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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The pharmaceutical market and the segmentation of media relations - The Pharmaceutical Market and The Segmentation of Media Relations

The Pharmaceutical Market and The Segmentation of Media Relations

By Filipe Andrade

Media relations are not all the same! There are many different sectors and markets, all with their particularities and different opportunities. One example is media relations for the pharmaceutical market, an area that is rather specific, and with great potential to be explored.

Within the pharmaceutical market, generally speaking, we can say that there are, at least, four subdivisions – pharmaceutical companies (laboratories), distributors, chains and/or independent pharmacies and organisations representing pharmaceutical professionals. Consequently, the media relations professional needs to define his or her space in these contexts.

Being a market in the health sector, there are, obviously, a series of requirements, legislations and rules that define the work on this market and, consequently, the communication needs to be planned according to these criteria. For example, the promoting of new products (drugs) to the public is only authorized when these are so called over the counter drugs (medication that does not need a prescription). In all other cases, according to the legislation, the promotion can only occur directed exclusively at media outlets specific to the health segment, with clear information about indicated use, contraindicated use and dosage.

Specialized media relations consultancy, such as that of the pharmaceutical market, also requires extra attention to the language and to the interpretation of technical terminology and technical topics. It is important that the media relations professional has a good capacity of “translating” the technical and scientific topics to a more casual language, suitable both for the journalist as well as the public.

One of the conditions for the media relations consultancy, generally speaking, is the increasing segmentation of content, including content related to the pharmaceutical market.

Important: when speaking of segmentation of media relations consultancy, this does not mean that mainstream media should be downgraded to a plan B status. Quite the contrary, they should be a central part of the communications strategy, sharing the space with segmented media.

For this reason, it is worth exploring the inumerous health blogs, YouTube channels, Instagram profiles and other social media channels, which the democratization of the digital communication made possible, in order to make messages accessible to the end consumer.

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4 Reasons to Work with Radio Pitches in Media Relations

By Ana Carolina Lima

Created in 1896 by the Italian Guglielmo Marconi, radio revolutionized distance communication. Because it’s such an old communication channel, the idea of using radio pitches today in a world full of cutting edge technologies may seem somewhat old-fashioned. Don’t be fooled! It’s worth rethinking the efficiency of this more traditional resource when constructing and positioning a public figure or an organization.

Relevant points regarding radio picthes in media relations:

According to research conducted by BBC radio in the UK, if you have a message broadcast on three different radio channels in the morning, you can reach about a third of the population of the UK before the end of breakfast. Analysing the routine of Brazilian society, which wakes up early and faces daily traffic jams in cars and packed subways, the numbers may be even higher in a Brazilian context.


With innovative technologies being developed daily, the radio reaches traditional audiences and generates views. Some radio stations, besides broadcasting news, record on their YouTube channel, which often have impressive numbers of 1.8 subscribers. Imagine then having your message in a podcast? It’s like a radio show, but its difference is the advantage of content on demand. Thousands of young Brazilians subscribe to receive daily podcast updates from opinion leaders.


Live on the radio, a client’s word cannot be taken out of context. We cannot ignore the risks of recording live, without editing, but with an excellent preparation, the results of a good interview can be immediate.


Some radio stations always look for experts at certain recurring subjects in the media to give their opinion and to comment on the subject in programs or newspapers. This allows you to put your client on the air to show their knowledge and skills, creating a fantastic and free marketing opportunity.

Interested in the topic? Click here and see more information about this and other services offered by Race Communications.

If you need a quote, please contact us here or see our cases at this link.

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how many spokespersons should a company need have Race Communications - How Many Spokespersons Should a Company Have?

How Many Spokespersons Should a Company Have?

By Lívia Caixeta

In e previous post we talked about spokespersons here in the blog. In the text, written by Nubia Neves, she explains how important it is to have a well-prepared spokesperson.

The subject now goes a little further. After all, how many spokespersons must or should a company have? Considering that the spokesperson is the person who will answer all questions about company matters, we can argue that according to the size of the company, it’s possible to have several spokespersons, each one responsible for a sector or for a certain subject.

The strategy of not concentrating announcements on one single person has pros and cons. The main positive point is that you will always have someone available to attend the press or to respond to other stakeholders.

However, it’s important to make sure the speech is aligned. Regardless of the number of spokespersons, it’s fundamental that all of them know how to act both in common announcements informing news related to the company, as well as in crisis situations; they must be up to date on the subjects regarding their segment and know the most important publications and professionals from the media in general and those who cover their sector specifically.

With the help of this analysis, it’s possible to define who should be the spokesperson(s).

Below follow a few general recommendations:

President: is the main spokesperson in any company. Therefore, they should always be ready to speak. However, they should only be demanded for previously defined occasions;

Directors: like the president, they are obvious choices of spokespersons and should be prepared to speak to different audiences;

Managers, Coordinators and Supervisors: must be previously selected by management to attend routine demands. They should be well articulated and confident people.

At the time of the choice it’s important to also note that the ideal spokesperson is the one who is aware of the importance of this purpose, which is not remunerated, but requires time, attention and experience.

Interested in the topic? Click here and see more information about this and other services offered by Race Communications.

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How To Measure Media Relations Results Race Communications - How To Measure Media Relations Results

How To Measure Media Relations Results

By Gabriel Pedreschi

Having hired a media relations service, how should the company interpret the achieved results from a specific action or from a monthly media relations service?

Before approaching the subject of how the client receives the results report, it is worth remembering that every agency uses its particular method for measuring results, which can be: column centimeter, impact measurement or the so called Barcelona Principles, which consider the level of quality of the publications (high relevance media outlets) rather than the quantity of publications.

To facilitate the interpretation of the results, the agency will use some preset metrics such as: the value of the published material (Earned Media Value, EMV), audience reach, provoked media or spontaneous media, classification (positive, neutral or negative), type of media (TV, radio, print etc)  and its relevance. As an example, we can take a client from the financial sector that gets a piece published in Valor Econômico, considered one of the most important business news publications in Brazil. To make this information more complete, the clipping agency (or the media relations agency itself) calculates the value of that page and the space that is being occupied by the client in the publication, had it been paid for. To know the tier and the relevance of the news media, the news paper’s (or the site’s) media kit is used, reaching the number of 60.000 and defining the tier as tier 1 (the most relevant for the area).

Having done this for every piece published for the client, the agency puts together the report, which provides the sum of all the results for each publication during a predefined period of time (usually the previous month). Along with the explanation of what work has been done, the same file will also contain infographics adapted to each piece of information and also adapted to the needs of the client. In other words, every client receives a customized report that is designed according to its needs.

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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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Media relations impact on business - The Impact of Media Relations On Business Results

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 Brazilian 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.

If you are looking for a PR Agency in Brazil, please check this page or contact us on this link.

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The different news pitches that one client may use - The Different Types of News Pitches That One Client May Use

The Different Types of News Pitches That One Client May Use

By Marianne Mitsui

The news pitch is used by journalists to list different themes to develop stories that can be published in the media. It’s the kick-off for the development of a story.

In the routine of newsrooms, editorial meetings are held to choose the pitches, and the frequency depends on the type of media. Therefore, in daily press (such as newspapers) the meetings are also daily, and the same logic is applied to weekly and monthly press. On the Internet, since the flow of information is constant, editorial meetings can occur more than once in a day.

In a press office, the dynamics of the editorial meetings follow the logic of newsrooms. However, it’s from the sector in which the client operates that the pitches for the stories will be listed. Therefore, it is based on the client’s area of expertise that the stories will be written and the editorials identified.

There are countless possibilities of stories that can be created for a client. Whether it’s a food company, an engineering company or a design exhibition, for instance, it’s possible to have business and marketing pitches, or pitches related to the specific market that the area encompasses. If the goal is to reach online media, it is recommended to create photo galleries, which is very common in news websites.

Another type of pitch used in news websites as well as in newspapers and magazines is the one followed by an infographic, often created by the client of the communication agency. Be that as it may, the press officer must have the ability to draw on different pitches that serve the interests of all media.


Interested in the topic? Click here and see more information about this and other services offered by Race Communications.

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how can media relations help the branding of your company - HOW CAN MEDIA RELATIONS HELP THE BRANDING OF YOUR COMPANY?


By Amanda Lima

Executing good branding management means executing a good strategic plan that is able to make the consumer, at the moment of purchase, chose your product over another. It is in this that the concept of branding lies, or, in other words – “persuading outsiders to buy and insiders to believe”. The definition, borrowed from Wally Olins, a British professional specialized in branding, help us to understand this strategy. However, what does media relations have to do with all this?

The primary mission of the the media relations consultant is to take care of how the brand is viewed by the market. One important differential here is that you can count on professionals who are able to determine the needs of the client and how to translate them into an effective communications plan. Media relations, creation of press releases, participation in interviews and press conferences, representation at events, crisis management and promotion of social responsibility actions, are some examples of media relations activities.

The results of this work has an indispensible impact on the branding of any company: the relationship with the stakeholders, that is, the people who have an interest in your business. Of course, this contact is also made by other means, such as for example sales calls or publicity campaigns. These activities are also important for the brand management, but the differential of media relations lies in how the potential client in impacted.  

A reportage in a media outlet with national coverage that presents a positive approach to your business will have an impact that is very different  from that of a sales call; In the first scenario enters the aspect of the credibility that the stakeholders, who are also news consumers, attribute to the media outlet and to the journalist who chose your company as the spokesperson for the given topic. Media relations consultancy is a way to positively impact the external public and, consequently, also the company’s employees.   

The better the branding of your company is, the more value and credibility people will give to your products. A business with character, quality, an amazing graphic profile and an adequate tone of voice, is worth nothing unless it reaches its potential consumers. And, for this, you should count on a competent media relations team.


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Multinacionais na imprensa brasileira - LOCAL MEDIA RELATIONS FOR MULTINATIONALS


By Daniela Dálio

When entering the Brazilian market, a foreign company needs to pay attention to a series of challenges – economic, bureaucratic, cultural, logistical and others. And what doesn’t always happen initially, although it is highly recommended, is that communications and media relations should be included in this ‘basket’.

It is essential that the company adopts a plan of what the communication with its target audiences should be like. In this context, the media is a primary audience. Nothing is more highly recommended in this moment than a consultation with professionals who are specialized in relations with the local media.

A local media relations consultancy understands how the Brazilian media works, which certainly has its particularities and is not always (or almost never) similar to that of where the headquarters of the company are situated. A Brazilian agency knows whom to talk to and how to talk to them – something which is fundamental in order to be able to direct the communications planning according to the objectives of the company in the country.

It is worth remembering the importance for the company, and for the success of the work done, of adopting a more open posture in terms of decentralization of certain processes. Of course there will still have to exist authorizations and reporting to the headquarters, but many times, adaptations to the local media will be necessary.

However high credibility and recognition a company has in the international media, the contact with and the type of relations it has with professionals from the Brazilian press are fundamental in order not to put at risk the reputation and the image that has already been built globally.

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