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A reputa\u00e7\u00e3o das empresas tem sido um dos principais eixos estruturantes das estrat\u00e9gias de comunica\u00e7\u00e3o das organiza\u00e7\u00f5es, j\u00e1 que o seu impacto est\u00e1 diretamente associado ao neg\u00f3cio. Numa economia globalizada, em que 70% a 80% do valor de mercado de uma empresa \u00e9 determinado por valores intang\u00edveis, as organiza\u00e7\u00f5es s\u00e3o profundamente vulner\u00e1veis a conting\u00eancias que prejudiquem a sua reputa\u00e7\u00e3o. Essa vulnerabilidade \u00e9 exacerbada numa \u00e9poca em que as tecnologias de informa\u00e7\u00e3o deram voz a canais, atrav\u00e9s dos quais os fluxos de informa\u00e7\u00e3o podem ser partilhados em tempo real, com o risco potencial de influenciar o p\u00fablico a um n\u00edvel global.<\/p>\n
Neste contexto de incerteza e volatilidade, numa “era l\u00edquida”, como lhe chama Zygmunt Bauman, onde a falta de aten\u00e7\u00e3o, o ceticismo, a trivialidade, a ligeireza e a efemeridade s\u00e3o as marcas de uma \u00e9poca, em que as novas gera\u00e7\u00f5es j\u00e1 n\u00e3o acreditam que as empresas ajam no melhor interesse da sociedade, e em que quase um em cada quatro jovens n\u00e3o consegue indicar uma \u00fanica marca que considere “\u00fatil \u00e0 sociedade”, como podem as empresas voltar a ser relevantes no seu prop\u00f3sito e refleti-lo nos seus neg\u00f3cios e reputa\u00e7\u00e3o?<\/p>\n
O acesso \u00e0 informa\u00e7\u00e3o e a evolu\u00e7\u00e3o de uma sociedade que exige uma transpar\u00eancia cada vez maior no funcionamento das organiza\u00e7\u00f5es levaram a uma mudan\u00e7a nos elementos que comp\u00f5em a nova agenda empresarial. Atualmente, esta \u00e9 largamente dominada por estrat\u00e9gias ESG (siglas do ingl\u00eas Environmental, Social e Governance – ambiental, social e governan\u00e7a). Como profissionais da comunica\u00e7\u00e3o, assistimos a uma crescente preocupa\u00e7\u00e3o das organiza\u00e7\u00f5es em comunicar o seu empenho nos dom\u00ednios ESG. Contudo, constatamos frequentemente que tal abordagem n\u00e3o est\u00e1 a mover a agulha no medidor de reputa\u00e7\u00e3o da empresa. Esta sociedade c\u00e9tica e desconfiada das empresas encontra nas estrat\u00e9gias de comunica\u00e7\u00e3o das mesmas discursos vazios, repletos de lugares comuns e frases replicadas ad nauseam exatamente da mesma forma, seja qual for o setor.<\/p>\n
O grande desafio que enfrentamos transcende o n\u00edvel da cria\u00e7\u00e3o e prote\u00e7\u00e3o da reputa\u00e7\u00e3o da empresa. Est\u00e1 na esfera da credibilidade. Como criar narrativas empresariais que penetrem nos nossos p\u00fablicos-alvo e nos permitam criar rela\u00e7\u00f5es de confian\u00e7a com as nossas partes interessadas?<\/p>\n","protected":false},"excerpt":{"rendered":"
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