PR Craftech: Why the real communication revolution is not in the ‘prompt’, but in the criteria
By Vanesa Peloche, CEO of BELIEVERS.
At BELIEVERS. we understand that the communications consulting sector in Spain is undergoing an unprecedented metamorphosis. With 30% growth since 2020 and a reporting structure in which more than 54% of Communications Directors already report directly to the CEO, communication has moved beyond being a support function to become the architecture of trust. However, this new status faces a challenge that 80% of the sector already identifies as its top priority by 2028: integrating Artificial Intelligence.
In this context, the formula that defines our work has changed. Intuition or excellent writing is no longer enough. The new PR equation is:
PR = People + (RAG × LLM)
It may sound technical, but it is the answer to a market that demands moving beyond managing “awareness” and toward governing “algorithmic reputation.” Today, strategic communication is not only narrative; it is also data architecture and speed of analysis.
From “Machine Marketing” to real visibility
We are living in the era of dual marketing. Today, brands not only need to persuade human consumers; they also must learn to “dialogue” with the algorithms that mediate their visibility. It is estimated that a large share of traditional digital effort is now invisible to large language models. That’s why at BELIEVERS. we believe the future of PR lies in mastering AEO (Answer Engine Optimization): ensuring that when a user asks an AI, our brand appears as the trusted source.
To lead this shift, in 2024 we made a disruptive decision in our business model: to integrate a hybrid team where PR talent and tech talent work side by side. We are not siloed departments, but a craftech structure where engineering translates our consulting vision into agile methodologies that organize information so strategic thinking can rest on a scientific foundation.
EVA.: The first “non-human” expert in corporate culture
As a result of this evolution, in 2025 we brought EVA. into our team: the first Culture as a Service (CaaS) solution. EVA. is not an automation tool; it is an agentic intelligence designed to reverse how time is allocated.
AI can optimize execution time by up to 62.5%. That reclaimed time is what we return to the client in the form of real value: critical thinking, meaningful connections, and cultural vision. Because even if technology handles synthesis (LLM) and structured context (RAG), judgment still is—and always will be—the domain of the human professional.
From “outputs” to “outcomes”
We are leaving behind the stage in which communication was measured by clippings or impressions, and entering the era of outcomes: cultural influence, brand coherence, and social relevance.
The combination of LLM (processing capacity) and RAG (proprietary context and internal data) doesn’t create magic—it creates informed judgment. Thanks to this, we now see young professionals delivering strategic value from day one, because we’ve given them the tools to understand the environment before offering an opinion about it.
At BELIEVERS., our craftech philosophy defines us as artisans of strategy supported by the most advanced technology. Our mission is clear:
- Less mechanical execution, more strategic intelligence.
- Less noise, more context.
- Less volume, more value.
The formula doesn’t replace the essence of PR—it amplifies it. Because, in the end, public relations are still relationships. The difference is that now at BELIEVERS. we have exponential capabilities to understand them, analyze them, and project them with a depth that was previously out of reach.
WELCOME TO THE TEAM, EVA.! If you’d like to learn more about our craftech PR methodology and how we’re redefining positive impact, we’re at your disposal at believers@believers-hub.com
