Race Comunicação

What are AdWords?

By João Pedro Andrade

At any given moment people all around the world use Google’s search tool to find what they’re looking for – be it a new dress, how to lose weight or that trip of their dreams.

Now, imagine you as a business owner being able to put the name of your company visible to these people at the moment of their search. You can get all the way to the top of the search results with the help of SEO techniques or by paying for this service. This is Google AdWords and it is exactly what it offers.

The service works based on the selection of keywords that the potential customers or clients could be using to search for the service that you offer – for example, “trainers for running”, if you are a sports gear retailer. The top of the search results will display a link to your company with an offer of the product searched for. Next to the link, will appear the additional information “Ad” which indicates that AdWords have been used.

Most probably, you will not be the only company to have opted for this specific keyword and will have to share the space with some of your competitors. To put your ad at the very top of the list, or even eliminate the ads of you competitors, you, as advertiser, have to offer bids, just like at a regular auction.The cost is calculated as CPC – cost per click.

And the highest bid wins? Maybe. But not always. Apart from the value of the bid, Google also takes into consideration the relevance of your page in relation to what was searched for. The number of recent clicks and the connection between the term searched for and your content are some of the factors that are considered.  

As a result, research shows that around 81% of Google users click on AdWords ads. 40% of these are not aware of the fact that they are clicking on an ad. Knowing this, we can see that it can be a very useful and important tool for those who wish to make use of new technologies to grow their business.

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How do you map stakeholders?

By Maira Manesco

Stakeholders are the groups of interest within or outside an organisation which are directly or indirectly impacted by it. Therefore, to maintain a good relationship, to map and manage them, is a crucial process so that the interested parties are involved with every action for the success of the company.

Also known as the target audience, stakeholders can be considered internal or external. The ones that are internal are composed especially of employees, while the ones that are external can be clients, consumers, competitors, suppliers and regulators.

To initiate the stakeholder mapping process, it is necessary to identify the people and entities that impact the company, and then classify them by: degree of dependence, degree of participation and degree of interference.

Next, draw a graph where the public will be represented. On the left side, place the influence, and on the bottom, the importance. Then, distribute the stakeholders on this map. After that, separate your public into three horizontal layers, because you will work with them according to their representativeness.

With stakeholders on the top layer, keep in touch constantly. Let them to get involved in basically every action of the organization. The ones on the layer in the middle do not need that much attention, but they should also be informed of relevant actions, because they may be influential enough to help with whatever is needed. Finally, with the ones on the third layer, the communication can be more generic, with the only purpose of informing.

Following these steps, the mapping of the target audience will be complete. However, it is important to keep it updated, because a stakeholder from the bottom layer can, in some situations, deserve more attention.

Interested in the topic? Click here and see more information about this and other services offered by Race Communications.

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By Núbia Neves

Having understood what media training is and why it is important, it is time to understand how it is applied. It is common that an invited journalist, sometimes famous, is hired for the media training, however, this is not a rule. When such participation happens, the action becomes more interesting, since a journalist always has several experiences and many examples of interviews, good and bad, to show to the executives. However, having the participation of a famous journalist is not a pre-requisite, or a guarantee, for having a good result, but an additional tool that can be used.

Basically, a media training is divided into three parts:

Theoretical part:

In this first phase, the media training coach explains to the participants the importance of the media the reputation of a brand, company or product. The history of the press and the evolution of each channel (television, radio, printed and online media) is also covered, as well as the importance of each and one of these channels and how to best act during an interview. Furthermore, (s)he will explain what the journalist usually expects from a spokesperson, the importance of aligning information, examples of mistakes and success cases as well as strategies for a good relationship with journalists.

Practical training:

In the second phase of media training, the spokesperson puts into practice everything they learned in the first phase and will have to face the challenge of applying everything that was explained in the most effective way. It is ideal that at this stage all types of media and interviews are simulated. This means that the spokesperson’s posture should be analysed in both a television interview and a story for an online newspaper, for example. In the same way, a positive interview such as the launch of a new product should be tested, however, a crisis simulation should also be evaluated.


After being trained, it is time for the executives to know and understand their performance. During the second phase, it’s important that the journalist analyses all the interviewee’s weaknesses and strengths so that as soon as the simulation is finished, the interviewee can be told what needs to be improved and what should be maintained.

Interested in the topic? Click here and see more information about this and other services offered by Race Communications.

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By Malin H. Teles

It is a common belief among many communications professionals that the importance of internal communications in organisations is underestimated by high management. Although this might be true in some cases, generally speaking, internal communications is usually considered high priority among managers. However, the problem is many times that even though it is high priority, internal communications is often a misunderstood activity. Or, in other words, it is badly executed.

Poor internal communications can have severe negative impacts on an organisation and, hence, should never be neglected. For example, failing to communicate well with employees often result in employee discontent, lack of engagement and a high employee turnover. All which can be costly for the organisation.

To create a good foundation for your internal communications to build on, it is important to keep a few things in mind. Let’s have a closer look at them:

Internal Communications are not a separate activity but need to be integrated with everyday work.

Internal communications are very much a reflection of the company culture and also, an influencer on company culture. If you aspire to have a transparent and non-hierarchical organisation, the communications within that organisation need to favour this, and vice versa. In other words, you need to think of internal communications as an integral part of your job. This includes everything from internal emails, text messages, meetings, feedbacks, phone calls etc. The way this communication is conducted has to reflect the company culture you desire to create or maintain.

Create routines – who communicates what and when.

Regardless of what type of company culture the organisation has, it is necessary to have some form of routines for the internal communications. Team members, as well as managers, need to know where and how to find the information that they are looking for. And, perhaps more importantly, managers and team leaders need to know what, how and when they are supposed to communicate. Having this more or less predefined, facilitates for everyone and makes the information flow better. Moreover, it transmits a sense of stability and confidence within the organisation.

Be somewhat selective regarding what is communicated.

In an attempt to promote transparency, some companies make the mistake of communicating too much information to their employees. This can be a problem, not mainly because of the risk of communicating confidential information, but because of causing an overload of information. Before communicating something within the organisation, ask yourself the following question – Is this piece of information relevant to these people? Sometimes information might be relevant to all employees or all teams, but many times it is relevant only to a few teams or a few employees. If that is the case – share it only with those teams or individuals. This way you avoid bombarding people with irrelevant information and have a higher chance of getting noticed once you are sharing truly important information, as it won’t drown in irrelevant messages.

Communicate change on beforehand  and involve employees in the discussion.

Every organisation passes through times of change every once in a while. Even though changes are not always negative, people have a tendency to be reluctant to them, which makes it all the more important to plan well how the communication regarding them will be done. As a general rule, you can say that change should be communicated as early as possible. This way people affected by the change have a chance to get used to the idea before the change actually happens.
Also, another good way to diminish rejection or resistance to change is to involve those who will be affected in a discussion about the change at an early stage, before all decisions are already made. This gives people a sense of participation and a chance to be heard. Of course, some decisions are not negotiable, but, most changes contain parts that are. For example, it might be possible to adapt when or how a change is applied.

Following these recommendations, you have a solid basis to build your internal communications on. However, having an independent professional assess your communications routines can be helpful as you get an objective view of the situation and can get input on possible improvements.  

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…and have a sustainable and healthy relationship with your employees
By Lívia Caixeta

The health of a company has a lot in common with the health of a human body. Just as our organism, a company depends on the commitment and effort of several groups in order to function. And thinking about this analogy, employees are like cells. They are the ones who will make the oxygen and all nutrients to supply complex systems (breathing, digestion, nervous, etc.).

When our body gets sick, all parts of the organism suffer from the consequences of the pain/disease. From that moment, there is a general commotion so that the strange symptom is reversed and the routine returns to normal. It’s as if each cell received the information that it needs to do something to change the medical state.

The same happens inside a company. The employees need to be aware of the work routine, not only in their department but also in other departments. The work done in an integrated way prevents “space limits” from being invaded and prevents unnecessary distress. The team culture requires that each person bears in mind that the work of other people is as important as your own. And that this way, the road to the result may be even more harmonic and quicker.

Internal communications therefore have a strategic function in corporations. Through its many tools it’s possible to inform everyone what’s happening to different departments in the company, and then, to awaken this global vision in employees. Returning to the analogy, it’s as if the management model was the brain, the internal communicationss were the fluids and the employees were the cells.


Interested in the topic? Click here to see more information about this and other services offered by Race Communications.

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By Evelyn Spada

In the second half of January, WhatsApp announced a new service for micro- and small businesses. The novelty WhatsApp Business facilitates communication with clients through resources such as sending automatic messages and the possibility to put information about the company on its profile.

With the aim to facilitate the lives of its 1.3 billion users, the new WhatsApp service enables companies to reply to inquiries and to receive complaints in an automated manner, any time of the day.

As WhatsApp many times makes the private- and professional lives of its users blend together, the business version allows for automatic messages to be sent, which helps in dealing with contacts that occur outside of office hours, for example.

Apart from the messages, another possibility that the version offers in order to facilitate the management of the business is the access to metrics of the use of the service, such as the number of read or replied messages. Moreover, the company can publish company information, such as email and address, on their profile page.

We talked to media relations professional Bruno Uehara, and he sees the novelty as part of a series of updates of Facebook (owner of WhatsApp and Instagram): “WhatsApp Business is an alternative which facilitates the communication between companies and clients, even more so after CEO Mark Zuckerberg announced that Facebook will prioritize posts from friends on the newsfeed”, says Uehara.

Initially, the service will be available for users in five countries: USA, Indonesia, Italy, Mexico and UK.

Main new functions that WhatsApp business offers:
  • Commercial Profile:

It is possible to create a commercial account with useful information such as: name of the company, office hours with landline telephone number, official site, business sector, company description, address and telephone.

  • Quick replies:

The tool offers the option of Quick Replies, or, in other words, it is possible to save messages that are sent frequently and reuse them to reply without delay to the most common questions that the company receives.   

  • Sending of automatic messages:

To make the customer service more agile, with WhatsApp Business enables the creation of automatic responses to reply to the user instantly. Be it a greeting or a message informing the opening/office hours.

  • Message statistics

Last but not least, it is possible to access important metrics of the interactions with clients, such as numbers of successfully sent, delivered and read messages.  

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By Lívia Caixeta

Expanding your network can generate unexpected results. Moreover, meeting new people means learning new things and having new experiences. All this can happen during a simple and informal conversation at a corporate event, for a example. Informal and relaxed environments favour new connections which can turn out to be fruitful in the future.

Corporate events are fertile grounds for new professional relationships. To be able to take advantage of these opportunities, there are a few things that you should keep in mind:

For the organisers of the event:
  • Take time to define and develop the content that will be presented;
  • Prepare a good reception of the participants/guests;
  • A toast is always a good way of welcoming the guests.
For the guests:
  • Quantity is not quality: good contacts need to be cultivated. In other words, it is pointless to create a long list of contacts but with whom you have no or little connection;
  • Inform yourself about the event: investing time and energy, no matter the activity, requires planning. Analise what the advantages and opportunities that the event in question might present to you;
  • A reverse analysis is also important: understand how your company can be relevant to the event and how you can contribute;
  • Inform yourself about the schedule;
  • Socialize: forget about emails and other activities which makes you stick to your phone, laptop or other electronic devices that take your attention away from the networking focus;
  • Mingle at the event and identify who are the people who might be interesting and with whom you could develop a fruitful conversation;
  • Save the new contacts and use social networks to maintain the contact.
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By Thamyris Barbosa

An institutional video can serve many purposes. It is an important ally in presenting your company to new employees or even to new clients (B2B or B2C). It can also be an excellent tool when promoting a new brand positioning or new products.

Even if you hire a company to produce this material, there are a series of basic directions which your company should give the producers in order to get a good end result. For this reason, it is important to have a clear vision of whom your company wishes to reach. To help you on this mission, we selected three important tips for directing your next video.

Define your target audience

Every institutional video is essentially a marketing tool made to give visibility to your company or announce news to a specific audience. However, your message can become less effective in case your target audience is not clearly defined.  This will define the rest of the process and guide matters such as language, messages, tone of voice and even length of the video. Hence, before thinking about the content of the material, carefully choose the people whom you wish to reach with your message.

Be sentimental

Professionals who are specialised in marketing understand what an important role emotions play when selling a product. Even though most people consider themselves completely rational when making purchasing decisions, several studies prove the opposite. The truth is that the vast majority of decisions – if not all – are guided by emotions. Take advantage of this. Tell a story in a moving and motivating manner, without exaggerating. This way, your message will establish a emotional connection with the person who is watching.

Don’t speak – show

A video is the perfect tool for showing how your products or services can help improve people’s quality of life. Do not only stick to citing a bunch of facts and statistics. Avoid detailed explanations about how processes work. Simply show it instead. Use the resource to demonstrate the intangible benefits that are difficult to explain with words.

These tips will certainly facilitate the production of your institutional video and will contribute to making it as assertive as possible. Good communication depends on strategy. The better planned the actions are, the more assertive they will be and the better results they will bring to your company.

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By João Pedro Andrade

On the second week of 2018, Facebook announced a new policy for its users newsfeeds. From that day on, and in the name of better social interaction, the social network returned to its origins, prioritizing content from users’ families and friends above content from brands and products.

The measure costed Mark Zuckerberg around US$3 million worth of shares and brings new challenges for the companies that use the platform as a marketing tool. With less space on the timelines, public relations professionals, media relations consultants and marketeers will have to make new social media plans – more creative and efficient to be able to capture its audiences and reach new clients.

It is important to remember that one of the reasons for the change was the use of Facebook for the spreading of click-baits and fake news during 2017. For this reason, in this new strategy, marketing actions who transmit truthful information or that don’t exaggerate the efficiency of its products should, consequently, get more space.  

Since zuckerberg’s network is a platform for people connecting with people, strategies which motivate the public to interact between themselves can also be good options. Since organic search for brands on Facebook is basically nonexistent, now more than ever it will be necessary for brands to study and understand the actual profiles of their customers and their needs to be able to serve them better.

Lastly, the change can also be viewed as an opportunity. Brands, agencies and professionals who develop campaigns and marketing actions that connect users with its contacts on a more profound level – beyond the brand that they represent – might have found the Holy Grail of this new Zuckerberg era.

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By Filipe Andrade

Two of the services, among others, that Race Communication offers are Media Relations and Internal Communications.

In the city of Goiás, (where one of our offices is located), for example, Race was responsible for  the implementation of tools for internal communication at the Laboratório Teuto (Teuto Laboratory), at Indústria Química do Estado de Goiás, Iquego, (Chemical Industry of The State of Goiás) as well as at Unidonto Goiânia, an organization in the dental insurance industry. These are only a few  examples.

In the first case, Race was responsible for the implementation of a fortnightly bulletin which today has 162 editions. At Iquego, the same model was applied. At Unidonto Goiânia, a newsletter, with more than 100 editions, is being sent to the members and the same model will be applied, over the next few months, on yet another internal audience: the employees.  

In all of the cases, the most noticeable is the engagement of the audience in relation to these tools. It is common for the employees to, for example, send suggestions, ask for a specific content, send a suggestion for a topic or, in an informal conversation, cite information published in these forums.

In media relations, Race has also reached significant results together with its clients in Goiás. This year, Teuto was in the news in two separate editions of Folha de São Paulo, a result of media relations conducted by Race. A full page article was also published last month in the Sunday edition of O Popular, the main newspaper in the state. The strategy in both these cases was to not only present content linked directly to the organization but to contextualize the information with, for example, market statistics.

Apart from the visibility and credibility that it brings to the organization, the work creates a channel, a solid relationship between Race/the client/the media/Race. This makes the editorial staff feel more comfortable entering in contact with the media relations team, assured that they will be presented with relevant information as well as it makes the client feel comfortable presenting content that are of great interest to the public. And the one who always wins is the public.    

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