1. Communication must have a seat at the decision-making table

For Martínez, the Director of Communications must be part of an organisation’s senior leadership team, working closely with its top executives and governing bodies.

This is not about status or hierarchy. It is about identifying reputational risks and communication opportunities before they become problems.

When communication teams report to departments such as Marketing or Human Resources, or only receive information after decisions have been made, their ability to act strategically becomes limited.

What this means for your business: If your communication team only finds out about important decisions once they have already been made, reputation management will always be reactive rather than proactive.

2. Be available and never lie to journalists

One of Martínez’s fundamental principles is being available 365 days a year and knowing the organisation inside out.

At FC Barcelona, this commitment takes on an entirely different dimension. While financial markets close at weekends, football activity often intensifies during those days because of matches and sporting events.

He is equally clear about the importance of honesty: lying to a journalist destroys credibility. And without credibility, a communications director loses one of their most valuable professional assets.

His advice is simple: if you cannot tell the truth about something, it is better not to answer than to lie.

3. Journalists are allies, not enemies

One of the most valuable lessons Martínez shares is the importance of building relationships based on trust and mutual understanding with journalists.

Behind every media outlet is a person. Developing a professional relationship means understanding this human side, maintaining open communication and creating an environment where both parties can work effectively.

When asked what professional legacy he would like to leave at FC Barcelona, he highlights professionalism, trust, availability and accessibility between the club and the media.

This principle applies to every organisation, regardless of its size or industry.

4. Teamwork, organisational trust and media relations go hand in hand

FC Barcelona’s Communications Department is organised into different areas, covering the first football team, other sporting sections, the club’s foundation and corporate affairs.

However, an effective communication strategy requires more than a well-organised department. It also depends on the trust of senior management, the board and the journalists who follow the organisation.

Martínez describes these three elements as the foundations of successful communication.

The challenge at FC Barcelona is particularly complex because the club communicates on several levels simultaneously: as a sports organisation, as an important institution in Catalonia and as one of Europe’s leading football clubs.

For businesses, the lesson is clear: communication only works when everyone involved understands the organisation’s objectives and works towards the same message.

5. Crisis management: always be prepared

A crisis rarely gives you advance notice. That is why Martínez believes the communications team must always be ready to respond, including during holidays and weekends.

The people responsible for managing the first stages of a crisis need to be reachable, coordinated and able to act quickly.

However, he also highlights an important idea: the best crisis is the one that never happens.

Preparation, anticipation and having clear protocols in place can make all the difference when an unexpected situation arises.

For any business, having a crisis communication plan is not optional. It is an essential part of protecting its reputation.