Why Do Integrated Communication?

Why Do Integrated Communication?

By João Pedro Andrade

Integrated communication is a marketing strategy which has become popular over the last decade. The concept is rather basic: Planning the communications actions for a brand or for a specific campaign in a way that they are carefully connected and communicates aligned messages. In other words, integrating all the communications tools so that they coexist in harmony.  

To understand the importance behind integrated communications, it is enough to just use simple logic. When communications actions converse harmoniously and in one unison voice at all times, it is much more powerful than the actions separately.  

One good example is the campaign Like a girl, by the personal hygiene brand Always, in 2015. With a focus on reaching girls in puberty, the brand promoted a positive redefinition of the prerogative expression “like a girl”, which assumes that men who do things like girls, hold to an inferior standard.


The campaign was promoted in print media, social media and television, with its main appearance in the Super Bowl commercial in 2015. Apart from promoting the brand, the campaign promoted the elevation of adolescent girls’ self esteem, who started viewing the expression ”like a girl” as something positive and as a source of pride.


A good communications campaign usually involves a fair amount of work to be elaborated in an effective manner. However, once the hard part is done, this can be turned into profit by contributing to increased sales and a competitive advantage in relation to competitors.

Last but not least, if we consider that successful communication is that which is done with a minimum of interference (that is, with as little unwanted external filters that difficult the interpretation as possible), integrated communication becomes a strong ally, considering that it is developed with the purpose to act on several fronts and in an integral manner.


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How To Create Integrated Communications

By Filipe Andrade

Establishing corporate communications, whether internal or external, is by itself a huge challenge; when well executed, it makes all the difference to an organization. When it doesn’t, it can have a tremendously negative impact.Creating integrated communications, by integrating both internal and external communications, forming a synergy between them, is a separate challenge. The result of an integrated communication, however, is substantially higher than any result from them separately.

To understand how to do internal and external communication in an integrated way, we need to first understand the specifications for each one of these ways of communicating in an organization.

Internal communications are commonly understood as a process of exchanges between the employees of an organization, involving all the team in the communicative process and the informative contents, whether vertically or horizontally. There are several internal communication tools and many ways to use this type of communication in a strategic way. The important thing is that this communication  needs to be taken seriously, and even more importantly, it needs to be considered as strategically relevant by managers.

External communications on the other hand, has an even more institutionalized and hierarchical character. This because, in these cases, there is a second filter inside the organization – not everything that’s relevant to the internal public is relevant to the external. And, unlike internal communications, which aims to integrate the team, the external aims to bring the organization to public attention, to be seen and recognized as such. This communication often happens through the work of the press office.

Integrated communication goes beyond. “[…]It presupposes not only a productive dialogue, but a joint planning. The decision-making process, which should include other instances of the company or entity apart from those specifically related to the communication/marketing, must be shared, even if there is a boss, a superintendent, or a general director to whom everybody reports to”, as argued by authors Cláudio Silva, Flávia Schroeder, Luciana Costa, Mariana Cumming and Ticiana Diniz, in the article ‘Comunicação Integrada como Ferramenta de Gestão’ (‘Integrated Communication as a Management Tool’).

The result of the integrated communication is a company image that is much more aligned, more global — as the authors mentioned above point out –, highlighting each sector of the corporation, its activities and specifications. And, even if it’s something new in the market, this is not just an option, but a necessity and a distinction in an organization. A trend that points to the future.

If your company needs help developing a way to work with communication in an integrated manner, please contact the specialists at Race Communications. We’d be happy to help!

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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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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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