Experts reflect on developments that drove new movement and positioning of public relations agencies
Over the last 10 years, the market has witnessed a revolution in corporate communication that transcended traditional barriers, driven by digital transformations and business evolution. Hamilton dos Santos, executive director of the Brazilian Business Communication Association (Aberje), highlights that this change was marked by a transition to operations and designs based on digital culture, shaping not only the way we communicate, but also how business is driven.
For Santos, traditionally, corporate communication has evolved as business has progressed, but in the last decade this has changed. Now, corporate communication also influences and dictates change in business, especially with regard to work organization and human relations within
of companies.
The executive states that corporate communication is no longer a mere transmitter of information to become an essential protagonist, influencing not only the narrative, but also the internal operations of companies. No longer restricted to internal bulletin boards and newspapers, internal communication has evolved into engagement and brand building, reflecting the growing importance of communication in companies’ transformation and adaptation processes.
Thinking about these transformations in the sector, propmark listened to professionals who deal with the new challenges of corporate communication every day – with the aim of generating new insights and, mainly, reflections towards an even more promising future for public relations agencies.
Fundamental role
Hamilton dos Santos continues by explaining that corporate communication is no longer just a support and has become a central area, capable of influencing decisions within the organization. Communication professionals are now highly qualified and frequently involved in decision-making, which means that corporate communication takes on a prominent role on the business agenda.
For Daniel Bruin, president of the Brazilian Association of Communication Agencies (Abracom), the increased importance of reputation management, boosted by the rise of social networks, the strengthening of the ESG agenda and, more recently, with the impact of artificial intelligence, have made communication a fundamental part of companies’ business strategy.
We are a market made up of almost a thousand agencies across the country, which employ 17 thousand people and generated revenue of around R$5 billion
in 2023. We are definitely no longer the ugly duckling of communication and today we are as important or more important than other disciplines, he explains.
Read the full article in the propmark February 19, 2024
