All firms dedicated to professional services must, one way or another, implement marketing strategies and tactics to be able to grow. Whether these approaches are conducted formally or informally, and whether they have a specific marketing team or not, marketing...
Although the term ‘public relations‘ has been in use for a little more than a century, when do you consider that ‘public relations’ started as a practice? The development of Public Relations begun much earlier than many think. Was it at the beginning of...
International Public Relations came to be as Western European economies started to revive in the 1950s and 1960s. These countries, recovering from World War II, became the target for American corporations. This expansion gave birth to global public relations...
The impact of the pandemic, and its multiple consequences posed many challenges. This forced management to think differently. This goal of adaptation and redefinition is associated with Digital Transformation. New forms of Communication are not only tools for...
The Portuguese economy is unique. It is going through a positive transformation. However, there are still some structural challenges that need correction. For example, some aspects of education, training and productivity. Nonetheless, Portugal is transforming the...
Nation Branding was the main topic of the conference organized by aicep Portugal Global. Trade & Investment Agency (AICEP) was all about Portugal as brand. One of the key takeaways was that countries need a positive a powerful image, and governments are...
Aicep Portugal Global - Trade & Investment Agency (AICEP) organised a conference dedicated to Portugal as brand with two main topics on the agenda. One was to understand how Portugal can distinguish itself in the international stage. Basically, how to brand...
It appears that, in a large number of companies, there is an absence of an organized and transversal Communication structure. They only think about communication in the concepts of sales and marketing support. It is a solely operational Communication process,...
Today, companies are required, today and in the future, to be able to globally address the communication process. Post pandemic communication has to demonstrate coherence, cadence and continuity at every opportunity. They must have a strategic approach,...
The last year has shown that companies are highly resilient. They managed to adapt quickly in the face of the COVID-19 pandemic. When they came to the right conclusion when they had to do something different in order to survive. But did they know how to...