PUBLIC RELATIONS IN BRAZIL JULIA BAUER AND MADDIE OWEN

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 7 th largest economy in the world

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

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

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

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

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

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.

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

MEDIA BRIBERY INDEX IN BRAZIL

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

REFERENCES Ferrari, M. (2013, October 30). Brazil, Practice of Public Relations in. Retrieved February 24, 2015, from Freitag, A., & Stokes, A. (2009). Latin America. In Global public relations: Spanning borders, spanning cultures (pp ). 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), Public Relations in Brazil - PR, Where it's been and where it's going. (n.d.). Retrieved February 24, 2015, from South America: Brazil. (2014, June 23). Retrieved February 24, 2015, from world-factbook/geos/br.htmlhttps:// world-factbook/geos/br.html Victor, D. (n.d.). Reference for Business. Retrieved February 24, 2015, from Photos 50 thành ph ố ph ả i đế n m ộ t l ầ n trong đờ i - ELLE.vn. (2014, August 2). Retrieved February 24, 2015, from thanh-pho-phai-den-mot-lan-trong-doihttp:// thanh-pho-phai-den-mot-lan-trong-doi (n.d.). Retrieved February 24, 2015, from (n.d.). Retrieved February 24, 2015, from t_ b.jpghttp://i.telegraph.co.uk/multimedia/archive/02352/the-giant-christ- t_ b.jpg (n.d.). Retrieved February 24, 2015, from ECA-USP_3.JPGhttp://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 hours-in-sao-paulo-brazil/ hours-in-sao-paulo-brazil/