It is a fact that the development of the Internet has brought about not only a revolution in traditional communication channels (advertising, press and audiovisual media), but also the emergence and constant evolution of new areas such as online information channels (specialized websites, blogs, forums, etc.) and especially external social networks. The well-known comment that "everyone is on social networks" is enough to get an idea of the potential they offer in terms of establishing direct communication with the user without intermediaries.
For this reason, today a Press Office must be understood as a whole, compartmentalized in turn into several blocks that, although they can develop on their own, multiply their effectiveness considerably from the moment they interact with each other.
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