A debate featuring Jaime Ávila, Managing Director of -RDM- Recursos de Mercado, as published by Control Magazine in January 2017.

One of the major consequences of the technological revolution in the world of communication has been the proliferation of information sources and the ways in which public opinion can be influenced. Bloggers, YouTubers, social media platforms, influencers, and other new types of communicators are attracting audiences even larger than those of traditional media. For communications agencies, a new ecosystem has emerged in which they collaborate with brands to construct persuasive narratives.

In the era of audience empowerment, public relations are being left behind to make way for a new concept of a more strategic communications agency capable of offering comprehensive services. We have discussed this with some industry specialists.