Brazilian PR

(Public Relations
Show your face)

Public Relations began in Brazil just as in any developed country, through publicity in the beginning of the twentieth century, yet it did not have the same evolvement. Latin PR for many years was seen as the profession of those considered privileged and therefore full of contacts. Later, developing to Media Relations.

Today its main functions are still Media Relations, by the power that communication channels have on the Brazilian population, CSR, mainly towards the environment, and Internal Communication, which if often confused with internal journalism. PR is also widely used by politicians, especially during the campaign season.

Brazil is a country in full growth, and is now regarded as one of possible super powers for the next decade. The population is naturally accompanying the country, Brazilians want to expand their knowledge; they want to be as skilled as any other nation and consequently Public Relations in Brazil is booming. Today some of the largest PR agencies in World are presence in the country, as Edelman, Ketchum, Ogilvy and Weber Shandwick.

However Brazil is considered to have the most restrict PR law in the world. To practice PR is necessary to have a bachelor in communication and be a member of a professional body, which sometimes can hinder the profession development. Besides the law restriction, there no specification about the activities of Public Relations in Brazil and this means that many professionals from other areas are working as PROs.

Public Relations is defined by Brazilian PROs as a management function. And despite being in constant growth the profession has not yet been recognized by the population. It is hard to find someone in the street that knows how to explain what a PR practitioner does, or even what PR is. People with higher educational level know that Public Relations is an area of communication, but most still confuse PR with marketing.

Today, the main function of PROs in Brazil is to put their client or product in the media spotlight. If they can achieve this, success is guaranteed. However, as the population is not aware of these activities, and many still believe in everything which is said by the press.

The Internet has opened a new world for PR in Brazil; the online world has a tremendous power among its Brazilian users, despite not reaching the whole population. Mobile phones are another market for PROs, as is in constant change, and represent a huge activity in this country. The changes that are happening today in the PR world may not be as significant in other countries as is in Latin America. The Latin countries are under extreme development, and that means that each change has a bigger and faster effect on them.

Although Brazilian people still do not have the same power as the Europeans while speaking against the government’s decisions, unions are becoming stronger, which means that companies and governments are increasingly interested in the work of public relations. Both the private and public sectors are seeing in PR a way to 'deal' with the unionism.

For anyone wanting to work as a PRO in Latin America, it is essential to know that in this part of the world, relations are stride ahead of money. For Latinos it is important to have good relationships and know who the people they can count on are. Although people have different tastes and interests, they still have the same culture and values but it is good to be aware that different social classes required different approaches. The knowledge of the audience is essential.

The greatest difficulty encountered in Brazil is the expectation that results will be immediate. Most Brazilian organisations do not have enough information about PR as a strategy toll, to be used for long periods of time. And when they hire a professional they hope to achieve the same results as in an advertisement campaign, but for a fraction of the price.

Next August, James Grunig will be in Brazil to launch his first book published in Portuguese.

BRICs

With the economical growth of some countries, previously considered to be underdeveloped, the acronym BRIC is becoming increasingly common in communication channels around the world. BRIC are the initials for Brazil, Russia, India and China, and it was created to nominate the countries likely to become the greatest world economies in the next 40 years.

Together the BRICs have almost 50% of the world population and over a quarter of the world’s land. Although it was not the first idea, the possibility to turn BRIC into an economic block is part of the agenda, as cooperation between both is increasingly common. The idea is that China and India will become the countries with the highest production of manufactures and Brazil and Russia the dominant countries in raw materials, what means that each one will play an essential role in the maintenance of world economy by 2050.

The first official meeting of the BRICs’ presidents happened in June 2009 in Russia, and the second was held this week in Brazil. During the latest event, the four countries signed an agreement which provides cooperation between development banks of the four countries.

Also during the meeting, Brazil and China signed a Joint Action Plan (JAP), which will reach 11 different areas such as nuclear energy, economy and agriculture. The plan has a term ending in 2014, but annual updates are predicted by the two countries. According to the Brazilian Foreign Ministry the JAP has diplomatic goals and it main economic objective is to establish China as a market economy.

In addition to the Plan, Brazil and China signed another 13 agreements, one for building a steel complex, valued at U.S. $ 5 billion, to be done by the Brazilian EBX, in partnership with the Chinese state Vuhan Steel. The complex will be built in the state of Rio de Janeiro and will have capacity to house up to 300 steel companies

Although there are criticisms in relation to the interests of the BRICs and some experts say that the partnership will not work, as each country has different aims, it is good to see that countries previously excluded from the World Economic domes are gradually conquering a space in the international market, even making the G8 fears its economic supremacy. This development it is not only significant for the BRICs governments but for the BRICs’ population which for years dreamed of being developed and evolved.

Brazil vs. Argentina. A true battle

Argentinian says: in Brazil there is only bad things: PCI (Parliamentary Commission of Inquiry) of Football, crises in the Brazilian squad, Eurico Miranda ...
Brazilian answers: but there is no Argentines ....

If you are a Brazilian citizen, or know any, you must have already heard something like “I hate all Argentines” or “someone should throw a bomb in all that s**t (referring to Argentina) and blow it up.”

Maybe for a person who is not from Argentina or Brazil, it is difficult to understand how two countries can hate each other just because of a football brawl. But what the ‘gringos’ do not understand is that a match between Brazil and Argentina means much more than just a football match and sometimes rises feelings cultivated by years of history which are transferred to the game

To understand the rivalry between the two, it is easier to think about the antagonism between French and English, but in the case of Latin countries, in a declared way. Usually the Argentine people say not feel the same as the Brazilians feel for them, but any kind of discussion quickly begins for any reason when there is the presence of both at the same place, and the most contradictory is whom is the best player in world, Pele or Maradona?

The rivalry between the two countries began years ago, even in the colony times, when Brazil belonged to Portugal and Argentina to Spain. Then it developed when both became independent and fought to be the best country in South America and later during the 70s, both countries entered into discussion because the construction of Itaipu Hydroelectric, at the moment the largest hydroelectric in the world.

Of course, the arguments do not stop there, and continues with the Brazilians, especially those who frequented the beaches of southern Brazil, calling the Argentines of pigs, for not respecting our beaches and environment, and allegedly not driving conform the traffic laws. Also, like the Spanish people, we think the Argentines are extremely arrogant, and we hate when they think they are the Latinos more Europeans in the world.

In contradiction, the Argentines I met up till today say that apart from football, they cannot understand why they are mistreated by some Brazilians, or charged double price when they try to buy something in the neighbouring country. Maybe our ‘hermanos’ should talk a bit more with us before turning up their nose and try to understand that Bossa Nova is totally different from Tango.

Are we still in danger? It seems Brazil is...

More than a week ago, an issue on Brazilian newspapers caught my attention, the vaccination campaign against swine flu. The formidable influenza A H1N1.

In exactly one year ago the whole world was shocked with the emergence of a new type of virus, many nominating a new variation of the Spanish flu, which then devastated much of the European population.

For a couple of months scientists worked really hard to find a cure for the swine influenza, and as soon as it was released most of the rich countries were keen to ensure the purchase of it for its inhabitants. Even creating discussions between the British government and some countries of the European continent, since the United Kingdom bought twice as many injections required to its population, leaving some without the required number for its people.

However, the strain decreased, most of the acquired injections were not used and the sale of Tamiflu, the medicine used against Influenza A H1N1, stopped almost completely, after making millions of pounds for the pharmaceutical industry Roche.

But, as always, in the tropical country, everything comes a little late, and the fear of contamination is still alive. Last month the Brazilian government started a mass vaccination campaign.

Here across the world, in the northern hemisphere, where everything happens first, the pig flu is news of yesterday. The request for further injections was revoked for various countries of the EC, and the NHS flu line in the UK was cancelled more than two months due to the lack of demand, even with the coldest winter in recent years.

The Brazilian Minister of Health said he hopes to immunize 80% of the population, but is disappointed with the campaing's low adhesion. Perhaps the government believes in the third wave of contamination and wants to ensure that all “tupiniquins” will be immunized by then. Or it may be that our leaders still believe in the old saying "for free, even forehead injection."

Brazilian-American military force?

Brazil and the United States confirmed the military cooperation agreement on Monday 12th April 2010. The agreement does not include bases, immunity for U.S. troops or fight against drug trafficking. The cooperation is only related to equipment, technology and training. The intension is to exchange knowledge, as both countries have different areas of expertise.

The idea of a united continent is a dream of many years, but my doubt is up to what point the United States of America really want to start a partnership with Latin countries, where they will get the same rights as its neighbours?

According to the Brazilian minister of defence, Nelson Jobim "its terms in no way hurt the principles of the Letters of the UN and OAS of respect for sovereignty, non-intervention in internal affairs of countries."

In 2009 the U.S. government also signed an agreement with Colombia, allowing greater U.S. military presence in the country. The possibility of invasion by the United States was raised by some Venezuelans.

Despite not believing in any kind of invasion from the US, I believe that all countries that own a part of the Amazon forest are of much interest to the United States, and perhaps more attention should be taken into agreements with the north-American country. Perhaps the American intention is good and valued, but the dream was always of a united Latin America.

Rio de Janeiro was almost over due to the rain

I once heard someone asking why the major disasters that happen in the world befall in poor countries, often reaching those who are in most need, principally referring to the Asian tsunami, the recent tragedy in Haiti, and the whole situation of the African continent.

Upon learning about the rains that hit the state of Rio de Janeiro last week, I remembered this comment, and today I wonder if this person was not right. In Brazil, a religious country, the excuse would be karma, or fate. But even if fate exist, why those who already suffer so much in life, must suffer even more?

Many people, especially those who do not know much about Rio de Janeiro or Brazil, are not aware that many Brazilian citizens live in places totally unfit for habitation, such as on top of dumps, slopes of hills and riverside areas, as they have no option of where else to live. Although we are now considered to be a rich country, referring to the economical situation, the quality of life is still hard, leaving much to be desired. And sadly, the people most affected by the rains were precisely those that do not have other options.

The mayor of Rio stated that Monday’s rain (6th April) was the biggest in history. And till today 229 deaths were recorded, the city hardest-hit was Niterói with 146 fatalities. The fire department continues to work on rescuing people and President Lula stated that he requires a full assessment on Rio de Janeiro’s condition as he guarantees aid from the federal government. At least in these moments we see solidarity from all sorts of people.

PS: At no time I intend to compare such extreme situation in the countries cited above with what is happening in the state of Rio de Janeiro, that despite having been declared state of emergency did not have so much destruction as those places.

This is media power!

From the discussion that is occurring around the media control on us, I found it interesting to analyze the Rede Globo de Comunicação, the largest communications network in Brazil and the fourth in the world. Globo was created in 1957 by Roberto Marinho, member of one of the most affluent families in Brazilian society. And despite having received help from the government for years, is still characterized by being a private company.

It is said that when one enters in Globo there are only two ways, up or out. When hired the artist will have national recognition, or will be rapidly dismissed. The power of this company is such that I once heard a Spanish hairdresser, newly arrived in Brazil saying that in order to know how to style her clients she had to watch Globo's soap every day. Globo not only influences the thinking of the Brazilian population, as it changes the way people behave.

It is impressive how a communication company can have such influence in all kinds of people, from all backgrounds possible. In Brazil it is not the designers who dictate the fashion, but Globo. If the soap leading lady is using a certain style of clothes, all Brazilians women, from north to south will be using the same clothes in a matter of time. The same works for hair, slangs, choice of holiday, house decoration and acting behaviours. When a new soap is broadcasted the way people behave completely changes. What was once viewed as something habitual, it becomes outdated in the term of 6 to 9 months (life time for each soap opera).

Years ago, when the idea of cable television was just a dream, Globo was the choice of most of people. Although SBT, Record and Bandeirantes were and still are strong channels, Globo dominates the market and often ends up deciding big issues, including who occupies the office of president of Brazil. The power of the Marinho’s family is incomparable and will continue to mould the Brazilian mind for years and years to come.

From Metallurgical to President of Brazil

With elections approaching in the United Kingdom and the preparations in Brazil being in full development, I found it interesting to talk a little bit about the current president of Brazil, Luis Inácio Lula da Silva, better known as Lula.

Lula came to power in January 2003, and in December 2010 completes his second term as President of Brazil. Lula was the first Brazilian president from left-wing and he proved that what you want and fight for it, you can get it.

Lula ran for the higher position in the Brazilian politics for years, since 1989 and despite having received numerous critics during his two mandates, he proved to be great when it comes to Public Relations. Although the population have never seen a government with so many corruption scandals as during the Lula government, his image and appreciation remains as high as in the beginning of his mandate.

Luis Inácio Lula da Silva was far from being the best president we ever had, but it was the first after Getúlio Vargas, who managed to talk with the public and make it feel valued. Lula used popular language and behaved as a simple person, making those who voted for him feel that a representative of the people was finally in power. He managed to win the heart of his electorate.

The current president of Brazil has shown that if you know your audience, you can get anywhere, and even not having the best past as a politician he leaves Brasília with one of the highest acceptance in the Brazilian history.

Diplomacy

As a Brazilian citizen and student of Public Relations I have diplomacy as one of the best talents the man can have. Brazilian diplomacy is considered one of the best in the world, and despite being quite elitist it values diversity, something that is rooted in all Brazilian people.

I have chosen to study PR because I believe is through conversation that we solve our problems. I can be seen as a pacifist, but I believe there is no weapon or defence better than words.

Diplomacy should be learned from early age, and applied at all stages of life, whether professional or personal. Today we live in a world of uncertainty and if we could count that people around us would consider their attitudes before taking any decision; the world would certainly be a better place.

All Carnival has its end!!

As they say all Carnival has its end, and this year has finally ended, as did all the debates around the Brazilian party. The girl Julia Lira (discussion of 2010) paraded, not only paraded as wept. Julia cried with the media attention upon her person and only after being caressed by her mother, like any child, was that she managed to recover and sambar.

But why expose a child of 7 years old and crown her as the queen of Viradouro Samba School, the sexiest position of the Brazilian Carnival? Her father, Marco Lira, who is the current president of the school, probably seeing the talent of his daughter dancing, did not think twice about putting her in the spotlight, and maybe get some media attention. Mr. Lira got it right; the name Viradouro was read and heard in all corners of the world. However, I ask myself, what was the reason that made Julia desire to dance in a position occupied by adult women, usually half-naked? Probably the media again.

In Brazil, there is a rule, if you are pretty and famous, you will end up as the queen of some samba school, and Julia, probably seeing this situation wanted to be as famous as such women. She probably dreamed to become a celebrity and her father used the girl's dream to his own benefit.

The whole thing made me wonder if the Brazilians are not reaching a limit, a limit where we expose our women too much, a limit of manners and respect. Is it OK to expose our bodies, just to get the media attention? At any moment, those women feel overused? And further, why the Brazilian people agree with all this? After all are our daughters, wives and sisters being exposed as a piece of meat.

We are a nation, we are the same.

Janete Rocha Pietá, Congresswoman and founder of the Workers' Party (PT) suffers racism by a member of the Ministry of Justice’s staff. When she appeared before the launch of the Bolsa Copa and Bolsa Olímpica, Ms Pieta was barred from the event for being black and dressed in afro style clothes. When she tried to get the pin to access the event, a employee looked at her, up and down and said, "You Mrs, a Congresswoman?? !!!... I never saw you in presidential events.

Even after speaking with a responsible person for the event and have to somehow resolve the situation, Ms Pieta cried. On January 26th, 2010 a Brazilian citizen cried for being "different”, cried for not being part of the Brazilian politicians clan, (white, male and middle class), cried for accept who she is, cried for being proud of her race.

The slavery in Brazil ended in 1888 but not the racial difference. In a country which is said to be blessed by God it is incomprehensible to think that racism still exists.

Since when in a place with so many races and cultures there is room for differences?

For a while I believed racism did not exist in Brazil, I believed that people lived peacefully among themselves. With their differences but treated as equals. However my utopia ended when I moved to Europe and sadly realized that racism is a fact in Brazil. The difference is that this feeling comes accompanied with a joke, a word in the diminutive, and we white people pretend that's okay, that is only a joke, a way to connect us. What we don’t realise is that there is no format of racism, but racism, no matter how it is presented.

Zilda Arns died in Haiti

Zilda Arns, creator of the Pastoral da Criança (Children's Pastoral), died yesterday at the earthquake that hit Haiti. Zilda was in a humanitarian aid in Haiti where she was part of the UN mission of peace. Arns's death represents a great loss for the entire country (Brazil), but especially to Curitiba, where she held several jobs in order to help the community. It is with great sadness that I put this news in my blog.

News from Thailand

The best way to know if a product is a success is to see a fake copy of it. Clearly the financial loss must be enormous, but the brand‘s recognition is certain. The Havaianas sandals are the Brazilian citizen’s flip-flop. There is no person in Brazil, whether poor or rich who do not have a Havainas.
For some time the Brazilian flip-flop became known around the world, making a huge success whether in Europe, Asia or Americas, but to me the story stopped there. Once in Thailand I saw that things are a little different from what I have previously thought, I could not believe the number of fake Havaianas for sale in this place. They are all together, fakes LVs, Tiffany, Gucci and Havaianas. It is great to see a Brazilian company doing so well to the point of being copied. And although I am completely against fake copies, I felt very proud of it. It is great to know that a Brazilian product is as successful as the European’s and American’s!

The Brazilian footprint in Thailand continues with the presence of Caipirinha, and Caiporovska (vodka version) in every corner. It is possible to buy the Brazilian drink anywhere in Phuket, with the same taste as in Brazil. Well done Brazil!