Latin American communication experts discuss “Corporate Reputation Challenges in Times of COVID-19”

• At a Worldcom Public Relations Group forum, Latin American communication experts analysed the challenges facing corporate reputation in times of COVID-19.

Worldcom Public Relations Group, the world’s largest international network of public relations agencies, recently held the virtual forum “Corporate Reputation Challenges in Times of COVID-19”. The guest experts and partners set out the impacts the pandemic has had in their countries, such as falling productivity and declining sales of various products and companies, as well as the changes and strategies needed in their communication channels to connect with their stakeholders.

The forum, moderated by Arturo Arriagada of LatinMedia Chile, highlighted that through its network of 115 communication agencies in 35 countries, Worldcom has witnessed the design of top-level communication strategies and services following the health emergency. He also said that the importance of understanding communication management holistically during this very difficult period marks a before and after for corporate communication.

Angélica Consiglio, CEO of Planin Brasil, was the first speaker, on the topic “Post-COVID-19 relationships between companies and their stakeholders: The new reality facing Latin American leaders”. She highlighted that companies face major challenges and are being forced to work under a new model, with remote communication and interaction with ever-changing stakeholder groups. “Brand purpose is the great link between companies and their customers, so companies with clear purposes will be defended by their consumers and will be able to survive,” she said.

Amelia Reyes, CEO of AF Comunicación Estratégica in the Dominican Republic, spoke about “Public Relations and Corporate Reputation”, saying that media consumption grew during the pandemic, especially digital media, enabling continuous communication. “This crisis has exponentially accelerated the digital transformation of the media and companies. Brands are exposing themselves to more direct contact with their audiences and to constant, much broader feedback, especially on social media.”

Meanwhile, Mercedes Córdova, CEO of MC Comunicaciones Ecuador, in her talk “Corporate Reputation Challenges for Business Recovery”, stressed the importance of bearing in mind that corporate reputation accounts for 63% of a company’s market value, making it the best strategic resource for competing, and underlined that a brand becomes the best asset for protecting and building reputation. “Reputation lies on the line between the reality of the company or country and how its audiences perceive it. So the digitalisation COVID-19 has plunged us into requires companies to set commercial concerns aside and make way for human quality.”

Finally, Luis Avellaneda, CEO of Realidades in Peru, in his talk “Corporate Reputation as a Transparency Strategy”, said that transparency in organisations is not just about disclosing and informing, but should encourage differentiation of the information conveyed to different audiences. “Transparency is intentional, because it has objectives and must be available, taking into account elements such as simple, understandable clarity; effectiveness with accuracy and relevance; and accessible, frequent periodicity,” he said.

Without doubt, each contribution from the members of Worldcom Public Relations Group helps strategic communication managers for brands and companies worldwide to internalise the challenges and take actions that help them stand out with their partners, but also to become part of the solution the market demands today. To find out more or watch this webinar again, click here: MC Comunicaciones YouTube.