On the other hand, more and spam data more managers are aware that communication and leadership need to go hand in hand.
Thus, for communicator, communication manager and specialist in risks, crises and stakeholder relations , Ana Negreiros, repositioning communication has been the biggest challenge in the area.
Visions of communication and leadership
leadership and communication
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According to her, this happens because, culturally, communication is positioned as support and a tactical function. “It is essential to move communication to the strategic level”, she says. Therefore, it is vital to involve leadership in communication.
Therefore, when public and private organizations understand that a strategic approach to organizational communication contributes to strengthening their reputation, there will be more effectiveness. “Today, putting out fires and the need to execute yesterday only leads to errors and ineffective actions,” she says.
In this sense, when we think about the difficulties that companies have faced, the manager highlights the lack of a systemic vision of communication .
“We talk about campaign planning, event planning, material planning. And the process, knowing how to evaluate positions, the causes themselves are left aside. The lack of a Communication System , therefore, leads to short-term and partitioned actions. You have to see the whole thing,” he comments.