(Adnkronos) - “Si chiede credibilità e di potersi fidare. Le aziende devono rispondere con una comunicazione basata su disciplina e autenticità”. Queste le parole di Stefano Tassone, Head of Group Communications di Mediobanca della presentazione dei risultati della ricerca ‘Corporate reputation: tendenze emergenti e implicazioni strategiche’, svoltosi a Milano e organizzato da Icch - International corporate communication hub spiegando l’importanza di sviluppo digitale e sviluppo social.
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00:00Transparency
00:04Absolute transparency simply does not exist.
00:07You think of a company that had to communicate in real time
00:11investments or development plans,
00:14or maybe a product before it is ready for commercialization.
00:18Well, a company of this kind simply could not compete in the markets.
00:23What exists is the request for transparency that is today addressed to companies.
00:27So what is there in this request?
00:30There is the request to be able to trust,
00:32a request for credibility that is addressed to companies.
00:35If this is the meaning of transparency,
00:38then companies, in my opinion, must respond
00:41with a communication that is inspired, first of all, by two principles.
00:46The first is discipline.
00:48Discipline must be given in the modalities and times of communication.
00:52This serves to create coherence and consistency
00:55of the narration that the company makes with its stakeholders.
00:58The second principle, in my opinion, is that of authenticity.
01:03What does it mean for the communication of a company to be authentic?
01:07It means making visible a correspondence,
01:11a link between what is communicated and what the company is and does,
01:15between the values and strategies of the company
01:18and what is communicated externally.
01:20If the communication of a company is able to be disciplined and authentic,
01:25this is the best way, in my opinion,
01:27to respond to that request for transparency
01:29that all the research today shows us to be one of the priorities
01:33of consumers and investors towards companies.