beon. Worldwide

“Clients want dependable agencies”

Friday February 1st, 2019
“El cliente debe confiar en la agencia”

Irene Bedmar, Communication consultant, knows very well that a traditional press office is not just writing the releases, but it is rather about providing advice to brands. She also talks about how the relationship between the client, the agency, and the media should be.

What does a traditional press office bring to a brand?
It is not uncommon for those who do not work in this industry, to have the impression that anyone can do well in communication, but this is not the case at all. The press office is not just to write a press release, but rather providing advice to the brands on what to prioritize in your writing, what tone to speak, what data to hide, and what information should be saved so you do not play your last card in the first round. In addition, as professionals we have constant contact with the media, and therefore we know how they behave, what kind of questions they can ask, what kind of topics they are interested in… This allows us to focus our efforts on clear objectives without losing a minute.

What is the best thing going on right now for communication media in the digital era?
Without any doubt, immediacy and measurement, as it is possible to quantify with precision the number of people reading them. With the printed versions, if there was any important last-minute news, but the press had already started, there was nothing to do but to wait for the next edition. The digital world allows you to refresh and update at any time, plus make streaming broadcasts with basic technology, therefore minimizing costs. On the second subject, traditionally, in the offline sphere a printed copy was read by three people, where currently professionals are now capable of even determine the behavior of the reader: how long it has been on our site where you clicked, etc. This gives us a feedback that is worth gold, and advertisers pay for it. They are other of the great beneficiaries of the digital world, since the number of media is greater and the costs of a media plan are cheaper.

How does the relation client-agency-media journalists should be?
Clients want to trust in the agency so that it has daily contact with the journalist. That is the value chain that must be followed, as the three elements in it are extremely important. In this case, in the public relations, the client must be clear that whoever is in charge is the means: they should be open to any possibility of. On the other hand, if a brand fails to the media, we can say goodbye to good publicity that for the rest of eternity… And amidst all this, the role of the agency is to be the mediator between both parties: we train the client to speak the public audience and we shape the information he provides. On the other hand, we make sure that journalists have all the materials they need -and many more- so that they can develop a quality information where our brand appears explicit or implicitly.

How can you offer quality content that engage media professionals?
This is where the approach we give to information gains value, because it is not the same to tell a fact in a certain way or to turn transform it into a newsworthy event. We are the ones who turn the most boring content into valuable information for the journalists that will provide them with advertisers and readers, and also will facilitate the work. We are here to make their work easier.

What would you recommend to a company spokesperson that faces communication media for the first time?
To practice as much as possible, guided by experts if possible. When facing with an interview, especially if it is television, when nerves can ruin everything. That is why we recommend that you keep in mind the three key messages you want to communicate, and try above all to have them appointed before the end of the interview. And, apart from what is said, keep in mind that body language is also very important, so we usually give some tips such as not crossing your arms, to try to look into your eyes, sit correctly without being rigid, have a support object between your hands… There are many tips, but training before that first contact with the media is essential.

Balance Productions

Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

See website



Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

See website


Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

See website

Kunst Deco

Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

See website

Moonflower Technologies

Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

See website

Next Studio

Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.


See website

OnOff Audiovisuals

Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

See website

Stands XL

Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

See website