From Institutional Silence to an Evidence-Based Reputation Strategy

Client

SAYCO – Colombian Society of Authors and Composers

Role

Director of Communications
(Strategy, leadership, and execution)

Contex

SAYCO, a cultural institution founded in 1946 and responsible for copyright protection in Colombia, was facing a long-term reputational crisis. National media outlets repeatedly published inaccurate information regarding the management and distribution of copyright revenues.

The organization’s traditional response had been institutional silence, trusting time to resolve misinformation. Over time, this approach undermined public credibility, media relationships, and creators’ trust.

Challenge

  • Dismantle a widespread narrative of misinformation.
  • Rebuild trust with skeptical journalists.
  • Protect authors’ and composers’ income and reputation.
  • Shift a deeply rooted internal culture of non-response.

Inaction posed significant reputational and financial risk.


Strategy

I designed a crisis communication strategy grounded in evidence, transparency, and editorial leadership, based on key decisions:

  • Historical analysis of media narratives and institutional identity.
  • Fact-based storytelling supported by legal documentation and creator testimonies.
  • A clear decision to avoid paid publicity and instead pursue formal rectifications.
  • Direct, non-bureaucratic communication channels with journalists.

The strategy aligned communication efforts with SAYCO’s core mission: protecting authors’ rights and dignity.

Execution

  • Legal-backed rectification requests.
  • Close coordination with legal and executive teams.
  • Development of editorial and audiovisual content:
    _ Composer testimonials.
    _ Media interviews.
    _ Educational publications on copyright.
    _ Digital and graphic explanatory materials.


Impact

  • Public rectifications across national television and the press.
  • Progressive recovery of institutional credibility.
  • Increased public understanding of copyright systems.
  • Strengthened internal trust among members and staff.

The strategy became a long-term reference, remaining in use for several years after implementation.

Expertise: Content Strategy · Communications · Journalism · Audio/Video


Mila Mularski :: Bilingual Content Strategist & Communications Director