STRATEGIC COMMUNICATION

​The word communication comes from the Latin "communicatio," which means "the act of sharing, making common." Essentially, we can say that it's about sharing information. From this perspective, the responsibility for engaging audiences by informing them about advancements, achievements, and merits becomes part of the mandatory routine in the corporate world. Likewise, it's important to report significant failures that may require a recall, associated risks for investors, and changes in the organizational chart that affect the organization's performance.

How long can you maintain your concentration on a given subject? Many of the people who arrived at this article's link won't even view it. This occurs for several reasons, including the individual assessment of the topic's relevance. The concrete fact is that people's ability to maintain concentration is decreasing. This fact is proven by several studies already published. As a result, the ability to synthesize information will be increasingly valued, transforming the way we communicate.

Another major challenge is leveling the information to be effective across all audience profiles. The choice of words is entirely relevant. Less common words can interfere with the quality of communication. Consider the legal environment as an example. The use of legalese hinders communication and access to justice for laypeople. Can we consider this a communication maneuver or even a contradiction in the fulfillment of the ultimate goal of legal practice? Does unequal communication create a bias of injustice?

History is replete with examples that confirm communication as the foundation of strong organizations. Through intelligent and efficient corporate communication, organizational cultures are created and maintained over decades. As an example, I cite Coca-Cola. This beverage market giant stands out for presenting beliefs and values that transcend continents, breaking down linguistic barriers. Coca-Cola has a global communication platform ensuring the integrity of communication between headquarters in different regions. A major challenge when we consider the diversity of languages that are spoken around the world today.

Strong brands represent powerful returns. For brands to become truly strong, it's necessary to build a reputation. Corporate reputation is considered the main element in the formation of intangible assets, representing between 35% and 65% of a company's value.

As defined by Elliot Schreiber, “reputation is an intangible asset obtained through the creation of value for each of its stakeholders, and reputational risk is the result of failing to deliver that value.” Promising something that will not be delivered can definitely be the public condemnation of a professional, company, or even a product. Ensuring coherence between discourse and practice becomes an inescapable commitment of governance.

Due to ethical commitment, we must always remember that corporate communication needs to be based on truthful information, protecting the company's reputation and building an intelligent link between the organization and its stakeholders.

In the final analysis, as an example, an innovative company must innovate and communicate its innovations in such a way that the public perceives the relevance of its innovation. This alignment of the organization's purpose with its practices, communicated intelligently and with due calibration for the impact of the message, will produce an effect of increased reputation and recognition of value in the intangible realm.

Successful companies need to have an up-to-date communication plan, which should be known by everyone, including the management team and board of directors. Everyone should be prepared to act as spokespeople, with the appropriate authorizations to do so. Furthermore, a crisis plan that considers the risks associated with the organization's core activities is highly recommended.

Organizations that do not master communication will hardly be in a position to defend and conquer significant market share.

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