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.
Before asking if AI recommends you, there is a more urgent question: what does it find when it searches for you? The answer, in most cases, begins with your website.
Every week, I speak with business leaders who are well-versed in AI. However, when I ask them what AI says about their company when someone searches for a provider in their sector, the silence speaks volumes.
I have rested and taken care of myself this summer. But I have not completely disappeared. And September has proven me right: those who work in silence while everyone else takes a break reap the rewards when others start from scratch.
I am writing this from my vacation. And precisely for that reason, it seems to me the perfect moment for this second part: what exactly happens in September if you did nothing during the summer?
My daughter is 17 years old and in just a few months, she has achieved things that seemed impossible. When I asked her how she did it, her response was the simplest and most powerful I have heard in a long time: "Mom, I knew what I wanted. And I knew there was only one way."
Every year, the same thing happens: July arrives and companies slow down. But it is when there is less noise. And when everyone is silent, those who speak are heard better. This is what truly works in July.
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.
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