In this episode of La Cueva de MOE, we talk with Miguel Ángel Uriondo, Director of Communication and Institutional Relations at FlixBus, about some of the biggest challenges facing corporate communication, journalism and communication agencies today. Timed with a Halloween special, we look at the “fears” of a profession shaped by disinformation, artificial intelligence and the transformation of the media.
The episode’s guiding question is this: what does a communication professional need today to keep adding value in an environment full of noise? Throughout the conversation, we argue that the real differentiator isn’t automating tasks, but building relationships of trust, bringing judgement, and listening to different stakeholder groups before crises emerge.
We talk about:
- How the role of journalism and corporate communication has changed.
- What value communication agencies need to bring today.
- The risks of artificial intelligence, deepfakes and disinformation.
- Why communication should help prevent crises, not just manage them.
- How to choose content creators and influencers with judgement.
- The importance of personal relationships and talent in the future of communication.
