The conclusions of the InterComm Report - B2B Communication Trends in Global Businesses (InterComm) study, developed by School of Social Communication of the Polytechnic Institute of Lisbon and SayU Consulting - Evoke Network, with the support of aicep Portugal Global. As well as identifying trends, this work aims to help with action, pointing out various ways of reflecting on the role of communication in building and managing relationships with stakeholders. stakeholders of national B2B exporting companies.
The data collected in the InterComm Report study made it possible to highlight relevant focal points in the way companies look at Communication and integrate it into their overall business strategy; and to identify trends for reflection, associated with the way they perceive current and future challenges: Cenarization and Agility, Innovation and Communication, Reorganization of Communication, New ways of communicating to differentiate, Accelerating Digital Transformation, Combining Face-to-Face with Digital, and Communication in the management of the stakeholders.
As well as identifying trends, the InterComm Report - B2B Communication Trends in Global Businesses study aims to help with reflection and action, highlighting ways of responding to the challenges facing Portuguese B2B exporting companies. Their contribution to the country's economic growth is very important and, according to the study, their success is related to effective communication with all stakeholders. stakeholders. Effectiveness that involves increasing your reputation and building and consolidating your relationships, making innovation known, building synergies and trust and cooperating in a space for dialogue and negotiation.
"The results of the study point to an urgent need to take a different look at investments in communication. In order to be more competitive in the 'new normal', companies reveal the need to anticipate and implement new solutions that go beyond 'communicating the business'," concludes Ana Raposo, from ESCS. "In order to meet the objective of adding value to the organization and making it more competitive, B2B Communication must be guided by processes for mapping and managing stakeholderswith business objectives in mind," the researcher points out.
"A company will be more efficient if it manages its communication processes with the different stakeholders in a planned and intentional way. So much so that, in times of crisis or less positive times, Communication is the first function called upon to intervene," says Marta Gonçalves of SayU Consulting. "The scenario in which we have been living for more than a year and which we are not sure when it will end, has made it clear that it is time to understand the strategic importance of Communication and its contribution to the competitiveness of companies," she adds.