2023-10-01 11:00:00
As technology continues to transform the way we connect, watch and talk, the opportunities to create impactful narratives and reach specific audiences are exciting. With more than three decades of experience in strategic communication in Argentinaour perspective on its future is imbued with ambivalence and anticipation
Despite technological advances, the basic principles of communication remain invaluable: authenticity, active listening, prestige and adaptability.
In the past it was believed that to be considered an opinion leader it was necessary to have credentials, a supporting institution or solid experience that supported our judgment. However, today shows us a different panorama where constant exposure and influence can be built quickly in the digital marketas evidenced by the influencers.
If new generations of communicators embrace these principles while mastering current tools, the strategic communication in Argentina will continue to be a powerful force for inform, influence and create positive changes in society.
At the same time, I believe that in a few years we will see opinion leaders and spokespersons with different qualities than what we are used to. In a world of experimentation that has as its center the arrival of Artificial Intelligence (AI) and the way companies reorganize their game towards a type of circular economy, information constantly flows and voices multiply online.
Argentine and global society increasingly demands more transparency, authenticity and shared values from brands and organizations. We live in a market-driven society, where the call of immediacy can catapult actors with little information into positions of power.
From Verb We embrace the opportunity – as we have already done – to mutate, research, understand and apply new game tools. As strategic communicators, we face the unavoidable task of helping to discern between authenticity and mere exposition.
In this panorama, the future of strategic communication in Argentina is shown ambivalentbut with the firm conviction that Ethical foundations, adaptability, experience and authenticity will continue to be the cornerstones of our discipline.
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