escrever na web

Para Pensar e/ou Rir.2

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Cartoon Dilbert – janeiro 2014 – jornal I

E sobre a comunicação nas organizações: como explicar a alguém que enviou um email idiota, escrito com os pés?


Boas práticas da escrita: no jornalismo e no marketing

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No artigo «7 lessons content marketers can learn from journalists» Daniel Chioco identifica algumas lições que os marketeers deviam aprender com os jornalistas na elaboração de conteúdos. Antes de mais deve-se sublinhar a importância de escrever bem, com frases fluídas e que não causem ambiguidade. Chioco acrescenta: escrever um bom título que incentive à leitura, aprofundar o tema, pesquisar detalhes interessantes ou procurar um ângulo diferente, estar actualizado e a par das últimas novidades, ser conciso e acima de tudo escrever informação de qualidade. Até porque:

News stories are some of the most widely shared pieces of content on any given day, especially as consumers are becoming more opinionated on various topics, and eager to share their opinions. These news pieces are a content strategy that has the ability to go viral, and can inevitably help similar pieces find virality as well.



Ainda as competências de um profissional de RP

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Sarah Skerik aponta algumas das competências que um profissional de RP deve possuir na actualidade: para saber contar histórias é necessário conhecer e acompanhar o(s) público(s); ler dados, tabelas e resultados obriga a mobilizar competências analíticas; numa era em que a imagem, infografia e o vídeo são cruciais, para incrementar o word of mouth é urgente mobilizar conhecimentos de pensamento visual; a monitorização antes, durante e depois (social listening); a capacidade de adaptação a cenários de mudança frequente, obrigando a uma capacidade para aprender todos os dias.

Para Skerik:

The advent of social media and the ever-increasing role of digital media in our lives means there are a number of opportunities for public relations. There are new ways to find audiences, new media through which to convey messages, tons of opportunities to connect with your brand’s fans, and so on. Best of all, digital campaigns can be measured.

Isso implica articular a vertente mais tradicional «who values the ability to write, build relationships, isolate and convey key messages and build publicity strategy above all else», com o entusiasmo digital mas também ligando o tratamento de dados para medir a eficácia das acções.


1. Storytelling (and “story selling”)

There’s a difference between writing well and telling a story, and a good story is valuable currency today. Stories are sticky, relatable, and effective; these are the reasons stories are the cornerstone of the content marketing strategies and social media programs that are becoming enmeshed within public relations. But there’s more to storytelling than good writing.

Required skills: Curation. To develop a story that will gain traction with your audience, it’s necessary to spend a little time learning about their interests; otherwise, you risk missing the mark with them. Curate content (which is a fancy way of saying “find interesting stuff and share it) and see what sort of information (and format) resonates with your audience. Observe what they’re sharing (and re-sharing) too. The intelligence you glean will be invaluable to your writing process.

2. Quantification

The ability to measure digital outcomes requires communicators to dust off their analytical skills, because “big data” is here to stay, and it is strongly informing communications. Knowing how to organize and crunch data, correlate results, and correctly interpret and apply data are core skills that enable communicators to turn the masses of data available to us into valuable business intelligence and ROI metrics.

Skills: Data analysis and advanced spreadsheet. The good news, especially if you’ve been out of school for a while, is that today’s spreadsheet programs like Excel include powerful data analysis functions that make things such as correlation and statistics work fast and easy. Developing advanced understanding of the spreadsheet programs and the data analysis toolkits they contain is an important first step.

3. Visual communications

The rise of the infographic and the emergence of platforms such as Pinterest, Tumblr and Instagram—all of which trade heavily if not exclusively in visuals—has accelerated the trend of using visuals in PR. Harnessing multimedia and video to engage and attract audiences is rapidly becoming stock in trade for PR.

Skills: Visual thinking. Basic videography, photography, and design are important, as is the ability to develop visual concepts to accompany and illustrate messages. A bonus skill is multimedia production and editing skills. Even if you have a design team at your disposal, learning how to think about messages visually is an important skill, because communications are becoming more and more about art. If you don’t have a design team on hand, learning how to develop, edit, and publish visuals for campaigns is crucial.

4. Proactive and predictive monitoring

We’re in an age of radical transparency, which is fueled in part by the lightning-fast flow of information. Instead of monitoring “downstream”—that is, looking for media pick up that has been published—PR teams are switching gears and monitoring conversations and trends to predict events and communicate proactively. In a nutshell, PR can influence outcomes, rather than simply measuring them.

Skills: Social listening. Acuity with social media monitoring and understanding of social audiences is the cornerstone of good monitoring. Learn how to use a social media dashboard to evaluate what people are discussing and identify the recurring issues in your marketplace. Get involved in social media and industry discussion groups to observe first-hand how conversations work and how ideas flow.

5. Adaptation

Content marketing, search engine optimization, video production. None of it sounds like PR—or, more specifically, PR as we’ve traditionally thought of it. The truth is many public relations job descriptions are reading more like a catalogue of communications skills. The mushrooming demands on PR departments—and subsequently, on professional communicators—is in itself an important trend.

Skill: Learning. The ability to succeed in changing times is really part of the DNA for public relations. After all, this is the department that cuts its teeth on curve balls. The only thing predictable about PR is change. Make time in your day to read, practice, and learn.

LER ARTIGO de Sarah Skerik AQUI.

Sarah Skerik is the vice president of social media at PR Newswire, which recently announced The Crowd-Sourced eBook: The Definitive Guide to Social Influencer Engagement and invites you to contribute.

Laboratório de escrita: – RPII (turma2)

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O grande desafio dos laboratórios de escrita é cada um tomar consciência das especificidades que os diferentes meios de comunicação exigem para uma comunicação eficaz.

Work in progress na aula:

Gestão das redes sociais para empresas por Vasco Marques e Helder Falcão, no Isvouga, dia 26, 19h. Inscrição obrigatória pelo pelo email:

5ª ediçãoISVOUGA Marketing Sessions

Social Media Marketing com a presença dos oradores Vasco Marques, criador do facebook for business e Hélder Falcão, nº 1 no business networker em Portugal. Dia 26 Março, 19h. Entrada Livre, após inscrição obrigatória em

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ISVOUGA Marketing Sessions. Social Media Marketing com Vasco Marques e Helder Falcāo. Dia 26/03 às 19h. Inscrição obrigatória.

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Vasco Marques: criador do facebook for business, com vários workshops nesta área e um MBA em sistemas de informação.

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Helder Falcāo: número 1 no business networker em Portugal. Prof. da PG em Marketing Digital no IPAM e fundador do BNI em PT e BR.

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Para se inscrever: e para mais informação visite Entrada LIVRE!!!!

Helder Falcão e Vasco Marques vão estar presentes no Isvouga Marketing Sessions, 26 de Março, 19h, no auditório do Isvouga. Inscrição livre, mas obrigatória:

Dia 26 de Março, das 19 às 21h, o Isvouga Marketing Sessions apresenta o tema Social Media Marketing com a presença dos oradores Vasco Marques e Helder Falcão, conceituados especialistas no tema.

Entrada livre com inscrição prévia obrigatória:

Escrever «underpressure»…

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As propostas de Lindsey Olson para saber escrever sobre pressão. Ler AQUI na íntegra.

PR people do more writing each day than they may realize — from the expected stuff, like press releases, contributed articles, bios, speaker proposals, award submissions, case studies and pitch letters to other forms of communication like blog responses and emails offering client counsel.  Then there′s the way we represent ourselves with social media — the profile updates and community contributions or perhaps the blog posts we write.  While it′s important that all of these written communications be sharp, smart and clear, many are done on the fly or with an expected tight turnaround.

From my experience, here are a few tips for writing well under pressure:

  1. Get rid of distractions — close down a few Windows on your screen, close the door to your office or settle into someone else′s office or a conference room.  Tune out the buzz around you so that you can focus on getting the job done.
  2. Just do it — stuck on finding the perfect opening or headline?  Sometimes it′s best to just start writing and get the juices flowing, then go back to edit later.  One of my supervisors once told me that the key to writing in PR is to think about the news you are trying to communicate and imagine two old men sitting on a bench communicating it for you; the point was that if you could imagine their conversation you would have your headline, your sub-headline and your supporting arguments.
  3. Break it down — if the idea of writing an entire piece right now is overwhelming, create smaller, more do-able “homework” assignments.  When I′m really stuck and not motivated to write something that really needs to get done, I set a schedule for myself.  For instance, I′ll tell my lazy self that I must write for the next 30 minutes and then reward myself with another, more desirable activity.
  4. Start with the easy stuff —maybe thinking of a fresh way to write the CEO′s quote in a press release eludes you, but you can easily write the fact-filled introductory paragraph and company boilerplate paragraphs.  Doing so makes it look like you′ve written more than you have and could be the inspiration you need.
  5. Imagine what the reader will think — every piece of communication you write has an intended audience.  Put yourself in their shoes for a second and think about what they want to know, what their first question will be upon reading your headline or opening line or what their reaction will be to your news.
  6. Take a break — this kind of flies in the face of my first few tips where I suggest just focusing on the matter at hand, but honestly some of my best ideas come when I switch gears for a short time and get up from my desk to do something different.
  7. Keep a diary — a lot of writing experts recommend this because it gets you in the habit of writing, gets the ideas to appear on paper and is a fabulous way to get a sense of your writing style.
  8. Read — I recall a saying that good writers are good readers, probably because reading a variety of materials will expand your vocabulary, open you to new ideas and keep you current.

What are your tips for writing under pressure?

A revolução digital

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Imagem retirada de (DR)

‘Social media now hold a vital place in this media ecosystem, filling informational voids left by the still bridled state and traditional media.’

Social media now hold a vital place in this media ecosystem, filling informational voids left by the still bridled state and traditional media. Words written on them also round off the unknowing edges of reporting done by foreign media who fail at times to understand certain cultural, political or societal dimensions of their stories.

See complete text in The Revolutionary Force of facebook and twitter.

Escrevi(ver) IV

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No artigo How to Turn a Blog Post into a Press Release destacam-se as seguintes orientações: ter a certeza de que se está a a anunciar algo (lembrar os valores notícia, pode ser útil); escrever na terceira pessoa, rever o título, espreitar a concorrência ou ver bons exemplos, mas também:

Rearrange the post to contain these press release elements
Dateline: If you use a press release distribution service they’ll make sure you get this right, but if you’re writing it on your own, the format is: “CITY NAME [all caps], State abbreviation (Month Day, Year) – “ So as an example, you’d have “POUGHKEEPSIE, N.Y., (Aug. 31, 2011) – [First sentence starts here.]”
Lead: The main news. You can be creative with your first sentence, but make sure you get the who, what, where, why and how in the first paragraph. Your keyword/s should be in the lead as well as the headline.
Quote: A quote isn’t required, but it always helps to illuminate the press release and give it some personality. Go ahead and use “I”s and “you”s here. The quote is usually the second paragraph, but again, not required.
Boilerplate: At the end of every press release, include a short paragraph about the company, again in the third person. Your website and phone number go here, too.