Jairo, a graduate of the Master’s Degree in Communication and New Technologies Management from ESIC University, has dedicated himself to perfecting his ability to convey clear and effective messages in a variety of business environments. At Laragon, he not only manages the company’s image and public relations, but also ensures that each initiative reflects the values of innovation, sustainability and responsibility that characterise the organisation.
Question: What is your role as head of communication at Laragon and what are your main responsibilities?
Answer: My role is to ensure that our image and messages reach our internal team and external stakeholders clearly and effectively. This involves everything from managing communication strategies to managing crises and media opportunities, all while maintaining the fresh and professional tone that sets us apart.
Q: How do you define Laragon’s voice and identity in your communications?
A: Laragon is an innovative company committed to sustainability and advanced technology. Our voice is approachable, but with a cutting-edge touch, reflecting our commitment to excellence and responsibility in everything we do. We strive to convey a clear and positive message that inspires confidence and commitment in our audiences. We keep up to date with reporting – I’m already an expert if you ask me about CSRD, EFRAG, ESG, CSDDDD, GRI… I know, endless acronyms!
Q: What are the biggest challenges you face in communicating Laragon’s activities and achievements to external audiences?
A: One of the key challenges is to ensure that our message resonates in a diverse and competitive global marketplace. This involves adapting our narrative for different audiences and media, while maintaining authenticity and consistency with our corporate values.
Q: What strategies do you use to keep the internal team informed and committed to Laragon’s goals and achievements?
A: We organise regular team meetings both with our ALL4 colleagues in America and internally with consultants. We do regular email updates whenever something changes (such as colours, logos, general policies, relevant news affecting our business…) We use internal platforms to communicate important news and achievements – we don’t want to forget when a customer congratulates a colleague! We also foster a culture of transparency and participation, where all employees feel part of Laragon’s collective success: we display graphs with progress against corporate goals, among other things.
Q: How do you integrate Laragon’s sustainability and corporate responsibility narrative into your communication strategies?
A: Sustainability and corporate responsibility are core values at Laragon. As part of my role, I ensure that our narrative reflects a commitment to ethical and sustainable business practices. This includes highlighting our sustainability initiatives, participating in relevant ESG/EHS events and conferences, and “keeping in touch” with media outlets that share our values.
Q: Outside of work, how do you enjoy relaxing and unwinding from the daily hustle and bustle in Laragon?
A: I love walking around the city, exploring new restaurants and cafés, and spending time with my family and friends, to whom I always recommend the tapas bars in Malasaña, Madrid. I’m also passionate about series and music, so I usually enjoy a good cinema or concert to recharge my batteries.
