By Gabriel Pedreschi

The current dynamism of the world makes companies look for innovations and great differentials to stay strong on the market. However, after an implemented change, how will the external public receive this information and become aware of the new steps taken? How will they even notice the work that is being done?

Considering this, one of the strategies used are institutional videos, which are shown on the company websites and on streaming sites, such as YouTube, making possible a greater reach among the external public.

But make no mistake – an institutional video is not simply made up of a person speaking, explaining the change or planned objective for that agency or client without investing much work or dedication in order to reach the best end result.

Aiming for better communication and for capturing the attention of the viewer, the video should contain certain characteristics in order to transmit its core message and cause a positive impact, such as, for example:

  • Objectivity
  • Video with, maximum, three minutes duration
  • Camera filming horizontally
  • A script that is being followed and which keeps the audience focused
  • Editing
  • Clear speech and a balanced soundtrack
  • Images and/or photos of what will be announced

To reach the expected success for your institutional video and to be able to follow the steps with certainty, a communications agency could be the best option for executing the production, from the target audience research to the final editing, managing the work that will be executed in the search for spreading of the video and for an audience.


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By Thamyris Barbosa

Make no mistake – good internal communication does not only depend on technical norms, strategic actions and the expertise of the team to be successful. No offence to these methods, but the following is important to point out: communication is much more than this. The good news is that it can be established in a much simpler way than you would imagine.

Although, why is communicating well so important in a corporate environment? The answer is very simple: the result appears in the bank account. That is what the renown PR company Holmes Report  tells us. According to their publication, companies which communicate effectively grants a 47% higher return to their shareholders. Moreover, they have more engaged employees and lower employee turnover.

Considering these facts, the question remains: how can you implement or improve the communications culture in your company? To help you on this quest, below follows five basic tips on how to improve the internal communication in your work environment.


1 – Lead by example

A clear and direct communication depends on leadership. Be the first to share information, comment, give feedback, make questions.  This way, other co workers will feel  comfortable and encouraged to do the same.

2 – Keep the mission and the vision of the company visible

If you wish your employees to be aligned with the objectives that you design for the business, it is vital that everybody is aware of what these objectives are. Moreover, these concepts need to be internalized. It is helpful if they are available in written form and in a visible and easily accessible place to everyone.

3 – Beware of unnecessary meetings

Regular meetings can be useful, however, today there are numerous tools available which can fill the same purpose, without always interrupting the work routine. Especially if the intention is to only deliver updates on a project. If the matter can be resolved through email or a message, give preference to these methods.

4 – Dismantle the hierarchy

Hierarchies produce gaps in the communication. It is already a tendency in many companies to instead opt for structures centred around group work, due to the efficiency and effectiveness of this model of management. Less arbitrary decisions and a more accessible leadership facilitate the flow of information and the dialogue. This approximation can be challenging to make, but holds positive outcomes.

5 – Make communication a habit

Establish regular processes of communication. This can be a conference, a newsletter or a weekly, fortnightly or monthly communique. Systematic communication avoids people wasting time searching for information which could have been shared on beforehand.

Through small attitude changes like these, it is possible to define clear communication processes and to help the team work in a more precise manner and keep itself aligned with the priorities of the company. Even if your company only consists of two people, these tips will certainly optimize your time and result in improvements in efficiency, satisfaction and lucrativity.

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By Filipe Andrade

One of the great products of internal communication, the indoor TV, or corporate TV, is, perhaps, the least used tool within organisations. This fact is, mainly, due to the cost involved in producing audiovisual material, which in general are more expensive than the majority of communication tools.

However, it is fundamental that the communications manager looks at this tool, considering the great demand for audiovisual content in the past years. This is a demand which tends to increase. After all, in a video the organization is able to present its message in a clear, objective manner, with a much greater impact and in a shorter period of time (due to the speed that this type of content requires).

On the other hand, there are a few aspects which need to be considered:

  1. Content and format go together. The organisation should always prioritize a specific language for this product. Do not reuse content in other formats, such as texts for print media, memos, e-mails etc.
  2. For a good indoor TV, it is impossible to escape the obvious: the quality of the material. This requires investment in production, equipment and editing.
  3. In a world that is filled to the brim with images and content, it is certainly worth being different and pioneering, always avoiding the obvious.
  4. Image is everything! Decide on the topics considering the basic principle: “a picture is worth a thousand words”. Prioritize good quality images, which illustrates clearly and well what you want to say.
  5. Be objective! In audiovisuals, two minutes are almost an eternity. Therefore, use a clear language, easy to understand and convey your message without frills.


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By Ana Carolina

“In my company we have several different types of incentive programs”, “Of course my team is motivated.” Are you sure? How about hiring specialists on the subject  to guarantee that everything is really alright?

Good relations between the company and its employees is considered one of the most important factors for its success. Nevertheless, some organisations think that simply communicating information to the team is enough. However, the internal communication needs to be a two-way communication, where both parties speak and listen.

The work of the consultants consists of analysing and evaluating the relation between the organisation and the internal audience, collecting data on information about, and impressions related to, the feelings of the co-workers regarding their work environment. After researching and analysing the collected data, it will be possible to identify flaws and to suggest changes which will benefit everybody.

A communications agency, such as Race, will be able to execute an internal communications analysis and to present everything from the diagnostics to planning and supervision of activities which. as part of a communications plans, guarantees good relations with the internal audience. 

The communications consultancy and diagnostics can also be applied on the external audience. It is possible to create and manage programmes and processes which promote the image and relations of an organisation through PR activities and media relations, such as: social media analysis, contacts with opinion makers, organising of events, quantitative and qualitative consumer research, among others.

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By João Andrade

To understand the meaning of the branding concept, we first need to understand what brand is. A brand has a set of the characteristics which attaches the needs of a consumer to a specific product; it is what differentiates one service from another.  

A brand can be a beverage, clothing, a language course or a hotel, for example. Imagine that you arrive in a shop to buy a mobile phone, but when you look at them, there is nothing which distinguishes them from each other. How do you choose a favourite? It’s difficult to imagine a world without brands.

With a market that is getting fiercer by the day, companies, together with their communications teams, have realised the necessity of investing in something extra, and not only in products but in experiences.  

One situation which is easy to understand is when we are in front of a PC and a Mac. They offer the same type of product with similar characteristics and configurations. However, there are consumers who will consume one and not the other for various reasons, being these objective or subjective.

Therefore, branding is the development of that which differentiates one company from the other. And this goes way beyond a logo or a slogan. It’s the identity, the beliefs and the purpose for which the company exists.

Branding is the perception of the consumer when (s)he sees the product or hears the name of its brand. It’s the mental image that (s)he has. It’s the values for which the company wishes to be remembered, but not only the ones that the brand has. It’s the values that the brand appreciates. And all its actions should reflect these values.

Developing the branding of a brand can be an important communications tool, as it can identify the most efficient ways of reaching the stakeholder.

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By Filipe Andrade

Two of the services, among others, that Race Communication offers are Media Relations and Internal Communications.

In the city of Goiás, (where one of our offices is located), for example, Race was responsible for  the implementation of tools for internal communication at the Laboratório Teuto (Teuto Laboratory), at Indústria Química do Estado de Goiás, Iquego, (Chemical Industry of The State of Goiás) as well as at Unidonto Goiânia, an organization in the dental insurance industry. These are only a few  examples.

In the first case, Race was responsible for the implementation of a fortnightly bulletin which today has 162 editions. At Iquego, the same model was applied. At Unidonto Goiânia, a newsletter, with more than 100 editions, is being sent to the members and the same model will be applied, over the next few months, on yet another internal audience: the employees.  

In all of the cases, the most noticeable is the engagement of the audience in relation to these tools. It is common for the employees to, for example, send suggestions, ask for a specific content, send a suggestion for a topic or, in an informal conversation, cite information published in these forums.

In media relations, Race has also reached significant results together with its clients in Goiás. This year, Teuto was in the news in two separate editions of Folha de São Paulo, a result of media relations conducted by Race. A full page article was also published last month in the Sunday edition of O Popular, the main newspaper in the state. The strategy in both these cases was to not only present content linked directly to the organization but to contextualize the information with, for example, market statistics.

Apart from the visibility and credibility that it brings to the organization, the work creates a channel, a solid relationship between Race/the client/the media/Race. This makes the editorial staff feel more comfortable entering in contact with the media relations team, assured that they will be presented with relevant information as well as it makes the client feel comfortable presenting content that are of great interest to the public. And the one who always wins is the public.    

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By Carlos Massarico

Engagement is the buzzword of the moment in companies that look to the future. Being able to rely on teams and employees who are truly motivated and committed to what they’re doing and who are proven to produce, generates growth and excellent results for businesses. And having within this process of renovation and innovation a good flow of information regarding what happens within the company is fundamental: this is internal communication in its essence.

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.

The big challenge of today is understanding how to do this integration. If stability and financial rewards were the central elements to motivate previous generations, today we can note that this has already changed – a lot. The virtues of a good job, able to fulfill the expectations of more hyperactive generations, now includes new aspects such as making it clear that every employee is able to generate value to the business.

This creates a very clear answer: to add value to the work of each employee inside a company, it is necessary to integrate it – and to integrate it, it is necessary to unite departments and areas in favour of larger objectives. This is the importance of good internal communication; that it recognizes the efforts of each sector of the company as part of a living organism which acts together and not separated from the context.

Not always is this process of alignment between the areas easy, for everybody to work towards a common goal and to find personal satisfaction which will generate engagement. What is certain is that this reconstruction is necessary for the companies that aim to prosper in a market that is becoming more dynamic and more competitive by the day.

Enter in contact with us to know how we can help your business. Race Communications has expertise in the management of processes like these, training teams and implementing change in favour of the internal communication in small, medium and large companies.

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By Bruno Uehara

Knowing how to act during interviews with journalists is essential knowledge for any spokesperson who represents an organization or a company. Other than speaking in a clear manner, it is also of extreme importance to be aware of your gestures which can be telltale signs of, for example, discomfort or insecurity. Apart from the oratory, the nonverbal communication is a crucial component and ought to be taken into consideration when the aim is to achieve positive results in the media.

According to the theory of the american psychologist Albert Mehrabian, from 1967, nonverbal communication represents 93% of the effectiveness of a speech (based on the principle “7-38-55” where 7% represent the spoken word, 38% the tone of voice and 55% appearance and facial expression). Despite specialists on the subject today disagreeing on the matter, the fact remains that communication is not exclusively based on the spoken word.

One of the biggest challenges for the spokesperson is to convey casualness in his or her gestures and speech, and without appearing to be using a rehearsed text with a number of key messages. During interviews done face-to-face with journalist, the body language is directly connected to the discourse and for this reason the posture and gesticulation need to be appropriate to avoid negative interpretations.  

For the spokesperson to be prepared for any situation – be it interviews for magazines, newspapers, radio or TV – it is important that (s)he undergoes a media training, which simulates real situations facing a crises and being approached by journalists. This service, offered by communications agencies, points out possible situations where there’s room for improvement and provides detailed tips and guidance by specialists, such as media professionals and speech therapists.

Would you like to request for a quotation? Click here to see more information about this and other services offered by Race Communications.

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First steps to internal communications management

By Ana Carolina

Internal communications is fundamental to the good development of an organization. There are many important aspects that must be carefully managed to ensure that it fulfils its role, the main one being the dialogue between leadership and those under it.

First, it is necessary to establish the importance of managers in the process of internal communications. They are responsible for implementing an even closer and humanized management, which favours participation and the exchange of ideas.

The quality of internal communications also depends greatly on the breadth of the channels used, which means that is fundamental to understand which tools are more efficient according to the functioning of the organization. Therefore, it is important to evaluate and improve the current channels, paying attention to the public’s well-being and, if possible, betting on modern and practical solutions.

Another point to be analysed is the adequacy of the language for each specific public, ensuring that the message is clearly understood, and respecting the confidentiality of some information. The content also needs to be useful and easy to absorb. Besides that, the frequency, the format and the objective of each release must be observed, avoiding the disclosure of unnecessary content.

Internal communications also works as a complement of endomarketing activities, training and professional development. Through corporate communication channels it is possible to ensure that all employees know the opportunities within the organization, which contributes positively to the organizational climate, encouraging creativity and learning.

Therefore, it is easy to notice the importance of a dynamic and well-planned internal communications, with the goal of eliminating barriers, connecting employees and ensuring the development of the organization.


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Digital Marketing: the importance of colours

By Rodolfo Zanchim

Have you ever thought about how many factors are necessary to position a brand in a digital environment? There are many, such as content, language, format – text, video, audio –, among others. And along with them, there is one more thing that must be considered: the colours!

In case you are scrolling your news feed on Facebook, for example, and pass by an image of a family sitting at the dinner table with many red elements, it instinctively reminds you of Coca-Cola. Pay attention next time! Practically all brands follow a colour pattern, such as Itaú and orange, Starbucks and green, Facebook or Nasa and blue, etc.


Psychology of Colours X Digital Marketing

Research shows that the way colours are interpreted by the human brain and which sensations each one provides is the Psychology of Colours, such as white and the feeling of tranquillity and hygiene, black which represents strength, and red, which besides passion, can be related to hunger.

In a study conducted by Quick Sprout, 85% of buyers say that colour is the main reason to buy a product. Besides that, colour enhances brand recognition by up to 80% — a fact that is strictly related to the customer’s trust.

Check bellow the relationship between colour and its perceptions, and a few brands that use them:

In case you need help to identify which are the best colours for your brand, our Digital Marketing team is ready to help you, contact us.


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