Iván Redondo: "The most important thing in communication is the context"

"Whoever wins the municipal ones, wins the general ones," says Redondo.

Iván Redondo, who was Pedro Sánchez's chief of staff, closed last Friday the XVI edition of the Master's Degree in Corporate and Institutional Communication of the Carlos III University, the Editorial Unit School and the Office of Cremades and Calvo Sotelo.

In his master class, Redondo spoke for an hour and a half on the challenges and elements that define good communication. Addressing the students, he stressed that, facing the world of work, they should bear in mind that "the most important thing in communication is the context". The communication expert explained what procedures must be followed to win an election. "The first thing is to know who we are targeting and connect with them." And, carefully, he fragmented the Spanish population for generations. "The one that goes from 59 to 75 is the one that votes to the right or to the left. It is the one with bipartisanship and it is the one that decides the electoral victories in Spain. There are 11 million people."

But don't kid yourself, Redondo added. The key is to "meet people between 18 and 25 years old" because, in that age range, "the best ideas for communication" are found. For the one who was the closest collaborator of the Prime Minister, there are times when "granddaughters look like grandmothers", so we must not lose sight of the population over 65 years of age. "If you analyze the language, the grammar, the concepts and the history, over and over again, they revolve around a world that has more to do with the Transition than with democracy", and indicated that in times of inflation these are the "star" publics to which one has to aim and "grow more of the shoulder".

Redondo also did not hesitate to analyze the current situation in Spain and predict where the country is headed. In his opinion, for a political campaign to succeed, knowing the behavior of each ins and outs of the territory is the only way to achieve victory.

"A major economic upheaval is expected in the fall. Many companies are going to have to decide what they are going to have to reduce and where they are going to have to stop spending" and warned the students that, despite what it may seem, contexts "tend to be highly de-ideologized", and knowing how to dominate this type of trend is going to be crucial to prevent the power of a government or a company from faltering.

Redondo also valued the contribution of social networks to communication. Looking back, the expert recalled that, preparing for the primaries with Pedro Sánchez, he had a group of friends with whom he tried to "guess" from the comments that people posted on social networks whether or not they were going to win the elections. elections. "The result was much more accurate than all the polls that this country published with 99% of them saying that Sánchez was never going to win a primary."

Beyond the study and research prior to a communication campaign, Redondo introduced another of the fundamental aspects to take into account: the objectives. "They are non-negotiable," he said, and to carry them out, one has to have a clear "strategy." Iván Redondo assures that the latter must be linked to the message that one wants to transmit. "It's about developing a pitch, not just a slogan."