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Yacoff Sarkovas

Yacoff-Serkovas1Yacoff Sarkovas, CEO Edelman Significa, Sao Paulo (Brazil)

Communications in this new world begins with the company’s purpose – its reason for being – and its values. These elements define the gravitational field of a brand, attracting people through identification and keeping them in orbit through reason and emotion. A brand becomes relevant to its stakeholders when it shares aspirations, opinions, styles and causes. The brand is strengthened and minimizes risk when it is genuine, true, fair and proactive. Relevance and transparency, therefore, is what gives substance to communications.

The means by which brands transmit their messages has also expanded. The reign of traditional media is over. Today, every medium can be considered strategic for establishing dialogues: blogs, social media, search engines, the companies’ own channels: All companies are also media companies.

Public relations is the discipline that best responds to all of these changes, because in its nature lies consideration for the views and interests of others. Its historical focus is the conversation and the sharing of value, established in complex and fragmented environments.

Simple brand exposure, paid or unpaid, endorsed by quantitative metrics is no longer enough to ensure a brand’s survival in the new market. Nowadays, brand purpose is as critical to the business as is strategic management of its relationships.

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