The press office is also known as media relations, and aims to initiate, create and maintain relationships with the press and/or influencers, publicizing a company or institution, regardless of its industry, making use of the editorial space in communication outlets and in digital influencers’ channels.
This service aims to gain positive spontaneous media space on media platforms. This way, Race Communications performs a customized service for all its assisted clients, operating in an innovative manner that is directed towards business goals.
However, the press office’s work does not only intend to generate spontaneous media and positively impact its clients’ audiences, but also to act in times of crisis, managing all communication with the media. This way, in more sensitive times, it helps to reduce the negative impact on a company’s image and reputation.
Press Conference
The press conference is usually held when a company or institution needs to communicate something extremely important for its business or market at the same time. To hold an event like this, it is important to invite the right journalists and influencers, so Race Communications can help, even thinking about whether it is ideal to put the two audiences together in the same press conference.
Race Communication’s job is to help organize the press conference, from preparing the attendance list, the best time and format (if in person or online), sending invitations to journalists, even the presentation’s content itself, everything to that the event takes place strategically and in the best way, with the largest number of journalists and influencers present in the coverage.
Managing crises with the media
Crisis situations are likely to happen in all companies and institutions, and when they occur, if poorly managed, they can ultimately compromise business continuity, since they generate negative visibility, compromising image and reputation. Therefore, in times of crisis, communication and actions are of great strategic importance and need to be deployed at the right time.
Race Communications works with total confidentiality in managing crises with the media, whether with the press or on social networks, quickly, in the best way, and in line with the legal, administrative and strategic issues of the business, for reducing damage and ceasing the focus of the situation in the media.
The work Race Communications performs in managing crises with the media can also be done in a preventive manner, in the case of currently assisted clients or through crisis management consultancy that identifies possible crisis situations in advance, preparing contingency plans and a communication manual if the moment comes. All this to avoid an even greater negative impact from a crisis.
But, if the crisis is already in place, Race Communications gives voice to the company or institution’s point of view on the issue, in the most flexible and targeted way possible, seeking to eliminate possible controversies and, in some cases, even reverse the situation.
Transparency is success in media relations.
Press trips
Press trips work very well for launching a product inside a company’s factory, especially when journalists and digital influencers are located in another city or state in Brazil. Relationship trips can also be made for presenting a production line, or even for media professionals to undergo a new experience.
All actions help to strengthen the relationship with media outlets. And Race Communications knows exactly how to organize these press trips, thinking about all the points so that the action is strategic and brings good results for business.
Producing and sending press kits
Press kits are sent to journalists and digital influencers as a great solution for communicating product and service launches and initiating actions, in addition to being something interesting for strengthening relationships. But how to do it, who to send it to, what information to include, when to send it?
Race Communications answers these questions and many others that involve producing and sending press kits. We offer this work all the way from planning, costing, always based on the available budget, creating mailing lists, and even sending the kits and monitoring their receipt. A press kit can be produced with a series of contents and products, but ideally everything should be aligned with the purpose of the action, so that expectations are met.
Spokesperson Training
Spokesperson training, also known as media training, is the main tool for preparing executives for a closer relationship with the general or trade press, whether to grant interviews, make announcements, or even speak at meetings and events .
Race Communications performs customized media training for each client’s needs, so that executives learn how to position themselves correctly and convey the company or institution key messages correctly to journalists, avoiding possible image crises in the media.
As it is aimed at clients’ main needs of customers, the training prepared by Race Communications can be made in a single day, or split over a few days, either in person or online. During media training, professionals have contact with theoretical content, through information and tips, as well as practical content, with interview simulations, for example.
Press Events
Press events are an important tool for strengthening relationships with journalists and digital influencers. The action can be a commemorative dinner, launching products or services, a lecture by an expert, or a workshop… Press events have countless possibilities, in addition to being held online or in person.
Race Communications prepares the entire event, from choosing the venue to creating graphic materials. The guest list can be drawn up together with the clients. All actions are thought out so that the event takes place in the best way possible and is a success.
Measuring Press Office Results
Companies often contract a communication agency to perform the press relations work and another company for measuring the results of this work, and this is the best way to work because the analysis will be extremely impartial.
There are several ways to measure results in press relations, from the traditional quantitative method, only observing the numerical data of publications, to, what has been most used, the qualitative method, in which the temperature of the news is also measured, as well as the quotes and the impact on business.
Producing customized magazines, targeted circulation newspapers, video channels, social media, and websites are excellent options for informing and relating with more specific audiences, such as communities surrounding companies, industries, and even business area points.
From graphic design to content production, customized communication outlets are developed by Race Communications and tailored to meet its clients’ main demands.
Preparing and organizing events and workshops
Holding events and workshops is a great option for getting closer to strategic audiences for positioning a company, a service, or a product.
For everything to work out, there are many details to be considered and calculated. The most important ones include choice of date and time, decoration and infrastructure for the chosen venue, defining guests, food and, not least, prior disclosure of the event.
As an end-to-end communication agency, Race Communications can connect all the essential elements of a good event, to enable maximum engagement and good results.
