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Jaime Olmos: "Being rigorous is more important than having contacts".

The senior advisor of Kreab & Gavin Anderson in Spain was with the students of Master's Degree in Political and Corporate Communication.

08/10/13 13:51 Lourdes Abad
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Jaime Olmos in the session with the students of the MCPC. PHOTO: Courtesy

Jaime Olmos explained to the students of the Master's Degree in Political and Corporate Communication (MCPC) that the core topic of the success of a public affairs consultant is rigor: "If you go with a weak and unprepared speech you lose credibility. Being rigorous is more important than having contacts". In addition, he specified other qualities of a public affairs consultant in the capacity of persuasion, knowing how to write clearly and synthetically as well as having a good team.

Olmos reminded MCPC students that public affairs is a fun profession in which "everything is possible," no two cases are the same, and you can never think that something will not change. Jaime Olmos presented the triangle of influence in public affairs composed of three vertices. The first is intelligence, which is the phase of research, analysis of the environment and diagnosis, which is essential in any project. The second, relations with stakeholders, since the only way to influence is to be accompanied by allies or prescribers. Finally, the strategy for achieving the objectives established with the client.

Jaime Olmos was accompanied by Alfredo Gazpio, former MCPC student and Associate Director at Kreab & Gavin Anderson. Alfredo said that in the activity of public affairs we work with the Administration, which he compared to an elephant: "It is big, heavy, slow moving, it is considered intelligent, does not make false decisions and is considered altruistic, that is, it acts for the social good". For this reason, it is necessary to know the Administration, the legislative process and put oneself in the status of politicians to understand their motivations. Consequently, he stressed that it is important to know the diary of politicians: "We have to know where each politician is and what he or she is going to talk about," he said.

In this sense, he added that knowledge is not limited to your country, but you must be aware of everything related to your account, because anything that happens in the world can have an effect on the European Union and therefore on Spain: "The fluttering of a butterfly can be felt on the other side of the world", he recovered from a Chinese proverb. Therefore, in the public affairs profession "information is fundamental. As much as you know, so much you are worth," he concluded.

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