By Daniela Dálio
When entering the Brazilian market, a foreign company needs to pay attention to a series of challenges – economic, bureaucratic, cultural, logistical and others. And what doesn’t always happen initially, although it is highly recommended, is that communications and media relations should be included in this ‘basket’.
It is essential that the company adopts a plan of what the communication with its target audiences should be like. In this context, the media is a primary audience. Nothing is more highly recommended in this moment than a consultation with professionals who are specialized in relations with the local media.
A local media relations consultancy understands how the Brazilian media works, which certainly has its particularities and is not always (or almost never) similar to that of where the headquarters of the company are situated. A Brazilian agency knows whom to talk to and how to talk to them – something which is fundamental in order to be able to direct the communications planning according to the objectives of the company in the country.
It is worth remembering the importance for the company, and for the success of the work done, of adopting a more open posture in terms of decentralization of certain processes. Of course there will still have to exist authorizations and reporting to the headquarters, but many times, adaptations to the local media will be necessary.
However high credibility and recognition a company has in the international media, the contact with and the type of relations it has with professionals from the Brazilian press are fundamental in order not to put at risk the reputation and the image that has already been built globally.
