{"id":31789,"date":"2025-10-01T08:51:12","date_gmt":"2025-10-01T06:51:12","guid":{"rendered":"https:\/\/agenciacomma.com\/uncategorized\/surf-the-informative-wave\/"},"modified":"2025-10-01T08:52:48","modified_gmt":"2025-10-01T06:52:48","slug":"surf-the-informative-wave","status":"publish","type":"post","link":"https:\/\/agenciacomma.com\/en\/media-relations\/surf-the-informative-wave\/","title":{"rendered":"Surfing the information wave to prevent our spokespersons from ending up splashing around"},"content":{"rendered":"

“There is no one right way to surf a wave. There are a million different ways<\/em>.”
\nStephanie Gilmore<\/strong>
\n<\/a>Stephanie Gilmore, eight-time world surfing champion.<\/p>\n

Few sensations can match the adrenaline rush of catching a wave. And few similes fit so well with information and communication. Just as a surfer must train the skill of reading the sea, journalists have a duty to understand the media agenda <\/strong>.
\nmedia agenda<\/strong>
\n<\/a>We have to understand the media agenda, gauge the context and decide when to paddle<\/strong>; and -let’s be honest- enjoy the immense pleasure of riding the information wave.<\/p>\n

Gilmore’s quote ends: “As long as you’re smiling, you’re doing it right”.<\/em> For us, that smile attests to the satisfaction of coming up with the right subject, at the right time.<\/p>\n

The same happens when content creators manage to surf the news: they become trending topics<\/em>. Think of the financial communicator who explains an interest rate decision in 90 seconds and chains thousands of interactions; the analyst who breaks down a corporate merger in a LinkedIn carousel and manages to be quoted by the media; or the technologist who, at the stroke of a pen, makes a complex paper accessible and, suddenly, sets the agenda for the day. All of them have in common timing<\/em>, a fine reading of the context, a clear value proposition and a journalistic -not promotional- narrative<\/strong> that brings immediate understanding to the reader eager for this type of content.<\/p>\n

As communicators, with the content we curate for our spokespeople, we have a lot to learn from surfers and content creators for social networks. Because the mastery lies, I insist, in surfing the information wave and not ending up centrifuged and splashing. This requires a strategy to bring communication consultancy -for the spokespersons we represent before the media- closer to journalism. We must incorporate journalistic routines to the positioning plan of spokespersons and brands, turning them into experts in a subject. The well-known
\nopinion leadership
\n. And we must do so by being strategic, knowing and anticipating the media agenda and foreseeing, in short, which topic will be the next trending topic. There is nothing like providing journalists with an expert opinion at the right time. Being on the right topic.<\/p>\n

As I was saying, there is a lot of journalistic flair in this art of placing that textual quotation that turns our spokesperson into the expert protagonist of an article. There is a lot of craft. Serendipity also plays in our favor. But, above all, there is planning<\/strong>.<\/p>\n

The method for not splashing<\/strong><\/h2>\n

Planning<\/a> is not about locking a spokesperson into a rigid script; it is about providing him or her with a fertile ecosystem for his or her judgment to excel when the wave comes.<\/p>\n