In the elaboration of this digital strategy the construction of the persona is a fundamental item. Building a brand reputation, both online and offline, is one of the primary goals of corporate communication. Once a company gains a positive perception from its target audience, it can also achieve business objectives, whether it is retail or service supply, B2B or B2C.

With the advancement of the internet, digital marketing has become one of the biggest sales and brand recognition tools, with new concepts and formulas to reach more and more precisely the desired audience – the famous target audience, or target And from that concept came the persona: a fictional representation of the ideal customer of a business.

Far beyond the intended audience, the persona is based on actual demographics and behavior, and considers clients’ personal history, habits, interests, profession, goals, challenges and frustrations.

Persona x Audience

The most important point in knowing the difference between persona and audience is from the point that both are not synonymous. While the target audience covers a large portion of the population for whom the products or services are intended, the persona represents the ideal customer in a personalized and humane way. See below the difference between both:

• Target Audience

Women from 18 to 35 years old, residing in São Paulo, interested in classical ballet and jazz, with monthly income from R$ 3,000.00. They are looking for quality dance products and articles.

• Persona

Maria Eduarda is 24 years old and is a dancer at the São Paulo Municipal Theater and a ballet teacher for children from 6 to 11 years old. She is at the beginning of her career and one day she dreams of being the soloist of the company she dances for. She seeks quality products, technology and value compatible with its purchasing power.

From the customer base, you can investigate who or what the business personas would be and develop more assertive sales strategies to reach those potential customers. Seek to understand how your product or service is perceived in the market, strengths and weaknesses, and how defining the persona can help with this strategic turn.

The importance of defining a persona

It is well known that the ultimate goal of persona creation is, of course, to sell more – be it a product, service or reputation. However, along the way, there are many important steps to converting potential customers.

To build the digital presence of a brand, it is essential to invest in the production of content for blog and social networks. The persona helps determine the best content to achieve these goals, tone of voice, themes, and style of posts.

In addition, the persona helps to understand how the potential consumer seeks, receives, and consumes information, and the most accurate way to design marketing strategies for this ideal customer. It is a key tool for leveraging digital presence, brand awareness and product and service sales.

By Bárbara Christan

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Representing a brand or organization in the press goes far beyond oratory training. It is about establishing an image that will represent that institution for an entire corporate and social community. One must keep in mind that communication is directly associated with building an image, because it is through a speech that a figure about the company will be created.

This process is called ethos, a method that aims to ensure the success of the oratory enterprise, assist in the speaker’s posture when talking to the media and strengthen their persuasive power. It is essential, while responsible for an organization, to prioritize media training and establish an effective communicative process, developing discursive skills and being aware of the strategies that compose it, as they will help convince the interlocutor.

A picture is worth a thousand words

In media training, the spokesperson’s central goal is to sell an image so that their audience reacts according to their interests. To work with your content marketing, you need to convey an image that meets the company’s values, so that your ethos is compatible with what the company stands for. Thus, both the essence of speech and brand positioning become clearer.

Knowing your target audience, what they expect from your organization, and how they perceive your brand is also a crucial step in media training, from which you can determine which resources will be used in the oratory to enhance the image.

Also, staying firm and showing peace of mind is what will make your audience evaluate your communication and the way you show the image it represents, helping to understand the approached subject and arising the interest of the listener.

From the moment the established oratory dialogues with the company’s values, the spokesperson’s constructed image has a value compatible with the branding, establishing greater credibility in the corporate and social environment, so as to be remembered positively, gaining more space in the media and thus making the brand more easily recognized.

Focusing on this set of rules, the path to success in media training will be clear. Get ready: Your company’s spokesperson will be much more in demand and remembered as the right person to answer any questions about the organization.

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All it took was a camera and a microphone that all you had prepared to talk about disappeared! Direct contact with journalists – especially in press conferences or interviews – intimidates even the best articulated spokesperson. If it’s live, then it feels like you’re lost… That’s why media training, or training for the press, is critical to any organization that develops media relations. Training becomes even more important in the case of self-employed professionals or representatives of public or private health and law institutions (to name the top). In these cases, specialized media training exposes how to relate to the media without breaking the professional Codes of Ethics in each segment.

Codes of Ethics are often stringent and regulate press relations in direct-contact professions that address strategic issues: lawsuits and the use of health-hazardous substances, for example. Currently, these rules and cautions still serve for exposure in digital environments, especially in actions with digital influencers. In these cases, strategic communication planning may require the realization of specialized media training!

One of the strategies that favors and enriches this training is lectures with communication professionals specialized in the areas. That is, in addition to all the usual apparatus of a media training, the activity can be developed with specific situations exposed by those who experience the segment daily. This guest may be a reporter or host who specializes in the subject, or even a press officer; as has already happened in some cases of trainings given by Race Communication in partnership with legal journalist João Camargo Neto.

[br_tc]Being aware of the Codes of Ethics is the ‘ace in the hole’ of specialized press trainings. In the legal field, for example, the judiciary still needs to pay attention to the Organic Law in addition to resolutions of the National Council of Justice, for example; the same goes for prosecutors, and in the case of lawyers, they should pay attention to the new Code of Ethics and Discipline of the Brazilian Bar Association

analyzes João Camargo.

[br_tc]In the health field, a partnership between influencer Gabriela Pugliese and a tea brand recently caught the attention of the National Advertising Self-Regulation Council (Conar). Even if disclosure is made spontaneously, it is up to the brand to ensure the information does not violate current regulations. Something that can be prevented by the elaboration of a small manual that warns about what can and cannot be published, as it is done in crisis situations (which also generates a high demand for media training).

[br_tc]That is: being deeply prepared requires investment – time and financial – but it is a guarantee of good results for your image or your brand / business.[br_tc][nbsp_tc]

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