Message in a Bottle


How a communications agency works

Publicado em: 28.03.2024

In an increasingly interconnected world, communication is an essential part of any business. And that’s where a communications agency comes in. As specialised companies, their aim is to help other companies get their message across clearly, effectively and strategically.

But how exactly does a communications agency work? In this article, we’ll explore how agencies work, the services they offer and how to choose the right agency.

Let’s start with the basics: what a communications agency is and how it works

The main objective of a communications agency is to help companies get their messages across effectively and strategically to their target audience. How?

By developing and implementing comprehensive communication strategies. This means defining communication plans that establish the objectives, target audience, key messages and communication channels to be used.

To do this, communication agencies work in multidisciplinary team systems, made up of professionals specialising in different areas,
such as marketing, digital marketing, public relations, press relations and design, among others. This diversity of skills allows agencies to offer a wide range of communication services to meet their clients’ needs.

Why should I hire a communications agency?
A communications agency brings with it a number of benefits. The multidisciplinary nature of the team is accompanied by expertise in their respective fields. In addition, agencies have access to advanced communication resources, offer an unbiased outside view and save time and effort.

But the centrepiece is the services. By offering a wide range of integrated services, agencies meet the different needs of their clients. This catalogue of services covers areas such as:

  1. Content creation, which can mean writing texts for websites, blogs and social networks, audiovisual support, the production of graphic materials, among others. The aim is to develop relevant and attractive content that has an impact on the company’s target audience.
  2. Social media management, a crucial tool at a time of increasing impact of social media on the business world. It is important for companies to be present and active on these platforms with well-defined digital marketing strategies. Communications agencies can help create and manage social media profiles, produce specific content for these platforms and monitor engagement and results, ensuring a professionalised and systematised approach.
  3. Public relations. This word, which has already become jargon, succinctly designates the creation of strategies to manage a company’s image and reputation, specifically through relations with the media (the famous press office), influencers and other stakeholders linked to the client’s sector. In this field, the agency can help prepare press releases and materials, manage media relations, organise events, manage campaigns with influencers and mediate relations with other brands.
  4. Design, the visual and tangible part of a communication strategy. Agencies develop the corporate and visual communication of brands, ensuring a uniform approach.
    Branding, the work of building and managing brands in the marketplace.
  5. Branding is the crucial bridge to building strong brands, be they companies, products or services.
  6. Marketing and activations. Communication agencies also develop marketing strategies in various fields, particularly in terms of brand activation. In a time of interactivity, this approach is a favoured way of engaging consumers.

How do you choose the right communications agency?

Choosing the right communications agency is a crucial step in ensuring the success of a brand’s communications strategies. There are several agencies available on the market, but not all of them are suited to each company’s specific needs. By requesting proposals, analysing the portfolio and holding meetings, it is possible to gauge the compatibility between the agency and the client, ensuring the right decision is made. There are some characteristics that brands should take into account when evaluating the available options. For example, the reputation of the agency, the experience of the team, the clients they have already had, sector specialisation, awards and recognition received and the strategic approach. It’s also important to take into account specific needs on the client’s side, such as the budget available, project deadlines, geographical location, cultural compatibility, among others.

How to maintain a good relationship with a communications agency

Maintaining a good relationship between the company and the communications agency is essential to ensuring a successful partnership. Holding regular meetings to evaluate services is important to ensure that the communications agency fulfils expectations. These meetings can analyse the results achieved, assess the quality of the content produced and analyse the performance of social media, among other aspects. These occasions make it possible to identify strengths and areas that need to be improved. Good communication is also fundamental to any successful partnership. In the relationship between the client and the agency, it’s important to maintain an open and transparent communication channel, where the client can express their needs, ask questions and give feedback. To do this, it is important that expectations are well defined and that there is openness to suggestions and guidance. Transparent communication is key to avoiding misunderstandings and ensuring that the two parties are aligned.

Although the communications agency is responsible for providing the services contracted, it is also important for companies to take responsibility for laying a careful foundation for these services. Especially as we are talking about communication, which is directly linked to a company’s image and reputation. It is essential to provide accurate and up-to-date information, share constructive feedback, meet deadlines and be open to adjustments and adaptations when necessary.

Communication agencies are highly specialised players who are constantly adapting and keeping up with new market techniques. A strong, collaborative partnership is essential for the success of a company’s communication strategies.

At Message in a Bottle, we develop and implement marketing strategies, press relations, digital marketing, social media management, influencer marketing, events and activations. We also have a design and branding department that designs brand strategies to communicate the intrinsic potential of each company. We are multicultural and multidisciplinary – and we believe in the potential of strategic, integrated communication to create differentiation in a faster, digital and ever-changing world. Are you interested in a communication strategy for your company? Contact us.