Market and Brand Communications

Spooky companies. Do you know any? Well, I know some. A zombie company is a dead organization. No, it´s is not a closed business, much worse. A zombie company still operates and is also making money. A zombie company is a sick one. Inside these kind of organizations, workers are just spending theirs times pretending they really work there. They can even make some action, do things. But they don´t believe in anything anymore. The mission of a zombie company is impossible to be achieved becuase the employees have no more faith in what is said and done by their leaders. They are like living deads waiting for the pay check by the end of the month. A zombie company cannot talk anymore. Because they had nevere talked before. Why was that? They didn´t liked people! Amazing. Business is made by people and for people, but some companies hate people. Starting by their own employees, the first clients any company have. We can recognize a ZC from outside too: the core business itself sometimes sho...

Believe it or not, silence has a voice, and this is absolutely normal in the human universe. Or do you think that only speech communicates? Silence also communicates. Even when silence is a strategic action, it’s not worth it. There will always be an interpretation. A take. And this makes a difference in any relationship. There’s no use pretending that no one spotted it, that it has gone unnoticed. It hasn’t. It won’t be long before someone will voice their take on the silence. They will interpret and form an opinion about it. The grapevine is instant, the gossiping quickly contagious. At coffee break, lunchtime or happy hour. All the employees will comment on what they saw in the official silence, in what went unanswered. And the Internet, with its plethora of e-mails, blogs, chats and other channels will multiply the versions and comments. This makes talking about things essential. And of course knowing what to say and how to say it is key. But it’s vital to talk about issues – strat...

Communication is my passion. Corporate communication is my profession. Not only newspapers, internal communications campaigns, intranets, corporate blogs, videos, folders, outdoors... Those are the tools. I love them, they materialize and uphold the efforts to an open two-way communication. But a truthful communication with employees, costumers, shareholders and all the publics who interacts with a corporation need something more. It needs honesty and transparency. And honesty and transparency are the pilars to and ethical organization the necessary step to build trust. To build and sustain a remarkable reputation. A strong and valuable brand. So, I would like to share with you a new book that I received in my class of Corporate Communication from Syracuse University and ABERJE: " Building Trust - Leading CEOs speak out: how they create it, strenghten it, and sustain it" published by The Arthur W. Page Society . The essays in this book show us how some leading CEOs maintain ...

As a general overview of the GRI Conference , held in the first week of May in Amsterdam, I highlight here some issues about the latest trends regarding the Sustainability Reports that conform to this model: 1. GRI is the report’s ground, not the ceiling – that is, to report on indicators is the starting point, the minimum. Expectations on the report go far beyond that! 2. An efficient management of the indicators is better than a good res ponse – GRI is a tool, not the focus; companies must use the indicators to a better management of their businesses; 3. Can you believe it? – Readers do not welcome a report that shows only good news, advances and conquests. A crucial issue is: if you promised anything last year, you must fulfill it. If, for some reason, you could not accomplish that, explain why. 4. Make it crystal clear - Transparency is the most important issue regarding Corporate Governance. And please, do not start boasting how “transparent” you are. Let r...

In my opinion, there are four basical point for companies that want the Internal Communications programs to work: Face to face communication is the best way to talk to people: every time it is possible to do it, do it - make a gattering, an event, a reunion and put people together to talk. Conversations are the power of the innovative companies. You don´t work with children: employees are professionals and they are adults not children. Treat them with intelligence and respect. Information is not communication: you cannot just deliver information and think that it is really working. Once you start, don´t stop: communication is a continuous and dinamic process.