Having transparent management is not just about accountability. Investing in communication is also essential.
This can be done both in the work of press relations and in the production of content for websites and social networks. Since 2002, Ramacrisna has made investments in communication and, in these almost 20 years, it has seen projects and social impact grow exponentially.
Today, the Institute invests not only in communication for national companies, but also for possible international partners. Check out.
You know that saying: “who is not seen, is not remembered?”. Exactly! Many social organizations do not achieve good results due to lack of investment in communication.
For the vice president of Ramacrisna, Solange Bottaro, it is essential for a CSO (Civil Society Organization) to show what it does, the projects, the results and the impact of its work on the life of the community. “This way, people and companies will be able to help and continue the work”, she says..
The Institute began investing in communication in 2002, as a result of a partnership with Petrobras that provided for the allocation of part of the resource to publicity actions. So, Ramacrisna signed a contract with a press office, advertising agency and invested in hiring specialized employees.
“There is a Ramacrisna before and after Petrobras: it completely changed the relationship with society. And this investment became definitive. Today, every project has a communication budget and this favors our management’s journey. Transparency is very important“.
In these nearly 20 years of work in communication, the Institute has won numerous awards, which only existed because people knew about the work. Among them, one of the most important in the third sector: the best NGOs award, which takes into account criteria such as communication, transparency and management. In addition, other partnerships with large companies started, mainly international partners, which we had never had.
In this way, projects receive much more investment today than they did two decades ago. In this way, we can improve the lives of more people.
Today, Ramacrisna invests in a website entirely in English. This is because people and companies from other countries demand the production of this content. “From this point on, we are having even greater visibility. The return of the means of communication is very fast”, declares Solange.
Today, in addition to partnerships with communication and marketing agencies, Ramacrisna has professionals in the field of communication within the team. In this way, it is possible to think strategically how and when to disclose what happens in the organization’s day-to-day activities.
Communication planning is carried out annually, taking into account the Institute’s macro strategies. This planning gives rise to indicators and targets that are monitored monthly by the entire management team together with an FDC consultant. “In the same way that sectors such as finance, resource mobilization and others have their goals and need to seek solutions to achieve the proposed results, communication is as important as such”, points out Gabriella Prado, communication coordinator at Ramacrisna.
In 2020, the investment in press relations, which generated 272 insertions in the media and a return of more than 4 million reais in spontaneous media.
Therefore, the result of communication actions is so high. In 2020, for every R$1 invested in spontaneous media, there was a return of R$95.
But long before the investments we have discussed so far, Ramacrisna already believed in transparent management. The Institute’s creator, Professor Arlindo Corrêa da Silva, performed, since the beginning of the activities, the accountability of resources – long before transparency became a mandatory practice in social organizations.
In addition, the magazine O Poder was created 75 years ago. The publication disseminates the actions to improve the conditions of the community and, today, it is another form of visibility for the Institute.
Solange Bottaro also explains that management is essential for the implementation of communication actions as a priority. “It is necessary to organize resources and partnerships and make this investment. By living with other organizations, we see that many of them lack management and communication. So, it doesn’t see it as a priority and so it doesn’t have visibility and partners. It’s a vicious circle“, warns the vice president.
By supporting the Institute’s projects, you help transform people’s lives through education, qualification and professionalization initiatives. We are a social organization that has existed for six decades and, since the beginning, we have believed in the importance of transparent management.
