What are AdWords?

By João Pedro Andrade

At any given moment people all around the world use Google’s search tool to find what they’re looking for – be it a new dress, how to lose weight or that trip of their dreams.

Now, imagine you as a business owner being able to put the name of your company visible to these people at the moment of their search. You can get all the way to the top of the search results with the help of SEO techniques or by paying for this service. This is Google AdWords and it is exactly what it offers.

The service works based on the selection of keywords that the potential customers or clients could be using to search for the service that you offer – for example, “trainers for running”, if you are a sports gear retailer. The top of the search results will display a link to your company with an offer of the product searched for. Next to the link, will appear the additional information “Ad” which indicates that AdWords have been used.

Most probably, you will not be the only company to have opted for this specific keyword and will have to share the space with some of your competitors. To put your ad at the very top of the list, or even eliminate the ads of you competitors, you, as advertiser, have to offer bids, just like at a regular auction.The cost is calculated as CPC – cost per click.

And the highest bid wins? Maybe. But not always. Apart from the value of the bid, Google also takes into consideration the relevance of your page in relation to what was searched for. The number of recent clicks and the connection between the term searched for and your content are some of the factors that are considered.  

As a result, research shows that around 81% of Google users click on AdWords ads. 40% of these are not aware of the fact that they are clicking on an ad. Knowing this, we can see that it can be a very useful and important tool for those who wish to make use of new technologies to grow their business.

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SEO integrated with press office or public relations

By Rogério Artoni

The press office job has often been considered a distant partner of SEO (search engine optimization). Nowadays, the work involving SEO and press office activities must be thought of in an integrated way, because one service completes the other. SEO aims to improve the visibility of a website in search engines like Google. In order for this to happen in the best way, keywords must be considered when producing the content, and within other websites, preferably in relevant ones, there must be posts with links taking the reader to your website.

This way, the press office or the public relations work must be integrated with the SEO of the company. Always try to have publications on relevant websites and, whenever is possible, aim to have a link to the website of your company. A public relations agency in São Paulo, Goiânia or even New York, which does this, can collaborate to increase access to the website of the company, regardless of its location. The important thing in this case is the adequacy of the language, public, relevant publications and keywords.

Therefore, it’s not interesting to have a large volume of links published in websites of low relevance, something that Google’s robots disapprove of. It’s more worthwhile if the public relations agency tries a relevant publication in a great website, but that contains the link to the company. Many times, the SEO team can even give insights into the types of topics that are more interesting for the website of the client. Another point is that the press office or public relations agency work on the production of content, or content marketing. Writing optimized and targeted content to the website of the company or to its blog.

With both areas working in an integrated way, it’s quite possible that the volume of visits to the client’s website has an exponential growth and the sales increase, effectively impacting on the results of the company which hires a press office or a public relations agency that works with SEO in an integrated way. Race Communications works this way. If you are interested in this service, click here and learn more.

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How do you map stakeholders?

By Maira Manesco

Stakeholders are the groups of interest within or outside an organisation which are directly or indirectly impacted by it. Therefore, to maintain a good relationship, to map and manage them, is a crucial process so that the interested parties are involved with every action for the success of the company.

Also known as the target audience, stakeholders can be considered internal or external. The ones that are internal are composed especially of employees, while the ones that are external can be clients, consumers, competitors, suppliers and regulators.

To initiate the stakeholder mapping process, it is necessary to identify the people and entities that impact the company, and then classify them by: degree of dependence, degree of participation and degree of interference.

Next, draw a graph where the public will be represented. On the left side, place the influence, and on the bottom, the importance. Then, distribute the stakeholders on this map. After that, separate your public into three horizontal layers, because you will work with them according to their representativeness.

With stakeholders on the top layer, keep in touch constantly. Let them to get involved in basically every action of the organization. The ones on the layer in the middle do not need that much attention, but they should also be informed of relevant actions, because they may be influential enough to help with whatever is needed. Finally, with the ones on the third layer, the communication can be more generic, with the only purpose of informing.

Following these steps, the mapping of the target audience will be complete. However, it is important to keep it updated, because a stakeholder from the bottom layer can, in some situations, deserve more attention.

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

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By Núbia Neves

Having understood what media training is and why it is important, it is time to understand how it is applied. It is common that an invited journalist, sometimes famous, is hired for the media training, however, this is not a rule. When such participation happens, the action becomes more interesting, since a journalist always has several experiences and many examples of interviews, good and bad, to show to the executives. However, having the participation of a famous journalist is not a pre-requisite, or a guarantee, for having a good result, but an additional tool that can be used.

Basically, a media training is divided into three parts:

Theoretical part:

In this first phase, the media training coach explains to the participants the importance of the media the reputation of a brand, company or product. The history of the press and the evolution of each channel (television, radio, printed and online media) is also covered, as well as the importance of each and one of these channels and how to best act during an interview. Furthermore, (s)he will explain what the journalist usually expects from a spokesperson, the importance of aligning information, examples of mistakes and success cases as well as strategies for a good relationship with journalists.

Practical training:

In the second phase of media training, the spokesperson puts into practice everything they learned in the first phase and will have to face the challenge of applying everything that was explained in the most effective way. It is ideal that at this stage all types of media and interviews are simulated. This means that the spokesperson’s posture should be analysed in both a television interview and a story for an online newspaper, for example. In the same way, a positive interview such as the launch of a new product should be tested, however, a crisis simulation should also be evaluated.


After being trained, it is time for the executives to know and understand their performance. During the second phase, it’s important that the journalist analyses all the interviewee’s weaknesses and strengths so that as soon as the simulation is finished, the interviewee can be told what needs to be improved and what should be maintained.

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

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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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…and have a sustainable and healthy relationship with your employees
By Lívia Caixeta

The health of a company has a lot in common with the health of a human body. Just as our organism, a company depends on the commitment and effort of several groups in order to function. And thinking about this analogy, employees are like cells. They are the ones who will make the oxygen and all nutrients to supply complex systems (breathing, digestion, nervous, etc.).

When our body gets sick, all parts of the organism suffer from the consequences of the pain/disease. From that moment, there is a general commotion so that the strange symptom is reversed and the routine returns to normal. It’s as if each cell received the information that it needs to do something to change the medical state.

The same happens inside a company. The employees need to be aware of the work routine, not only in their department but also in other departments. The work done in an integrated way prevents “space limits” from being invaded and prevents unnecessary distress. The team culture requires that each person bears in mind that the work of other people is as important as your own. And that this way, the road to the result may be even more harmonic and quicker.

Internal communications therefore have a strategic function in corporations. Through its many tools it’s possible to inform everyone what’s happening to different departments in the company, and then, to awaken this global vision in employees. Returning to the analogy, it’s as if the management model was the brain, the internal communicationss were the fluids and the employees were the cells.


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

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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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By Lívia Caixeta

Expanding your network can generate unexpected results. Moreover, meeting new people means learning new things and having new experiences. All this can happen during a simple and informal conversation at a corporate event, for a example. Informal and relaxed environments favour new connections which can turn out to be fruitful in the future.

Corporate events are fertile grounds for new professional relationships. To be able to take advantage of these opportunities, there are a few things that you should keep in mind:

For the organisers of the event:
  • Take time to define and develop the content that will be presented;
  • Prepare a good reception of the participants/guests;
  • A toast is always a good way of welcoming the guests.
For the guests:
  • Quantity is not quality: good contacts need to be cultivated. In other words, it is pointless to create a long list of contacts but with whom you have no or little connection;
  • Inform yourself about the event: investing time and energy, no matter the activity, requires planning. Analise what the advantages and opportunities that the event in question might present to you;
  • A reverse analysis is also important: understand how your company can be relevant to the event and how you can contribute;
  • Inform yourself about the schedule;
  • Socialize: forget about emails and other activities which makes you stick to your phone, laptop or other electronic devices that take your attention away from the networking focus;
  • Mingle at the event and identify who are the people who might be interesting and with whom you could develop a fruitful conversation;
  • Save the new contacts and use social networks to maintain the contact.
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By Filipe Andrade

One of the most used social networks in the world, Facebook, enables commercial profiles (pages) to intensify their presence and make it more dynamic to the audience, by financially investing in their posts. This tool is known as Facebook ADS.

It works more or less like this – the user can sponsor the post, selecting the audience(s) that (s)he wishes to reach, the geographic region(s) etc. Hence, it is an effective tool for connecting with customers or potential customers.

These investments, obviously, have a price tag, but it is determined by the user. In other words, (s)he chooses how much they are willing to pay, and, according to this amount, Facebook determines the reach of the page/post.

It is important to point out that the increase in followers on a social network will always be proportional to the popularity of the brand but, above all, also to the investments that the organisation makes on the platform. The user pays, literally, for Facebook to promote its brand. The conditions are the same on Instagram.

The usage of the tool is simple, but demands a certain previous knowledge of the metrics (actions, reach, clicks, engagement, frequency etc) applied by the social network to define the strategies (which depend on the philosophy of the company) and the measurement of the results – an important topic when using Facebook ADS.

Today there are numerous agencies that are specialized in this type of service. And, Race is one of them! Sounds interesting? Contact us!

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Debate with Rafael Dantas (from the YouTube channel ‘Rango do Rafa’) and Julia Jaccoud (from the YouTube channel ‘A Matemaníaca’) discusses the potential of digital influencers as strategic channels.  

By Bruno Uehara

Last Tuesday (23 of February) yet another edition of our knowledge sharing event Race Talks took place, where professionals from the communications sector meet to discuss related subjects. For our first debate in 2018, we invited the digital influencers Rafael Dantas from the YouTube cooking channel Rango do Rafa and Julia Jaccoud, known as A Matemaníaca (The Mathmaniac). The couple explained how the relationship between influencers and brands work and what the main challenges are for professionals in this area.

Also read about: Facebook’s newsfeed policy and its impact on corporate communications

According to Rafael, who has been producing video recipes for the past four years, many companies limit themselves to channels that have millions of followers, and for this reason, end up missing strategically interesting parts of the audience. “Brands need to look beyond the number of followers. It’s not always the case that the majority of the followers of a YouTube channel are part of the target group”, he pointed out.

Julia, who presents mathematics beyond theoretical formulas, deals with a segment of influencers that is still in a phase of development: that of education. Contrary to that of gastronomy, which has become very popular and has a number of spokespersons, her category is starting to gain attention primarily through the platform YouTube Edu, of which she is a collaborator, and which gathers video classes on various subjects. “My channel focuses on promoting mathematics without the use of theories and formulas. The niche is very specific, which makes it difficult to find partnerships with brands”, she adds.   

Read more: Strategic planning with influencers

For Rafael, creative freedom is the keyword for any successful action. In other words, the less limiting a briefing is, the more natural the speech of the influencer will sound. “I often receive some minor directions from the brands, together with the main points that need to be highlighted. This format works well because the owner of the channel knows his audience and knows what is the best way to produce the content.” Moreover, the more influencers that are involved in a campaign, the more effective the impact will be. Rafael gave the example of the action #CaixaSurpresaAjinomoto, in connection with the 60 year celebration of Ajionomoto do Brasil – one of Race Communications clients – which had the participation of ten gastronomic influencers in a culinary challenge.

Despite the difference in themes between Rango do Rafa and A Matemaníca, Rafael and Julia both repeatedly highlighted the fact that digital influencers have a huge potential to be explored and need to be considered strategic communications channels. The current moment is a transition period and, in a near future, they will be able to conquer the spot of traditional media outlets such as magazines, newspapers and event, television.


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