PRESS OFFICE AS A CATALYST FOR EXPONENTIAL GROWTH: A COMPARATIVE ANALYSIS OF THE IMPACTS ON SMALL, MEDIUM, AND LARGE COMPANIES

Abstract

Press advisory currently stands as a strategic and fundamental instrument for organizational development, operating as a catalyst for exponential growth regardless of company size. This study comparatively examines the differentiated impacts of press advisory in micro, small, medium, and large enterprises, analyzing how the strategic management of institutional communication - through a qualified relationship with the media - enhances brand visibility, builds corporate reputation, and enables commercial opportunities in an environment of intensified digital competitiveness. The research, qualitative, descriptive, deductive, and narrative bibliographic in nature, draws on theoretical discussions grounded in strategic communication models, stakeholder theory, and public relations management to understand the mechanisms through which press advisory generates exponential growth effects. Structural differences were identified in communication strategies according to organizational scale, revealing that smaller companies, even with limited resources, can exponentially expand their reach through qualified press advisory aligned with contemporary media dynamics. It is concluded that press advisory is highly relevant in modern corporate policy, going far beyond the mere dissemination of information to establish itself as a strategic managerial function capable of transforming organizational narratives into sustainable competitive advantages.