Only 30 percent of companies believe it is necessary to communicate their corporate purposes to consumers.
Of the total number of Mexican companies, 80 percent measure external communication and 55 percent evaluate internal communication, according to data from data reportHoot Suite, We Are Social and GWI.
In a context in which the optimization of resources is the main objective of companies, together with the way in which they transmit their values and operations, simplicity is underpinned as the main trend to follow this 2023 in corporate communication.
According to the last LLYC studywhich encompasses the vision of different experts from Spain, Brazil, Colombia and Mexico, one of the challenges that can be seen this year is the growth of political polarization that “splatters” companies and the entire ecosystem related to public relations, which The need to explore the advantages of digitization and generate current and relevant purposes for the new generations increases.
Simplicity, the basis of corporate communication in 2023
The latest LLYC report “Corporate Communication Trends in 2023” reveals an important point to consider in the cost containment strategies of local and global companies, especially when studying their audiences.
And it is that, according to the results, companies today have to focus their efforts on corporate communication projects that really generate an impact on their public and translate into valuable and sustainable actions in the long term.
“The best investment of time and resources is to understand the external and internal moment of each company, identify the gaps that exist and allocate the greatest efforts there,” says the analysis.
In the midst of the economic, geopolitical and social uncertainty that the world is going through, the four nations agree on a common need: to return to the origins of communicating facts, operations, values and emotions.
Simplicity is, in this case, the basis for a corporate communication to achieve its efficiency in this era of hyperconnectionso the industry in general has to rethink its messages and bet on the simplest without giving up innovation or risks.
“Critical years like the one we have ahead of us also offer us good opportunities to demonstrate the strategic value of communication for the business and, thus, conquer the strategic space that also corresponds to it in the company’s decision-making,” says Nieves Álvarez , Senior Director of Corporate Communication at LLYC.
According to the researchers in charge of the first study of the year launched by the Spanish consultancy, the recent technological advances in information and the digital and virtual trends that are expected in 2023 tend to seek simplicity and simplicity of the essential, that is, , making it possible for the consumer to access their uses without spending a lot of time or getting frustrated in the process.
For this reason, LLYC identified four main trends that PR experts outline for this year in the field of corporate communication and which, in their opinion, are a reflection of global reality and are especially focused on Latin America and Europe:
- From “image laundering” to real and timeless corporate activism: Using commemorative or special dates to project an opinion or take a position on some of the challenges that society faces is something common in organizations. This activism, however, is not always consistent with the purpose, values and essence of the company, but rather, many times, it is only the result of its need to position itself and make itself visible in global conversations. And this can reveal inconsistencies between what the brand does internally and what it stands for publicly.
In a survey carried out by the Association of Communication Directors of Panama (Dircom Panama), 83% of those surveyed stated that they saw companies as a powerful platform from which to talk about important social challenges and contribute to their solution. At present, in addition, the consumer no longer wants only the product or service, but they seek the commitment of companies with a series of social, environmental and political values with which they identify.
- The impact of political polarization on business development: In recent years, extreme political polarization has made it difficult for companies that operate in highly regulated sectors or that have high visibility among the most politicized consumers to manage. Unlike corporate activism that aligns with the purpose of companies, political activism fueled by polarization requires positioning that does not always align directly with the actions of companies.
This position runs the risk of becoming “populist”, constituting itself to displease one side or the other, regardless of the facts.
- Public relations that are, increasingly, digital relations: Although the pandemic seems far away, some of its effects are still being felt. This is the case of the drastic reduction of face-to-face activities in public relations. Thus, journalists are increasingly reluctant to attend press conferences or individual meetings, preferring to connect digitally, even when the topic in question is interesting and relevant.
- Simpler communication strategies for a more complex world: One of the biggest challenges facing business communication in 2023 is how to achieve greater impact with fewer resources and activities. With a 25% chance that world GDP will grow less than 2% in 2023 according to the International Monetary Fund (IMF), which will be perceived as a global recession, and the continuity of cut policies, especially in the technology sector , companies must focus their efforts on authentic projects that generate impact on their audiences and that can be translated into long-term sustainable actions.
The experts from the global communication agency explain to us how this type of corporate movement can influence the way in which companies and their leaders communicate their way of seeing the world and relating to it.
According to the indications of 2023, with the first month closing, it can be said that the next step in communication should be based on the search for simplicity, since this is not the best year to make bold leaps or take risks resulting from poor planning. .
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