Visual communication: 5 tips of what not to do


Visual communication: 5 tips of what not to do

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

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

1-  Never start without well-defined goals

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

2-  Don’t do it yourself

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

3- Not having an identity manual

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

4 – Not adapting to different platforms

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

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

5- Not respecting the characteristics of each media

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

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

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

By Thiago Eid 

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how to increase sales though corporate communication Race communication - Increase Sales Through Corporate Communication

Increase Sales Through Corporate Communication

Let’s face it – corporate communication has no purpose in itself. It is not a goal but a means to an end. This end being, in most but not all cases, to increase sales of a product or a service. Now, the fact that communications is a means to an end does not mean it is not important. Quite the contrary. Effective communications has the potential to help improve the financial results of a company or organisation.

The question is – how can we prove this correlation? Is it even possible? The short answer is no. Proving a direct correlation between communications activities (being them media relations, social media or internal communications) is tricky. Sure, we can measure the amount and type of articles or mentions of the company in the press or analyse metrics on social media content. Still, this can never prove the impact it will have on sales.

So, does this mean the correlation does not exist? Again – no.

Communications strongly impacts on a company or organisation’s image and reputation, which both play a central role in (de)motivating customers to buy its products or services. In other words, to create effective communications, it is useless trying to measure impacts of communications on sales. Instead, we should focus on measuring the impact it has on the company image, its reputation and brand recognition.


To build communications that can  impact positively on sales, try theses tips:


  • Invest in media relations. The media landscape is more vast now than ever before. And not only is it vast, but it moves incredibly fast. Having skilled professionals who know how to deal with the media, especially digital media, is fundamental to any organisation. Putting your best foot forward in the press and in cyberspace can be the difference between good PR and catastrophic PR.
  • Stay up-to-date with the public opinion. How many faux passes involving clumsy statements or ads regarding gender, race or sexuality have we not seen from companies, politicians and celebrities over the past years? Countless. So, avoid making a public embarrassment of yourself or the company you represent, by making sure you know what is politically correct and what is not. And stick to the first.
  • Make your employees brand ambassadors. Having your employees on your side, is worth their weight in gold. Happy and engaged employees speak well of the company and its brand, services and products. Their word weighs heavily as it carries credibility and it can spread fast via social media and other forums. Therefore, invest in your employees, build solid and open internal communications routines and you will reap the benefits.
  • Create good relations with digital influencers. Depending on the type of business you have, investing time in relationships with digital influencers, such as bloggers, Youtubers, and Instagrammers, can sometimes generate better results than traditional media or advertising.
  • Walk the talk.  Last but not least – a good reputation and positive company image cannot be created out of thin air. It needs to be founded on actual quality and transparency. In other words – make sure you have good stuff to sell and make a conscious effort to be open to dialogue with clients and customers, as well as with media and with employees.



As mentioned before, there is no magic formula to increase sales or making your company successful. However, following the suggestions above, you have a good chance of creating effective corporate communications that can help build a positive reputation and image of your company. Increased interest in its products and services, is likely to follow as a consequence.

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corporate social medias race communications - Corporate Social Medias - What Are They And Why Use Them?

Corporate Social Medias – What Are They And Why Use Them?

By Filipe Andrade

When we talk about corporate communications, we immediately think about a number of channels used for this, some more conventional (house organs, corporate TVs, bulletins) and other less conventional (video releases, for example). An even less conventional channel and one on the increase, is corporate social medias.

They are platforms that can unite members of an organisation, creating a network of communication with the objective of bringing team members of the company closer.

One of the more well known examples of corporate social medias is Yammer. The platform was created by the Silicon Valley tech giant, Microsoft, and their idea with the tool is to provide the possibility for everyone, from high management to receptionist in a company, to leave comments, share updates and make questions.

With the same objective, some organisations, for various reasons, opt for developing their own platforms, which requires a greater investment, however, the results can be worth it. Some of Race Communications clients, for example, already make use of this idea, providing exclusive apps to their coworkers. In the app, they can find, apart from useful information regarding the organisation, ways to connect with other coworkers, share information, make suggestions for improvements and participate in the administration of the company.

The market of corporate social medias is one that still requires some exploring but which certainly is worth investing in!

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Infographics in corporate communications more efficient Race - Infographics in Corporate Communications - More Efficient Communications

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 history of corporate communications in brazil - The History of Corporate Communications in Brazil

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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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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How to improve your business through communication - HOW TO IMPROVE YOUR BUSINESS THROUGH COMMUNICATION


By Filipe Andrade

The first thing that any manager needs to know is that communication is not (and shouldn’t be) merely a department. The reason for being of an organisation depends on communication, and, therefore, it should be treated as an indispensable element of the institution.

Its impact on the business, is, consequently, direct and unquestionable. An organisation without a structured communication will hardly be able to talk to its stakeholders transmitting ownership, and, therefore, will lose its place to other companies that better understand the concept.    

This considered, managers need to be aware that it is not possible to choose between communicating or not communicating – that is, unless they also would like to chose between the success and the failure of their organisation.

For this reason, the same way a manager does the planning of finances, HR and commercial matters, (s)he needs to plan the communication just as well as you would plan these areas, for they are intrinsically connected.

It is necessary, therefore, to think about and to plan who will speak (through what channels) and what will be said (what message, what profile) with what frequency and, above all, with whom the organisation will speak.

For, in the end, as the saying goes – out of sight, out of mind.

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What is a press conference?

By Núbia Neves

It is common in fiction to watch films that have a scene where journalists gather in a room and ask questions after questions for interviewees who are going through a crisis. Besides fiction, another occasion at which we commonly come across in press conferences, is in football: players and coaches sit in front of a pretty high number of journalists, and are “attacked” with questions about a game or about any specific information. Theoretically, both examples represent well what a press conference is.

The purpose of this meeting is to bring together the main target journalists and inform assertively and strategically what the company wants to announce. During the fusion of companies, announcement of a new president, a crisis, a new direction of the company, etc., to promote a press conference can be a great way to optimize the time of which many interviews would take, in addition to disseminate information for more than one publication.

Normally, this action is elaborated for major announcements, because of the limited time that journalists have, moving them from newsrooms is a hard work, and which often is not successful when the meeting is not a relevant reason enough to happen. This is why it is essential that the media relations office, along with the communication area of the company, and its directors, meet with each other and discuss the best strategy to inform about each subject.

Sometimes the overvaluation of news can make the action a failure. For this reason, it is essential that the areas act with alignment and strategy, for an assertive decision that may be, or not, the press conference.

Do you need to get ready for a press conference? Click here to see more information about this and other services offered by Race Communication.

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What type of information can make news?

Not everything that happens inside a company is news. Not everything we think is relevant, is interesting for the public, or even interesting for the media. The analysis to understand why certain subject is newsworthy and others are not, requires previous knowledge about the routines of newsrooms.

In his book “Assessoria de Imprensa e Relacionamento com a Mídia”, Jorge Duarte says:

“The problem is that not always what comes out in the press is the most important from the point of view of the public’s interest. Often, what is interesting, even if unimportant, deserves more space than what is important, considered uninteresting “(DUARTE, Jorge, Assessoria de Imprensa e Relacionamento com a Mídia, 2nd edition, p. 107)

The prospect of the information of a company is closely linked to its strategic communication planning. And this, on the other hand, needs to be aware of the social and economic context in which the company operates. We must also be conscious and prepared for the consequences that certain information may have. Therefore, caution is needed when releasing growth data (sales, production, expansion, etc.), and attention to the socioeconomic context in which this news will be published.

This way, in another Duarte’s reference, we must always reflect on the “importance” and “interest” in the dissemination of news in the press.

“To comprehend the difference between interest and importance is the first step in order to understand the functioning of a newsroom” (DUARTE, Jorge, Assessoria de Imprensa e Relacionamento com a Mídia, 2nd edition, p. 107)

We also need to be prepared for the negative. One way to avoid that a particular subject gets lost, is to insert it into a “cold” context, in other words, to create a content with a prolonged “shelf life”. Therefore, it is possible to have a longer period of time for contacting the newsroom that may be interested in the material in question.

“We often hear from a journalist the following phrase: ‘it is an important subject, but there is no space in the newspaper for that’. In other words, it does not matter if the fact is only important, because it is essential that the subject is newsworthy, from the point of view of the interest of the newspaper” (DUARTE, Jorge, Assessoria de Imprensa e Relacionamento com a Mídia, 2nd edition, p. 114)

Another very important aspect when you send a piece of information is the assessment about the editorial line of the focused publications:

“Each newsroom from each publication keeps its own characteristics, which make it almost impossible a reality approach work” (DUARTE, Jorge, Assessoria de Imprensa e Relacionamento com a Mídia, 2nd edition, p. 119).

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Learn the mistakes that should be avoided in internal communication

By Núbia Neves

The internal image of a company still may not be treated with the priority it deserves, however, communication between company and employees is as important as communication with any other stakeholder. If you asked “stakeholder?” Yes, you got it right. Employees are certainly one of the main targets that a company should have.

When employees are well informed, they understand that they are a key to the proper functioning of the company, and to be recognized as an important professional helps to improve the production of the employee.

What not to do in internal communication work:

Not to inform: the first to know what is happening within a company is, of course, the employee. If things go wrong, you must inform, explain, make them feel secure in their jobs. To clarify the information is much better than to let people imagining what is going on. If the news is good, the same rule applies, make the employee understand that they should know everything they can about the company that they are part of, this will create engaged employees willing to boost the business.

In theory but not in practice: every employee is a spokesperson of the company. Some research claim that a person can achieve, on average, five people. An employee who does not trust your company, will transmit that insecurity and will not be concerned with the information. It is crucial that the contact with the employee is sincere and transparent;

Not to listen to opinions: regularly encourage staff to speak and suggest. Obviously the company can not put into practice all requests, however, it is crucial to hear the opinion of those who understand the area in which they work. This is a way to improve all areas of the company;

Not to inform strategies: always tell the employee the strategy of the company. The synergy between expectations and practice is essential for the company to achieve faster and more assertively the success they crave;

Communication does not require strategy: the communication of the company should always think about the strategy to inform the employee. Often, the best way to communicate the factory, for example, is not the same way to communicate the management. Understanding how the areas work is the best way to produce a strategic communication.

These are only five tips of what must not happen in an internal communication work. Other mistakes are common within companies and, therefore, it is important always to pay attention to the employees, after all, they are the key to create a successful company. If you want to know more about internal communication, please visit: When do I need internal communication?

Do your company need internal communication? Click here and ask more about it. Race Communications can help you.

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