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Public relations In Brazil

By Nergiz

And Yacine


• • • • • THE GLOSSARY • • • • • • • • History of Brazil Population of Brazil History of PR in Brazil Definition of PR in Brazil Public Relation education Law and PR Trends In Industry Politic system Economic system Activism Cultural dimension Media Coca cola and the Paratins .


1889 .History of Brazil • Occupied by Pedro Alveras Cabral • Under the domination of Spain between 1580.1640 • Liberation from Portuguese Colonization • Brazil Empire between 1822.

History of Brazil • Foundation of republic • Ruled by military dictatorship until 1825 1970 • Democracy • It has become largest country in South America and had the in the world 8th largest economy .

000 people live • Consists of many different ethnic origins • 81% of Catholics.000. 18% of Protestants.Population of Brazil • 195.31% of other paganists religion .1% of Muslims and Jewishs and 0.

History of PR in Brazil • Portuguese language and culture isolated Brazil from its neighbours • It creates high effort for PR • Welcoming attitudes and tolerance of Brazilians bring great advances in PR • Canadian influence .

History of PR in Brazil • Acording to Dall’Angol. the evolution of PR in Brazil is divided in to 4 parts – began with pioneers (PR in Brazil started with Canadian Coorperation so it had Canadian influence) – professionals – academics – researchers .

History of PR in Brazil .

Definition of PR in Brazil • Official definition have been given by the Inter-American Confederation of Public Relations (CONFIARP) The National Federal Council of Public Relations Professionals (CONFERP) and the ABRP. • Brazil is the Founder of The CONFRIAP in the 60’s • In 1963 the CONFRIAP ABRP gave the 1 5 th conference. CONFRIAP and the st definition of Public Relation .

” .Definition of PR in Brazil • “Public relations is a socio-technical and administrative discipline with wich the opinion and attitude of a public are analyzed and evaluated. continuous program of reciprocal communication destined to maintain a beneficial affinity with and comprehension. Public relations is carried out through a planned.

Definition of PR in Brazil • • • • • Grunig’s two way symmetrical model Law : framming Simoes : integration Cicilia Peruzo : socializing What would be the definition of PR in Turkey and it would vary from the ones from Brazil? .

enhance the quality of the future PR persons and the PR domain .Public Relation education • “polyvalent communication professional” = holistic knowledge of mass media + scientific search • Schools changed the name “journalism” to “communication” in in : 85% 1970 : 33%. 1980 • Brazil was one of the first country to defend the legitimacy of the communication person and its variety of actions • reducing the gap between the capacity of the student and the communication worker.

as did also Panama.LAW and PR • 1967 • 30 • Brazil was the first country to regulate the Public relations by the mean of the Congresso Nacional do Brazil Law. • Penalization of the practitioner • More control on the practitioners years of this legislation without any modification/ huge critics from the scholars • From 1998 2002 to . but those are two exception in America Latina. the law have been Improved reinforcement of the quality of the practitioners and their education .

Trends in industry • Institutional journalists • PR as the production of coorperate publication • Another trend. – – – – – Endomarketing Institutional marketing Social marketing Relationship marketing Media training • Media Relations Boutique .

Since . to young democracy. PR • Lula influenced this way. • Strong inequalities • Mistrust in the government: un efficient and bureaucratic . participative democracy • New democracy = not perfect • Corruption. social.Political System • • • • • • • • • • • 1888 From a Colony of Portugal. • Authoritarian law • The state knows the power of communication and encourage people wanting to take part in the political life. • Dilma Rousseff • Federal state.

356 trillion. new technologies. 7th • 80% of urbanized people • 67 % of GDP:Services. 5% agriculture • Economic rollercoaster for year = inflation .732.Economic System • 190. 27% industries: aerospace.694 inhabitant. 5th most populated country in the world • 2012 GDP: $2. 2010 census.

Activism • • • • Democratization in Brazil Growth in social movements and NGOs Unionism Action Movement of Citizenry against hungry. misery and for life – Food for the hungry – Work to eradicate the misery of unemployed – Democratization of land ownership .

African and Asian roots • Portuguese culture isolates Brazil from its neighbors and this causes “Brazilian Rainbow” • Collectivism • Feminine culture due to political changes in Brazil • Strong gap between rich and poor and rich culture is individualistic in Brazil .Cultural dimension • Increased optimism among Brazilian people • Highest diversity contrasting European.

the American latina aera • A variety of media. 45% 89 of the population • Almost a monopoly. journalist + now mediator • The press is almost free. expanding to the world. except the threats and bullying of journalists . sometimes to advance for the people • PR as to deal with this control and satisfy the media. and at the top of technology.Media • Globo= media controlled propaganda • 2011 Brazil ranked fifth in the world with nearly million Internet users. by no offending it.

Media The Banned BBC documentary 1993. “Beyond Citizen Kane” highly criticising the channel and its owner Roberto Pisani Marinho .

The Case Study : Coca cola in the Paritins • The Legend .

The Case Study : Coca cola in the Paritins .

The Case Study : Coca cola in the Paritins .