Public Relations in Brazil

Race interviews: Eduardo Prado

By Evelyn Spada

He is an internet phenomenon with only 17 years of age. With over 360,000 followers on Instagram, Eduardo Prado is today’s interviewee for Race’s blog. The former MasterChef Junior participant, an internationally recognized culinary program broadcast by Rede Bandeirantes de Televisão, began to cook at age of six and is now part of the new generation of digital influencers.

His Youtube channel, Eduardo Prado, with 134,000 subscribers, teaches several recipes and brings together different types of content, from basic photo editing classes to curiosities such as “what is umami“. The description of the channel explains Edu’s profile very well: “Extroverted, he likes to cook complex recipes, with many techniques and varied challenges”.

The language used in the posts and videos is direct and spontaneous, and the images and editions are very well produced. On Instagram, he talks about his daily life with great humor. It may seem like a virtual world, but his fame is much more real than you might think. Want some more? So just check the chat we had with this real web phenomeno.

To follow Edu Prado: Facebook, Twitter, Instagram 

Race: After your participation in MasterChef Junior, were you already thinking about becoming a digital influencer? How did it happen?

Eduardo Prado: I’ve always wanted to work with social media. As a child, I watched youtubers and could see that the influence they have can transform the world. I never planned to get where I am, but I believe that the constant effort to feed social medias and keep me active had an organic positive result. But it was an unimaginable growth.

Today I approach social media as a business, I have goals and planning for the growth of each channel, whether it is YouTube or Instagram. I plan campaigns as my own business. I have days for appointments, such as shooting videos, meeting partners for campaigns, planning strategies of disclosure in the press etc.

RC: How becoming a digital influencer has changed your routine?

EP: I am currently attending the last year of school, and in addition to the school madness, tests and the pressure to enter the desired college, I have a full agenda of being an influencer: attending events, posting photos every day, showing part of my life on Instagram stories, and when there is nothing interesting to show, I have to create something to keep my audience active, being, for example, a funny live stream. That is, my life that was already rushed became a marathon. But I won´t give it up because being an influencer is a business and, like every business, requires dedication and planning.

RC: Do you intend to pursue this career?

EP: Despite all the effort to maintain the networks, I really like what I do, and, at that moment, I would keep doing it. But in the future, I´d like to have an enterprise focused on the segment of ice cream, which is my great passion.

RC: How does the constant relationship with brands work?

EP: I am invited to events a lot and hired for campaigns on social media with sponsored posts and Instagram stories of brands that want to see their names linked to the profile of my followers. Nowadays, I have an agency that takes care of all the negotiation related to my image with brands and the press, VeCComm Digital Agency. And it was also necessary to invest in a structure so that I could have quality videos. When we reach a high number of followers, the demands increase and then we need partners to offer a more professional relationship and content, which also gives me some free time and helps me having more time for other campaigns.

RC: What are the main challenges faced as a professional in this segment? 

EP: The main challenge is, without a doubt, time and the stress that the lack of time causes. Therefore, I always try to have some weekly leisure time to relax and not think or do anything.

RC: What does it mean for you to be an influencer?

EP: For me, an influencer is more than a person with followers, it is someone who has a platform for transformation, who can, as the name implies, influence people in what comes to their choices and convictions. And that’s a big responsibility. On the other side of the cell phone screen there are people, human beings. RC: How can brands improve their relationships with influencers? EP: I believe that in order to improve the relationship between brands and influencers, it is necessary to mature the market, since it is a very new segment. And both parts need to mature, as much the way brands value the influencer as the way they perform, that is, the influencer must comply with everything in the contract (always have a contract, by the way!), be responsible with deadlines and with what was accorded. At the end of a job, show the result, have a report. One must create a professional relationship.And, if possible, deliver more than was accorded. This can be a strategy to win the brand and then both sides win! RC: What do you take into account when choosing partnerships with companies? EP: When I receive a proposal, my first question is: “Is it part of the message that I want to pass on to my followers?”, If so, I will do everything to get the job. If not, I will ask the following question: “Will this campaign jeopardize that message?” Not being harmful and having a connection with me is step one for me to think about the possibility of forming a partnership. RC: How to measure the success of a campaign? EP: More than the numbers, for me, the success of a campaign depends on the repercussion it has among followers, that is, how the action is received and commented among the audience, what engagement it had as result.

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Who is your company on social media?

By Evelyn Spada

Every person, a universe. There are those who are more restless, those who like to give advice, those who dream, in short, there are innumerable characteristics that differentiate people. And with the brand is no different. Creating the personality and individuality of the company on social media can reveal a more humane and even humorous side of the brand.

Before of the channels of online service, the brands gain tone of voice and even hobbies. This enables customers to come closer to those with characteristics and values ​​for which they feel more affinity.But how can we ensure that the brand is notorious, desired and become the public’s “sweetheart”?

The answer is brand persona. That is, working the personality that the brand will have on social media. Through social platforms, it is possible to openly show the customer who the company is and even create an affective bond with this consumer.The first step to understanding who your company is on social media is to determine its mission, vision and values. This trio is the basis for the initial personality definitions. Another thing one must consider is the segment in which it operates. Sometimes the niche in which the company is inserted already suggests certain types of personas. Also, knowing and understanding the target audience is crucial.

The persona needs to be someone the consumer on the other side of the screen wants to talk or even have a coffee with.Throughout the creation of a persona, the brand will have to come up with tone of voice. It can be from a young tone, which is cool and uses slang, and even has a humorous tone. A classic example is the Penguin, from the Brazilian store Pontofrio. He is informal, talks to consumers, takes questions on the spot and even negotiates prices through their official profile.

Remember: the tone must be consistent across all interactions, both in comments and in direct messages.After all this survey and with a more detailed persona and closer to the reality of the market of operation, other items could be defined such as: the hobby of the brand, their lifestyle, to the point of coming up with a name and age. This will be the “persona card” to guarantee the standard in communication.

Remember: counting with the partnership of specialized agencies will help make the results more assertive. Get to know the work of Race Communication.

So, who is your company on social media?

 

 

 

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In times of tragedy, learn how a company should behave on social media

By Thamyris Barbosa

Watching the news hasn’t been easy lately. The year has hardly begun and Brazil has already accumulated a series of tragedies of all kinds. Whether it is business and government negligence or even fatalities. Hard times. And since there is no way we can’t be shaken in the face of these events, we must learn how to deal with them not only in real life, but in social media as well.

Of course, if your business is directly linked to these disasters, this text won’t be of much help. For institutions that are on the inside, ideal is to adopt a crisis management agenda.

But even for those who are following the dramatic events of the beginning of the year from outside, it is important to be in tune with the moment and avoid slipping up. In times of collective commotion, any misstep can leave your company in the spotlight. And in order not to put it at the center of criticism, it is important to be cautious in any action. So here are some social networking etiquette tips.

Tragedy is not an opportunity

Being opportunistic, in that case, can be a big shot in the foot. It may seem that the floods in Rio de Janeiro are a great opportunity to advertise your new line of inflatable boats on social media, but it is not so. In that case, taking advantage of tragedies can show coldness and even a certain rudeness. People do not forgive and your company will certainly pay the price of this misconception on social media. Click here and see a case about it.

Less is more

Even if there is reason to celebrate the launch of a product the company has been preparing for months, in times like these it is important not to make great celebrations on social media. It is not good to overflow joy while so many people go through a moment of mourning. So the ideal is to wait a few days and wait for the dust to seetle.

“May your left hand not know what the right hand does”

In situations of major catastrophes, such as the case of the Brumadinho dam rupture, there may be a need for donations of food, hygiene products or even money. If your company wants to contribute, it will be great. But do not want to make big publicity out of it. This can have a reverse effect and damage your company’s image on social media. If you’re going to mobilize donations, fine. But if you simply want to show people that your company is supportive, do not do it.

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The importance of buyer personas in a digital strategy

By Rodrigo Freitas

It is no longer a novelty that we live in the digital age. There has never been so much progress in all spheres. Internet of Things and Artificial Intelligence are revolutionizing the world we have known so far. In a current scenario, the interactions have taken another proportion. It does not matter if we are baby boomers, generation X or millennials, we are all daily impacted by technology.

We do not have to go to the bank to pay a bill, worry about losing a file that’s in the cloud or even going to or calling a pizzeria. Nowadays it is even possible hold a wake in an online environment.

When we talk about communications, it is not necessary to turn on the radio, television or go to the street to be impacted by ads. By accessing social networks, sites, email or searching for a product or service on Google, we are bombed by them. Who has never researched a product or service and soon after, when surfing the web, was surprised by an advertising piece of that item?

Currently, there is a heated discussion about ” espionage ” of conversations, with the use of microphones coupled in smartphones. The subject, which is controversial, has legs every now an then. So much that, in 2017, the Brazilian advertising website Brainstorm9 even created a term for the subject, “Cumbucagate.”

Just to get an idea of ​​the impact of advertising in the digital environment, in the third quarter of 2018, Facebook’s revenue was $ 13.7 billion, while in 2017 over the same period, revenue was $ 10.3 billion, in other words, an increase of 33%. Among the factors that provided the increase is advertising (area that represents 92% of the total).

In additin to living in the digital age, we also experience the age of informational obesity. In order to publicize and increase market share, respectively, brands and companies unload information.

But what makes communication effective? How can companies and brands stand out in the digital environment?

Benefits of creating buyer personas

Although many organizations and / or companies still use the well-known concept of “target audience”, the creation of buyer personas becomes a key element in a Digital Marketing strategy.

Unlike the target audience, a broad group of consumers or users with related profiles (such as socioeconomic characteristics) who are predisposed to consume certain products or services, buyer personas are real customer archetypes, that is, characters that represent an ideal customer that has connection with the company, brand, product or service.

The adoption of personas is essential to direct the activations in the digital environment. Through the creation of these social actors, it is possible to establish a strategic communication line that will dialogue with the right public, that is, the communication will not “bark up the whole forest”, but it will be accurate.

The use of personas provides authenticity in the production of contents and pieces, because in this sense, the ideal formats for each activation are taken into account. When we think of personas working on the message, it does not become a commodity because you think about the needs of the beneficiaries. Language is not plural, but it respects the characteristics of each entity.

In this sense, content will not be the same for all audiences, but will take into account issues such as age, gender, linguistic characteristics, professional field, motivations, interests, personal tastes, schooling, “sorrows”, among other contexts.

Still based on the user’s journey, the creation of buyer personas allows the communication to understand which are the social networks indicated for each type of audience.

It also makes it easy for ad delivery to be non-random, as it will take into account the user’s purchase journey, including learning and discovery, problem recognition, consideration of the solution, and purchase decision.

By defining the profile of an ideal customer, marketing actions become more assertive. The business gains notoriety and becomes competitive.

What about you? Have you mapped and built the buyer personas of your brand and / or organization?

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Race interviews: Erick Spada

Digital Marketing is the challenge of impacting the right person, with the right message and at the right time

By João Pedro Andrade

To understand more about digital marketing, just like any topic, nothing better than exchanging information. With this in mind we got in touch with Erick Spada, professional responsible for the digital marketing of a major automaker. In our chat, Erick told us a few key elements for conducting a successful digital campaign.

Race Communications – How did you get started in the area? For how long have you been doing what you do?

Erick Spada – I have always worked with the development of systems and data in Computer Technology, but in 2011 I received an invitation to coordinate the former WebMarketing team in an automotive industry in São Bernardo do Campo- Brazil, which at that time was basically “making and maintaining a website”. This era began with the intention of companies to unify the CRM, Marketing and Information in a single location that could reach customers with digitalization, creating Digital Marketing. Although it sounds like something we already have for a long time, we’re talking about only 10 years ago.

RC – In what consists the digital marketing activity?

ES – Digital Marketing is the challenge of impacting the right person, with the right message and at the right time. And I say “challenge” because everyday behaviors change and, along with them, also advance technologies, ideologies and new startups arise. Unifying, planning and deploying is hard work, and nowadays timing is very important, because if you don´t do it, someone else will.

RC – How is the performance of the automotive industry in this field?

ES – Automakers always work with the brand’s global alignment, even if each market has with its own regional campaigns. That way, we have a two-way road for the  exchange of information, we take information and campaign to the head office, as well as receive good practices from other markets to be applied in Brazil. This occurs with the use of tools and even local campaigns of disclosure of the products.

RC – How do you see the  activity being reverted to benefits for the company?

ES – Our wish is always to increase sales, but that does not mean that happens right after a digital campaign. In fact, in the moment we live today and with the several existing consumer profiles, I strongly believe that the most important with brands is the first contact about the benefit of the product for the customer. A product to sell everyone has, but what is your differential? How will digital actions make your brand relevant to people’s everyday lives? A beneficial act, how important it is to you, and how I “as a brand” relate to you “as a consumer.” Once, a client and friend told me something I always carry with me, which, although simple, is true: “every client wants to be pampered.” It makes sense, we have several products that deliver the same thing, and that has corresponding values ​​… but think of a brand that watches you very close, that understands you, that is there when you need or have a question; is not it a gift? Small actions captivate you, and of course, create loyalty!

RC – Could you tell us a very successful case of the brand?

ES – When companies started working in social media platforms in around 2010, they did not have much sense of the impact this would have on the future, and today social media is synonymous to customer service. Contents, for example, were replicated on Facebook, Instagram and SnapChat (the latter reached peak and the no one else talked about it). With daily data analysis, it became clear that users from Facebook and Instagram wanted different information on each platform, and today, with fully adapted content for both social networks, everyone looks for leadership in followers and engagement in the automotive industry on Instagram.

RC – How to think strategically when it comes to digital marketing?

ES – First of all: what is your goal as a company? When we are with managing, strategic, creative people and disclosure partners, everyone must be aligned with the goal of something to be created. Is it to engage? Is it to publicize the brand or the product? Or is the goal simply to sell? From that moment you begin to direct the whole team. Of course, several ideas will come up with several different scopes, and a multidisciplinary group is always welcome. Evaluate the implementation possibilities and start to make enable costs, which, if not within the budget, will be discarded. It’s amazing how many good ideas can come from several different places.

RC – What are the main mistakes made in digital marketing in today’s market?

ES – In fact the mistake is not seeing what is around you. Many attempts may seem like mistakes when they do not work, but the digital market is very competitive and very dynamic. Everything we do serves as learning, and of course, the generation of values ​​in data consistency and product dissemination seems to be the only reason to be in Digital. With the competition we have today, there are moments that are far more important in generating consideration for the brand, attractiveness and benefits that the company can have with people, and that financial return may take some time to be reached. Look forward with the information collection from the past, and never underestimate the use of data. This may be the biggest mistake.

RC – Do you believe that any type of company can have an efficient digital marketing strategy?

ES – Not only they can, they must! Regardless the size of the company, the amount of employees … Today, it is a must to be on the Digital, and I do not say just of having a website. Today the website is your business card, your showcase, but working in the Digital segment requires knowledge and planning to make the execution a success. Sometimes people in smaller companies think only of the “necessary investment” and we have market tools that help us follow the right track without spending money, or spending little. So this new generation of people who have already been born digital (I was not, I’m always trying to learn … lol) has to join the ideas with how much the company has to invest and reach a plan that will achieve the goals of the B2C relationship.

RC – What tips would you give to companies that still do not work with it and want to start?

ES – The first step is to have people really dedicated to this, who have a 360 ° vision of other areas, because there will always be opportunities in other departments. With that, use what you have already collected with historical information, such as: what are the customer profiles, what they looking for, what they want, how they want to be contacted and attended, etc. That way, choose multiple channels for action (Google Business, Instagram, Facebook, Youtube). Set aside a monthly amount in your budget and you’ll be able to plan year-round and maintain disclosure without variations. The ones who follow you always expect news! After that, evaluate the data. Data will be generated on behavioral information, searches, regionalization, devices, visits, rejection; and these data can bring you surprises and adjustments in your communication. Be where the customer wants.

 

 

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Automation in Instagram: you can´t be too careful

By Bárbara Christan

We are living the peak of Instagram. The app has been gaining form in recent years, increasing its base and reaching other age groups – parents, uncles, aunts and grandparents are migrating to the network. Suddenly, everyone plays the role of photographers, seeking the best click, and influencers, sharing consumer habits, books they liked, movies they watched. In this channel, each person is a creator of unique content, also disclosing opinions on political and governmental topics.

As a result, communication and digital marketing take advantage on this growth and develop ways to obtain and measure results. And that’s where automation tools come in, helping influencers and salespeople get their way across the network.

Currently, there are several tools that automate practices that people do organically in their networks, such as following profiles and hashtags, liking and commenting on publications, scheduling Instagram Stories and sending direct messages. With this automated flow, the growth of profiles is accelerated, and the tool performs all these actions. With the increase in the base of followers, the other metrics consequently rise. But caution is needed in this automatic process.

The end of automation is decreed by Facebook

In 2016, Facebook announced the depreciation of the Instagram API. API – Application Programming Interface – is a set of features that allow integration between systems and applications; they standardize and facilitate the data integration process. It allows the development of app that use the Instagram framework and provide better forms to use the platform.

With it, there are no more resources, such as: following and stop following, automatic commenting, automatic likes and dislikes, following the list of someone who follows a specific person, among others.

This change has been active for three years. The automation tools continue to function normally, however, they are considered irregular according to Instagram policy. And so, several accounts have been discovered and canceled by the network eversince.

What now?

Even with multiple accounts being deleted, some people and even brands continue to use automated features – either because they believe they will not be “caught” by the network or even by lack of knowledge. But for those who want to build solid work on social medias, careful and detailed planning is needed.

Get to know your audience, understand their sorrows and needs, create relevant content with their own style, and look for a visual identity that matches to their positioning and goals. And when planning and putting everything into practice, having the service of a specialized communication agency is essential to reach the desired numbers.

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ADS: what are they, when, why and who should use them

By Vanessa Assis

ADS are commercials embedded in some sites, such as Google and Facebook, that serve to attract audience. They serve both for the dissemination of paid products and for free content. For example, if the company wants to release an e-book (which can be accessed at no cost to readers) on how to improve production processes, one can disclosure it through this type of advertisement.

They can be purchased in cost-per-click templates, or by print (every time it is displayed to a person, it is printed on a web page), or reach, video time.

Usually this type of service is sold per thousand (cpt = cost per thousand), or by video views. Nowadays the main players are Google Ads and Facebook Ads, but there are also other platforms, such as LinkedIn Ads, UOL Ads etc.

Why using Ads?

Ads is one of the best ways to get the attention of people who may not know your brand or who are in need of a product. The great advantage of using this type of strategy is that it allows the ad to be targeted to the right person (target audience) because the brand is displayed to those who are looking for that type of product or service, using key-words search or preferences.

Each Ads service has its particularity. For example, Facebook Ads does not work with keywords so much, but through people’s interests, or based on pages that people like or follow. For example, when there is the need to reach the public for the sale of fitness food products, it is possible to direct the ads to users who enjoy pages of the same segment (health, sports, healthy eating, etc.).

Who should use it?

Any company who wants to have digital marketing return, needs to work with Ads. That’s because Ads is a complementary way of attracting people who have an interest in a product or service, so it’s a form of advertisement.

When to use?

It is very important that the use of Ads is allied to a strategy and that its usage is not based only on the fact that other companies are using it. These ads are important when you have a strategic plan on what you want the user to do.

It is necessary to know the target audience. If the brand does not know what wants from them, it does not make sense to use this means of publicity, as there will be expenses with ads that will not be converted into sales.

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Highlights in Costumer Service 2.0: first-person institutional positioning

By Amanda Lima

In the digital environment, the concept of Customer Service has taken an up-to-now unknown proportion. As everything concerning the operation of enterprises in social network, experimenting, testing formats and strategies to understand how these new platforms would work was needed. The term Costumer Service 2.0 is nothing more than customer service for digital channels, with a difference that I consider to be primordial compared to the traditional model: on the web, impersonal and institutional discourse does not have so much space. You have to take on the first person.

Costumer Service 2.0, the model of customer interaction in social media, requires the creation of a persona that suggests a real conversation with users. Therefore, it is mandatory to assume another type of language, which represents the voice of the company in a personalized way and that is aligned with the realities of those who consume the content disclosed in the profiles of the brand – watching out for the trending topics of the internet is essential to speak as an equal with the fans.

Another key element is frequency: interacting as much as possible is indicated not only to increase awareness and to strengthen brand identity, but also to promote a closer relationship with consumers if they have complaints or problems with particular products.

In this scenario, when it comes to a small business, with a smaller geographic reach, it is easier to standardize communication and come up with a more humanized, personalized and close costumer service. However, when it comes to market giants, it is necessary that the entire team in charge of the company’s digital communication is aligned and speaking the same language.

With that in mind, I highlight below three brands that stood out as I evaluated how they interact with their fan base:

Pepsi

When I think about brands that I admire for the quality of the interaction with the audience on social media, one of the first that come to mind is Pepsi. In December 2018, I was impacted a few times by publications of their official page, thanks to the Street Rock Festival, event sponsored by the company and disclosed on social media.

Although the Pepsi fanpage has a low frequency of publications – which fails to take advantage of the huge fanbase the profile has, with more than 37 million likes – the language adopted by the company in Costumer Service 2.0 represents very well the brand identity. On copy – the text that follows the post -, emojis, abbreviated words for internet language, hashtags, the latest memes and also a text description to make the content accessible to the visually impaired, with the hashtag #PraCegoVer (#ForBlindsToSee).

Despite using a current outfit, this persona that interacts with fans uses the same DNA Pepsi used on television ads from when Pepsi Twist was released, for example, and that was almost twenty years ago (yes, time goes by much too fast).

But we were talking about Costumer Service 2.0. In the post above, besides being present all the mentioned elements, it is possible to observe a little of how the company responds to comments. Benchmarking wins.

Nubank

I could easily make a post exclusively on Nubank’s omnichannel strategy. The fintech, that was recently voted by Fast Company Magazine the most innovative company in Latin America, has integrated service channels and puts into practice the full recipe for caring and humanized treatment that certainly boosts its engagement rates in social networks.

In the interactions, GIFs, purple heart emojis and a lot of good mood. The publication below is just an example, but it is worth browsing the page and getting to know the company strategy closely.

Netflix

Last but not least: Netflix, perhaps the most obvious choice to figure in a discussion like this. Every communication professional and / or TV series lover has had some kind of admiration for the way the company takes advantage of the potential of social networks to promote the brand.

The identification of the fans with the company’s persona is so strong that most of the comments left by the users are already aimed to this virtual entity that interacts with the publications. In this case, the adaptation to the language of the public is the great differential.

The bottom line is that, as important as producing interesting and quality content, Costumer Service 2.0 represents a central strategy to keep the user engaged and identified with a particular company or the concepts it seeks to promote.

Looking for social media services for your business? Contact Race.

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Twitter: 280 characters that can decide information

By Gabriel Pedreschi

Who would say that, 13 years after joining the networks (21/03/2006), Twitter has become one of the best and greatest means of communication, with great agility, great volume of sharing and, often when we think about journalism, the place where breaking news are shared. All this in 280 characters.

The growth – or importance – of Twitter is shown by two factors: in numbers and how the network is being used in the disclosure of news and brands, even by governments. First, let’s talk about the numbers:

Last February, when announcing the balance sheet for fiscal year 2018, the American company, compared to 2017, had a growth of 25% in revenue (US$ 3.04 billion) and 24% in advertising (US$ 2.6 billion). If you only count the fourth quarter, the network showed growth of US$ 908.8 million (20% compared to 2017).

Leaving the numbers aside and moving on to the issue of communication, Twitter, for its strength of share, has great agility to replicate information, whether positive or negative. A current example is the use of the tool by the Brazilian Executive Power, which adopted the platform as a way of publicizing the actions being taken by the Federal President.

The blue social network has also become a way of bringing fans closer to their idols or sports team. An example of a recent approach is the Santos Futebol Clube’s account, which since 2018 has been interacting with fans, either through emojis or more elaborate answers, from jokes to “invites” to the fan to attend the team’s next games.

When we analyze, just for the sake of agility and approach, Twitter is the perfect platform. But the user must remember that, in case of a wrong message or a failure, whether on or off the network, the crisis management team must be ready to act quickly. After all, if there is agility for positive news, it will double in negative situations.

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How To Create Integrated

By Filipe Andrade

Establishing corporate communications, whether internal or external, is by itself a huge challenge; when well executed, it makes all the difference to an organization. When it doesn’t, it can have a tremendously negative impact.

Integrating both internal and external communications, forming a synergy between them, is a separate challenge. The result of an integrated communication, however, is substantially higher than any result from them separately.

To understand how to do internal and external communication in an integrated way, we need to first understand the specifications for each one of these ways of communicating in an organization.

Internal communications are commonly understood as a process of exchanges between the employees of an organization, involving all the team in the communicative process and the informative contents, whether vertically or horizontally. There are several internal communication tools and many ways to use this type of communication in a strategic way. The important thing is that this communication  needs to be taken seriously, and even more importantly, it needs to be considered as strategically relevant by managers.

External communications on the other hand, has an even more institutionalized and hierarchical character. This because, in these cases, there is a second filter inside the organization – not everything that’s relevant to the internal public is relevant to the external. And, unlike internal communications, which aims to integrate the team, the external aims to bring the organization to public attention, to be seen and recognized as such. This communication often happens through the work of the press office.

Integrated communication goes beyond. “[…]It presupposes not only a productive dialogue, but a joint planning. The decision-making process, which should include other instances of the company or entity apart from those specifically related to the communication/marketing, must be shared, even if there is a boss, a superintendent, or a general director to whom everybody reports to”, as argued by authors Cláudio Silva, Flávia Schroeder, Luciana Costa, Mariana Cumming and Ticiana Diniz, in the article ‘Comunicação Integrada como Ferramenta de Gestão’ (‘Integrated Communication as a Management Tool’).

The result of the integrated communication is a company image that is much more aligned, more global — as the authors mentioned above point out –, highlighting each sector of the corporation, its activities and specifications. And, even if it’s something new in the market, this is not just an option, but a necessity and a distinction in an organization. A trend that points to the future.

If your company needs help developing a way to work with communication in an integrated manner, please contact the specialists at Race Communications. We’d be happy to help!

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