Ever since I can remember, relationships, PR, and strategic communication were discussed in my home. My mother, Guiomar Jaramillo, was one of the pioneers in the sector in Colombia, so I grew up hearing these terms every day.
RI remember that when I was a child, I never quite understood what she did. When I was asked at school, I repeated what I heard her say: “My mom manages companies” image." At 8 or 9 years old, the idea that companies had an image —and that someone had to manage it— seemed confusing, almost abstract to me.
Over time, with professional training and experience, I began to understand that “managing image” was not just a catchy phrase, but profound and strategic work. Brands sought to amplify their messages and connect with their audiences, mainly through traditional media at the time.
For many years, companies treated PR (Public Relations) and communication as a useful external resource, almost a luxury, to announce launches, talk about innovation, or respond to reputational crises when damage had already been done.
The good news is that this has changed. Today, beyond amplifying what brands say, our mission focuses on amplifying what brands truly are. And that's where the role of strategic communication and PR transforms: we go from telling stories to helping build them from within and in alignment with what they are.
From our agencies, we don't just manage reputations; we work alongside our clients to cultivate them from the ground up. We build narratives that represent their essence, develop internal spokesperson programs, train collaborators to communicate authentically, support transformation processes, and help leaders build their digital footprint genuinely. We are allies in key conversations that shape cultures and solidify purposes.
And of course, we, as specialized firms, have also transformed. Change management, we read constantly evolving social, political, and economic environments, we understand that corporate narratives are living organisms that change day by day.
Now, when my 8-year-old daughter asks me what we do at GJ Communications, I give her version 3.0 of the answer my mom once gave me, perhaps just as abstract for her, but profoundly true: “Mom helps companies find their own voice, a voice that reflects who they really are, communicating with authenticity and transparency.”.
That's what we do today in PR: we help brands build from their essence, translate their purpose into visible and sustainable actions, and generate conversations that matter and are relevant.
And when I return to that childhood memory, everything makes more sense. My mom didn't just manage the image of companies; she helped them find their voice, to sustain it through difficult times, and to build reputation with patience and vision. Today, I am honored to follow that path, with the certainty that PR is not just a profession: it is a form of leadership that, although silent, is profoundly transformative.
You might also be interested in: “Connect with the audience from their reality,” Patricia Muratori
