Therefore, it is not enough to popular database just create any content, you need to act and communicate with strategy!
It is in this context that the pace and dynamism of changes become a challenge for this integrated communication management.
In today's special text, we spoke with Mayra Martins, Head of Communications for Latin America at Wise. Shall we check out this conversation?
Why think about integrated organizational communication?
Isabela Pimentel, in the book Ouvi Dizer -2022
According to Mayra, for companies to achieve excellent communication results, it is essential that it is integrated.
“To do so, we must consider a complex ecosystem of different factors that connect with each other, and that are in constant transformation”, he argues.
In this sense, the professional, who has a Public Relations and Master's degree in Creative Communication from the Autonomous University of Barcelona (UAB), believes that it is necessary to have sensitivity, agility and creativity to propose strategies that accompany the speed with which information, engagement and People's behavior evolves in an increasingly dynamic and digital environment.
Importance of diagnosis, planning and measurement
“There is a lot of talk about innovative communication. But, before being innovative, communication needs to be integrated and reflect the company's culture . To this end, it is essential to carry out detailed communication diagnostic work to understand the needs of audiences in an empathetic way, evaluate all available channels, consider what objectives you want to achieve with those messages to ensure that the content is relevant”, he advises. .
Thus, another highlight is the ability to foresee scenarios, without forgetting to create measurement tools for possible route changes and adjustments.
“It is up to the Public Relations professional to play a strategic role of alignment and consultancy so that the speech of all areas of the company reflects its values and mission. Then, we can say that we have truly integrated communication with a focus on strategy. And of course, efficient”, he adds.