Gema Román: “Without data analysis it is impossible to make decisions”

Communication agencies must be prepared for any scenario in today’s uncertain world. Brand Director at ATREVIA, Gema Román, shares her insights on this topic. She believes that communication agencies must consolidate the strategic value of communication and public relations. Communication cannot become irrelevant, and it’s vital to understand and anticipate changing environments to move with the required timing. This can be achieved through a strategic vision that involves listening, understanding, intelligence, and translating and interpreting strategic plans. It’s worth noting that clients are even risking their social licenses in this process.

Sustainability, care for the environment, and the role of communication agencies in this context are essential topics in today’s world. Román highlights the greenwashing surveillance model with companies’ boards. Understanding and committing to everything related to social and environmental impacts within companies and the messages they send is essential. These matters should be discussed at the board level, and a specific monitoring model for each of them should exist. Ultimately, these decisions are directly linked to companies’ reputations and reputational impact. Communication agencies play a crucial role in advising clients to ensure that their communication is aligned with what they do.

Román emphasizes that data analysis is crucial to making informed decisions in today’s world with its many channels, points of contact, and information. However, she also warns against biased perspectives and the dangers of decision-making based on limited experiences. Recognizing that negative information received through certain channels may not necessarily lead to a business crisis is crucial. Therefore, it’s essential not to make decisions based on a biased view that can lead to incorrect conclusions.

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