“Conversas sobre Comunicação” podcast


Highlights to retain and learn from

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You don’t understand Portuguese, but you noticed we launched a podcast about communication? Don’t worry! We got you.

We had six lovely guests who shared their journey and experience with us in 6 different contexts. We dived into communication strategies, communities, press, and more. Here you can check the highlights to retain and learn from.

We talked with Catarina Peyroteo Salteiro about how to communicate internationally. Here are the main highlights:

 

?  Technology has no geography; the digital base is everywhere!

? There is cultural relativism. You can’t communicate the same thing on different continents. It is necessary to have a basic line of communication for the company and to have a clear positioning so that the message can be derived and built upon for each market or region. Then you have to work with local partners who know the culture and how to reach your target better than you do.

? Ensure that the communication hooks are spaced out and that each one has room for impact!

 

? Get in touch with Catarina.

We talked with Liliana Pinho about how to simplify technical messages. Here are the main highlights:

 

? How do you do it?

  1. The first step: if you had to explain it to children or grandparents, how would you do it? In other words, how would you make it as simple as possible?
  2. The second step: make it appealing to whoever is listening.
  3. The third step: make sure that the message really gets through concisely and directly.

There is always a strategy. But all strategies are always evolving to adapt to the team’s growth, the knowledge of the market, and the target audience. Marketing is also always evolving and developing new tools.

 

? How does Infraspeak do this internally?

  • They adapted their communication for their internal audiences internally and even externally. 
  • They have an internal comms platform for everyone to be in the same loop (company-wide announcements, events, news). However, if it’s not in everyone’s interest, they segment it. It’s preferable to send an email to those who will be impacted by the message rather than fill up inboxes, in general.
  • They have regular syncs.
  • They have monthly emails about everything that is going on.
  • They have “town-hall” meetings where top management’s point of view is communicated
  • There are internal channels for teams to talk to each other

 

? How does Infraspeak do it externally?

Regarding events? If you are going to events, go big! Have discussions, flashy booths, bold messages, etc.

Creating a community is important. 

At Infraspeak, a telegram chat was created, and in a few months, it had more than 300 people. The idea was to learn from them (potential customers and people in the industry). In the chat, people were asking questions and helping each other, expecting nothing in return. It was all about exchanging ideas and learning together because of the constant evolution of the industry and the added value to customers, partners, etc.

 

? General note and say it loud for the people in the back:

It’s not all about numbers. 

Infraspeak continues to use the same channels as before but with different languages, all in the same place, where you can talk about everything without going into different sub-channels. It’s still easy and spontaneous. 

The essence of Infraspeak’s marketing has always been content marketing and tools (checklists, articles, etc.) to help audiences. Deliver value!

 

? Get in touch with Liliana.

We talked with Ana Pimentel about communication from the journalist's point of view. Here are the main highlights:

 

? It’s not easy to make decisions at the minute because there aren’t enough people to cover everything. As a journalist, you choose what is most important at each moment and according to the resources you have.

To catch “big news” is important. For example, in 2010, everyone started talking about entrepreneurs. You grow up at the same time as these new topics (back in 2010) as a professional, and journalists, like any other professional, have also been learning on their own along the way. 

 

? What makes a journalist open a specific email? 

The relationships with the comms agencies they have been working with the longest. 

Ok… But what about individuals/startups that are just “starting out”? What makes the difference?

People have to “study” the journalist beforehand to understand how to get their attention. Understand what they prefer to write about and reach out about it. 

 

? Important things to retain for people who want to contact journalists and communicate in the media: 

  • How can a journalist know that what you are saying is important? That information has to go right in the subject line.
  • The email has to be short, concise, and objective, with a “subject” that gets right to the point. If it has too much information, it is impossible to remember everything, and it may be forgotten.
  • Don’t send press releases on Fridays because you may miss the timing, and journalists are busy preparing the weekend news.
  • If you go with an embargo, send it well in advance. Even while doing this, something can happen in the world (bombings, wars, etc.), and the news you send will lose its importance – it doesn’t mean it’s not incredible. It means something else happened that dominates the airtime.  
  • It’s important to manage expectations and not be “mad” with the journalists’ choice because they only want to give the reader what they want to read and what adds the most value at the moment.
  • The editor is also part of the process (it’s an invisible job that doesn’t come out in the subscription), and decisions can change a bit.
  • There are few journalists for all the news that exists on a national and international level. Here, direct relationships with journalists can help so that something can be better communicated amid all that happens daily.
  • It is a job of empathy with those on the other side – who will read this and why, and that has to be in the mind of those in charge of communication and then of the journalist themself.

 

? Get in touch with Ana.

We talked with Nádia Cruz about communication for recruitment purposes. Here are the main highlights:

 

? Don’t forget that different audiences/targets have different backgrounds/profiles. 

To recruit, Natixis always had to adapt its strategy according to the profiles of those it wanted to communicate with. They have adapted all the communication to meet the changes that have taken place in the company.

 

? How did Natixis manage to draw attention to the banking sector? 

Natixis Portugal negotiated their internal comms strategy and how they could communicate externally to have a completely different approach and be able to get the attention of the tech profiles they wanted to hire. 

They had to differentiate themselves and be disruptive, showing a micro-culture built in Porto. Natixis had their own employees as ambassadors of the company, sharing their experiences.

 

? How did the Natixis comms team combine creative concepts to reach the younger audience?

The first thing is to have concrete goals as a basis for the plan. 

Then, build employee panels as a test sample to ask them from their point of view how to reach people with the same profiles. So they could understand their interests and how to reach these candidates.

Plus, by never forgetting their own employer branding internally:

  • Natixis Portugal worked hard on internal comms to maintain as transparent as possible during the pandemic. 
  • They managed and reinforced with the leadership (managers) up close to help them communicate better with their teams. 
  • There were also several Q&As with the executive committee to try to answer all the questions and keep transparency.
  • There were several tools, tips, etc., that were shared, all for improving processes (remote working), always focusing on the well-being and balance of work and personal life.
  • Communities in the company’s culture
    • Communities are one of the most important pillars of the Natixis culture, it came about organically, and people were creating the communities around common interests. These communities bring people from different departments closer together, help build new relationships, and improve everyone’s general well-being.

 

? Get in touch with Nádia.

We talked with Rebeca Venâncio about differentiated communication. Here are the main highlights:

 

? Fast-growing tech

It started with guerrilla marketing communication, disruptive, young, to be different as a financial institution – it was perfectly aligned with the product itself. They always had the goal of simplifying the industry for their customers.

The communication evolved as the product matured but still did not become institutional or boring for the external audience.

Product communication (in banking) is difficult, and it made more sense here to communicate corporately – more institutional, doing press releases for hiring because it made sense in the Portuguese scene (“fast-growing tech is hiring by the hundreds”). And this was how Revolut showed its product. 

 

A communication with great impact was made based on the real consumption of the customers, defining trends. It was a sample of 600 thousand customers! There was no better way to show the product than by using this information to establish itself in the market.

 

? Big tech

Microsoft Portugal has its own identity here, with nuances of what it is in other countries, but always focused on technology. 

There is, of course, a base communication strategy. There is a big and cemented structure.

It’s important to curate what’s important to the clients and show that in the company’s communication – just like it’s done with journalists and the media. You choose what is really relevant and important to people.

Internal communication is also very important in big companies like Microsoft. A tip? Always look for the stories within the organization and not just about the product. The human component is strong and makes sense for all teams!

 

? Get in touch with Rebeca.

We talked with Mariana Barbosa about product communication. Here are the main highlights:

 

? How to start?

Through media positioning to reach more and more people, especially the target audience.

It is also important to have a CEO who is a brand ambassador and then, with time, brings in more voices from the team for relevant issues since just one person does not have to be an expert in all fields.

 

? And how do you communicate a product?

You start by understanding the product itself and how you can communicate it clearly and simply. Coverfelx’s case involves communicating the tax benefits so that everyone understands the product’s advantages.

It is also important to understand the communication verticals that exist, and that can be used for the specific product. And here, there are different strategies: can be studies, newsletters, webinars, etc. 

One differentiation that we made as a company was to call them “you” (tu) because it helps “de-formalize” relationships; the messages flow more easily, without taboos, and help build solid relationships.

We always use sophisticated, informal, caring, inclusive, and transparent communication. It is an effort to make communication simple, but it is worth it to improve relationships.

 

? Get in touch with Mariana.

We hope these highlights will help you in your communication endeavors! 

It’s always great to learn from those who know it best, and that’s what our podcast is all about. Helping people with valuable content. 

If you got here before knowing we had a podcast (and you understand Portuguese), listen to the full conversations here!

 

Side note: every company is different, and what works for one may not work for all. Make sure to think strategically and apply/test different ideas to make your concept even better!

 

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