Race Comunicação

Insights About Integrated Communications and Influencer Marketing

By Amanda Lima

Surely, you have been impacted by some article or analysis that discusses how influence marketing is transforming advertisement. I dare to say that, ever since the topic surged, it has evolved significantly.  We can assume that yes, there is a new model of structuring advertisement actions and this includes influencer marketing. However, do we reflect – beyond the advertisement itself – enough on how this reality impacts on the work of communications agencies?

The term “integrated communication” is almost pleonastic when we analyse the reality of the agencies – media relations is only one among many necessary strategies to consolidate the company image in the media (and on the market). For this reason, it is interesting exposing this reality to us, communications professionals who work daily with global planning, which involves media relations, internal communications, community relations, digital marketing and, of course, influencer marketing.

Perhaps this is no longer a new challenge for big companies – influencer marketing is already part of the strategic planning of these corporations. The bloggers themselves know that they need to approach the brands to strengthen their businesses. It is worth mentioning that, the more credibility and fame an organization has, the shorter the way to influencers who identify with the brand is. Be it in advertising agencies or in communications agencies, advertisement actions or media relations activities almost always use some form of influencer marketing.

What to do when the company is not aware of this possibility?

The scenario gets a bit more unclear when we consider companies that are being presented to this types of actions for the first time – small and medium sized companies or companies with a more conservative profile. In these cases, they still have difficulties in seeing that investments in social media, sponsored posts, influencer actions  and and all these novelties will bring profit and new business – the famous discussion about ROI (Return on Investment), present in every communications professionals reality.

On the other side, we find the communications professionals themselves, whom need to share and explain their experience and knowledge with the clients. Why invest in a young blogger that makes videos with her own mobile phone instead of investing in an advertisement on TV? These types of questions are valid – until very recently we did not even know that media relations professionals would have to get familiarized with terms such as Facebook Ads or Google AdWords, for example. It is part of our work to contribute to this reciprocal learning process.

Once the alignment of the strategy is done with the client, it is the responsibility of the agency to execute the actions, keeping in mind that influence marketing is not advertisement, and that influencers are not “cover boys” or “cover girls”. We have already mentioned the importance of having a well elaborated strategic plan for influencer marketing, but, to round things up, here goes a few thing to keep in mind:

1) The ideal influencers are not necessarily the ones who talk about the segment of your brand.
If your client is a company in the educations sector, for example, do not limit yourself to profiles who talk about this topic. Identify which is your niche. If you wish to communicate with young high school boys who are interested in video games, your search can cover several of these segments, of which neither belong to the segment that your company represents.

2) It is a must to respect the creative freedom of the influencer – and to value it!

One of the biggest mistakes when dealing with influencers is wanting to force messages and ways of expression within the partnership. One great advantage of dealing with bloggers is that they have a very loyal audience, which gives credibility to what is said on their pages and profiles. For this reason it is important to – as well as extremely interesting in terms of results – to motivate the influencer to freely create content and to align the language with the communications channel.  

3) The most important objective is not necessarily reaching an astronomical number of people.

In these types of actions, it is always worth using a qualitative, not a quantitative, approach. Influencers with a smaller number of followers and who communicate with the exact type of audience that your client wishes to reach, can generate better results – as well as cost less – compared to famous influencers who, despite reaching more people, are less effective at reaching the objective.

Would you like to know more about communications options for your company? Talk to us at Race Communications!


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Infographics in Corporate Communications – More Efficient Communications

By Lívia Caixeta

The communication with your public, no matter who they are, will only be efficient if the message that you intend to send, is received without unwanted noise interfering the transmission. In other words, the information needs to be seized in a clean and clear manner, without margin for alternative interpretations. This challenge is even bigger when we find ourselves in a reality in which information is everywhere all the time and the time to access it and understand it, is equally short. Considering this, one of the most efficient ways to overcome this challenge is by using visual communications, such as infographics, which are commonly used on social media.

“Infographics are a type of visual graphic representation, which help presenting data and explain complex issues, facilitating a better understanding.(1) The journalistic infographics are usually characterized by the combination of short texts and representative figures and diagrams, whose objective is to explain a piece of content to the reader. Apart from their use in journalistic texts, they can also be used in technical manuals, educational material, scientific articles etc.” (Wikipedia)

Reproducing a piece of content through images makes it lighter and, most often, more objective. There are no limits for applying the use of infographics. They can be used in any type of material that a company produces (bulletins, newsletters, email marketing, internal magazines etc), as well as in online channels, where they are commonly used.

So, if you wish to catch the attention of your coworkers or other stakeholders of your organization, don’t miss the opportunity to take advantage of this tool!

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The Black Market of Fake Influencers

By Bruno Uehara

Behind pages with millions of followers, you sometimes find “ghost profiles” who are not real people. The mini documentary “The Fake Influencer” reveals how easy it is to fake numbers.

Digital influencers have conquered an important space in strategic planning in many different companies. With their high potential in reach and engagement on social medias, it is possible to achieve exceptional results, but the number of likes, comments and views of a post do not always represent the real impact. Behind the statistics there might be thousands of ghost profiles – known as bots – bought by fake influencers that forge the relevance of their own profile.

“Many influencers have seen the opportunity to make a living out of this, and living very well. Eager to grow fast, they simply resort to buying followers”, reveals Luis Diaz, CEO of the agency H2H, specialized in influencer marketing and responsible for the mini-documentary “The fake influencer”.

Read more:

Facebook’ newsfeed policy and its impact on corporate communication

What are AdWords?

What is 360° communications and how to make use of it

The film, available on YouTube with English subtitles, reveals the creation of a fake fashion blogger who is sought after by several brands. With an investment of 500 euros, she supplies the brand with one hundred thousand followers in just a few days, receiving benefits in exchange for posts on her Instagram profile. Among the things she receives, are invitations for fashion events, free hotel stays and free restaurant meals, including a plus one.


“Today, it is very easy to buy followers on just about any social media. You just need to search for “buy followers” on Google and several options of sites that offer the service, including the possibility of choosing the type of followers that you want will appear.” warns Laura Raimundo, campaign manager at the agency.

Due to the situation, Instagram has responded radically, ending the activities of several platforms specialized in the commercialisation of followers, such as Instagress, PeerBoost and InstaPlus – the latter still being available in Portuguese, offering monthly subscriptions for BRL 99,00.

Read more:

Strategic planning with digital influencers

Race Talks: “Brands need to look beyond the number of followers”

A recent PR News article pointed out similar cases on Twitter, where you can find different fake users – copies of real people – mainly responsible for the spreading of fake news. The text gives a few tips on how to spot frauds: check the variety of posts, if the same photos appear several times in the newsfeed, check if people interact with each others comments only with hashtags or emojis and check if the network of friends include apparently normal people.

“The responsibility is everybody’s, including brands and agencies”, comments Díaz regarding the deceitful profiles.”We need to fight these frauds mainly through professionalism on the market” he says, emphasizing the importance of identifying real influencers as communications channels who can generate credibility, transmitting key messages in a fast and efficient manner.

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Micro Influencers And Customized Actions

By Filipe Andrade

In the social media era, organisations and brands use a variety of tools to gain visibility and to get recognition in the digital world. For this purpose, they invest in people who can influence and engage potential customers. Terms such as bloggers and youtubers are common to name these so called influencers who, by mentioning a brand, are able to attract large crowds and add value to the product in question.

However, the more followers the influencer has, the more expensive the investment in actions with the influencer will be. This is where a second option comes into question – actions with micro influencers. These are, just like the influencers, popular individuals in the digital world. The difference is in their numbers of reach and engagement. They are people who, generally speaking, work in very specific niches, talking to a rather limited audience.

This, however, does not mean that they are necessarily less influential. Quite the opposite! In certain segments, the use of micro influencers can be even more effective, enabling the brand to get recognized by an audience that might have the ideal profile for the segment, guaranteeing a greater assertiveness for the strategy in question. In other words, if you wish to segment, it is an excellent option to look for a micro influencer.

However, it is necessary to remember a few things. Diego Santos, co-founder of Nerd ao Cubo, in an article in Meio e Mensagem, discusses the necessity of negotiating the price, despite the lower cost of micro influencers. “It is fundamental to negotiate and make the influencer comfortable with a fair payment, even if only consists in receiving free product- or service samples. Many times it’s possible to find hundreds of similar micro influencers who produce content which, together, reach the same numbers as the big influencers”, he points out.

Hence, the communicator needs to analyze the target audience, the strategy and choose the micro influencer who best suits the needs.

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Women’s Month Defines The Topic For Race Talks

By Malin H. Teles

March was Women’s Month at Race Communications, and special attention was given to the topic of gender equality and women on the job market. Although the topic is always present on a day-to-day basis at the agency, we decided to pay some extra attention to the subject this month, in honour of International Women’s Day. Apart from defining and presenting an official company policy on equality, a number of other activities also paid homage to the date, such as the participation of all the women employees in a debate about female leadership in the communications industry, arranged by Aberje (Brazilian Association of Corporate Communications). Moreover, last week (27/03), our event Race Talks* had as its main topic of discussion, women on the job market.

To discuss the subject, we invited Karina Bertolla, communications and corporate responsibility supervisor at Allianz Worldwide Partners. Karina has more than 10 years of experience in the field of communications and she shared her experience in internal communications projects as well as her experience as a female leader with us.

Among the topics that were brought up during the conversation, one of the main ones was the subject of the responsibility of the companies in regards to gender equality. “I believe that yes, companies have responsibility. It’s necessary to create policies so that equal opportunities are given to women, and it’s necessary to put this in writing. If we do nothing, the process of gender equality will take 300 years to happen.”, Karina commented.

The discussion also brought up the responsibility of the state and the importance of  government policies, such as extended maternity- and paternity leave, which can improve the situation for women on the job market. However, along with company- and government policies, the participants in the discussion also pointed out the importance of change within the families. “Change begins at home. We need to tell our children that they can be whatever they want to be. That they can dress however they want, play however they want, study whatever they want. It doesn’t matter if they’re a boy or a girl.”, said Karina.

The event was a success and we, the team of Race Communications, thank Karina for her participation and for sharing her knowledge and her views with us!


*Race Talks is a knowledge-sharing event which happens one a month at Race Communications.

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Content Production For Internal Communications

By Gabriel Pedreschi

The higher the number of employees in a company, the greater the challenge to reach all of them with the necessary information. For this reason, the help of a communications agency or consultancy is essential in producing content, assisting with the optimization of internal communications and the development of a strategy for creation, analysis and editing of internal content.

To reach all – or most – of the employees, the communications agency, together with the communications department of the company, need to follow a few important steps in order to keep the employees aligned with the organisation:

  • Assessment of the most appropriate communications channel;
  • News bulletin (for short and concise content)
  • Magazine (for more profound content)
  • Intranet blog (the amount of information can vary from post o post)
  • e-mail (Newsletter)
  • Casual language (so that everyone understands)
  • Content that catches the employees attention

With  correctly planned and executed internal communications, the employees will feel closer to the company and stay informed. This way generating a communications channel between the employer and the employees, engaging and integrating the coworkers.

To know more about the work of Race Communications in internal communications, click here.


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What Is PESO And Why Should Agencies Start Using It?

By João Pedro Andrade

Currently, one of the most efficient methods for measuring results in communications is PESO – created by Gini Dietrich, CEO of the american PR company Arment Dietrich and author of the book Spin Sucks: Communication and Reputation Management in the Digital Age, which discusses how companies can communicate in a more honest, responsible and open way, without compromising the trust of its stakeholders.

PESO consist of the initials of the different types of media that are generated through PR and marketing. That is: Paid, Earned, Shared and Owned. The concept shows the intersection between the results of PR work, social media and digital communication.

  • Paid: refers to bought space. This can be traditional advertisement or activities in platforms such as Google AdWords, Facebook/LinkedIn/Twitter ads. One the one hand, the price of paid media is usually quite high. One the other hand, the advantage is that you completely control what information gets published.


  • Earned: refers to all third party coverage (by journalists, bloggers, trade analysts etc) that is published in the media. Here, we can include the PR agencies that get their clients’ press releases published with the help of media relations activities with reporters, bloggers and influencers.


  • Shared: refers to articles and other types of material that are shared, liked or commented on by stakeholders of the company through social media. It is an opportunity to reach the audience where it spends a lot of its time. This way, the company’s followers help in reaching other potential clients.


  • Owned: refers to material that is produced and published by the company itself, such as the corporate blog, social media and other so called house organs.


In a time where new technology and the fast development of digital inclusion is profoundly transforming the communications industry (among others), new evaluation methods are necessary. Assessing PESO, you can see what information is the most important to be evaluated, which work methods should be used and which are obsolete, as well as what methods to use to integrate PR actions with marketing and branding actions.

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The History of Corporate Communications in Brazil

By Thaís Muniz

Corporate communications is the term that refers both to internal– and external communications, that is, communications with employees, the public, partners and different institutions. It is therefore an essential aspect of communications that needs to be put into practice across the organization to improve the efficiency and effectiveness of its activities.

Initially, corporate communications emerged in the United States in 1906, when journalist Ivy Lee decided to recover the credibility lost by the powerful John Rockfeller (who at the time was the country’s most hated businessman). Lee’s work for his client was successful in the press and public opinion and Rockfeller went from being a “scary boss” to a “benefactor of humanity”.

A few decades later, the concept of corporate communications activities arrived to Brazil in the 1950s, attracted by the advantages offered by the government of President Juscelino Kubitscheck. And, in the 1960s, Antônio de Salvo (one of Brazil’s best-known communications professionals) began to visit newsrooms in São Paulo. He did the job of persuading editors to publish news about the activities and products of the company where he worked.

Since then, the activity of corporate communications has gained strength in the country. And that’s how press conferences and the traditional New Year lunches emerged, when companies bring together reporters, editors and newsrooms’ directors to announce the results of the year that ends, the plans for the new year and the distributed gifts to each one.

Corporate communication is today an essential tool with a strategic value. Its main objectives are to motivate, convince and inform the internal and external public. Therefore, it continues to be concerned with the analysis of the environment in which the company is inserted, identifying and understanding its different stakeholders and publics.

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7 Tips To Get Journalists Interested In Your Pitch

By Mariana Morena

Not every story idea suggested by a press office is actually a pitch or will even catch the journalists’ attention. Most of journalists receive hundreds of emails with daily press releases and most of them go straight to spam or the trash can. For this reason, we have come up with some useful tips on how to get the journalist interested in your pitch.

You have eight seconds

With increasing demands, journalists are always busy. You have about eight seconds before the journalist clicks the delete button. Make those seconds worthwhile and think carefully about the information that you are going to pitch or put in the release.

The subject is very important

Six of those eight seconds will be spent reading the subject, so you really need to focus most of your efforts an interesting subject. Eight out of every ten press releases are not even opened because the subject didn’t catch the journalist’s attention. Think of the tempting headlines of Buzzfeed that make us click on it, without even thinking if that’s really worth our time. Make it your subject. The title is your best chance to get the journalist’s attention.

Stay casual

Don’t use “Mr.” or “Mrs.”. Don’t use “to whom it may concern”. Use “Hi” or “Hello” and the first name of the reporter. But be careful not to go beyond the limits of informality. Writing things like “what’s up dude?” will sound corny and is simply inappropriate. Remember that the journalist is not your friend (unless they really are!).

Do your homework

Save a few minutes of your day to read what the journalist covers. It’s nice to show the journalist that you know their work by saying something like: “I read your article and I thought this story would be perfect for you and your audience”.

Why should I care about the journalist’s audience?

If you cannot answer this question to the journalist in two sentences or less, then they will not be able to pitch the story to their editors. Help the journalist with what they need to fight for your story in an editorial meeting.

What are you offering?

Don’t forget to have the essentials: Who, what, where, when and how. Help the journalist to tell their story, making it easier for them. Your contacts and your clients will thank you.

Do you really have a story?

Think like a journalist. Do you really have a story? If you were a journalist for that publication, would you publish anything about it? Would you write about that client or company? Would you mention the name of the product or company? This last question may be essential when contacting or not that media outlet. Sometimes the client doesn’t want to be published in media outlets that don’t mention the name of the company, so don’t waste your time, the journalist’s or your client’s time. Talk to other publications that are more related to this story.


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The Impact of Media Relations On Business Results

By Alan Mariasch

Whenever we talk about the concept of media relations and how it can collaborate with the strategy of the client’s business, an interesting question comes up. How can we relate positive stories published in the media with effective results for a specific organization, such as increased sales?

When we prepare a media relations proposal, it is fundamental to bear in mind a focus on the client, on its organizational objectives and on the reality of the market. It does not help to propose generic strategies, since each company has its specific reality, its target audience and its goals. And it is the press officer’s job to analyse this whole scenario before drawing up a budget or a communications plan, evaluating which actions with journalists can bring not only good stories, but effective results in the future, such as new leads and clients as well as the expansion of the client’s market share.

This means that we need to relate and align the client’s strategic objectives, for example to grow in a specific market and increase its number of customers, with the practical actions of the press office (announcing press releases, meeting with journalists, etc). And, as far as possible, search for metrics to measure the impact of external communications work on company results.

According to the journalist Wilson da Costa Bueno, specialist in corporative communication, “it’s always possible to have indicators that show the effectiveness and efficiency of an accomplished work. With communication, it cannot be different and it’s possible to evaluate. If it weren’t so, we, communicators, would be in a bad position, because in a society that preaches and practices the so-called benefit x cost ratio, it’s not reasonable to invest in anything that cannot be assessed”.

The theme is extensive, but I would like to propose a few practical tips. Try to prepare comparative reports and cross information. If you have been working for a company for some time and have already got several positive articles published, try to understand how the clients of this organization are reaching it. If the press office is the only tool for an announcement, this indicates the success of your work.

Analysing the impact of the actions from the press office over the client’s results is complex, but increasingly important. If the results are not satisfactory, it’s possible to change the strategy in time. And, on the other hand, if we prove the success of the communication actions, we will be in a better position to negotiate an increase of the budget, expanding our activities and develop new projects.

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