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

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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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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Social networks can be great allies for companies that are coming to Brazil

By Alan Mariasch

We are one of the most passionate people about the online world. According to a recent study by Conecta about our virtual habits, the young Brazilians connected to the Internet have an average of seven accounts in social networks, and 96% of them are on Facebook, whose app is present in 88% of their mobile phones, and 61 % of their tablets. And all that in a universe of over 86 million people with internet access in the country, of which 52.5 million do so through the cell phone.

On the other hand, a survey by Centro de Estudos sobre Tecnologias da Informação e da Comunicação (, after analyzing the use of social networks by 6,400 Brazilian companies, found that only 36% of them had a presence in these media. This leads us to conclude that social networks still are an area partially explored by organizations, and with a great potential to reach different audiences, because it is there where Brazilians spend several hours of their day searching for entertainment and information. This tendency partly explains why television and other traditional media are slowly losing audience.

Therefore, if you are an executive of a company who wants to invest in the Brazilian market, my suggestion is to devote part of your budget for communication and marketing on social networks. Depending on the goals of your organization, it may be worth creating only a fan page with an unique content on Facebook, a channel of customer service through Twitter, or even a corporate page on LinkedIn. Or, who knows, to be present in all of them at once.

Anyway, there is no escape from social networks if you want to relate to the Brazilian public. But to enter that world, it is vital that your company is advised by professionals with expertise in new technology trends and production of content, and are able to measure the return on your investment. It is also fundamental that part of the budget is directed to the sponsorship of posts, which will assist in the dissemination and viralization of the content.

Are you planning to invest on the brazilian markek? Race Communications can help you! Click here to contact us.

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Media Training glossary

Assignment: guidance that reporters receive describing what kind of story will be made, with whom they should speak, where and how. It may also be the focus on any fact.

Audience: method for measurement of affected people.

Briefing: set of information on a given subject, project or service.

Closing: when the journalists are producing or reviewing their articles that will be in their respective media. It may also be the moment that professionals are diagramming a magazine and “closing” the material to send to the printer.

Crisis management: strategy used to minimize negative impacts on the media, through the dissemination of the enlightenment of the company in an agile and objective way, in order to eliminate any controversy.

Editorial space: statement of opinion of a publisher about you and your business. In addition, a term for the media coverage generated by the news team. Editorial is also a text, made by the publisher, which summarizes and comments on the issues of a publication (usually in magazines).

Exclusive: news, interview or feature article that only a newspaper, magazine, radio, television or website can publish/present. Typically, this kind of highlight is previously negotiated by the interviewee’s media relations agency.

Fact Sheet: quarterly, semiannual or annual material from a company with the objective of disseminating relevant information, such as: profile, history, business area and results of a company, etc.

Interview: conversation between the interviewer and the interviewee in which questions are asked by the journalist in order to obtain information needed by the interviewee.

Key messages: keyword or phrase that the press, the company itself or the communication department are intended to be held by the public.

Media relations: its main task is to deal with the relationship management between an individual, organization, company, or government and the press.

Media training: simulations with the spokesperson, so that they have effectiveness as a communication manager, even if they are leaders in another area. It concerns about how the media works and which information the journalists look for and who are these professionals.

Meet and Greet: also known by some professionals as goodwill, is a kind of meeting, usually quickly, between source, press officer and journalist to propose stories, discuss the source and present ideas or views on possible articles.

News: informative text relating to an event on a situation relevant to the public of each publication.

Off: information provided by a source to a reporter and that when previously agreed with the journalists, can not be published or used in any way.

Press conference: meeting with the main target journalists in order to inform assertively and strategically what the company wants to disclose.

Press kit (Press information): kit with specific information given to the media by a company. Typically, it contains base material, photographs, illustrations, press releases and, in some cases, gifts from the company.

Press release: or News Release, or only release, is the most common written form, used in public relations, to announce news and information about products, services, companies, etc.

Press statement: objective text that reports the official position of the company, person or entity on a given subject.

Q&A: document that has possible questions and likely answers related to a subject, project or service of the organization.

Reputation: public image in relation to a person, entity or company.

Source: spokesperson who is trained and prepared to talk about a subject related to the company.

Source suggestion: is a PR tool in which you offer your spokesperson for a certain mailing list of journalists.

Spokesperson: representative of an organization who is an expert source, willing to comment about a specific issue to the press.

Stakeholder: also known as public of interest, it is the part that affects, or may be affected by the actions of an organization.

Story suggestion: written message to introduce a source or an idea of a story to one or more reporters.

Talking points: succinct statements that address key points on a given topic.

If you want to know more abour PR, check out the media relations glossary that Race prepared for you.


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Media Relations versus Communications Agency

By Maira Manesco

Media Relations and Communications Agency define different activities and often cause confusion to the inexperienced and to professionals beginners. In general, all staff operate managing information between company/customer/product and its stakeholders. Generically, they both play more than the simple role of caring for the image of their client.

The media relations is composed of journalists and public relations, whose main function is the link between organizations and the media. Press secretaries should know the client’s activities, projects, proposals and ideas for then develop communication strategies and suggest stories newsworthy to the media. They should also advise and disseminate events, assemble news clippings with articles on relevant topics to the client, and advise on how executives and employees must relate to the press, the famous media training. The main role of this activity is to disseminate information.

On the other hand, the communications agency is formed by at least one professional in each area of social communication: journalists, advertisers and public relations. The work done by this communications agency is more complete and thorough, therefore, the professional group tends to form the Department of Communication of a company. Among other items, they must know what are the negative aspects of the organization and try to present alternatives to solve them, besides creating a harmonious environment among employees from the shop floor to senior management.

The advisers from the communications agency also have to know about the actions of the Department of Human Resources, know to direct the information to the various publics that covers the internal and external communication, and to develop campaigns and promotional materials.

To strengthen the relationship with the media, especially with the key publications for the company, it is important to always count on the assistance of a communications agency specialized in media relations.

Finally, all organizations and professionals should be aware of the differences between the media relations and the communications agency; they should also know the importance of both for the development of the company towards success.

 Are you interested about it? Click here and ask for a corporate communications consultancy that Race Communications offers.

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