The Lack of Transparency in Advertising Expenses
The City Council of Igualada faces criticism for its opacity in relation to institutional advertising expenses. Although some figures are accessible through the portal of the Generalitat, many others remain in the shadows, generating doubts about their use and purpose.
Controversial Expenses and Doubtful Contracts
In 2022, the City Council allocated almost 300,000 euros to advertising, a significant part of these funds was invested in the media and in the hiring of professionals to manage social networks and communication campaigns. An aspect that draws attention is the hiring of a communication agency during the most critical moments of the pandemic, when Igualadins and local professionals were fully available for this task.
The Case of the Communication Agency
With a cost of 22,000 euros in two invoices, the service of this agency during the confinement has generated controversy. At a time when communication was essential, the city chose to outsource this service, when Ràdio Igualada was already providing constant information to the population.
The Need to Reform Municipal Communication
The current system of institutional communication, which depends on positions of trust, causes confusion about the neutrality of information. The two positions that manage communication at the City Council, with a cost of 114,000 euros per year, must be replaced by professionals with an impartial approach.
A Proposal for Improvement
The creation of a communication department made up of specialized technicians would be an important step towards the democratization of information channels. This would allow municipal communication to be managed professionally and with a code of ethics, similar to what already exists in other municipalities such as Vilanova del Camí and Santa Margarida de Montbui.
The Confusion between Politics and Communication
The current situation, where elected officials use their personal networks to communicate official initiatives, generates confusion among citizens. When the mayor or other councilors announce important projects through their personal profiles, it is difficult to discern whether it is institutional information or electoral strategies.
The Need for a Professional Approach
To avoid this confusion, it is essential that institutional communication is managed by professionals who can objectively decide on media coverage and outsourcing of services. Communication should not be a tool at the service of political interests, but a channel of true and accessible information for all citizens.
