This is one of the phrases we took away from the Meeting of Social Sector Communicators: Dialogues for Transformation, an event organized by the University of Medellin and the Antioquian Federation of NGOs.
We met with communicators, journalists and leaders of social organizations to share experiences and reflect on the crucial role of communication in generating significant changes in the social sector.
Octavio Islas opened the space by rethinking the way we design and execute our communication strategies to reach wider audiences and have a deeper impact. On the other hand, the transcendence from action, moving from the operational to the strategic, the factors that determine the value of a brand beyond reputation because in the developed world there are no brands, there are needs and how communication allows the evolution of life in all its forms.
One of the highlights was the panel ‘From analog to digital’, moderated by Andreia Silveira Athaydes, where experts such as Lina Yarce and Jorge Eusebio Medina shared their experiences and challenges in creating content for digital media, highlighting how digitization has transformed our ways of connecting with the public from two points: the importance of listening to audiences and the side we decide to tell the stories, because the communities are the validators of these narratives and expand the message with which we reach the territories.
We ended the meeting with the discussion of representatives of various social organizations in which they shared practical cases that show the importance of communicating from empathy, authenticity to build trust and the main challenges we face in the social sector:
- Learning to coexist with artificial intelligence and the new technologies they bring to our field.
- Generate narratives that not only inform, but also inspire and generate an emotional connection with the audience.
- Knowing how to manage immediacy and content saturation. It is very important to question how to reach and at what time.
- Understand what generates value for us as an organization, filter the messages that identify us and determine the channels that are suitable for what we do.
- Understand the measurement of communication from every possible angle.
- Consolidate a network of allies in the territory that share good practices, that not only leverage the organizations, but also strengthen the collective voice of the social.
Thank you for this inspiring space! We took away very valuable lessons learned and reaffirmed our conviction that communication for social change is a powerful interdisciplinary tool to transform realities.
At One we will remain committed to strengthening our strategies to make visible the impact of the projects we support, to promote positive change in the territories where we work, and to develop the necessary narratives to explain our work.
