Strategic
Communications
When the Institution Is the Story
What I did
I led a team of 90 people and rebuilt the communications strategy from the ground up:
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Unified the institutional voice across digital, broadcast, and print channels
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Relaunched the weekly news program with a new editorial identity and visual format
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Created two original TV formats
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Executed a digital strategy that prioritized audience engagement over institutional messaging
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Managed media relations, content production, and internal communications simultaneously
The challenge
Few institutions generate more public distrust than a national legislature. When I joined Colombia's House of Representatives as Press Director, the communications operation was fragmented, the institutional TV channel was outdated, and public engagement was minimal. The mandate was clear: make one of the country's most criticized institutions more accessible and more present in the national conversation.
The results
The lesson
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+2,000% increase in digital engagement
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5 nominations at the Latin American Television Awards (TAL) — recognizing the relaunched TV content
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Measurable improvement in media presence and institutional visibility
Complex institutions need simple, honest communication. The goal was never only to make the Congress look good, it was to make it legible to the people it serves.