Reflections, advice and experiences on strategic business communication
The Maco&Co blog shares insights, analysis and practical tools on corporate communications, public relations, brand strategy and digital reputation. Each article is grounded in real-world work with clients across industries including manufacturing, retail, health and technology. Our goal is straightforward: to turn communication from a cost into a measurable growth driver for your business.
Journalists won't tell you to your face why your press release ends up in the trash. I can do that. Because I have been on the other side for years.
Go out, make yourself visible, invest in being present. It is not vanity. It is the best business strategy that no one teaches you.
Pausing communication during times of adjustment may seem reasonable, but silence has consequences. While a company ceases to communicate, the competition gains visibility, the market continues to advance, and potential customers find other options. Communicating consistently is not an expendable expense, but a strategic decision.
AIs do not recommend companies at random. They validate brands with a coherent presence, technically accessible, and backed by authoritative sources. Does the AI know you exist? Now you can check it in 60 seconds, for free and without registration.
Websites no longer only need to rank well or be visually appealing. They must also be correctly understood within a context shaped by AI and new ways of interpreting information.
Sant Jordi is much more than a tradition: it is a lesson in storytelling that has been effective for centuries. It is a reflection on what makes a story understandable, shareable, and memorable… and why many brands are failing to achieve this.
Why do some brands communicate, publish, and have a strategy… yet fail to generate opportunities? A reflection on how the current context, characterized by AI and content saturation, is changing the rules of the game.
For years, the issue of sustainability has been excessive storytelling. Today, silence is becoming a problem as well. Between greenwashing and greenhushing, companies face a new challenge: to communicate what they do with honesty. Because in an environment where everything is interpreted, what is left unsaid also shapes perception.
Increasingly, information about brands is not consumed directly, but rather synthesized through artificial intelligence systems. This introduces a new variable in communication: it is not only important what a company says, but also how that narrative is integrated and redefined when interpreted by AI.
Talking about purpose is no longer enough. Double materiality introduces a more demanding question: what is truly relevant for the company and its environment. This logic not only enhances reporting but can also make the corporate narrative more robust and credible.
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