What do we call environments VUCA? They are spaces dominated by four basic characteristics: volatility, uncertainty, complexity and ambiguity. These four terms, which give their name to the original English expression are shaping business communication activity today that it is up to us to develop communication professionalsThe speed of change, especially those related to technology and the digital ecosystem, sometimes surprises us.
The truth is that when operating in these environments it is more than necessary to build a strong communication strategy that empowers organisations by building on what we call intangible assets, which translates in the end into a good reputation.
The scenario of permanent transformation and information saturation requires strategies based on trust and credibility.These are two values on which the communication professional must work and which are largely achieved through the generation of knowledge and commitment. But that is not all. It is essential that those of us who dedicate ourselves to this profession must manage safe spaces for dialogue with stakeholders and the company's different interest groups, putting users at the centre of all actions and knowing that digitalisation has empowered them.
The uncertainty that dominates the current ecosystem forces professionals, agencies and companies to develop innovative communication strategies based on a series of crucial aspects and values in order to achieve the objectives set. Some of these factors are:
A clear and forceful approach
A clear and forceful approachthat can help us to try to curb volatility. If we are able to predict what is coming, organisations and their managers will be able to anticipate any challenges or unforeseen events. In many cases, given the speed of the technological changes we are used to, it is very difficult to "stop the ball" and look at the big picture.
Understanding the world
It may sound like a high-sounding phrase, but it is the reality. In a changing scenario full of complexities, the best attitude is to face what comes from understanding and knowledge. Understanding always requires observing and listening to others in the search for different solutions. A communication strategy in VUCA environments must be the result of an active listening process, mainly within the organisation, and with creative and innovative proposals.
Trust
Today more than ever and, above all, in an ecosystem such as the one we live in, it is necessary to have the trust of the company's stakeholders, from employees to customers, including suppliers and the media.
Speed and responsiveness
How can ambiguity be combated? Clearly, with agility and the ability to move inside and outside the organisation to implement solutions. Faced with unpredictable environments, a company's response must be driven by communication strategy, much more than by planning.
Barbara Yuste
Director of the Digital Communication Area of Proa Comunicación