Perspectives

More than generating sales, public relations builds reputation, trust, and long-term sustainability. In times of budget cuts, investing in perception can make the real difference. Throughout our 30-year history at GJ Communications, we have worked with over 1,800 clients from various sectors; and on this journey, we have noticed […]

As long as I can remember, public relations, PR, and strategic communication were discussed in my house. My mother, Guiomar Jaramillo, was one of the pioneers in the field in Colombia, so I grew up hearing these terms every day. I remember that as a child, I never quite understood what she did. When asked in [the]

I believe that many—if not all—of us who work in the world of communication and PR have asked ourselves these questions in the face of the accelerated advancement of artificial intelligence. Undoubtedly, all these questions are relevant, and some of the answers are still uncertain, as the disruption of AI has clearly not...

When we receive a brief or begin to understand a client's needs, the first thing we ask is whether the communication is directed at other businesses (B2B) or at end consumers (B2C), because the tone, messaging, aesthetics, and channels define everything. Traditionally, B2C communication is conceived as creative, emotional, and […]

A couple of months ago, one of my clients, Legacy Network, invited me to lead a section of the “Effective Pitches for the Next Gen” workshop at the Legacy Summit 2025, aimed at second, third, and fourth generations. My first reaction was surprise: I've never stood in front of an investor asking for capital. My […]

Recently, in a group of consulting professionals, we had an interesting conversation about customer service. The central question was: Is it possible to objectively measure quality when what is delivered are experiences, perceptions, and emotions? Some, with absolute conviction, asserted that it is. That there are enough metrics today to do so. […]

As with any year-end and new beginning, the need arises to pause and review what we did well and where we could have acted better. At GJ Comunicaciones, this reflection is part of our culture. Self-criticism is an engine that drives us to take corrective and proactive measures that keep us in […]

An agency's trajectory is measured not only by time but by the consistency of its purpose and its ability to transform without losing its essence. At GJ Comunicaciones, we have traveled a path full of learning, challenges, and reinventions that began with my mother 30 years ago, Guiomar Jaramillo, a woman who [...]

For years, PR has worked to be relevant to journalists, influencers, and other key stakeholders. Today, we must add another decisive audience to that list: artificial intelligence systems. In this new context, GEO (Generative Engine Optimization) is consolidating itself as an essential tool for communication professionals. Although [...]