To provide a fresh perspective on the role of communication in organizations, Eva Pedrol, an international expert in crisis communication at Llorente y Cuenca, visited the School of Communication and Design at Universidad ORT Uruguay part of an international agreement with the School of Graduate Studies and professional development.
It's Not What It Seems
— Universidad ORT Uruguay @UniversidadORT) June 13, 2023
How can creativity and strategic management become tools for overcoming crises and strengthening corporate communication?
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Eva Pedrol holds a Master’s degree in Communication Management from Pompeu Fabra University (UPF, Spain) and a Bachelor’s degree in Journalism from the Autonomous University of Barcelona (UAB). She is currently Senior Director of Corporate and Crisis Communication at Llorente & Cuenca. In addition, she has over 10 years of experience working with communication and reputation consulting firms for various companies around the world.
The Ongoing Challenges Facing Businesses in the Digital Age
Pedrol began his presentation by describing some of the challenges he often faces when managing communication crises at large companies and institutions. In this regard, the lecture focused on the challenges faced by companies and organizations in the digital age, which is characterized by immediacy, hyperconnectivity, and activism on social media.
Eva Pedrol shared her extensive experience in the field of corporate communications and reputation management, emphasizing the importance of effectively managing crisis situations and preventing them in a professional manner.
https://www.youtube.com/watch?v=8tV5wQM9jEw
In an increasingly unpredictable global context, companies are facing uncharted territory amid a macroeconomic landscape that is far from promising. Societies, for their part, are becoming increasingly polarized, demanding, and critical, which further complicates the business landscape.
In this context, brands have shifted toward building relationships based on capturing the attention of consumers, who, in turn, are wary and overwhelmed by information.
As communicators, we need new ways of acting and understanding the world. We find ourselves in an increasingly unpredictable environment.
One of the main challenges highlighted at the conference was consumers’ lack of trust in brands. According to Pedrol, a study revealed that consumers would not mind if 77% of today’s brands disappeared, underscoring the need to build trust and authenticity in corporate communication.
The conference also highlighted corporate social and environmental responsibility. Nearly two-thirds of consumers would be willing to pay more for brands committed to social and environmental responsibility.
https://www.youtube.com/watch?v=PgmhVp9oCfk
This requires companies to go beyond sustainable business practices and make a meaningful contribution to society.
Anticipating Business Crises
To address these challenges, three key questions were posed:How can we become an activist company whose contributions extend beyond business?How can we connect with consumers who are overwhelmed, polarized, and distrustful? Andhow can we protect our reputation in an environment of constant crisis?
The conference highlighted the importance of open, collaborative, and dialogue-oriented leadership in championing the causes a company embraces. It also emphasized the need to foster a purpose that goes beyond financial results and aligns the company’s goals with those of society.
Crisis management was addressed as a crucial aspect of the business world. In a volatile environment, companies must be prepared to deal with adverse situations effectively.
The importance of having a well-structured crisis communication plan and of acting with transparency, accountability, and empathy toward all stakeholders involved was emphasized.
When it comes to connecting with consumers, the importance of building authentic and meaningful relationships was emphasized. Brands must be able to create relevant, impactful, and emotional content that resonates with their audience.
In addition, the importance of adapting to new communication channels and using personalized marketing strategies to establish a deeper connection with consumers was highlighted.
Permanent crisis
Finally, the discussion turned to reputation protection in an environment of“permanent crisis,”where companies are constantly exposed to risks. The importance of proactive reputation management was emphasized, including monitoring social media, responding quickly to comments and criticism, and taking preventive measures to avoid crisis situations.
https://www.youtube.com/watch?v=vGK27M4gM3c
The conference provided a comprehensive overview of the current challenges facing corporate communication and business strategy. From building trust and authenticity in corporate communication to adopting an activist approach and managing crises effectively, companies must adapt to a changing world and make strategic decisions grounded in solid values.
Navigating these challenges requires visionary and flexible leadership, as well as effective and consistent communication that connects with consumers and society at large.