PUBLIC RELATIONS IN BRAZIL JULIA BAUER AND MADDIE OWEN .
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Transcript of PUBLIC RELATIONS IN BRAZIL JULIA BAUER AND MADDIE OWEN .
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PUBLIC
RELA
TIONS IN
BRAZIL
J UL I A
BA
UE
R A
ND
MA
DD
I E O
WE
N
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FACTS ABOUT BRAZIL
• Full name: Federative Republic of Brazil
• Population: 202,656,788
• Capital: Brasilia
• Major cities: Sao Paulo and Rio de Janeiro
• Official language: Portuguese
• Main religion: Roman Catholic
• 7th largest economy in the worldhttp://i.telegraph.co.uk/multimedia/archive/02352/the-giant-christ-t_2352863b.jpg
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HISTORY OF PR IN BRAZIL
• 1914: Public relations first began
• 1954: Brazilian Public Relations Association was established
• 1963: First official definition of public relations in Brazil was created
• 1966: Creation of the Inter-American Commission for education of public relations (CINIDREP)
• 1967: Public relations was legalized as a profession in Brazil
• 1971: Creation of the Conselho Regional de Profissionais de Relações Públicas - 4ª Região (Regional Council of Public Relations Professionals - 4th Region)
• 1979: Creation of the Inter-American Center of higher studies of PR
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EDUCATION OF PR IN BRAZIL
• The University of São Paulo School of Communication and Arts offered the first four-year public relations program in 1967
• Today, 78 undergraduate and 24 graduate programs are offered
• The profession has become institutionalized, with legal support, civil associations ,educational systems, and technical research studies
http://upload.wikimedia.org/wikipedia/commons/b/be/ECA-USP_3.JPG
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SRIRAMESH AND VERČIČ FRAMEWORKS
• Brazil is a high context society
• A large part of Brazilian public relations is the culture and the economic system it has developed
• Interpersonal trust is extremely important in Brazil because relationships are valued more than money so there is higher reliance on trust
http://www.elle.vn/du-lich/50-thanh-pho-phai-den-mot-lan-trong-doi
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THEORETICAL APPROACHES IN BRAZIL
• Transitional Approach: Brazil’s transition from colonialism to a federal republic and from a dictatorship to a democracy
• Constructivist Approach: Creating a certain image both of and within the country to help show the world what Brazil actually is like instead of like images that are sometimes released
http://mrsoaroundtheworld.com/2012/06/27/24-hours-in-sao-paulo-brazil/
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PR PRACTICE IN BRAZIL
• Practitioners are concerned with ethics and social responsibility, employee well-being, community well-being, and government harmony
• Put relationships with people before money
• Value the environment, Amazon Rainforest
• Culture is important, look for local partners to gain government and public opinion support, participate in local cultural and social activities
• Social responsibility is important
• To reach the global markets local firms connect and partner with other world wide firms such as Edelman
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GENDER ROLES IN BRAZIL PR PRACTICE
There are 4 social role constructs in PR:
1. Ethics and Social Responsibility
2. Employee Well-Being
3. Community Well-Being
4. Government Harmony
Women are more likely than men to perform the employee well-being role and less likely to perform the other 3 roles. These differences start to disappear when women occupy higher positions within the company.
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SUGGESTIONS WHEN TARGETING MULTICULTURAL CONSUMERS• Make sure the team understands the customs and values of
the target group
• Make sure messages are culturally relevant
• Multicultural consumers can be very loyal if targeted correctly
• In language communication campaigns, build loyalty across targeted publics
• Community representatives spokespeople are effective in establishing connections
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MEDIA BRIBERY INDEX IN BRAZIL
www.transparency.org/bpi2011/results
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CASE STUDY: LUCENT TECHNOLOGIES
• Lucent Technologies wanted to enter the Brazilian market so they formed regional brand councils in the country
• The company used aggressive media relations, special events and trade shows, customer events, internal communication, and philanthropy efforts
• They tripled their brand awareness
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REFERENCESFerrari, M. (2013, October 30). Brazil, Practice of Public Relations in. Retrieved February 24, 2015, from http://knowledge.sagepub.com/view/encyclopedia-of-public-relations-2e/n48.xml
Freitag, A., & Stokes, A. (2009). Latin America. In Global public relations: Spanning borders, spanning cultures (pp. 211-212). Milton Park, Abingdon, Oxon: New York, NY :.
Molleda, J., & Ferguson, M. A. (2004). Public Relations Roles in Brazil: Hierarchy Eclipses Gender Differences. Journal Of Public Relations Research, 16(4), 327-351.
Public Relations in Brazil - PR, Where it's been and where it's going. (n.d.). Retrieved February 24, 2015, from http://iml.jou.ufl.edu/projects/Fall02/Schmitt/PRinBrazil.html
South America: Brazil. (2014, June 23). Retrieved February 24, 2015, from https://www.cia.gov/library/publications/the-world-factbook/geos/br.html
Victor, D. (n.d.). Reference for Business. Retrieved February 24, 2015, from http://www.referenceforbusiness.com/encyclopedia/Assem-Braz/Brazil-Doing-Business-in.html
Photos
50 thành phố phải đến một lần trong đời - ELLE.vn. (2014, August 2). Retrieved February 24, 2015, from http://www.elle.vn/du-lich/50-thanh-pho-phai-den-mot-lan-trong-doi
(n.d.). Retrieved February 24, 2015, from http://brazilflag.facts.co/brazilflag1968.png
(n.d.). Retrieved February 24, 2015, from http://i.telegraph.co.uk/multimedia/archive/02352/the-giant-christ-t_2352863b.jpg
(n.d.). Retrieved February 24, 2015, from http://upload.wikimedia.org/wikipedia/commons/b/be/ECA-USP_3.JPG
24 hours in Sao Paulo, Brazil. (2012, June 27). Retrieved February 24, 2015, from http://mrsoaroundtheworld.com/2012/06/27/24-hours-in-sao-paulo-brazil/