It is worth clarifying for those who are more distracted that the existence of value is mandatory for communication to work! Communication of value guarantees results. Read the reflection of Isabel Martins, General Director of Essência, Comunicação Completa.
There are those who argue that perception is more important than reality. Communication professionals are often asked to communicate something that is devoid of any value and are blamed for the failure. This “practice” is part of the daily lives of communication advisors and is a case of asking “ne nuntium necare”. Killing the messenger will not solve the problem, because it will reside upstream of the communication – in the design of the object to be communicated.
It is worth clarifying for those who are more distracted that the existence of value is mandatory for communication to work. Our purpose is to provide a stage, amplify the value and not replace the non-existent value. The communications professional often works magic, but to do so he needs the ingredients. Is it possible to “make an omelet without eggs”? Even if you are vegan you will need to have a substitute ingredient. The recipe for good communication is known to professionals and we all know how to “cook” it, but we need to have the ingredients. Communication of value guarantees results On the opposite side is the lack of communication of good practices. There are many actions of enormous value that will never be known to the public, because there is no investment in communication. We cannot make the mistake of thinking that what is good is known in an organic way. “Those who are not seen are not remembered” is a fact. If value actions are not communicated, it will take a lot of public guesswork to find them. The amount of information available is immense and it is necessary to question its credibility. In this global village, a communication strategy is even more fundamental and essential. The value of communication is increasing. The success of the message reaching the recipient depends on this tool. The value of communication is unquestionable when we see the results it brings to brands that prioritize it.