By Alan Mariasch
On the eve of the 2014 World Cup and the 2016 Olympic Games, two events that will be held in Brazil, the curiosity of foreign companies for that country has been growing. But what was once a third world nation, best known for its Carnival and soccer, now is emerging as one of the most promising of the BRICs and is increasingly approaching the group of developed countries in socioeconomic and structural aspects. Therefore, in terms of public relations, it is important to analyze the strategy that companies should follow when opening a subsidiary in Brazil or if they wish to expand their operations there.
Brazil is a country with a vast territory and almost 194 million inhabitants, being the 6th largest economy in the world. It has a fast-expanding middle class, forming a consumer market that has grown over 64% in the last 8 years (data from Econsultancy’s “Brazil-Digital Market Landscape” report, available here). The unemployment rate in 2012 was at its lowest level in 10 years: 5.5%, below that of the UK (7.8%), USA (7.9%) and the European Union (10.7%) and, over the past year, foreign direct investments in the country exceeded forecasts and totaled USD 59.893 billion. Even in a global crisis environment, multinationals continue betting on the potential of Brazil, a country politically stable and open to all cultures, religions and ethnicities, factors which put Brazil at a distinct advantage when compared to other emergent economies.
For companies who wish to settle in Brazil and communicate with the Brazilian public, it is crucial to engage a local communications agency. Only those who know the peculiarities of each region, be they linguistic or cultural, and who already have open contact channels with the press there, are able to assist foreign companies in this enterprise.
As the name suggests, “public relations” is done through relationships, a job that is often time-consuming and which requires a particular set of training and skills. But apart from knowing the tried-and-tested PR techniques and procedures which are used all over the world, PR professionals must tailor their approach with regional differences in mind. Journalists from São Paulo, for example, may prefer to receive some exclusive news by phone rather than e-mail, while media professionals from Rio de Janeiro may be more inclined to take an interest in certain types of pitches, depending on the approach. Their behaviours may certainly be different from those of journalists in New York, London, or Paris.
There are no manuals or courses containing this information, as they rely heavily on the sensitivity and perception of the Brazilian professional who can judge each situation and interaction, responding with the appropriate action. For this reason, if a foreign company wants to take advantage of the favourable environment and invest in Brazil, it is vital to hire the services of an agency of this country, which will know the best way to contact and engage local journalists, besides carrying out the necessary adjustments in the press releases and other materials produced by the parent company. All of this should be integrated within a comprehensive communications plan and aligned with the interests and strategy of each company, whether it is a start-up or a large corporation.
If you need PR in Brazil please contact us: contato@agenciarace.com.br
