La República, one of the most important economic and financial newspapers in Colombia, published the latest article by the president of ATREVIA, Núria Vilanova, titled “Communicating (and listening) as a way to gain trust”. The context in which we live is one filled with uncertainty, and we will have to learn to adapt appropriately. A complex situation in which today communication is more important than ever, as it is the best tool to avoid potential dangers and create the necessary trust and confidence that people and companies need to move forward with their projects.
“Let’s get to know the trends that, according to the best experts, will help ensure that our company’s communication fulfills its objectives:
First: adapting to the digital transformation paradigm shift. Some think that their stakeholder relationships have long since adapted to the digital conversation format. We cannot take anything for granted. The great revolution is about to come with Web 3.0 and the application of blockchain to social networks. Relationships with our stakeholders will become more horizontal, transparent, and truthful. Changes that will help counter fake news and disinformation. After all, trust is the basis of every human, commercial, labor, and economic relationship.
Second: situating people as the center of all communication and marketing actions. Successfully transforming them into protagonists requires us to understand their concerns, needs, and decision-making processes. Therefore, listening is the first step to regaining their trust when communicating.
Third: extensive use of Artificial Intelligence (AI) in order to facilitate the transition from statistics to knowledge. Thanks to AI, listening, analyzing, and measuring, our brands allows us to explore behaviors, study perceptions, and develop a feeling as human as empathy. We are facing a strategic alliance between technology and human values, resulting in technological humanism. Especially seeing that technology without people has no value in itself.
Our organizations must make a genuine commitment
Fourth: personalizing and segmenting messages. This is the flip side of the equation. Listening and placing people at the center of communication actions only makes sense if they are materialized in personalized content, messages segmented by audiences, and adapted to different channels. By offering and providing each person with the response they need or expect from us, companies, brands, and media can reach new audiences and reconnect with those who are currently engaged with social network profiles, YouTubers, and influencers.
Fifth: empowering our audiences. We must sit down to dialogue with our stakeholders and those participating in social movements. It is important to listen and suggest measures so our organizations can feel and act as agents of change. Companies must be sincere in their efforts to place environmental, social, and corporate governance sustainability at the core of their business. If it is just a greenwashing operation, it can be counterproductive. Credibility will be lost.
If we apply these trends correctly, we will develop a communication strategy that listens, engages in dialogue, and builds bridges with our audiences through the most transparent, close, and empathetic process possible. Today we have the tools to know how, when and through which channel to reach each person. Let’s do it intelligently, with the right message, and at the right time. This is how we will communicate and generate trust.”
Click here to read the full article originally published by La República.
