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Organizational communication challenges

Valdemar Vieira Dias

CEO of VALMONTEIRO, entrepreneur, specialist in Digital Marketing, Computer Engineer and columnist

Challenges are quite interesting and welcome when we talk about new and great opportunities. In other words, regardless of the degree of complexity, challenges bring with them openings to other opportunities. And the communication areas in institutions are no exception to the “rule”.


Exercising effective organizational communication increases the chances of organizations achieving better results. It promotes more fluid interaction between corporate bodies and their teams, generating more credibility with customers and consequently increasing sales and revenue.

There are many challenges, from strategy and planning, which are probably the greatest, due to the great need for integration between areas of the organization and respective employees, and also planning in accordance with the institution's business development strategies. Strategic planning, when well explained, promotes greater engagement and makes all actors dedicate themselves to the expected result.

Assertiveness is another challenge that can compromise entire strategic planning work. In other words, it is important that all involved actors (people and leaders) know how to communicate clearly, efficiently, in person or remotely.

Although, nowadays, the market offers many solutions, the use of appropriate tools and technologies continue to be major challenges in communication in organizations. It is necessary to train teams to properly use corporate communication tools, as well as monitor technological development. It is also essential to verify which technologies are, in fact, impacting stakeholders, consistently and at the ideal time. Otherwise, the institution will have difficulty engaging and have low levels of productivity.

The technological area is constantly changing, almost at the “speed of light”. Therefore, it is important that communication areas in organizations monitor trends and the behavior of their audiences, and invest so that they can achieve significant results. Do you agree with me, dear reader?

Another no less important challenge, and I believe that many institutions do not look at it with their “eyes to see” – they just need to see when they do it, and without any assertiveness – is the creation of a crisis management plan. The communication carried out by many organizations, when going through moments of crisis, is still quite weak. Which leaves me astonished!

I remember an episode in one of the companies where I worked, and a big one at that – if not the biggest in the sector – did not have a crisis management plan. And when the communications team started to design the plan, very encouraged by one of the employees – he knows who it is! yes, that's you M (lol) – everything seemed “OK”. See you then! Once the plan was completed, it was presented to managers for consideration, correction or validation…not once, not twice! It was completely ignored. This happened with other projects in the area. The truth is that nothing happened. The initiative simply died! Have you, dear reader, ever gone through or are going through a similar episode?

Obviously there are other challenges that are no less important. However, the initial challenge comes from the institutions' own leadership structure. It is essential that organizations have strong sponsors who are sensitive to the topic of organizational communication. Only in this way will it be possible to have strategic, effective, relevant and resulting communication.

Opinion of
Valdemar Vieira Dias

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