Catalina Jiménez: the founder who turned Sentidos Comunicaciones into a leading agency in technology.
- Sentidos Comunicaciones
- 9 hours ago
- 4 min read
Article published on emprendedor.com
Catalina Jiménez founded Sentidos Comunicaciones 22 years ago with a clear vision: to specialize in B2B technology.
Catalina Jiménez clearly remembers the moment she decided to become an entrepreneur. She was only 23 years old and worked in the marketing department of a technology company. Her role involved managing public relations with the media and with the company’s distribution channels. It was there that she noticed something that would change her career: although there were many communication agencies, very few truly understood how the B2B technology business worked.
“Agencies talked about fashion, consumer products, or entertainment, but not necessarily about technology and how a business-to-business model is communicated,” she told me during the interview with Emprendedor.com.
With that intuition—and with the “recklessness that comes with youth,” as she describes it herself—she decided to create her own firm. Today, more than two decades later, Sentidos Comunicaciones celebrates 22 years as a boutique agency specializing in technology, innovation, and B2B public relations.
The origin of a specialized agency
When Catalina Jiménez founded Sentidos Comunicaciones, the public relations market in Latin America was very different from what it is today. Agencies tended to offer generalist services, covering everything from fashion to real estate or mass consumer goods.
However, Jiménez’s previous experience in the technology sector allowed her to identify an opportunity: the lack of agencies capable of understanding the language and business models of B2B technology companies.
“There were many interesting offerings, but not necessarily specialized in technology,” she explains.
At just 23 years old, Jiménez decided to launch her own firm. She describes it with a mix of humor and honesty: “There’s a kind of recklessness that comes with youth… you think: what’s the worst that could happen?”
That blend of passion and risk became the starting point for an agency that now works with technology, innovation, and cybersecurity companies in different countries across the region.
The value of specialization
One of the main differentiators of Sentidos Comunicaciones is its focus on specific technology niches.
The agency has specialized in B2B communication, innovation, and cybersecurity—sectors where understanding technical language and business impact is key to building meaningful messages. According to Jiménez, this specialization helps avoid one of the most common mistakes in public relations: speaking without truly understanding the business context.
Public relations with a journalistic DNA
Another distinctive feature of the agency is the composition of its team. Many of its members come from journalism.
For Jiménez, this makes an important difference in the way content is produced. “When you receive information from Sentidos Comunicaciones, it comes with verified sources, data, and context,” she explains.
This approach is especially valuable in a media environment where newsrooms have reduced their staff and the time available to investigate stories is increasingly limited.
Information overload as a challenge
Today, journalists and audiences receive an overwhelming amount of information every day.
For Jiménez, one of the most common mistakes companies make is assuming that everything they communicate is relevant.
“Those who don’t understand communication think that informing is the same as communicating,” she says.
The difference, she explains, lies in understanding who you are speaking to, why, and with what purpose.
Strategic communication in the digital era
Digitalization has profoundly transformed the communication industry.
However, Jiménez believes the answer does not lie only in technology. “In such a digital world, we have to go back to basics: people talking to people,” she says.
This means recovering skills such as empathy, active listening, and the ability to build genuine relationships.
Metrics that truly matter
Today more than ever, brands need to build narratives with meaning.
According to Jiménez, a company that communicates without purpose risks losing relevance.
“What connects with people is the story behind it,” she explains.
Even in highly technical sectors like technology, there is always a human impact behind innovation.
But in public relations, measuring impact is not always simple. Jiménez believes that one of the most relevant indicators is when journalists reach out again to a source for new topics. “That means we created a real connection,” she notes.
She also highlights the importance of being included in meaningful industry conversations, beyond simple brand mentions.
The challenge facing the media industry
The media landscape has changed dramatically over the past 15 years.
Budget cuts in media organizations have resulted in smaller teams and heavier workloads for journalists. This forces agencies to deliver clearer, verified information that is ready to be used.
Artificial intelligence and digital tools are transforming communication.
However, Jiménez warns that these technologies must be used with discernment. “It’s wonderful to have these tools, but you need to know how to use them,” she comments.
Without proper human oversight, even the most advanced technology can generate reputational errors.
Boutique agencies on the rise
The public relations market has also evolved toward more specialized models.
Boutique agencies—smaller and more focused—have gained relevance compared to larger, more generalist structures. This model allows for more personalized and specialized advisory services for specific clients.
With this in mind, Sentidos Comunicaciones operates with teams distributed across different countries.
For Jiménez, maintaining a strong organizational culture in that context requires constant communication and a strong sense of team.
“Humanizing the conversation is key,” she explains.
The goal is for each team member to feel part of a shared project, beyond geographical distance.
Women paving the way
Catalina Jiménez’s career also reflects the challenges of female entrepreneurship.
During the interview, she spoke openly about the imposter syndrome that many women face in leadership positions. “We are very hard on ourselves,” she acknowledges.
Her message to new generations is clear: trust your own abilities and enjoy the creative process of entrepreneurship.
More than two decades after founding Sentidos Comunicaciones, Catalina Jiménez continues to defend a simple but powerful idea: strategic communication is built on genuine human relationships.
In an environment saturated with information and dominated by technology, her commitment to specialization, purpose, and empathy has allowed her agency to remain relevant in the industry. Her story shows that even in highly technical sectors such as B2B technology, brands still need the same thing they always have: to tell good stories that connect with people.
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