PR insights from Brazil
What is the best way to navigate Brazil’s media landscape? Flavia Sobral and her team at aboutCOM, our trusted partner in this wonderful part of the world, share their local insights as part of our Global PR series:
🇧🇷 Big country, small media landscape - don’t be fooled by the size of Brazil. There are only a few nationally representative media outlets, mostly divided by region and even less specialised publications. Be prepared for a blend of mediums to reach your target audience and understand regional and cultural nuances when tailoring your message. What works in São Paulo may not resonate in Bahia
🇧🇷 Get local with your comms efforts or get lost - either you have local exclusive and high-impact news, or you don’t have news at all. If you’re a B2B brand, journalists will only hear you out, and embrace your story, if you have one or more of these: local story, local data/facts, and exclusive information
🇧🇷 Be global but speak our language - Brands that have local executives and Portuguese spokespeople will be more easily heard. Local executives can level a company’s story with their local experience and bring their global view to engage the local public
🇧🇷 Create strong journalistic relationships - with fewer media outlets dominating our media landscape, it’s vital to build long-term trusted relationships with our key media. Keeping journalists constantly fuelled with good information is crucial to being heard
🇧🇷 When talking about IT trends always fit them into the wider business context. Brazilian journalists establish better relationships with spokespeople who are attentive to short and long-term advances and who understand how ‘news’ can (or cannot) be applied to their industry sector. It’s not enough to talk about ChatGPT, brands must demonstrate how AI is impacting their broader industry, their company and have a unique opinion on it
Stay adaptable and embrace the diversity of our vibrant nation to succeed in your comms efforts!
Keen to talk about how we can help you make an impact in Brazil? Please get in touch!