Press office agency: When strategy, ethics, and institutional clarity meet the digital world.
Digital repositioning, institutional web design, and technical & local SEO for one of the most respected press office agencies in Paraná state, Brazil.
The challenge:
RS Comunicação e Assessoria de Imprensa (a brazilian Press Office agency), based in Curitiba (state of Parana), has been operating since 2007, connecting companies, brands, and events to the media through journalistic sensitivity, planning, and strategy.
Despite a strong trajectory, long-established reputation, and national presence, they faced a critical issue in the digital environment: the absence of a functional, strategic website.
Their former WordPress site was corrupted and offline, which led to:
-
Lack of institutional digital presence,
-
Difficulty conveying authority online,
-
Misaligned digital channels,
-
No Google Business Profile,
-
Missed local prospecting opportunities.
The brand was strong offline, but invisible where many decisions now begin: online search.
Immersion and diagnosis (the Sirène method):
Before any line of code or layout decision, the work started with listening and deep brand reading.
Our immersion included:
-
Analysis of RS Comunicação’s DNA: values, ethics, and human tone,
-
Understanding the brand’s institutional role in the communications market,
-
Reviewing the professional trajectory of partners Rafaela Salomon and Danielle Sommer,
-
Full diagnosis of digital absence and reputation risks,
-
Study of search behavior related to corporate communication and press office services,
The goal was not to “modernize a website,” but to translate RS’s essence into the digital space with respect, coherence, and clarity.
What we developed:
#01
Digital
repositioning:
The core strategic decision was clear:
position RS Comunicação as a strategic reputation partner, not an operational agency focused on volume.
This was reflected in:
-
A mature institutional narrative,
-
Educational and responsible communication,
-
Emphasis on context, ethics, timing, and credibility.
#02
Institutional web design & information architecture:
We built a new website from scratch, with a structure designed to welcome, inform, and guide, not to shout promises.
Layout and navigation were designed to:
-
Improve readability,
-
Organize services and differentiators,
-
Reinforce institutional authority,
-
Guide visitors with clarity and intention.
#03
Institutional copywriting:
All content was written with editorial clarity, avoiding empty jargon and performative agency language.
Every word was chosen to:
-
Sound human,
-
Build trust,
-
Reflect RS’s journalistic ethics.
The content needed to sound like RS, not like a generic agency template.
#04
Technical SEO & Local SEO:
SEO was applied from the foundation, not as a later layer.
Key actions included:
-
Proper heading structure, URLs, and semantic content,
-
Institutional and local keyword research,
-
Technical optimization for efficient indexing,
-
Creation of the Google Business Profile (previously nonexistent),
-
NAP standardization across digital channels.
Although positioned 2nd on Google Maps, RS Comunicação has gained higher prominence in AI-generated search results, driven by review volume, profile freshness, and consistent engagement signals.
#05
Google platforms integration:
The website was integrated with:
-
Google Analytics.
-
Google Search Console,
-
Google Tag Manager.
Ensuring a solid foundation for monitoring, performance analysis, and continuous evolution.
The new brand identity: a structural shift:
“Was it worth it?” The impact was clear:
Stronger perceived brand authority.
Reinforced institutional clarity.
Fully organized digital presence.
Growth in local searches and inbound contacts.
A robust technical foundation for future expansion
Here, success wasn’t just about showing up more, it was about showing up better.
Danielle Somer
"Lucas was responsible for creating the new RS Comunicação website. He supported us through every stage, from content to design. His SEO expertise already brought positive results in the very first week. We strongly recommend Sirène Media & Strategy."
© Sirene Media & Strategy
Made with ♡ in Canada.
