O InterComm Report – “B2B Communication Trends in Global Businesses” (InterComm), recently presented, not only identifies trends but also aims to guide action by offering various perspectives on the role of communication in building and managing relationships with stakeholders of domestic B2B export companies.
The study was conducted by the School of Media and Communication at the Lisbon Polytechnic Institute and SayU Consulting – Evoke Network, with support from aicep Portugal Global.
“The study’s findings point to an urgent need to take a different approach to investments in communication. To be more competitive in the ‘new normal,’ companies say it is necessary to anticipate and implement new solutions that go beyond simply ‘communicating the business,’” concludes Ana Raposo of ESCS, as quoted in a press release. “To achieve the goal of adding value to the organization and making it more competitive, B2B communication must be guided by stakeholder mapping and management processes, always keeping business objectives in mind,” the researcher emphasizes.
“A company will be more efficient if it manages its communication processes with various stakeholders in a planned and intentional manner. In fact, during times of crisis or other challenging situations, communication is the first function called upon to step in,” emphasizes Marta Gonçalves of SayU Consulting. “The situation we’ve been living through for over a year—and for which we don’t know for sure when it will end—has made it clear that it’s time to understand the strategic importance of communication and its contribution to companies” competitiveness,” she adds.