If there is something that catches me, it is stories that are loaded with authenticity, those contents that are very easy to relate to the reality that surrounds me, that I can identify in the life of someone close to me, when I can put a face on it in my mind or land it on a context.

After getting hooked on the story, comes the content analysis, if there are data, relevant figures, what we call valuable content, which becomes a challenge, because it can be subjective, at most in communication is. Everyone recognizes the value in content according to their interests and intentions.

For organizations the exercise should be no different. Communicate, hook your audiences, and touch their lives cannot go against corporate language. The exercise of building content from organizations should not be seen as something apart, as a foreign world with a tint of exclusivity, but rather maintain that higher purpose of inspiring and generating trust.

It is surprising to still find organizations of all kinds that operate with their backs to communication. Yes, even today, in the information age, where communities converge in the digital world, where visibility, recognition and positioning are highly valued at an organization and even personal level, we continue to find organizations disconnected from this reality.

So, the challenge in principle continues to be communicating, as a conscious exercise and as part of the DNA of organizations, as a fundamental part of life itself, where every relationship is mediated and is possible thanks to communication.

After communicating, let's think about doing it in an effective, strategic and authentic way. Communication conceived as the result of planning, in which we give structure to the intention to communicate, beyond desire, and where we prioritize messages that speak of us with transparency, as a premise of the respect we feel for our audiences.

An effective communication that is articulated with the language of the organization, where tactics and indicators fit, as well as the budget, where the strategy is adjusted according to the results obtained.

And although all the above are still pending tasks for many organizations, there is an even greater pending commitment: communicating collectively and with beneficiaries. We still have a hard time lowering "several lines" to the brands and their particularities, totally valid and justified, of course, and turning up the volume to the higher purposes that place us as key players in the development of the territory, as actors and protagonists of the transformation, beyond a visual identity.

It is not only important to generate alliances and make impact initiatives a reality, if communicating it is not a priority. How many initiatives are carried out daily, in which the genuine interest of organizations for the well-being of others converges, and without proper management of communication they cease to be known, or are known only from a glance and not in their total dimension? How many times as organizations have we failed to count important results, achieved hand in hand with others, for not reaching agreements in the management of communication and brand identity?

Communicate collectively, jointly build content of value for the public, take advantage of the potential and capabilities of allies, their communication teams and our beneficiaries, stop communicating alone and amplify the message and the purpose... it is still a road to go, an exciting exercise and another level in the management of strategic communication.

Note: TRASO is a social, civil and business collective that develops initiatives, articulates efforts and manages alliances in search of raising people's quality of life, generating prosperity in communities and reducing the inequality gap