ABERJE – BRAZILIAN ASSOCIATION FOR BUSINESS COMMUNICATION

Aberje is Brazil’s primary center for producing and disseminating knowledge and best practices in Business Communication.

 

About Us

Aberje is a non-profit, non-partisan professional and scientific organization. Its pillars are advocacy  (strengthening the role of Communication in companies and institutions), career and recognition (training and development of professionals), and content (producing and disseminating knowledge).

Founded in 1967, Aberje develops research, strategic studies, and publications on Communication, offers training courses and events, promotes exchanges of knowledge among members, and recognizes the best practices and professionals in the area.

Aberje’s performance goes beyond the Brazilian territory by taking part in boards of international institutions such as Fundacom, Global Alliance for Public Relations and Communication Management, and Arthur W. Page Society, positioning itself as a think tank for Brazilian Business Communication.

 

MISSION

Aberje aims to produce knowledge and share best practices to strengthen communication in companies and institutions’ and reinforce the communicator’s strategic and civic role.

VISION

Aberje seeks to be a global think tank for Communication and Business Relations.

 

KEY PRINCIPLE

“In democratic countries, the science of association is the mother science; the progress of all the others depends on the progress of that one.”
Alexis de Tocqueville, Democracy in America

Association

The joining of efforts in favor of a common idea is the basis of any association, and when its participants see themselves as equals it will remain democratic. This is the case with professional and scientific associations, such as Aberje, whose purpose is to provide interaction between peers that compete in the market and share practices, beliefs, and experiences. Associations thus become a privileged and safe place for learning and also for reflecting on the social functions of our profession. In this kind of environment companies, professionals and academics discover that their private interests are allied with the interests of society as a whole. Indeed, this is what legitimizes their common interests.

The association institutionalizes the search for this common ideal, training new communicators and improving the skills of those who are already established, through research, new content, and by disseminating good practices and behaviors. The goal is to compare and select the most effective practices, highlighting those that will eventually become standards in the field. In other words, it’s about transforming good ideas and solutions into ideals.

For the association to continue to expand its knowledge and grow, it must always seek to deepen the bonds with professionals and companies while at the same time dialoguing with the rest of society, nationally and globally. It must present and disseminate these common interests and values, and also listen to those of other social actors, absorbing and filtering their thoughts and demands as they relate to business communication.

 

VALUES

Ethics

In the broadest sense, Ethics is the study of how we live with one another in society. This coexistence should occur according to specific goals and rules, some of which are institutionalized through laws and regulations. Moreover, unwritten goals and principles depend on individual behavior. There is also a second, more restricted sense of the term. Those who are ethical act, as individuals or in representing an organization, according to these guidelines and unwritten rules. Their behavior is regulated by the criteria of good and fair conduct and the appreciation of the other – ethics is integrity. Communication plays an essential role in promoting positive reinforcement, respect, and decorum. It is only when these goals and rules are discussed that they can be understood, analyzed, modified and, eventually, considered as ethical principles and values. Aberje has chosen Ethics as one of its four fundamental values, not because it is a value in and of itself, but precisely because it is the field of philosophy authorized to study and reflect the morality and the values of companies, institutions, and society.

Innovation

One of the most striking features of the modern era is the search for novelty and the value of inventiveness and originality. Never has the “new” been pursued so systematically as it has today. Innovation in products, services, organizations, relationships between people, between people and things and people and nature is vital. But novelties never appear in an empty space – they are always considered new in relation to something else. For this reason, innovation is more significant when it relates to the history of individuals, organizations, and society; when it is also memory. On the other hand, the interface with nature and its limitations cannot be forgotten, and innovation must be part of the sustainability framework.

Plurality

The recognition of the intrinsic value of diversity (ethnic, cultural, religious, sexual, ecological, political, age) must be the starting point. The guarantee of the peaceful coexistence between different people and different ideas is a necessary condition for a dignified life. Therefore, the mere tolerance of what is different is no longer enough, it is necessary to learn from these differences, to make authentic coexistence with diversity a source of human wealth.

Humanism

The critical analysis of the interests, capacities, and potential of human beings is indispensable for any responsible undertaking. Historically, valuing human concerns has involved encouraging and defending Reason, Education, Science, and Arts. Currently, when the destructive potential of our species is evident, it is worth recognizing that it is in our interest to preserve nature – of which human beings are not above but are an integral part of – and develop, as quickly as possible, the conditions to achieve this goal.

Our Pillars

CONTENT

We produce and share knowledge of the area, promoting debate on the central issues of Business Communication.

Aberje Editorial

The editorial brand aimed at publishing theoretical and practical books in the industry.

Reference and Memory Center

The first collection focused on Business Communication in Latin America.

Research

Research on Communication in organizations and their professionals.

Aberje Portal

Digital portal with essential content for the communication professionals.

CE Comunicação Empresarial Magazine

A magazine produced and printed twice a year addressing the main themes influencing companies and their communication strategies.