He has been dedicated to corporate communications, especially financial, since the 1980s. Jesús Ortiz is consultant senior at Estudio de Comunicación, one of the largest Spanish companies dedicated to strategic communication, with presence in several Latin American countries. He says that his work consists of telling the stories that other people ask him to tell. Or, at least, in helping them to tell their own stories well. He shared a session with the students of the Master's Degree in Political and Corporate Communication (MCPC) students in which he addressed some important points in spokesperson training.

Ortiz pointed out that the same message can have different forms of expression that a good spokesperson must know. He assured that in order to communicate well, the essential thing is to adapt the message to the target audience and to the media that will deliver it. "To the extent that a spokesperson is capable of crossing his or her interests with those of the journalist and does not try to 'sell him or her a motorcycle' by only placing his or her messages, the result will be positive and the communication strategy will be effective," he said. That is why it is so important that spokespersons prepare their interventions well and respond to the demands made by the media. Quoting Winston Churchill, he recalled: "the best improvisation is prepared improvisation".

Jesús Ortiz listed some practical tips such as defining two or three significant messages, thinking about both the headlines (radio or total TV cut) that are of interest and those that should be avoided. He also recommended having written material to support the main messages, either to avoid forgetting them, to reinforce credibility or to provide confidence to the journalist himself by showing him, for example, the information available.

He also commented on the importance of the digital footprint when it comes to companies and institutions establishing their messages. "An interview begins when the journalist rings the doorbell, and even before, when the journalist prepares it and for that he/she documents himself/herself with the information available on the Internet". Ortiz assured that the fact that in network there is a predominance of negative information marks the disposition of the media. In view of this status, corporate communication professionals should focus on generating positive news and not so much on refuting the obvious arguments to the contrary.

Jesús Ortiz also presented the book "New Internal Communications of the business"recently published by "Estudio de Comunicación" and gave a copy to each of the students of the MCPC. Finally, in response to questions from the audience, he explained what is the rhythm of work of Estudio de Comunicación and drew with some brushstrokes the profile of a good consultant: "It is not enough to have knowledge and experience. In addition, a good consultant needs to be in constant learning, to have curiosity, insight and to know how to assert himself".