Case 5 — Reinventing Communication
Context
Crisis environment with severe budget restrictions, requiring communication to keep running and sustain morale and cohesion.
Challenge
Replace outsourced contracts without losing quality, consistency, or impact.
What Was Done
The communication area took over fronts previously outsourced (press, editorials, institutional, reputation, events, and materials), preserving standards and consistency. One example was the full maintenance of an internal newspaper, reinforcing employee protagonism and sense of belonging.
Result
Communication as a continuity structure: operations preserved, internal bond strengthened, and internal narrative made more human and resilient.
