{"id":19904,"date":"2021-12-22T17:18:52","date_gmt":"2021-12-22T17:18:52","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=19904"},"modified":"2024-09-05T15:52:40","modified_gmt":"2024-09-05T14:52:40","slug":"a-comunicacao-numa-estrategia-global-de-negocio-2","status":"publish","type":"post","link":"https:\/\/dev.say-u.pt\/en\/communication-in-a-global-business-strategy-2\/","title":{"rendered":"Communication in a global business strategy"},"content":{"rendered":"<p><img alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-19905 size-full\" src=\"https:\/\/dev.say-u.pt\/wp-content\/uploads\/2021\/12\/C\u00f3pia-de-Composi\u00e7\u00e3o-Clipping.png\" width=\"500\" height=\"300\" srcset=\"https:\/\/dev.say-u.pt\/wp-content\/uploads\/2021\/12\/C\u00f3pia-de-Composi\u00e7\u00e3o-Clipping.png 500w, https:\/\/dev.say-u.pt\/wp-content\/uploads\/2021\/12\/C\u00f3pia-de-Composi\u00e7\u00e3o-Clipping-300x180.png 300w, https:\/\/dev.say-u.pt\/wp-content\/uploads\/2021\/12\/C\u00f3pia-de-Composi\u00e7\u00e3o-Clipping-480x288.png 480w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h4>O cen\u00e1rio com o qual temos vivido no \u00faltimo ano, que poucos poderiam ter equacionado nos seus planeamentos estrat\u00e9gicos, surpreendeu as empresas e for\u00e7ou a uma adapta\u00e7\u00e3o para assegurar a sua sobreviv\u00eancia.<\/h4>\n<p>&nbsp;<\/p>\n<p><strong>Em que medida tem a <a href=\"https:\/\/dev.say-u.pt\/en\/we-do\/\">Communication<\/a> a role in this transformation and how is it being considered by companies and integrated into an overall business strategy, in the face of current and future challenges?<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>Since long-term planning was no longer possible, management had to start thinking differently. Even organizations with a robust structure have felt the need to learn, flex and adapt. The importance of strategic vision will remain, but action plans promise to vary according to specific challenges.<\/p>\n<p>There is an awareness that companies that continue to invest in innovation will come out of this situation better prepared. The automation of processes and the implementation of new business models, which allow for an increase in productivity and growth in multiple channels, also seem to be some of the ways forward for companies.<\/p>\n<p><strong>Constata-se que s\u00e3o poucas as empresas que est\u00e3o despertas e conscientes para os benef\u00edcios de dar espa\u00e7o para que a Comunica\u00e7\u00e3o, entendida num sentido lato e que n\u00e3o se resuma \u00e0 comunica\u00e7\u00e3o de produto\/servi\u00e7o, possa contribuir para a competitividade das organiza\u00e7\u00f5es.<\/strong> Esta dever\u00e1 assumir um papel estrat\u00e9gico, mais abrangente e transversal, e estar na base da forma como a empresa se posiciona no mercado.<\/p>\n<p>With the restrictions imposed on the movement of people, proximity to the customer has become a challenge, as most of the contact points for establishing relationships and building trust seem to have disappeared. Knowing that communication must be relational, personalized, genuine and based on proximity, companies have had to reinvent themselves in different relationship formats to which they were not accustomed.<\/p>\n<p>The <strong>desafios espec\u00edficos trazidos pela presente crise vieram introduzir uma profunda digitaliza\u00e7\u00e3o na atividade empresarial.<\/strong> Este boost tecnol\u00f3gico j\u00e1 estaria no horizonte de muitas organiza\u00e7\u00f5es, mas surgiu agora com prem\u00eancia e rapidez de implementa\u00e7\u00e3o refor\u00e7adas e promete deixar para tr\u00e1s quem n\u00e3o realizar um esfor\u00e7o neste sentido. A procura por alternativas de aquisi\u00e7\u00e3o de produtos e servi\u00e7os potenciou um consumidor que procura a inova\u00e7\u00e3o e que anseia por solu\u00e7\u00f5es mais disruptivas e eficientes.<\/p>\n<p>We are therefore looking for ways to mitigate the impact and consequences of the crisis, something in which digital plays a central role. This will be the means of trying to maintain active contact with customers, partners and suppliers. We are in a transitional phase and the opportunity is there to complement the physical with the digital.<\/p>\n<p><strong>A Comunica\u00e7\u00e3o surge agora como uma fun\u00e7\u00e3o com import\u00e2ncia crescente<\/strong>, assumindo uma nova posi\u00e7\u00e3o priorit\u00e1ria entre o pensamento estrat\u00e9gico de v\u00e1rias empresas. Considerada como a \u201cvoz\u201d das marcas, a Comunica\u00e7\u00e3o \u00e9, num momento em que a rela\u00e7\u00e3o entre as organiza\u00e7\u00f5es e os seus stakeholders assume ainda mais import\u00e2ncia, uma \u00e2ncora para inspirar confian\u00e7a e empreender a transi\u00e7\u00e3o para um mundo p\u00f3s-pandemia.<\/p>\n<p><em>Ana Raposo, lecturer at the School of Social Communication, and Marta Gon\u00e7alves, Managing Partner of SayU Consulting<\/em><\/p>\n<p>&nbsp;<\/p>\n<p><em>In<\/em> <a href=\"https:\/\/www.briefing.pt\/opiniao\/51508-a-comunica%C3%A7%C3%A3o-numa-estrat%C3%A9gia-global-de-neg%C3%B3cio.html\">Briefing<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; O cen\u00e1rio com o qual temos vivido no \u00faltimo ano, que poucos poderiam ter equacionado nos seus planeamentos estrat\u00e9gicos, surpreendeu as empresas e for\u00e7ou a uma adapta\u00e7\u00e3o para assegurar a sua sobreviv\u00eancia. &nbsp; Em que medida tem a Comunica\u00e7\u00e3o um papel nesta transforma\u00e7\u00e3o e de que modo est\u00e1 a ser equacionada pelas empresas e [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":19905,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[2489,70],"tags":[467,2189,2491,708],"class_list":["post-19904","post","type-post","status-publish","format-standard","has-post-thumbnail","category-intercomm","category-o-que-comunicamos","tag-b2b","tag-escs","tag-intercomm","tag-sayu"],"acf":[],"_links":{"self":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/19904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=19904"}],"version-history":[{"count":4,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/19904\/revisions"}],"predecessor-version":[{"id":987497611,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/posts\/19904\/revisions\/987497611"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media\/19905"}],"wp:attachment":[{"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=19904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=19904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=19904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}