A study points out that 72% of organizations believe that the Communication area will have an expanded perception of its strategic role
The fourth edition of the survey Trends in Organizational Communication, conducted by the Brazilian Association of Corporate Communication (Aberje), revealed an imminent revolution in the Communication scenario. The analysis highlighted that Artificial Intelligence and Algorithms will assume a leading role in the next three years, shaping the future of the area.
The study took into account the participation of 135 companies, including members and non-members, located in different regions of the country, of all sizes and representing almost all segments of the economy.
The survey revealed that Organizational Communication is going through a shift, driven by Artificial Intelligence (40%), apps (36%) and algorithms (24%). These technologies will redefine the way organizations communicate, creating new possibilities and challenges for professionals in the area.
According to the survey, establishing the link between communication and business strategy (59%) and strengthening the role of the communication function in supporting top management decision-making (52%) are among the most important strategic issues for the company. management of the organizational communication of the participating companies.
To thrive in this new scenario, the most relevant skills for communication professionals, identified by the participants are: (1) adaptability to new technologies (61%); (2) ability to measure and demonstrate financial return (43%); (3) creativity and innovation (39%); (4) continuous learning (35%); (5) ability to deal with complexity (30%) and (6) strategic planning (30%).
Other trends
The survey reveals that there will be numerous challenges for the Communication area starting this year. Among the most highlighted were: increased interaction and impact via digital communication (63%), issues related to diversity (39%), changes in internal organizational settings (39%), greater care with ethics, compliance and corporate governance (27% ) and smaller budget for the area (27%).
The performance processes most covered by the participants’ Communication areas are: internal communication (92%); relationship with the press (90%); external communication (88%); events (79%); digital and social media (74%); crisis and risk management (71%), and branding (70%). among the least covered are: government relations (17%), sustainability (22%) and diversity and inclusion (22%).
Channels used
The survey points out that for the majority of participants (73%), the current structure of communication channels, from the organization’s point of view, partially meets the needs of communication and that the channels most used to communicate with their external public are , according to the Communication areas of the participating companies, are: social networks (87%), online newspapers (53%), the corporate portal (47%), fairs and events (40%), online magazines (38% ) and printed newspapers (36%). Among the least used channels are: applications for mobile devices – app (10%), blogs/online forums (12%), radio (14%), influencers (16%) and television (17%). ).
As for the internal public, the most used channels are: the corporate portal (68%), the digital channel with its own content (55%), social networks (51%), applications for mobile devices – app (37%) and fairs and events (24%). Among the least used channels are: WhatsApp (4%), printed news magazines (6%), online blogs/forums (7%), online magazines (10%) and influencers (10%) .
(Image credits: Mohamed Nohassi/Unsplash)
