depend on the changing algorithm of a social network or external media. It is our space to think, express opinions, correct… without external filters. In times of fake news and manipulation, this is also part of the communicator’s ethics. And this is of particular interest to us.
• Educational thread for the sector. Not only for us, but for those who are just starting out: showcasing the blog, its continuity, its value is also an example for other professionals or agencies who today can consider whether it is worth starting a blog.

Threats that loom (and how the communication blog can respond)

• AI as a challenge of automatic content generation automatic: the ease of generating texts using machines requires that blogs offer something more human, critical, unique. A perspective of their own, different, more realistic and human.
• News fake, information saturated: the public already distrusts. A serious blog can connect with confidence, with transparency. It creates a track record that is well worth the reputation.
• Format and consistency weakened: many formats scattered, messages varied without thread; enter and exit. This is something we see every day with our new customers. The lack of consistency in our own channels is the order of the day of the day. Maintaining a blog requires discipline, strategy, planning, that stopping to think…
• Ethics and responsibility: in an environment where immediacy is key, blogging allows us to take a step back, reflect and raise ethical questions.
• Change in the rules of visibility (GEO, AI, searches without clicks): if we do not adapt our content to how AIs ‘read’ and ‘quote’ it, we run the risk of being invisible.

4. Practical tips for a good blog about communication (and may this post serve as an example)

Here are some key lessons we have learned after more than a decade of writing, maintaining, and evolving this blog:

• Consistency above all else: the commitment to publish regularly (week after week) builds habit in the audience and authority in search engines. And yes, sometimes we get caught out… but we get there; we always get there.
• Topic and added value: each post should raise something worthy of attention: an analysis, a different perspective, a prediction. Not just what is happening, but why it is happening and why it is important.
• Clear structure: title that grabs attention, subtitles that guide, bullet points or sections educational. Readability is key.
• Language of their own and voice authentic: the blogs that stand out have a tone that is recognisable. Here we combine experience, approachability and rigour. ‘Something’ very comma.
• Basic SEO optimisation: relevant keywords, user-friendly URLs, meta descriptions, high-quality internal and external links. This remains fundamental.
• Optimisation for the era of AI (GEO): in addition to classic SEO optimisation, think about how your content can be cited or referenced by generative IAs. It uses natural vocabulary, defines terms well, and structures for direct responses.
• Internal linking and context: linking to older posts strengthens your blog as a coherent repository.
• Promotion and distribution: the blog does not live only on its URL; share it on social media, newsletters, and use earned channels as well.
• Measurement and improvement: use the data to see which topics work, which tone connects, which formats generate the most engagement.
• Ethics and transparency: declare your sources, be careful with statements, and maintain consistency with your values as a communications agency.

How to organise your blog within a communications agency’s strategy

An agency’s communications blog should serve three simultaneous purposes:

1. Own brand: for the agency to build authority and reputation.
2. Value for customers and the sector: topics of interest to both end consumers and professionals in the sector, as well as those who are currently in training.
3. Lead generation / visibility: content that attracts qualified traffic, positioning the agency as a benchmark.

For this purpose, we recommend:

• Create an editorial calendar for, at least 3 months, although not losing sight of current events, which can be sent to drift part of the forecast that you have made.
• Devote a percentage of your time to researching what is coming: trends, AI, ethics, regulation, etc., without losing sight of case studies, changes in regulation, best practices, etc.
• Involve the team to generate a variety of voices, fields of knowledge, and areas of expertise. It is wonderful to see how, when we step outside our daily routine, we can feel the power that we all have within us.
• Regularly review old posts to update them — especially in a fast-changing sector. Let’s not disregard the work we’ve done.

Conclusion: continue writing for pleasure, but also as a strategic act.

Maintaining the Agencia comma blog for more than 14 years has not only been an exercise in discipline or a strategic move. It is a commitment, a key element in resisting (AI, falsehoods, noise) and moving forward (authority, visibility, reputation). But it is also a pleasure. The pleasure of writing.

If you are a communications professional or agency considering starting a blog, do so with purpose, consistency, and your own voice. And do so knowing that you are sowing the seeds for a future where quality, consistency, and authority will make all the difference. If you already have a blog but are not paying attention to it, reconsider. Remember: everything communicates.

Writing well is (or should be) part of what it means to be a communicator today. And Comma continues here, with the blog, without missing a week, to continue telling, analysing and accompanying this sector that we love so much and that never ceases to challenge us.

La entrada Reason for being of a blog about communication se publicó primero en Agencia comma.

This podcast was born as a gamble – and almost as an experiment – at a time when we felt that public conversation needed other textures, other rhythms, other spaces. And what we found was something even more valuable: a channel of our own, free of urgencies and algorithms, where we could weave stories, listen to nuances and share thoughts. We are very pleased that it has served as an example and that other agencies and institutions have appreciated the need for new channels of communication.

A voice with purpose

When we started El elefante verde, we knew we didn’t want to do just another podcast. We wanted to make a podcast of our own. Not only technically, but in depth: with an approach that represented us, with voices that added value, with a narrative consistent with the comma culture that we have been building for over twenty-six years. And, in addition, to give voice and visibility to the enormous talent that exists in our sector.

And that is, perhaps, what defines a good corporate podcast: not technical perfection, but clarity of purpose. And even more, courage. That’s why we are still here, six seasons later, convinced that this channel has a long way to go.

Podcasting as a strategic tool

In these years of sustained production, we have confirmed – in practice – what we had already intuited from theory: the podcast is one of the most valuable formats for brands and organisations that want to build a solid, slow and differential communication.

It is not just about having a ‘presence’ and even less about collaborating in the noise, but about creating a space where values are embodied in conversation, where ideas breathe and where voices speak without filters. In short: a space of freedom.

What makes the podcast such a powerful channel?

First and foremost, and without a doubt, authenticity. The human voice has a level of closeness and credibility that few formats achieve. A good episode has the power to connect, to question, to accompany…

Narrative control is also very important: we do not depend on media, headlines or algorithms. The message is constructed in a free but intentional way.

The power of versatility is indisputable. It can be used to reflect on the sector , to explain an internal process, to share cases, or to open public conversations.

And finally, accessibility: with a moderate investment, it is possible to achieve professional products, especially if care is taken with editing, script and editorial coherence.

Opportunities and learning

One of the greatest lessons learned from El elefante verde has been to understand that a podcast is not improvised, but neither is it over-produced. It requires strategy, yes, but also space for spontaneity, listening, deviation. We have come a long way with the passage of time and experience after 6 seasons.

But also, as a communication tool, it allows us to explore topics that do not fit in other channels, to give a voice to different profiles, to reinforce the organisational culture and to build community. And, at the same time, it forces us to live up to the content proposed: each episode is a commitment to quality, coherence and intention. We are confident that we have succeeded.

A listening community

At the end of this sixth season, El elefante verde has 21,152 combined listeners (12,200 iVoox + 6,808 Spotify + 2,144 Apple Podcast) and 451 accumulated followers (45 iVoox + 371 Spotify + 35 Apple Podcast). Beyond the metrics, what has sustained us all this time has been the qualitative return. Comments, shared reflections, invitations to continue thinking. A community connected from the essential: the desire to listen with depth in times when everything tends to zapping, rushing and lack of depth. Thanks to those who have made it possible.

Other communication podcasts.

Although we are convinced that El elefante verde has been one of the first communication podcasts in Spanish with continuity, we coexist with others that we believe it is necessary to include in this post because all together we make what we are trying to do bigger. There are some more but they are not active. Do not hesitate to suggest those that we have not included and that you consider essential.

1 – Podcasts from consultancies and communication agencies

EL ELEFANTE VERDE

Producer: comma
Presenter: Silvia Albert.
Description: A space for critical thinking on communication, power, culture, leadership and transformation. Through interviews and reflections , the great challenges of contemporary storytelling are addressed.
Differential: Integration of philosophy, psycho-spirituality and business experience.
Frequency: fortnightly.
Where to listen: Spotify, Apple Podcasts, iVoox and the Agencia comma website

LA CUEVA DE MOE

Producer: Incognito
Presenter: Carlos Molina.
Descripción: Videocast que aborda la comunicación desde la experiencia práctica: gestión de reputación, portavocía, IA en creatividad, eventos, redes sociales y comunicación de crisis.
Where to listen: Apple Podcasts, Spotify.

IDEAS LLYC

Producer: LLYC
Description: Conversations with opinion leaders on reputation, digital transformation and leadership in communication.
Where to listen: Spotify, Apple Podcasts, and the LLYC web.

CAVIAR ONLINE

Producer: Marficom
Presenters: Joan Martín and Carles Fite
Description: In a fresh and agile tone, weekly news on social networks, online communication, branding and digital marketing are addressed.
Frequency: Weekly.
Where to listen: Spotify, Apple Podcasts, iVoox and Youtube.

HABLEMOS DE COMUNICACIÓN

Producer: Imaginario
Description: Conversations with strategic tools for organisations in the areas of communication, marketing and endomarketing by the Imaginario team.
Focus: strengthening organisational communication through innovation and co-creation of knowledge.
Where to listen: Spotify.

SIN BRIEFING Y A LO LOCO

Producer: Team Lewis
Description: Marketing podcast to discover trends in the industry
Focus on: communication, podcast, social media
Where to listen: Spotify, iVoox.

2 · Podcasts académicos, universitarios y organizacionales

ALTA COMUNICACIÓN

Producer: Universidad Nebrija – Faculty of Communication and Arts
Description: a space for reflection on institutional communication, new narratives, advertising, digital media and academic training.
Approach: interviews with teachers, professionals and students.
Where to listen: Spotify, Apple Podcasts, iVoox

CUESTIÓN DE REPUTACIÓN

Producer: Corporate Excellence.
Description: Dialogues on intangibles, reputation management, sustainability and corporate purpose.
Focus: strategy and organisational culture.
Where to listen: Spotify and Youtube.

3 – Company and media podcasts

FORO DE LA COMUNICACIÓN

Producer: Dircomfidencial.
Presenter: Santiago Doménech.
Description: analysis by renowned experts on current issues in the field of communication, marketing and advertising.
Focus: interviews with agency, media and company professionals.
Where to listen: Spotify, iVoox and iTunes.

4 – Independent and author podcasts

COMUNICAR, MÁS QUE HABLAR

Producer and presenter: Jesús Pérez Santiago.
Description: aimed at those who want to create their own audience and stop being invisible. Talks to extract learnings and reflect on communication, mindset and business.
Focus: communication, strategy and organisational culture.
Where to listen: Spotify, iVox, Podimo, Apple Podcast and Youtube.

MIL PALABRAS

Producer and presenter: Santiago Ríos.
Description: Effective communication to perform better in digital business, organisational culture, marketing, entrepreneurship and content creation of all kinds.
Focus: communication, professional development, technology.
Where to listen: Spotify, iVox, Apple Podcast and Youtube.

What next?

We close this season with gratitude, with new ideas for season 7, and with the certainty that the podcast has not been a fad for comma. It has been – and continues to be – a living communication tool that has allowed us to learn, to open spaces and to be coherent with what we stand for, as well as to contribute to the sector what we receive from it.

In the coming weeks, and as summer reading, we will make 6 small reports in which we will collect the messages, ideas, the most important contributions of the professionals who have passed through our room in each of the seasons. In this way, we close the circle of knowledge so that it does not remain solely and exclusively in one voice, but offers the opportunity for a more leisurely and profound reading and reflection without the rush of the car or the day to day.

We continue to believe that another way of communicating is possible. More thoughtful. More human. More conscious. More courageous. And in that, El elefante verde will continue to have a lot to say because… communicating is power.

I would like to take this opportunity to wish you a happy and well-deserved holiday.

La entrada El elefante verde and the power of the podcast as a channel of its own se publicó primero en Agencia comma.

What is not said will be said by others.

It took six hours for the President of the Government to appear. It was too long for a society that, even without internet, television and coverage, was still looking for answers. And finding them, of course. In the usual places: the street, rumors, bars? The void was filled with theories of cyber-attacks, killer butts and black hands. This is what happens when there is no official story. The maxim is well known: if you don’t communicate, someone else will do it for you.

But the problem was not only one of timing. It was also a problem of form and substance. When Sánchez spoke, he did so behind closed doors, without admitting questions, without providing certainties, and, paradoxically, asking citizens to trust only official sources. A legitimate appeal, but ineffective if it is not accompanied by transparency, active presence and listening skills.

The same as Red Eléctrica, which also communicated late and with limitations, but beyond the technical language, there was a lack of pedagogy, context, and citizen support. And that is also communication.

Citizen resilience and the radio lesson

Faced with this institutional silence, citizens reacted as they know how: with civility, humor, solidarity, and transistors. The radio, an old acquaintance of crisis communication, was once again the protagonist. The batteries that had not been used for years became a direct line to the outside world. People gathered around cars, in the streets, and in parks. Listening became a collective act, perhaps revolutionary.

In this context, the radio once again demonstrated its value—not only as an emergency technical channel but also as a space for connection, calm, and humanity. In the face of fragile technology, the voice regained its strength.

Crisis management: lights and shadows

It is fair to acknowledge that there was institutional coordination and the emergency teams acted. But in terms of communication, the management left several shortcomings in evidence:

• Excessive reaction times
• Lack of visible and empathetic spokespersons
• Technical language without citizen translation
• Institutional channels were not very active during the first hours
• Emotional disconnection with an informed and demanding citizenry

In a hyperconnected society, trust is built not only with data, but also with presence, tone and coherence. It is not enough to communicate: knowing when, how, for whom and from where it is done is necessary.

The electrical paradox

What happened in Spain was not just a technical failure. It was a brutal reminder of the complexity of the systems that support our daily lives. An oversight, a chain reaction, a poorly calibrated inertia… and everything falls. And yet, what is frightening is not that it fails, but that we don’t know how to count it.

Because having light without information does not illuminate, and having technology without trust does not connect.

Final thoughts

Like others before, this blackout has brought back many words: vulnerability, interdependence, humility… However, one word should be clear to those who manage the public and private sectors: communication. Communication is not an ornament. It is a strategic tool. And in a crisis, it is the first service that must be guaranteed.

The electricity came back on. But we are still waiting for explanations.

La entrada Information blackout: when the light came before the word se publicó primero en Agencia comma.

The second happened a few days earlier, reading a post on LinkedIn from a professional, whom I know quite well, who congratulated himself for the excellent work he was doing and for being the cornerstone of his company. Those of us who know the company and the work of the aforementioned person know that, in addition to being an artist of the scrooge, he is more of the heap than of excellence. What drives someone to speak publicly about themselves in such a strong way? What does he see that the rest of us don’t? Is this just a self-marketing campaign?

Both situations caught my attention as hooks for writing these lines, although I cannot deny that the day-to-day life we are living is full of examples that could well serve as hooks. Do we perceive the world as it is? How can the world be understood from another understanding than our own?

Talking to the philosopher Mª Ángeles Quesada, taking advantage of the fact that we have interviewed her for our podcast The Green Elephant, I asked him how such a divergence was possible within the framework of the philosophy of perception and he spoke to me about naive realism.

Philosophy of perception

Philosophy of perception is understood as that which studies how and to what extent our mental processes depend on our internal and external world in order to be perceived. That is to say that, as we are, so we perceive. I am not a philosopher, nor would I dare. But I am attracted by this approach at a time when society is so polarised, when we assert events interpreted as absolute truths and, more dangerously, impose our view as unique and non-negotiable on others. From there to post-truth, fake news or (outright) lies is a very small step.

This leads us, unwittingly, to regroup socially according to these perceptions, either friends or enemies; either moral or immoral; either acceptable or unacceptable; either true or false… No half measures. Resounding in our so many by the way, in our accusations, in our accolades or in our annihilations. A video is circulating on social networks and on our whatsapps in which it is claimed that half of Spanish society “is a plague” and encourages its annihilation. Which half should survive? Depending on who sends it, I understand, don’t you?

According to Plato, the objects we receive through the senses are reflections or shadows of the Ideal Forms and, therefore, inherently deceptive; therefore, they are not conducive to true knowledge, which can only be attained through reason. Within the framework of psychoanalysis, Freud stated that perception is a biological but also a psychological process and therefore influenced by unconscious desires, previous experience and inner conflicts. In short, we perceive according to our internal needs, experiences, fears and desires, which leads to a subjective and partial view of reality.

Borja Vilaseca assures that reality is neutral and I find it hard to disagree. What is, is, and how we take it is how we are.

Therefore, perception is not just an accurate reflection of the world as it is, but a construct created through the inner psychology of each of us. How, then, are we capable of such assertions?

Naive realism

It is certainly naïve, not to say puerile, to consider ourselves in possession of the absolute truth. There is no reflection, no criticism. What leads us to claim that our labour competence is the best in the world? Innocence? Egocentrism? Self-deception? Realism?

Naïve realismconsiders that our perception of the world is mediated neither by interpretations nor by mental representations; that what we see is what it is, without distortion. Can anyone think that this is 100% true? I find it hard to believe, but my day-to-day life gives me more than clear proof. A self-analysis is in order here. If others see it that way, am I not doing it too?

I will not delve into discussions about the challenge of this conception in coexistence with certain properties that are real because it would seem bold of me to do so. My intention is simply to call for self-criticism, attention, doubt… with the sole aim of providing an alternative to the bluntness: reflection and awareness as pointed out by Kahneman.

How you communicate

Communication has a lot to say here. How we talk and speak to each other shapes our reality. How we interpret what happens to us, what we see, what we are told through words… and how we respond to our environment and to ourselves, situates us in a certain perception. Cultural differences obviously have an impact as well. We are what (we) tell ourselves.

We should review our discourses, our narratives. Internal and external. Periodically analyse what we base our assertions on and challenge them.

But is this contradictory to, and therefore in conflict with, security, confidence and decisiveness? Is it a characteristic of conscious leaders or, on the contrary, of a lack of leadership? Our perceptions can filter the information we select to share or withhold, which has a direct impact on affective communication. It is perception that will help establish the context in which we develop communication.

Yes, I am getting into gardens that divert me from my initial purpose. Perception, moreover, has to do with the echo chambers in which we have settled convinced that this is the right place from which to analyse the one true reality from which I interpret the world. The only one. Mine.

A more conscious life of our biases would help us identify that single-minded model in which we tend to move. That flexibility that we increasingly demand from the companies in which we work and from our environment should come back to us in the form of the ability to accept that we may be wrong; that my statements, my thoughts, my actions, my judgements, my opinions… may be right or, on the contrary, totally wrong. Or both at the same time.

La entrada A matter of perceptions se publicó primero en Agencia comma.

What is a podcast?

Perhaps some people have only recently discovered them, but the term podcast was coined by The Guardian, The Guardian, back in 2004 (it seems almost Pleistocene to me), because it could not find a way to describe this new format: a kind of radio broadcasting that was listened to on the iPod. Three years later, the English newspaper itself began to use it, and today it is one of its hallmarks;

A podcast is an audio content that we can consume through a file or streaming; Moreover, we can listen to it whenever we want, which gives us flexibility and freedom; This, as well as being able to be listened to on a variety of devices, is what has helped to increase its popularity;

According to the IAB Digital Audio Study, conducted in 2023, 6 out of 10 Spaniards aged 16-70 (19.3M) have consumed digital audio content in the last month; Listeners associate the concept of digital audio primarily with music (46%), followed by Podcast (32%) and Radio (31%);

Furthermore, if we delve into the length and format of the podcasts, almost half of podcast listeners (43%) don’t mind the length of episodes if they find the subject matter interesting, especially women.

According to Statista, by the end of 2021, approximately 620 million people were listening to podcasts worldwide; This figure, which represents an increase of 88.3 million compared to the previous year, represents a continuation of the positive trend that this format has been experiencing recently; Moreover, according to predictions, the number of listeners will continue to grow over the next five years to approach 962 million in 2027.

At comma agency we have our own podcast, “El Elefante Verde”, a space for debate, listening and provocation about conscious communication, its role in society and the responsibility of those of us who work in the sector;

Have you listened to it? Here are the different platforms for you to play it whenever you feel like it: Spotify, Apple Podcast and Ivoox

5 advantages that a podcast can bring to your communication strategy

1.- Attractive content in a format that is easy to consume

With a podcast you can reach people who, although they are interested in your products, services or company, cannot dedicate a minute of their time to them;

The great advantage of these audios is that they can be consumed wherever and whenever you want, while allowing you to do other activities, as they do not limit anything other than your hearing; It doesn’t understand time zones or locations, so it’s perfect for listening on the move;

2.- Specific topics for a selected audience

Radio is a means of communication that tries to generalise, to reach everyone, to include; Although podcasts in their natural evolution do not follow that path, far from it, but tend to address very very specific topics for very very specific audiences. To give you some examples, there are podcasts about minimalist gardening, blockchain or horses.

3.- It allows to build better and more loyal relationships

Precisely the specificity of the topic to be addressed, as we mentioned before, will be the key to connect directly with your segmented niche audience;

Having a dedicated audience makes it easier to create a much closer bond and more efficient relationships and, consequently, to win their loyalty; It is a way for users to identify with a brand;

4.- It requires less investment than videos

A picture is worth a thousand words, and videos have become the soul of content, occupying an important place in the digital marketing of companies;

However, to make a quality video it is necessary to invest in a team of professionals working with good technical equipment; A podcast requires less equipment (a microphone, headphones and editing software could be very basic equipment), and is simpler to create than a video so it is going to need fewer resources.

5.- Internal communication tool

Podcastscan be very useful in the communication with the employees of a company, especially with those who are not usually in the office for different reasons: they telework, they are street salesmen, or they are in another city.

Audio enables direct and live communication, even if it is delayed, conveying commitment and closeness; It is easier to listen to audio while driving home after work than to read a memo from the CEO;

How can you use a podcast in your internal communication strategy?

We give you different ideas to use a podcast in your internal communication strategy:

Onboarding: To welcome people in a different way, showing in this podcast the values, mission, vision of the company, as well as the different steps to be carried out during the first weeks.

Editorial by the CEO or area manager:It can be approached in many ways, such as in the first person, telling an anecdote that leads to a professional lesson, in interview format…

Employee participation:telling their experiences, success stories of the department, success stories with clients…

In short, the podcast should be valued as another tool in our communication strategy, as long as it responds to clear objectives; From there it is a matter of measuring and optimising or giving up;

What are the most popular podcast platforms in Spain?

• iVoox: iVoox is an online podcast and radio platform based in Spain; It is the leading platform in Spain with more than 10 million registered users and more than 15 million episodes available in several languages;
• Spotify: Who doesn’t know Spotify? It is the ultimate music streaming platform, which also offers a wide selection of podcasts; In recent years, Spotify has invested heavily in podcast content and has acquired several podcast production companies to expand its content offering;
• Apple Podcasts: this app comes pre-installed on all Apple devices; It is one of the oldest and most popular podcast platforms worldwide;
• Google Podcasts: launched by Google in 2018; It is one of the newest platforms but is gaining popularity in Spain and other countries;
• Podimo: Danish podcast platform that has expanded its content offering to other countries, including Spain; It offers a wide selection of podcasts and has invested in original productions to attract more users;

Technical requirements for making a podcast

There are some basic technical requirements to make a podcast, although, as you will see, it does not require too high an initial investment; Does this account for much of its success? Let’s see!

1. Microphone: It is essential to have a quality microphone to record the audio of the podcast; There are different types of microphones on the market, from USB microphones to condenser microphones;
2. Recording and editing software: you will need software to record the audio of the podcast and edit it afterwards; There are many options available, both free and for a fee, such as Audacity, Adobe Audition or GarageBand;
3. Headphones: It is advisable to use headphones while recording the podcast to hear the audio and avoid feedback problems;
4. Hosting and distribution platform: there are different platforms for hosting and distributing podcasts, such as Soundcloud, Podbean or Libsyn, among others; It is important to choose a platform that suits the needs of the podcast and allows for easy distribution;

In addition to these basic technical requirements, it is important to have a well-structured script and a good idea for the content of the podcast;

Anyone who sees or has experienced further advantages of including podcasting in the corporate communication strategy? Share it in the comments ¡Thank you!

La entrada 5 advantages of podcasting in corporate communication se publicó primero en Agencia comma.

Why Spaniards flee from the news

Among the reasons, 36% are disinterested because news have a negative impact on their state of mind. Understandable, we have been on a very bad run since 2020; Pandemics, volcanic eruptions, deterioration and assault on institutions, wars, recessions, earthquakes and a long list of undesirable events have created the perfect cocktail for citizens to flee the present day and stick their heads in the ground like ostriches;

We want news that makes our day

Readers demand, in return, a kinder and more inspiring, more optimistic journalism. When I started my career in journalism, one of the questions I used to ask myself was why negative news has a bigger audience and generates more money than positive news; This concern, which is still on my mind, has motivated some journalists to create optimistic media hoping to turn the tide. However, with the exception of a few cases such as Correo sí deseado -a bulletin in El País, have not been as successful as expected.

How hard is it to create a medium that makes our day? Yes; This difficulty is due in part to the premise that current affairs is inherently adverse and problematic; Journalism was born with the vocation to denounce evil, to watch over power, to unveil bad intentions and to show the crude and unpleasant reality; It is governed by a guiding principle: evil must be shown so that citizens are aware of and can fight against the hardships that beset their fellow man;

However, this understanding of the profession often forgets that the world is also a kind place that day after day offers inspiring and heroic stories that make the world beautiful; stories that are also part of reality and deserve to be told; If life is reduced to a string of misfortunes, if journalists focus their gaze only on the catastrophes that bludgeon us in our daily lives, we will only know part of the story; Perhaps the solution lies not in a dichotomy between negative and positive media, but in finding a balance that does justice to reality as it is, and that focuses on stories that inspire and offer the world some hope;

We have become infoxicated;

The current situation is also due to the overabundance of information. First television and then the Internet transformed the world; Before the digital revolution, the presses set the times, there were morning and evening newspapers, the news was out of date because there was no live coverage; Once this door was opened, we were blessed with endless live news, but punished with saturation; It is clear that we have become infoxicated; A clear example: during the pandemic, more than 14,000 media reports on the Covid-19 crisis were published daily; No human brain can process that;

This overabundance is compounded by the global reach of the news; We no longer only hear about tragedies in our neighbourhood, city or country; Now we have news of a bus accident in Kathmandu, a landslide in Peru or the loss of biodiversity in the Tasman Sea; Tragedies are multiplying in a world that seems to be getting smaller; On the other hand, good news also proliferates, but, without seeing a clear reason, it does not generate the same impact on our psyche;

Social networks exaggerate the news

Another reason for this lack of interest is the amplification produced by social networks, which not only bombard us with dozens of headlines, but also dramatise and hyperbolise events; The rise of populism, the deterioration of institutions and the politicisation of the media are partly due to the exaggeration of reality in a social ecosystem that shies away from calm, reflection and depth;

Far from seeking rigour, the media have made the most of this situation, feeding back polarisation. Hence, for example, there is an overabundance of political reporting of declarations and a dearth of research on the feasibility of concrete policies; The accusation or the personal attack sells more than the reflection on the policies to be implemented; that is to say, politicians sell more than political proposals; Fascinating; It is logical that people don’t want to see news;

On the other hand, some studies point out that, since the birth of digital networks and tools, our reading comprehension has declined dramatically. Let’s not be naïve, we no longer read the news; we skim headlines while sliding our finger across the screen at high speed in search of new stimuli. Do we read the news in its entirety, do we cross-check information in search of other approaches, do we educate ourselves on complex issues that require time and effort, do we know how to shut up when we don’t know an issue, do we know how to shut up when we don’t? Generally no, and part of the blame lies with the readers themselves who have failed to resist the sensationalism and tyranny of the clickbait.

Linked to this last question, we have been sold the idea that it is convenient to be informed about everything: the elections in Brazil, the war situation in Ukraine, the famine in Somalia, the earthquake in Turkey… We need to know what is happening all over the world at all times; This dispersion is saturating and exhausting, which is why being hooked on current affairs generates a rebound effect; In this sense, it is better to know less and assimilate the information at leisure, rather than trying to absorb it in its entirety and risk choking on it; This eagerness to know everything – which is nothing more than the vocation of the talk show host who talks about anything and everything – often generates a false sense of control; Let’s not be foolish, reading the media doesn’t make you an expert on anything;

The world is going to hell!

Finally, there is a sociological reason that has little to do with journalism or current affairs, but rather with the readers themselves, especially the younger ones.New generations are characterised by hopelessness, they have the feeling that at any moment the world will collapse; Despite the social and technological advances we have made, we live in an age that is blackening the future and is convinced that everything will get worse; With this pessimism in place, it is logical that many have decided to shy away from current affairs; Why get informed if I’m going to corroborate my theory that the world is shit?

Life has never been easy, and never will be; Current affairs will always be there to remind us of this, but we must not give in to despair; It is good to know the bad things that happen in order to change them; it is good to know the world in order to move in it; Running away from current affairs will only make us more ignorant and evasive of others; So, if you’ve made it this far, I want to give you four tips to help you keep reading the news without running away:

• Reduce the number of news or articles you read per day; Go for quality and read at least one story with a happy ending; There are many good ones;
• It’s OK if you haven’t heard the latest gossip; It is good to recognise that we do not achieve everything and that our life is full of limitations; Focus on topics of interest to you and don’t try to hog all the news; less is more;
• Don’t spend so much time on social media; They are pure fiction; Get out there and live;
• Finally, always have hope. Evil always likes to attract more attention and therefore gives us the feeling that the world is falling apart, but let us not fall into its deception; The good, discreet and silent, is much more powerful; It is worth believing in;

La entrada Don’t read any more news, you’ll get depressed! se publicó primero en Agencia comma.