Brazil Companies Push Internal Communication to Strategic Role

Internal communication in Brazilian firms is often treated as a support function, with many departments focusing on the number of channels, campaigns and volume of deliveries rather than business impact. Rafael Calia, sales and marketing manager at Clima Comunicação, argues that internal communication must become strategic, aligning with company priorities and linking its actions to key performance indicators such as turnover, productivity and operational efficiency.

Calia points out that current practice is largely tactical: organizations create corporate TV, newsletters and intranet portals without first defining the business problem they solve. He stresses the need to move from measuring email open rates and click‑throughs to demonstrating how communication influences concrete business outcomes, mirroring the evolution of marketing from a cost centre to a revenue driver.