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A reputa\u00e7\u00e3o corporativa tem sido um dos principais eixos estruturais das estrat\u00e9gias de comunica\u00e7\u00e3o das organiza\u00e7\u00f5es, pois o impacto da reputa\u00e7\u00e3o est\u00e1 relacionado diretamente aos neg\u00f3cios. Em uma economia globalizada onde entre 70 e 80% do valor de mercado de uma empresa \u00e9 determinado por valores intang\u00edveis, as organiza\u00e7\u00f5es est\u00e3o profundamente vulner\u00e1veis a qualquer conting\u00eancia que danifique sua reputa\u00e7\u00e3o. Essa vulnerabilidade se torna mais grave quando as tecnologias da informa\u00e7\u00e3o possibilitaram canais por onde \u00e9 poss\u00edvel compartilhar fluxos de informa\u00e7\u00e3o em tempo real, com o risco potencial de atingir um alcance global.<\/p>\n
Em um contexto de incerteza e volatilidade, em uma “era l\u00edquida”, como diz Zygmunt Bauman, onde a desaten\u00e7\u00e3o, o cepticismo, a trivialidade, a leveza e o ef\u00eamero s\u00e3o as marcas de uma \u00e9poca; onde as novas gera\u00e7\u00f5es deixaram de confiar que as empresas atuem com foco no interesse da sociedade, e onde quase um em cada quatro jovens n\u00e3o consegue citar uma \u00fanica marca que considere “\u00fatil para a sociedade”, como as empresas tornam-se \u00a0relevantes novamente em seu prop\u00f3sito e como refletir isso em seus neg\u00f3cios e sua reputa\u00e7\u00e3o?<\/p>\n
O acesso \u00e0 informa\u00e7\u00e3o e a evolu\u00e7\u00e3o de uma sociedade que exige cada vez mais transpar\u00eancia na opera\u00e7\u00e3o das organiza\u00e7\u00f5es t\u00eam motivado a mudan\u00e7a nos elementos que comp\u00f5em a nova agenda corporativa. Atualmente, isso \u00e9 amplamente dominado pelas estrat\u00e9gias de ESG (Ambiental, Social e Governan\u00e7a). Como profissionais de comunica\u00e7\u00e3o, vemos uma crescente preocupa\u00e7\u00e3o das organiza\u00e7\u00f5es em comunicar seus compromissos de ESG, mas muitas vezes elas descobrem que essa abordagem n\u00e3o est\u00e1 movendo o ponteiro do medidor de reputa\u00e7\u00e3o corporativa. Essa sociedade c\u00e9tica e desconfiada das corpora\u00e7\u00f5es v\u00ea discursos vazios nas estrat\u00e9gias de comunica\u00e7\u00e3o das empresas, cheios de obviedades e frases replicadas ad nauseam <\/em>com o mesmo formato, independentemente do setor.<\/p>\n Nosso grande desafio vai al\u00e9m da camada de constru\u00e7\u00e3o e prote\u00e7\u00e3o da reputa\u00e7\u00e3o corporativa. Est\u00e1 no campo da credibilidade. Como podemos construir narrativas empresariais que penetrem em nossos p\u00fablicos e nos permitam estabelecer rela\u00e7\u00f5es de confian\u00e7a com nossos grupos de interesse?<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section bb_built=”1″ inner_width=”auto” inner_max_width=”none”][et_pb_row][et_pb_column type=”4_4″ custom_padding__hover=”|||” custom_padding=”|||”][et_pb_text _builder_version=”4.4.8″ text_text_shadow_horizontal_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length=”text_text_shadow_style,%91object Object%93″ text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength=”text_text_shadow_style,%91object Object%93″ text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length=”link_text_shadow_style,%91object Object%93″ link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength=”link_text_shadow_style,%91object Object%93″ link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength=”ul_text_shadow_style,%91object Object%93″ ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength=”ol_text_shadow_style,%91object Object%93″ ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength=”quote_text_shadow_style,%91object Object%93″ quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length=”header_text_shadow_style,%91object Object%93″ […]<\/p>\n","protected":false},"author":4,"featured_media":60885,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[87],"class_list":["post-60881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ideas"],"acf":[],"yoast_head":"\n