In 2023, the corporate communication sector moved R$ 35 billion in Brazil. The data is from the Brazilian Association of Business Communication (Aberje), which projects a growth of 1.5% for 2024. Investments in the area can be justified by the benefits brought to the organizational culture, as studies and experts highlight.
The Aberje survey has been conducted since 2021. According to the organization, the objective is to give an economic dimension to the segment. For this, investments in different business activities are considered, such as public and governmental relations, institutional content production, and communication team salaries.
According to Aberje, professionals responsible for the communication area are part of the board of directors of most companies in the country (57%). The sector’s prominence requires space in the executives’ agenda, as 50% of communication areas report directly to the organization’s presidents.
The study ‘Internal Communication Trends 2023’ also highlights the importance of the sector’s work for organizations: the most measured results are in company relationship actions (89%), digital communication and social networks (81%), and internal communication (79%).
Promoting clear and consistent dialogue corroborates the creation of a corporate culture that values transparency, collaboration, and participation. According to the Brazilian Micro and Small Business Support Service (Sebrae), good internal communication management creates a better organizational climate and allows work to flow harmoniously, contributing to increased productivity.
Information management is still a challenge
Leaders and managers of an organization are responsible for measuring the results of internal and external actions in order to identify strengths and weaknesses and thus think of strategies to correct errors and maximize performance.
It is through this work that it is possible to understand what the most urgent needs are, such as investments in training, professional development, or hiring a Brazilian link building agency to improve the brand’s positioning, according to the demands of the national market.
However, Aberje reports that the majority of companies in the country (51%) have information management as one of the biggest challenges for internal communication, and 40% wish to improve data collection in their actions.
Sebrae warns that promoting the flow of information between employees and directors is the mission of internal communication. Developing tools and official channels within the organization is the first step to create a better organizational climate and achieve the expected results.
The intranet and corporate social network can store key information and reminders. Emails, meetings, and newsletters facilitate the dissemination of relevant data. Good relationship and marketing practices can help spread the pillars of cooperation among the team.
According to a study by Robert Half, in order for employees not to lose motivation and become less productive, they need a sense of belonging, feedback, and active listening. Therefore, companies must develop management skills and well-structured communication plans.
Investing in communication strengthens digital presence
Sebrae highlights that for a brand to stay fixed in consumers’ minds and make them understand its relevance to their lives, good communication must be maintained. Investment in innovation, marketing, and actions for social networks are recommended strategies to remain in the market in digital times.
Managing a company’s image includes work to gain visibility in the digital environment. This requires the creation of relevant content, the development of responsive design, prioritizing user experience, and investing in Search Engine Optimization (SEO) to achieve a good placement in search results.
Corporate communication helps build an online presence, engaging consumers and boosting sales. Strategies like buying quality backlinks and hiring a consulting team can also be used to increase the brand’s authority and strengthen its reputation.
