The Ideograma Chair at Pompeu Fabra University, together with the Democracia y Gobierno Local Foundation and the Barcelona Provincial Council, organized the conference “Communicating in emergency situations: challenges, strategies, and new media,” which was held on October 3 at UPF’s Poblenou Campus. The event brought together professionals and academics who reflected on how to anticipate, manage, and communicate effectively in critical contexts within public administrations.

In a context marked by climate change and a new global order full of uncertainty, the conference highlighted the need for public administrations to be better prepared to communicate in critical situations. Emergencies are becoming increasingly frequent and complex, making it essential to anticipate crisis scenarios and to have tools and protocols in place that enable a rapid and effective response. Along these lines, the speakers’ contributions explored how to plan the communication response before a crisis breaks out, integrating communication as a core component of emergency management.

The program combined dialogues and roundtables with experts such as Patrícia Plaja, Head of Strategy and Communication for the Mossos d’Esquadra police force; Francisco Javier Ayuso, Head of Press at the Madrid 112 Security and Emergency Agency; and María Pilar Limón, Director of Communication at the Andalusia 112 Emergency Service. The event also featured contributions from the Chair’s Director, Carles Pont; Ideograma’s Deputy Director, Santiago Castelo; UPF researcher Cristian Lozano; and University of Lleida professor Guillem Suau.

More than operative actions: communicating accordingly

Among the most notable ideas was the importance of training spokespersons who are able to withstand pressure and convey clear, truthful messages, avoiding empty words that can amplify uncertainty. The need to listen to all stakeholders before communicating was also emphasized, in order to adapt to the context and avoid misperceptions. The speakers further reinforced the idea that in an emergency, not only operational actions matter, but communication as well: what is said, when it is said, how it is said, and through which channel can determine the effectiveness of the institutional response and even public trust.

The speakers’ contributions also showed that, despite the prominent role of social media in emergency communication, traditional media outlets remain a key channel for reaching the public in these contexts. In this regard, the importance of continuing to build trust between communication offices and journalists was emphasized, as they are essential allies in disseminating accurate, verified information to the public.

Emergency communication at local governments

The final session of the event focused on discussing how emergency communication can be put into practice at the local government level, sharing best practices and management challenges. The day concluded with a roundtable featuring Anna Maria Sendra, Director of Communication at the Barcelona Provincial Council; Bàrbara Soler, Head of Press for the Security Department of the Barcelona City Council; and Rosa Sariñena, Director of Communication of the Terrassa City Council.

In this way, the conference became a space for dialogue between academic theory and professional experience, reinforcing the commitment of the Ideograma–UPF Chair, the Barcelona Provincial Council, and the Democracy and Local Government Foundation to promote public communication that is better prepared, more coordinated, and more effective in addressing the emergencies of the present and the future.