Service orientation requires good listening and presentation skills while increasing virtual work requires alternative written and communication forms.

Only in Portugal there are dozens of higher education courses with communication as a central theme, large corporations already understood that corporate colors and fonts are a valuable form of communication.

The mathematical theory of communication relates the amount of information conveyed in a channel and perhaps therefore we often forget the basics. There is no communication without listening; there is no communication without feedback.

An “Issuer” must attend to the reception of the message; be careful in selecting the channel and code used, in order to transmit the correct message, and also, do not neglect that the context is already common knowledge.

Into face-to-face communication there are not just words as messages, gestures, tone of voice, and all body language must be shaped and used as facilitators of communication and feedback.

Today, it is the context, social, political, geographical and cultural, that has required constant adaptation; the proof is the introduction of new codes of “facilitated perception”. The use of emojis, not as auxiliaries, but as basic code “calls” for attention, especially to people with less ability on electronic communication.

The most important thing in communication is hearing what isn’t said.

Peter Drucker, (1909-2005), Administrative Consultant, Financial Analyst, Professor, Journalist and Austrian Writer