In the United States, it is common for the Investor Relations (IR) departments of large companies – such as Dell and Google – to launch their official blogs. Through them, companies establish a channel of high interactivity with the investing public, telling them about relevant corporate news or responding to questions, compliments and criticisms.

In Brazil, the only company that had even came close to this idea was Tecnisa, which used its corporate blog to discuss IR-related matters. In the beginning of August, it was the turn of Camargo Corrêa Desenvolvimento Imobiliário (CCDI), which innovated by launching a specific blog for this area. “The idea is to make the company’s process of communicating with the market more agile and informal, making room for stakeholders to also manifest themselves”, tells Fernando Bergamin, IR manager and the blog’s main author.

The executive guarantees that, within the scope of public information that IR is allowed to disclose, the space will always be open. “We only refrain from commenting on information involving other companies or future information”, he says.

How to behave in a sticky situation? The blog has already received some very vitriolic comments. On August 28, a visitor unloaded his arsenal of criticism on CCDI, claiming that “it’s deplorable that a company that deems itself a top player in the market could present a performance as mediocre as that of this quarter”. The investor also suggested the company to buy back its shares, instead of trying to acquire other companies of the segment. Bergamin did not fail to answer the visitor. “As long as there’s respect, the investor can and should criticize”, says the executive.