“Is your organization merely present, or is it truly making an impact?”
Reputation is no longer built by a single voice. An organization’s credibility is shaped in many places at once, and almost none of them are under its direct control. That’s what I write about in the SOL Weekly, under the title Salgado Without Memory.
Executive leadership has become a strategic asset. Even before the first meeting, many decision-makers have already formed an opinion about who leads the organization. And that perception influences concrete decisions, from participation in selection processes to the trust built with clients and partners.
In this context, the absence of a presence is no longer neutrality. It has become invisibility.
At the same time, media pitching has become one of the most demanding environments ever. Journalists receive more inquiries, have less time, and immediately spot generic or irrelevant pitches. What continues to make a difference is the relevance, accuracy, and real value of the story to the audience.
At the same time, the line between earned media and digital influence has become increasingly blurred. Micro-influencers, analysts, and experts now enjoy a level of credibility comparable to that of traditional media, provided there is authenticity, consistency, and alignment
In the end, everything comes down to the same principle: influence must be earned.
And in 2026, this influence will be built through a combination of visible leadership, strong relationships with the media, and credible voices capable of amplifying relevant narratives.
The Salgado case reminds us that there are reputations that, once lost, no campaign can restore. The good news is that reputation-building happens every day, through every voice that chooses to speak for us or to remain silent. In the end, the question remains: Is your organization merely present, or is it truly making an impact?