The meeting, which took place this Tuesday (25), debated the role of the communicator in the era of transitions we are living in
With the theme “Transitions: contexts, technologies and skills that will further transform business communication”, the 8th edition of Aberje Trends addressed topics such as: the era of social, cultural, energy and demographic transition. The event took place this Tuesday (25), at Teatro Bravo, in São Paulo.
The Brazilian business communications market will generate around R$36 billion this year, according to data from the Brazilian Business Communications Association (Aberje). This scenario puts communicators under pressure, having to manage more and more crises, being advisors to CEOs, close to the decision-making center.
“Increasingly, communicators need to have the qualifications of a manager. But managing this budget has become more complex in this era of major transitions, like the one we are experiencing now. We are talking about social, technological transition, but above all energy, with the demand of this urgent issue, which is the climate crisis”, explains Hamilton dos Santos, executive director of Aberje, who opened the event.
As a result, expectations for this work are growing. Especially in a scenario of polarization, the pressure on managers and communicators causes the balance of their own emotions to change.
“Aberje, in turn, has been doing more and more to face all these tensions and transitions together in a welcoming environment, in which we can talk about our weaknesses and anxieties, with the certainty that this will be welcomed and worked on”, says Hamilton.
