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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What Problems Can Poor Internal Communications Cause?

By Lívia Caixeta

Internal communications are gaining ground, little by little, in the corporate universe, mainly due to its strategic impact on the productivity of employees. In one of our previous post, “How can internal communications be strategic” Carlos Massarico explained very accurately one of the most important purposes that this tool fulfils:

“In short, strategic internal communication is the communication that is able to integrate every employee in the processes, objectives and goals of the company where they work, through a transparent and accessible flow of information. When these employees are aware of the direction of the company which they dedicate their time and effort to and when they believe in its missions, values and visions, this engagement becomes more natural and organic.”






On the other hand, when badly planned or badly executed, its consequences for the corporate environment can be serious.  Recently, in her article Four tips for effective internal communications”, Malin Teles brings up one of the possible consequences that poorly executed internal communications can bring:

“For example, failing to communicate well with employees often result in employee discontentment, lack of engagement and a high employee turnover. All which can be costly for the organisation.”

In extreme cases, considering that internal communication is the main forum for dialogue between managers, coworkers and teams, its absence can cause fatal consequences for a company: it can increase the distance between different hierarchical levels, contributing to the spreading of non official information – gossip – , the creation of a hostile work environment and, eventually, of a negative external image of the company.

Therefore, it is best not to leave any space for trouble! Define optimization strategies for the internal communications according to the reality and the needs of your company. If you would like to discover what you need to do to make your internal communication effective, contact us to learn more about what we can offer!



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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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6 things that should not be missing in your press release

By Filipe Andrade

In media relations, it is fundamental to always remember one thing: a good press release, that is well targeted, will achieve its main objectives – attract journalists’ attention to the release and bring greater visibility to your organisation. However, a poorly structured press release and with unspecific targeting, results in a waste of time for those who worked on it and  for those who received it. Consequently, the destination of the material will be the trash can.

Therefore, we have prepared a few tips to be considered when preparing a press release:

  • Be straightforward

A good press release is one that in a few words can summarize the essence of the content. That is, one which presents the most important facts in a concise text that is easy to read. Hence, do not procrastinate in a press release. Use short and direct phrases.

“You must assume that the person who will read your release doesn’t have time to waste with long and unnecessary texts. The more objective you are, the more chances you have of people reading your text. So, when your release is ready, read it again and cut words. There are definitely some words that do not need to be there”, say Rubens Moraes on Portal Comunique-se.

  • Elaborate impacting and objective titles and subtitles

The maxim that the first impression is the one that counts is evident when it comes to releases. A poor title or without objectivity will not attract the attention of the reading public and the press release, consequently, will not bring the desired return.

  • Relevant information

“If anyone calls to ask for information related to your release, it means you wrote it wrong”, writes Rubens Moraes. One of the biggest mistakes when writing the press release is the lack of information. To avoid this problem, the tip is to carefully read and proofread the text, checking if the main information is there.

The same goes for pictures. Good examples of relevant releases are those which offer all the data that the journalist needs, including pictures.

  • Contact

‘Make yourself known’ by your public. One of the main mistakes in a press release is the lack of contact. The reason is simple: a press release aims to get the attention of a publication for a specific subject. And without contact, there is no return.

  • More than a press release, offer a story

More than information, a good press release can contribute to the construction and development of a story. This happens when the author of the text contextualizes its theme, broadening the view on a certain subject and enabling the transmission of the desired information. Additional information, market data in which your organization operates, for example, are always relevant. But it is never too much to remember, contextualize without forgetting the objective.

  • Know your reader and direct it to the right audience

Find out to whom your press releases are sent. In this regard, quantity will never be as important as quality. Define your public well, according to the most relevant content for that publication. Releases that do not provide interesting information to the reporter will automatically be discarded. Therefore, go straight to the point!


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By Malin H. Teles

It is a common belief among many communications professionals that the importance of internal communications in organisations is underestimated by high management. Although this might be true in some cases, generally speaking, internal communications is usually considered high priority among managers. However, the problem is many times that even though it is high priority, internal communications is often a misunderstood activity. Or, in other words, it is badly executed.

Poor internal communications can have severe negative impacts on an organisation and, hence, should never be neglected. For example, failing to communicate well with employees often result in employee discontent, lack of engagement and a high employee turnover. All which can be costly for the organisation.

To create a good foundation for your internal communications to build on, it is important to keep a few things in mind. Let’s have a closer look at them:

Internal Communications are not a separate activity but need to be integrated with everyday work.

Internal communications are very much a reflection of the company culture and also, an influencer on company culture. If you aspire to have a transparent and non-hierarchical organisation, the communications within that organisation need to favour this, and vice versa. In other words, you need to think of internal communications as an integral part of your job. This includes everything from internal emails, text messages, meetings, feedbacks, phone calls etc. The way this communication is conducted has to reflect the company culture you desire to create or maintain.

Create routines – who communicates what and when.

Regardless of what type of company culture the organisation has, it is necessary to have some form of routines for the internal communications. Team members, as well as managers, need to know where and how to find the information that they are looking for. And, perhaps more importantly, managers and team leaders need to know what, how and when they are supposed to communicate. Having this more or less predefined, facilitates for everyone and makes the information flow better. Moreover, it transmits a sense of stability and confidence within the organisation.

Be somewhat selective regarding what is communicated.

In an attempt to promote transparency, some companies make the mistake of communicating too much information to their employees. This can be a problem, not mainly because of the risk of communicating confidential information, but because of causing an overload of information. Before communicating something within the organisation, ask yourself the following question – Is this piece of information relevant to these people? Sometimes information might be relevant to all employees or all teams, but many times it is relevant only to a few teams or a few employees. If that is the case – share it only with those teams or individuals. This way you avoid bombarding people with irrelevant information and have a higher chance of getting noticed once you are sharing truly important information, as it won’t drown in irrelevant messages.

Communicate change on beforehand  and involve employees in the discussion.

Every organisation passes through times of change every once in a while. Even though changes are not always negative, people have a tendency to be reluctant to them, which makes it all the more important to plan well how the communication regarding them will be done. As a general rule, you can say that change should be communicated as early as possible. This way people affected by the change have a chance to get used to the idea before the change actually happens.
Also, another good way to diminish rejection or resistance to change is to involve those who will be affected in a discussion about the change at an early stage, before all decisions are already made. This gives people a sense of participation and a chance to be heard. Of course, some decisions are not negotiable, but, most changes contain parts that are. For example, it might be possible to adapt when or how a change is applied.

Following these recommendations, you have a solid basis to build your internal communications on. However, having an independent professional assess your communications routines can be helpful as you get an objective view of the situation and can get input on possible improvements.  

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