Advocacy
Advocacy is a type of communication that demands commitment and consistency. Through institutional relations, it establishes a leadership positioning and opens the way for the company or entity to share information, transmit tools for the stakeholders to learn and articulate their points of view, and prepare those involved to actively participate in defending the interests of a certain group.
Actions among Opinion Makers
Recognizing the strength of inspiring and convincing that opinion makers have within the public opinion, Ketchum Estratégia plans strategic actions to reach this public – celebrities, politicians, notable professionals, athletes or community leaders.
Media Relations
This is the area responsible for opening the communication channels and for establishing the relationship between the company and the press. It develops its work focusing on the strategic planning, using the Ketchum Planning Process tool set. It evaluates, strategically, the best options to give visibility to the news; monitors the market where the customers are inserted by monitoring the news; develops relationship ties between journalists and customers; organizes press conferences and press-tours; prepares press rooms in shows and events; produces photographic editorials and coordinates journalistic coverage, nationally and internationally, live and online. This area has expertise in the segments of chemicals, health, technology, beauty, food, entertaining, construction, home appliances, among others.
Opinion audit The opinion audit allows a safe diagnostic of the company’s profile and the organizational climate. It interprets the deficiencies in relationship and communication, the opinions, perceptions and expectations of those interviewed. It is a methodology applied to all interested audiences, simultaneously or not. In short, the agency has been using this technique in media audits, to better understand the perception of journalists regarding companies and entities.
Interactive communication
With the explosion of new interactive technologies, the corporate world has taken ownership of them as powerful communication tools with its diverse audiences. Ketchum Estratégia has been following this movement and has just put together an area specialized in the production of websites, blogs, podcasts, multimedia press-kits, virtual press rooms, e-newsletters and a series of other instruments at our customers’ disposal.
Internal communication One of the main areas of the corporate communication, the internal communication aims at the improved dynamics of communication and foresees the information flow, the involvement and the relationship of the company and its collaborators.
Events
The Events Area of Ketchum Estratégia is specialized in the creation, planning, development and execution of business, social, sports, educational, community, and medical events, as well as projects in the area of social responsibility and actions directed at opinion makers.
It counts with a team of experienced professionals that are experts in events logistics. This team offers careful and detailed support, assuring to the customers the certainty of an excellent image building in front of their public of interest. Furthermore, the area counts on a varied network of reliable suppliers, tuned with the agency’s philosophy regarding seriousness, commitment, quickness, clarity of costs and meeting deadlines.
Communication Manual
The objectives of the communication manual consist of identifying the policies and practices to be employed by our customers, create the global concept of communication and define standards, procedures, attitudes, actions and communication activities.
Crisis Prevention and Administration
The prior preparation of a plan allows the observation of early signals, anticipate crises, take control of events and manage an emergency in a favorable manner. The approach of Ketchum Estratégia in regard to the management of crisis has a great focus on prevention. The Crisis Area of the agency acts studying the potential risks, preparing a prevention plan, assembling and training a crisis committee in the corporations, preparing workshops with crises simulation and even in managing directly a crises when it takes place. For that, Ketchum Estratégia counts on the Golden Team, a group prepared and trained to respond to any type of crisis and emergency, from internal or external customers, and that can be deployed at any moment or place, 24 hours per day, 7 days per week.
Transition Processes and Organizational Change The projects are focused on times of organizational transitions, such as merger, acquisition and closure processes, establishment of international companies in the Brazilian market or the creation of administrative economic block regions or areas headquartered in Brazil.
Business Publications
Ketchum Estratégia is prepared to create editorial and visual-design projects according to the needs of the company and to produce publications for both the internal and the external public.
The products that we develop to our customers are newspapers, magazines, newsletters, information bulletins, fliers, institutional profiles, annual reports, statements, manuals, murals, electronic mailing and intranet. Our team manages all the phases of production, from the editorial and visual-design project, the planning of issues, interviews, production and selection of images, content, up to diagramming, printing and distribution.
Relationship with Communities/Social Responsibility
This area produces programs directed at the communities in which the company operates including projects developed in partnerships with NGOs. This area of expertise has resulted in the organization of “consciousness day,” an event that helps in the understanding of several diseases, with simultaneous activities taking place in various locations. These activities have been organized and publicized in partnership with NGOs and the private sector for more than five years.
Government Relations
The projects directed to the area of Government Relations involve all the necessary actions to insert the customer in relationships with federal, state or municipal authorities, in the areas of the Executive, Legislative and Judiciary. The need to act near federal authorities helped Ketchum Estratégia to develop a strategic partnership with the RP Labor, one of the pioneer Public Relations agencies in Brasilia.
Customer Service/Ombusdsman This area refers to the creation and implementation of the customer service concept, according to the company’s philosophy. It also includes training of the involved employees and the follow up until the results have been met. In some cases, Ketchum Estratégia will even take charge of the service operation. Further than the customer service center, the area has also experience in the implementation of the position of an Ombudsman in corporations.
Spokes person training
Ketchum Estratégia disposes of modular training programs, according to the needs and characteristics of the customer. It works with programs directed at different audiences, situations, requirements, and segments. The agency offers training for all levels of executives of a company, as well as foreign professionals, secretaries, security personnel, business and professional entities, NGOs, among others.
There are packages that go from 4 hours to one and a half days of training, clinics with personal interviews, specific training for products/services launch and for crisis situations.
The programs include talks about relationship with the press, presentation of key messages and Q&A of the company, case presentations, practical exercises, simulation of various types of interviews (radio, ambush, TV studio, press conference, and talk shows), individual clinics with interview simulations and analysis of the interviewee performance, with didactics and professionalism. The training may also include talks of acclaimed journalists of the electronic and printed media and communication professionals.
