When we talk about creating original messages to reach an identified audience, we are talking about the ability to differentiate ourselves with a discourse that clearly positions the organization in the market, differentiates it and, at the same time, is relevant enough to capture the interest of the community with which we want to exert our influence.

For any organization, rethinking this strategy can present very unique challenges: while on the one hand there is the opportunity to communicate in the market with a perfectly new message and define the desired positioning through original communication, it is also true that the effort will mainly fall on the organization's ability to get noticed and make its mark.

In order to reach the identified audience, which will dictate the success of the organization and its opportunity to assert itself and grow, the Communication developed must include a very strong link with the community, which fosters contacts and recognition and gives credibility to the organization and the brand.

One possible solution for a strategy of this type is to create original knowledge about the sector or to implement social responsibility actions, allowing lines of communication to be structured parallel to purely commercial activities and the business developed. This not only opens up alternative channels of communication with the media or social media, but also allows for an increased impact in terms of visibility.