Luis Serrano

Managing Director


With more than 25 years in crisis and emergency communication, he is one of the country’s leading experts. He was crisis director at LLYC and press officer for 112 in Madrid during 11M.

education and experience

Luis Serrano has been director of the Crisis Communication area of ​​LLORENTE & CUENCA and Leader of its Global area of ​​Crisis and Risks specialty for more than 4 years. Graduated in Journalism, he is one of the leading experts in Spain in managing communication in situations of crisis, emergencies and catastrophes, as well as in the development of protocols for crisis action in social networks. For 17 years he has been Head of Press for the 112 Emergency Center of the Community of Madrid, where he has actively participated in the management of situations as relevant as the 11M Madrid attack, industrial accidents, accidents, health crises, etc. The result of his experiences is the book “M 11 and other catastrophes. The management of communication in emergencies”, of which he is the author. Currently in ASEM112 as part of the PLATERCAM information office that manages COVID 19 in the Community of Madrid. He was one of those responsible for bringing the VOST (digital volunteers in emergencies) movement to Spain. He also has extensive teaching experience in the field of emergency and crisis management. He is a professor of the Master of Emergencies and Emergencies of CEU-TASSICA, as well as the Master of Security and Emergencies of the URCJ – Ortega y Gasset Foundation. He directs the Crisis Communication Course at the Inesdi Institute. He is a professor of the Corporate Strategic Communication program at UNIR, of the Master of Cybersecurity and Crisis of AESYC-University of Alcalá de Henares and of the Master of Food Safety of the Complutense University. In addition, he is a collaborator of the National School of Civil Protection. He is a member of the Board of Directors of ANIS (National Association of Health Informants). As a journalist, he worked for seven years in the news services of Onda Cero.