As the Olympic flame weaves its way through Brazil, more than 10,000 athletes from 28 sports are preparing to converge on Rio de Janeiro to compete in the 2016 Summer Olympics.
The upcoming Olympic Games, taking place August 5-21, are the first Summer Olympics to be held in South America. And with global attention turning to Brazil, many organizations are wondering how they can win PR and marketing gold in the host country.
However, will newsjacking the Olympics earn you media pickup in Brazil? The short answer: Only if it is done right. Communicators will be better served by understanding the Brazilian media landscape and investing in journalistic relationships to gain reputable coverage.
A Look at the Landscape
With more than 5,000 newspapers, almost 800 dailies, Brazil is 4th in the world for number of titles, according to the Brazilian Newspapers National Association.
Furthermore, print resonates better with Brazilian audiences.
Respondents from the report Brazilian Media Research 2015: Media consumption habits by the population state that print media is the most trusted source of news, and 50% of respondents are singularly focused while reading print publications. 71% responded they have little trust in news published directly or only on social networks.
Yet, while Brazil is still heavily focused on print and broadcast media as the primary form of news consumption, newsrooms are reducing staff and needing to do more with less, similar to their U.S. counterparts.
Digital versions of publications and more niche digital trade publications are growing in number and popularity. Meanwhile, a large number of Brazilian newspapers have adopted the “porous paywall” subscription model, allowing some content to be accessed for free to drive traffic and social sharing.
What does all of this mean if you are trying to gain traction in the Brazilian market?
5 Tips from Our Media Relations Expert in Brazil
Jana Weigel, PR Newswire’s Director of Media Relations for Latin America, offered some advice to communicators looking for coverage in Brazil. Based on what she sees in her day-to-day interactions with the media, here are tips for communicating with journalists in Brazil.
1. Know your audience. In square miles, Brazil is only slightly smaller than the United States. And just like the U.S., it’s made up of distinct regions with diverse histories and cultures. Certain topics are more likely to make headlines in Rio versus Porto Alegre. Understand where publications are located within the country and how your news can relate to their readers, viewers and listeners.
2. Provide your news in Portuguese, not English or Spanish. While much of South America speaks Spanish, Brazil is one of the exceptions. Portuguese is the country’s official language. You can communicate your follow up emails in English, but it’s best to provide as much as possible in your audience’s language. This includes Portuguese captions for multimedia assets and video talent speaking Portuguese, or at minimum with Portuguese subtitles.
3. Invest in building relationships with individual journalists. In Brazil, external press events are not largely attended and virtual press rooms are referenced less often than in other regions. This means developing one on one relationships and hosting more intimate press events that are relevant to invitees’ coverage area. You can also improve your chance of editorial pick up by providing engaging multimedia content that helps journalists show why the Brazilian market should care about your story.
4. Be polite. This tip really goes for every country, but keep in mind that the Brazilian media is very concerned with editorial policies and best practices. While you may have a relationship, don’t expect all of your coverage to be positive. If for some reason you’re covered in a negative light, do not approach the journalist in a combative way. Instead, plainly explain your side of things without directly contesting the story.
5. Enhance your story with social-ready video. Video is rapidly becoming a popular consumption vehicle, and Facebook is the largest social network used in Brazil. With this in mind, note that DIGIDAY states that up to 85% of Facebook video is watched without sound. Consider how to convey your message without it, and remember: If you’re going to use subtitles, make sure they’re in the language of your audience.
Although newsjacking can be a valuable tactic in a communicator’s arsenal, you’ll find international success when you understand that every country and culture is different.
For brands looking to connect with Brazilian media before, during and after the Olympics, providing news that’s truly relevant to audiences and leveraging strong media relationships will be your most effective strategy.
Partnering with an organization who has already established these relationships can help. For instance, PR Newswire not only reaches top tier news sites, but also offers exclusive relationships with news agency partners in Brazil and beyond.
Learn more about reaching global audiences with your press release distribution. Download our Quick & Easy Guide to Sharing Your Press Release with the World for the press release nuts and bolts that will help you get your distribution right, the first time.
Author Natalie Bering, director of international sales, consults with clients about best practices and communication strategies around the globe. Follow her @PRNhealth where she is lead curator for PR Newswire’s Twitter channel dedicated to the latest health news or @NatalieBering.
from Blogs http://ift.tt/2aazXEQ
No comments:
Post a Comment