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Check out the content of our blog, where we bring the main trends in the communication area, as well as tips and other insights written by our entire service team.

IdentiaPR – Argentina and RACE Communications – Brazil

In late January, Brazil’s recently elected president Luiz Inácio Lula da Silva went to Argentina and met with close political ally and friend, Alberto Fernández, president of Argentina. The entire political spectrum, as well as the markets, paid close attention to this visit that could bring some big strategic moves between both countries. This affected many companies and industries such as Gas & Oil. 

Identia PR from Argentina and Race Communications from Brazil, both of whom are members of PRGN, worked closely together with their shared client Excelerate Energy to identify opportunities, risks, and be aware of new aspects regarding future international movements. From the beginning of Lula´s visit to Argentina, both agencies coordinated their work to provide the client with strategic information about the different acts that took place and that could affect the company’s position in the region.

A common report was produced with key elements and impressions from market influencers, the media, and political leaders from each countries. Many different issues were addressed by both countries. As an example, Brazil and Argentina’s economic teams worked on a proposal for creating a common currency to be solely used in commercial and financial transactions. The aim would be to reduce operating costs and dependence on foreign currencies. We enriched this big piece of news with comments from other key players which put each society’s differences and real thoughts into real perspective. For instance:

  • We found that Nova Futura Corretora Resource Management Director, the economist Pedro Paulo Silveira, said that it was not possible to think of something like a single currency for the two countries, whose most important macroeconomic indicators are currently impaired, and should there already be exchange rate problems; it is unlikely that both countries would be able to solve this matter together.  
  • The former president of Argentina’s Central Bank, Martín Redrado, said: “The path towards a common currency must begin by using the real-weight system for bilateral trade. The first concrete step is for both central banks to grant each other reciprocal credit with a one-year term”.

The full report was promising, and the results were as expected. The client received coordinated information in real time, and a deep analysis of its two Latam agencies, both of which are specialized in public affairs. This report was of value to the PR and communications team in Houston, Buenos Aires, and Rio de Janeiro and was shared with Excelerate Energy’s directors and CEO. 

Coordinated international work does not only provide a wider perspective of an issue, but it also reveals a well-valued idiosyncrasy to all our clients.

Visual-communication

In the age of internet and multimedia connectivity, visual communication is gaining more and more prominence. In this scenario, companies of various sizes and sectors have invested in the area, due to the great impact on the target audience. That’s why we have separated five tips on what not to do with the visual communication of your brand.

Due to its attractiveness and engagement, visual communication should be very well thought out and, therefore, be part of broad planning and precise objectives. Developed efficiently and professionally, it is an excellent ally to increase sales, improve market positioning and convey values ​​and missions. Otherwise it could turn into a catalyst for catastrophes, with the potential to sink campaigns and damage the strongest reputations.

1-  Never start without well-defined goals

As mentioned above, visual communication should be part of well thought out planning that encompasses business goals. The greatest chance of making mistakes lies in the absence of a clear strategy. At a minimum, you need to know why you are doing it, who you are addressing it to, and how to perform the actions.

2-  Don’t do it yourself

As we have seen, visual communication is very important for the positioning of a company. Therefore, those who do not have enough experience in the field should not try to design a brand or campaign on their own. The chances of giving off an unprofessional and amateur image is very high. Several factors count when producing a piece, such as size, color palette, image placement, and so on. People really noticed that.

3- Not having an identity manual

Not having an identity manual that communicates with the company’s products and services and represents business values ​​is another quick way to sink a reputation. Brand recognition is closely linked to the visual and aesthetic standards it uses. Once again, professionalization is key to seriousness and consistency.

4 – Not adapting to different platforms

When considering the dissemination of a visual campaign, it is important to remember that it must be adapted to different platforms, especially digital ones, as each one has its own characteristics. People access the web through a variety of channels, such as smartphones, tablets, desktops, and notebooks.

Without the right extensions, quality, animations and colors, the visual application can be greatly distorted, which makes all communication impossible.

5- Not respecting the characteristics of each media

On the Internet, each media type has its way of communicating, its specific audience and its mode of interaction. Visual communication must understand and respect these characteristics, so as not to have the opposite effect as desired. LinkedIn, for example, does not communicate in the same way as Instagram.

In addition, the strategy should also converse to the type of content being served and the context in which it is being placed.

As you can see, there are several ways that can lead to an error when it comes to visual communication. It is best to always have the support and advice of someone who knows what you are doing, otherwise all the invested money may be going down the drain, along with the brand reputation. Leave your nephew’s help for another time and invest in a professional image.

By Thiago Eid 

endomarketing

Achieving good results is not only dependent on strategies aimed at promoting the external engagement of your company. It is essential to think about the best way to promote the capacitation of your team and work on internal communication among all. With that in mind, we will discuss internal marketing campaigns today to generate internal engagement in your company.

Endomarketing is essential in the current dynamic reality in which we operate, as practicality in solving problems and challenges are highlights in the offered services. By opting for it, the company’s image tends to grow in the market and stand out for its team composition.

To implement this new system, it must be borne in mind that internal marketing is not only restricted to internal advertising, but also engages HR, with the role of providing better conditions for employees and meeting their demands. That way, proactivity will find a healthier and more balanced space to develop your customers communication strategies and plans.

In this type of implementation, focus on employees’ perception of the company and bringing them closer to the organization will make a difference. This includes outlining a plan that shows they are essential to the company’s development and market growth, generating greater motivation and a taste for the area.

Another point is to constantly provide space for your employees to express themselves and have a voice within the workplace. Exposing ideas and possible discussions about work dynamics has promising results for the company, in a way that it reflects on positive results, such as prospecting an additional customer or making loyal those who are already partners.

Allied to this, one aspect that differentiates one successful company from others is the investment in the whole. Proposing activities and offering lectures and refresher courses in the workplace demonstrates the concern of the organization to refine its sources of growth. Training increases qualification and promotes greater engagement and the building of future leaders.

Applying this more open and accountable policy requires satisfaction surveys to identify which points need to be improved and which ones have reached the highest peak in productivity. This analysis allows new strategies to be formed and calculate the company’s growth rate in a few months.

Applying these strategies will not only make your employees feel motivated but will also create employee-company trust. Thus, it will be possible to notice an improvement in the corporate climate and optimize the achieved results.

By Ana Luiza Antunes

 

digital strategy

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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International coordination as an asset in terms of Public Affairs: Lula Da Silva´s first trip to Argentina in January 2023

IdentiaPR – Argentina and RACE Communications – Brazil In late January, Brazil’s recently elected president Luiz Inácio Lula da Silva went to Argentina and met with close political ally and friend, Alberto Fernández, president of Argentina. The entire political spectrum, as well as the markets, paid close attention to this visit that could bring some big strategic moves between both countries. This affected many companies and industries such as Gas & Oil.  Identia PR from

Leia mais »
Visual-communication

Visual communication: 5 tips of what not to do

In the age of internet and multimedia connectivity, visual communication is gaining more and more prominence. In this scenario, companies of various sizes and sectors have invested in the area, due to the great impact on the target audience. That’s why we have separated five tips on what not to do with the visual communication of your brand. Due to its attractiveness and engagement, visual communication should be very well thought out and, therefore, be

Leia mais »
endomarketing

Endomarketing campaigns to generate engagement

Achieving good results is not only dependent on strategies aimed at promoting the external engagement of your company. It is essential to think about the best way to promote the capacitation of your team and work on internal communication among all. With that in mind, we will discuss internal marketing campaigns today to generate internal engagement in your company. Endomarketing is essential in the current dynamic reality in which we operate, as practicality in solving

Leia mais »
digital strategy

Digital strategy and persona building

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

Leia mais »

To speak for the company train more than oratory

[section_tc padding=’margin-top:1px;margin-bottom:1px;border-top:1px;border-bottom:1px;padding-top:1px;padding-bottom:1px;’][column_tc span=’12’][text_tc timing=’linear’ trigger_pt=’0′ duration=’1000′ delay=’0′] 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

Leia mais »

Specialized Media Training and Professional Codes of Ethics

[section_tc][column_tc span=’12’][text_tc timing=’linear’ trigger_pt=’0′ duration=’1000′ delay=’0′] 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

Leia mais »