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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Criticism On Social Media: 5 Tips On How To Deal With It

By Thamyris Barbosa

Understand how to minimize the impact from criticism on social media

You know that saying that goes: “It can always get worse”? It is completely true. And if you came across this text, it is probably because you are having or have had problems with criticisms on social media. That ironic comment or that comment expressing anger that, from one minute to the other, appears like a scream straight into your ear. At these times, all the other positive comments seem to disappear and the only thing you can see is that unwanted criticism.

Well, I have some news for you: it is best to take it easy. Yes, criticism is part of the process of exposure and ought to be faced as something natural (at least, to a certain point). Your company is neither the first nor the last to go through this. However, the difference between a solved problem and a catastrophy is, precisely, in the way you respond to these comments.

We know that it is not easy to manage social medias for a company. Proof of this is that, just by reading a few comments on corporate posts, we can quickly find one or more customers or clients complaining. You can’t please everybody. After all, if in the real world there are complaints, there will be in the virtual world too. For this reason, there are a few things you should keep in mind which can help you solve or, at least, not worsen the problem. Below follow five tips on how to act in these situations:

Avoid arguments and always say thank you

No matter how bad the criticism is, it certainly will contribute to the improvement of a product, service or a process within the company. For this reason, always say thank you. After all, the ones who criticise are the ones who care.


There is nothing that irritates consumers more than businesses that are not able to admit to their own flaws. This is, most definitely, the most important piece of the puzzle in retaliations against brands on the Internet. Trust me, blaming the one who is criticizing you is the worst thing you can do.  

Be human

Show that you care. Do not behave like a machine with no feelings. In times like these it is vital that you put yourself in the shoes of the person with the complaint and try to understand exactly what has happened for this person to openly criticize you online.

Never delete the post

The time when you could delete negative comments and make the problem go away is gone. The truth is, in the digital era, doing this only makes things worse. This attitude can be a trigger for thousands of other complaints. Never do this.

Monitor before, during and after

After wrapping up the issue, continue to monitor the case. Only this way will you be sure that the problem is truly solved. Moreover, it is essential that there is a detailed follow-up of the settling of the case. Do not try to hide the problem, as this will only result in complaints coming with even more emphasis the next time. It is also a good idea to ask for a feedback after finishing the service.

Do you still have doubts regarding how to deal with your followers and customers on social media? Contact our team. We’re happy to help!


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By Evelyn Spada

In the second half of January, WhatsApp announced a new service for micro- and small businesses. The novelty WhatsApp Business facilitates communication with clients through resources such as sending automatic messages and the possibility to put information about the company on its profile.

With the aim to facilitate the lives of its 1.3 billion users, the new WhatsApp service enables companies to reply to inquiries and to receive complaints in an automated manner, any time of the day.

As WhatsApp many times makes the private- and professional lives of its users blend together, the business version allows for automatic messages to be sent, which helps in dealing with contacts that occur outside of office hours, for example.

Apart from the messages, another possibility that the version offers in order to facilitate the management of the business is the access to metrics of the use of the service, such as the number of read or replied messages. Moreover, the company can publish company information, such as email and address, on their profile page.

We talked to media relations professional Bruno Uehara, and he sees the novelty as part of a series of updates of Facebook (owner of WhatsApp and Instagram): “WhatsApp Business is an alternative which facilitates the communication between companies and clients, even more so after CEO Mark Zuckerberg announced that Facebook will prioritize posts from friends on the newsfeed”, says Uehara.

Initially, the service will be available for users in five countries: USA, Indonesia, Italy, Mexico and UK.

Main new functions that WhatsApp business offers:
  • Commercial Profile:

It is possible to create a commercial account with useful information such as: name of the company, office hours with landline telephone number, official site, business sector, company description, address and telephone.

  • Quick replies:

The tool offers the option of Quick Replies, or, in other words, it is possible to save messages that are sent frequently and reuse them to reply without delay to the most common questions that the company receives.   

  • Sending of automatic messages:

To make the customer service more agile, with WhatsApp Business enables the creation of automatic responses to reply to the user instantly. Be it a greeting or a message informing the opening/office hours.

  • Message statistics

Last but not least, it is possible to access important metrics of the interactions with clients, such as numbers of successfully sent, delivered and read messages.  

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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).

Are you interested about it? Click here and follow the posts.

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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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What are key messages?

By Maira Manesco

The key messages guide organizations to communicate and consolidate the main ideas of the brands/products/services to its stakeholders. These messages verbalize the personality of what will be exposed.

Before a presentation to your audience; whether it is press, employees, government or community; it is important to define what are the messages that the company wants to convey. In addition, the spokespeople must be aligned so that they can base and guide themselves on the defined key messages always when communicating something.

In media relations, the key messages are extremely important during the follow-up work with journalists, because it is in the key messages that the press secretaries will look for arguments to win a good story. The key messages also help in creating strategic mailings.


Are you interested about it? Click here and follow other media relation information and corporate communications on Race’s Comunicação blog

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