The third gathering between the media and the Dircom community emphasized the enduring importance of storytelling in contemporary communication. Artificial intelligence has become a vital tool that speeds up processes within both companies and media, and its influence also extends to podcasts and live events. In this age of digitalization and globalization, experiential engagement stands out as a core element of effective strategies for reaching audiences as fragmentation grows across channels. The regional conference, titled “Effective communication to reach the target audience every day,” organized by Dircom, highlighted how storytelling must evolve to meet daily audience needs. It took place with the collaboration of the Valencian Community and the Region of Murcia, in conjunction with the Valencia Community Business Confederation (CEV).
Ana Gosálvez, Provincial Secretary of the Social Business Confederation Valencian (CEV) in Alicante, opened the session by stressing the pivotal role of the day. She pointed to how companies interact with the media through a foundation built on reliability, transparency, and privacy. The interaction paradigm was framed as a set of cornerstones that define the quality of relationships between organizations and media, underscoring that truth and honesty are the strongest allies for crafting a positive and lasting public image. The goal, she noted, is to inform and connect society effectively.
Esther, the President of Dircom Valencia Community and Murcia Region, highlighted during her remarks the value of these meetings as a bridge between journalists and communications directors. She described the participants as sharing a common DNA and acknowledged the shared challenges that today confront both media and communications teams. In a landscape increasingly dominated by digital channels, the task of locating the target audience has grown more difficult, reinforcing the importance of conferences that foster discussion and practical suggestions.
As the discussion progressed, the emphasis turned to how broad reach sometimes leads to fragmentation and oversaturation across traditional and new media channels. The session framed the ongoing effort to strengthen brands and build reputations as a central strategic objective. A table focused on the theme, “Companies and media: the battle to strengthen the brand and gain reputation through AI,” featured Rosa Ruíz, vice president of Dircom Comunidad Valenciana and regional director of Communications and External Affairs for the Region of Murcia and Quirónsalud. She discussed how organizations strive to engage stakeholder groups by producing content that supports brand development and, crucially, to craft informatively meaningful narratives for the media. The emphasis was on open, sincere, accurate, and transparent communication as a constant trend, and on translating these capabilities into practical actions for internal teams. In this context, the integration of artificial intelligence tools is seen as a way to improve storytelling while maintaining accountability and accuracy (Dircom Valencia).
The panel also noted the need to adapt new AI capabilities so that any team member might leverage social networks responsibly to share information. The collaboration between communications leaders and media professionals was described as a vital defense against misinformation, underscoring that integrity of knowledge in modern society depends on this cooperative approach (Dircom Valencia). Participants from regional press outlets in Alicante and Murcia joined the discussion, including representatives from local newspapers and digital platforms who shared insights into how media relations can be strengthened through strategic content and reliable communication practices (Dircom Valencia).
Additional discussions explored the dynamics of relations between corporations, institutions, and public bodies. A session titled Podcast: Radio is at the Service of Citizens highlighted the growing role of podcasting in corporate communication plans. Moderated by the regional director of communications and corporate affairs for Dircom in the Valencian Community and the Region of Murcia, the panel stressed that podcasting represents a priority action for organizations both internally and externally. It provides a direct channel for engagement, fosters loyalty, and expands reach by moving radio into new formats that invite deeper audience connection. The format was celebrated as a gateway to almost unlimited opportunities as on-demand audio continues to rise in popularity (Dircom Valencia).
The event featured leaders from major stations in Alicante and Murcia, including the information managers and editors of local outlets, who contributed practical perspectives on how media relations shape brand narratives and audience perception. Their contributions reinforced the idea that high-quality content paired with clear, honest messaging creates a stronger, more credible public image (Dircom Valencia).
Finally, the gathering concluded with a session on experiential formats as strategic tools for creating meaningful experiences. Esther Castellano, President and Director of Dircom Comunidad Valenciana and Murcia Region, moderated the final table on the topic, Digital Transformation of Prodigioso Volcán. The discussion focused on how events can amplify brand awareness, attract new audiences, and nurture loyalty among existing followers while offering a direct communication channel between companies and their stakeholders. Speakers emphasized that events should be integrated into broader business communications plans to reinforce brand positioning and deliver high-quality content for viewers. The dialogue also highlighted the value of distinctive elements that add tangible benefits for buyers and drive both engagement and sales, with Noelia Guilló of Masaya Alicante and Murcia Plaza, Elisa Valero of Economía 3 and head of Advertising and Marketing at À Punt, and Josep María Rochera contributing key insights (Dircom Valencia).
Throughout the program, the role of reliability, transparent storytelling, and audience-centric content remained a throughline. The conference underscored the ongoing need for collaboration between media professionals and communications leaders to navigate the evolving media landscape, harness the power of AI responsibly, and deliver authentic stories that resonate with diverse audiences across Canada and the United States as much as within Spain. By centering on credible information, this approach aims to build durable reputations and foster trust in a rapidly changing information ecosystem (Dircom Valencia).)