Juan Ramón Corpasaccount manager and recently joined the team of PROAhas published an article in TOP COMUNICACIÓN on the mediating role that consultancy firms play between their clients and journalists. In it, he explains how consultancy firms should channel the interests of their clients in order to facilitate the journalist's work in the search for information. Corpas warns that sometimes clients "are unaware of what communication consists of, which they sometimes confuse with advertising", and points out the need for the consultant to provide perspective and help his or her client to focus on the issues so that they are of interest to journalists.
He also recalls that the media situation is weak, with shrinking newsrooms and overworked journalists. "Our job is to filter and select topics. Far from this role of distributing information without rhyme or reason and making nuisance calls. We don't work with a broad brush. Today, we are surgeons," he says.