In 2023, the corporate communication sector moved R$ 35 billion in Brazil. The data is from the Brazilian Association of Corporate Communication (Aberje), which projects a 1.5% growth for 2024. Investments in the area can be justified by the benefits brought to organizational culture, as highlighted by studies and experts.
Aberje's survey has been conducted since 2021. According to the organization, the goal is to give an economic dimension to the segment. For this, investments in different business activities are considered, such as public relations and government relations, institutional content production, and communication team salaries.
According to Aberje, the professionals responsible for the communication area are part of the administrative council of most companies in the country (57%). The prominence of the sector requires space on executives' agendas, as 50% of communication departments 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 those of relationship actions with the company (89%), digital communication and social networks (81%) and internal communication (79%).
Promoting clear and consistent dialogue supports the creation of a corporate culture that values transparency, collaboration, and participation. According to the Brazilian Service of Support for Micro and Small Enterprises (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
The 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 qualification or hiring aBrazilian link building agencyto improve brand positioning, in accordance with the demands of the national market.
Meanwhile, Aberje reports that most companies in the country (51%) consider information management one of the biggest challenges for internal communication, and 40% want to improve data collection in their initiatives.
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 creating a better organizational climate and achieving the expected results.
The intranet and the corporate social network can store the main information and reminders. Emails, meetings andnewslettersThey facilitate the dissemination of relevant data. Good relationship and marketing practices can help spread the pillars of cooperativism among the team
According to a study by Robert Half, in order to not lose motivation and become less productive, employees need a sense of belonging,feedbacksand 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, it is necessary to maintain good communication. Investment in innovation, marketing, and social media actions are recommended strategies to stay in the market in digital times.
Managing a company's image includes the work of gaining visibility in the digital environment. This requires creating relevant content, developing a responsive design, prioritizing the user experience, and investing inSearch Engine Optimization (THIS) to have a good position in search results.
Business communication helps build an online presence, engaging consumers and driving sales. Strategies such ascomprar backlinkquality and hiring a consulting team can also be used to increase the brand's authority and strengthen its reputation.
