The social economy needs to improve its communication to demonstrate the impact of its actions, warned Maria João Ruela, advisor to the cabinet of former President of the Republic Marcelo Rebelo de Sousa. Speaking at the 5th Mais Social Congress, Ruela cited research indicating that media coverage of the sector is often negative, focusing on crises or conflicts.
According to Ruela, a lack of clarity about what constitutes the social economy, who its spokespersons are, and a scarcity of updated data make it difficult for journalists to portray the sector's true dimension and impact. Despite its significant contribution to employment and the economy, the social economy is still often associated solely with charity.
To enhance visibility, Ruela suggested that social organizations invest in storytelling through data, testimonials, best practices, and replicable projects. Effective communication can mobilize society, increase transparency, attract volunteers and talent, and influence public policy. The advisor also highlighted the need to adapt to new media realities, such as digital transformation and data literacy, and to prepare teams for privacy and ethical issues in communication, especially concerning vulnerable audiences.
