The Importance of Communication
Faced with the impact of a pandemic that few, if any, had anticipated—and one that wasn’t covered in the “crisis manuals”—companies are facing many daily challenges. With limited recourse to trends, historical data, projections, and long-term planning, management has had to start thinking differently.
Given the current climate of unpredictability—and, consequently, uncertainty—even organizations with robust structures have begun to “navigate by sight.” The importance of strategic vision will remain, and it must continue to serve as a guiding beacon for business activities, but action plans are likely to vary depending on the challenges that arise.
It became necessary to learn, be flexible, and adapt, considering as many alternative scenarios as possible at every moment, and the usual resistance to change had to be overcome in order to respond quickly to market needs. The climate of disruption meant that what had previously been considered impossible to achieve in a short time—such as digital transformation—began to be accomplished in shorter time frames, confirming that agility is a key factor for business survival, regardless of a company’s size, maturity, or industry.
Act quickly in response to the stakeholders, demonstrating resilience and the ability to reinvent themselves, is critical. At the same time, they must adapt to become more competitive and respond to new trends identified in the market. It is the companies that continue to invest in innovation that will emerge from this situation better prepared.
Certainly, process automation and the implementation of new business models—which enable increased productivity and growth across multiple channels—also appear to be some of the paths to follow. However, among the actions companies are considering, one stands out as particularly crucial: the way they communicate.
The companies that participated in the InterComm, when asked what they need to become more competitive, they highlighted: innovation in terms of products or services and the need for greater visibility for the company, through new ways of raising awareness and communicating.
The importance of communication is linked to the ability to stand out. To distinguish themselves and not be just “another one,” companies recognize the need for improved communication, rethinking how the message is conveyed to their audiences and how the company presents itself.
Much of the work involved in how companies present themselves in the market will consist of highlighting their strengths, understanding their unique and distinguishing characteristics, and identifying stakeholders to engage with them at every moment, going beyond commercial communication focused on customers and business partners.