Éric Latorre, director of the Master’s in Government program at Universidad Autónoma de Chile, has called for a reform of the government's communication strategy in response to growing criticism regarding the management of its ministers and spokespeople.
In an op-ed published on April 24, 2026, by elmostrador.cl, the academic argued that the role of a spokesperson is a complex task that requires the ability to communicate, persuade, and provide stability under constant scrutiny.
Latorre emphasized that the success of any administration depends, to a large extent, on the quality of the narrative constructed by its officials.
Requirements for political communication
The expert noted that effective political communication requires high-level technical knowledge and a language that is direct, simple, and free from rhetorical excess.
According to the academic, communication must be proactive, avoiding defensive or negative tones that ultimately erode public trust.
Latorre urged a priority on intellectual honesty, stating that “credibility is based on validated figures and an intellectual honesty that avoids speculation; admitting that a specific piece of data is unavailable is preferable to improvising.”
Management control and language
The specialist warned of the risks inherent in a context where errors are amplified in real-time, underlining that reaction time and the control of non-verbal language are key elements.
For the director of Universidad Autónoma, those acting as spokespeople must possess the maturity to set aside personal opinions and carefully manage both the substance and the delivery of their messages.
Furthermore, he urged officials to avoid unnecessary confrontations during public appearances.
Finally, Latorre maintained that the challenge lies not in increasing the frequency of interventions, but in the ability to transform management into a serious institutional dialogue.
The academic concluded that only through professional communication can the bond between the Government and an increasingly demanding citizenry be restored.
