ATREVIA, Global Communication and Strategic Positioning company, has incorporated Rebecca Rico Irwin as the director of the new Analytics and Advanced Social Listening division, strengthening the company’s commitment to the creation of communication strategies based on data, analysis, and trend projection. The company relies on her to lead a multidisciplinary team that integrates anthropologists, political scientists, social media experts, researchers, and analysts, among others.
“When you talk about communication, you tend to think automatically about sending a message, and that usually takes many companies to focus their communication strategies, public affairs and strategic positioning on what to say, how to say it, which channels to use… and forget about listening. But without listening there is no communication. In the age of the Internet, micropowers, and social licensing, creating a communication strategy without listening is like going out to sail without knowing the sea conditions“, states the director of the new division.
Rebecca Rico is co-founder and business development manager of the HR startup TalentTank, which has clients in over 13 countries in Europe and Latin America and enabled her to win the Emprendedora Yo Dona Award in 2015. This initiative also allowed her to generate a strategic alliance with Puerto Rico’s largest selection agency to market its products in the region, as well as working hand-in-hand with regional leadership teams of companies such as Puma Energy, Medtronic or Coca-Cola Atlanta.
With extensive training in Law, Business Administration and Management, International Studies and Communication, having studied at institutions such as the Harvard Extension School and the Université Paris Dauphine, Rico has successfully conquered the challenge initially proposed by ATREVIA: launching a highly qualified department that is already a reality.
Analytics and Advanced Social Listening was created to enable the monitoring of everything that happens simultaneously in millions of communities and conversations that have been multiplied by the pandemic caused by COVID-19, and which are otherwise unmanageable.
Since the ability to anticipate has been confirmed as a differential value for all organizations, the prediction process offered by the services developed by this new ATREVIA division is based on all the experience and knowledge that the company has treasured since the beginning of its activity more than three decades ago, as well as a wide network of technological partners that guarantee the use of intelligent and advanced tools to extract information.
This division works in an integrated way with all the other ATREVIA departments:
- Public Affairs: Participating in the definition of the map of influential players, supporting the regulatory monitoring, public conversation on a topic of interest or analyzing the evolution of the national, regional, and international political situation.
- Corporate Communication: Contributing to the analysis of consumer expectations, the impact of communication during crisis situations or by detecting emerging trends.
- Reputation: Helping to assess reputation by segmented audiences or with social license monitoring.
- Communication with the employee: Providing the keys that generate engagement in the organization, as well as supporting the detection of promoters and detractors in different channels.
