Faces and Markets of PRGN is a series of blog posts that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post, Rogério Artoni, CEO & Executive Director of Race Communications, describes the business and communications environment in Brazil and offers advice to businesses navigating his home market.
Business environment in Brazil
Brazil offers a challenging and diverse business environment. With its vast territory, rich cultural heritage and abundant natural resources, Brazil attracts attention from around the world.
View from Race Communications office in São Paulo, Brazil
The country has a diversified economy with thriving sectors such as agriculture, technology, energy, and services. Its population represents a significant consumer market, while its strategic position in Latin America makes it an attractive hub for regional operations.
Brazil’s cultural diversity is a source of wealth and opportunities. There are many traditions, and this fuels creativity, innovation, and resilience, which makes Brazil a vibrant and dynamic society.
Although Brazil presents challenges such as bureaucracy, a complex regulatory framework, and high taxes, its diverse opportunities and growth potential make the country an always attractive destination.
Communications, media and PR market in Brazil
Vast and full of challenges due to the country’s continental dimensions, the communications market in Brazil houses approximately 1,500 public relations agencies, ranging from multinationals to independent and large national agencies. With a large and diverse population, there is a constant demand for content and information across a wide range of platforms. The growth of digital connectivity and internet access in previously remote areas extends the reach and influence of the media.
Communication and public relations agencies are crucial in overcoming these challenges, assisting companies in developing communication campaigns that resonate with Brazil’s varied audiences. The PR market in the country is tightly interwoven with the advertising sector, creating a rich and diverse media ecosystem. Brazil’s evolving independent media offers fresh insights and regional focus, directly serving local communities’ needs.
Key expertise of Race Communications
Communication is our business. – Our mission is to create engaging experiences, establish strong relationships, and foster engagement with target audiences. Race Communications serves companies of all sizes and sectors, adapting with versatility and flexibility to achieve the best results.
Public Relations – In today’s competitive business world, visibility is everything, so we offer exceptionally effective public relations services to propel your brand to new heights of success.
Digital – With years of experience in the digital market, social media, and partnership with influencers, we’re able to boost companies’ results through our strategic work.
Internal Communication – Race Communications has sufficient experience to be the ideal partner for companies that need to improve their internal communication and boost productivity and employee engagement.
Top 3 advice for foreign companies to navigate the media and communications environment in Brazil
Understand local culture: Respecting and understanding the local culture is fundamental. Companies should adapt their messages and strategies according to the cultural nuances of Brazil, considering the different traditions, values, and sensitivities of the audience, precisely because of the country’s continental size.
Leverage Digital Platforms: Social media and digital platforms play a crucial role in the communication of Brazilians. Leveraging the power of social media to connect with the audience, build relationships, and promote brands authentically and engagingly is the ideal path.
Build Local Partnerships: Establishing solid local partnerships is essential for successful navigation. Collaboration with local agencies and professionals who have a deep understanding of the market and audience preferences ensures an effective and tailored approach to local needs and appropriately adapt the communication of foreign clients to the Brazilian communications environment.
Most influential media for consumer communication in Brazil
Globo TV: The network reaches approximately 90 to 100 million viewers daily across the country, peaking during prime time.
Folha de S.Paulo: The daily print circulation is around 150,000 to 200,000 copies, with its digital audience reaching millions monthly.
Veja: Magazine with a weekly circulation estimated at about 200,000 to 250,000 copies, including digital access.
Globo.com: This news portal attracts about 20 to 30 million unique visitors per month, standing out as the leader among Brazil’s news portals.
YouTube: Brazil has about 70 to 80 million active YouTube users, reinforcing its position as the third largest audience for the platform in the world.
Most influential media for corporate communications in Brazil
Valor Econômico: Main economics and business newspaper in Brazil, focusing on corporate and financial news.
Exame: Leading business and economics magazine in the country, providing in-depth analysis and insights into the corporate market.
CNN Brasil: 24-hour news channel with extensive coverage of corporate and economic issues.
Estadão (O Estado de S. Paulo): A prestigious newspaper covering economy, business, and politics, reaching hundreds of thousands in print and millions online, a crucial source for corporate and financial information.
LinkedIn: Professional networking platform widely used by companies for corporate communication and recruitment.
Most popular social media channels in Brazil
Instagram: Over 150 million users – Popular for visual content and influencer marketing.
Facebook: 130 million users – Widely used for networking and community engagement.
YouTube: Over 120 million users – Dominant video-sharing platform
TikTok: Over 90 million users – Short-form video content platform
LinkedIn: 45 million users – Professional networking and B2B communication platform.
X: 40 million users – Real time short updates
Most important international events in Brazil
Rock in Rio – A Brazilian multi-day music festival held at City of Rock in Rio de Janeiro every two years. In 2024 it was held between September 13 and 22. The 2022 edition generated an economic impact of R$2.2 billion in the city, with 28,000 jobs created directly, and promoted tourism, attracting 410,000 national and tens of thousands of international visitors, according to the organizers. https://rockinrio.com/rio/pt-br/home/
Web Summit, Rio de Janeiro – One of the most recognized technology events in the world. There are days of lectures, discussions and information about how technological solutions can transform the world and society. https://rio.websummit.com
SP Fashion Week – SPFW is a prestigious event in the fashion industry and showcases the latest collections by Brazilian designers and attracts attention from around the world. https://spfw.com.br
Gramado International Film Festival – As one of the the most prestigious cinematographic events in Latin America, Gramado Film Festival is also one of the most sought-after tourist destinations in Brazil. https://festivaldecinemadegramado.com/en/
Brazil by the Numbers*
Population
213 million
Languages spoken (official)
Portuguese
Religions (% of population)
Catholicism (64.6%), Protestantism (22%), Other (13%)
GDP per capita
$7,500
(Real) GDP growth rate
Between 1 and 3%
Inflation rate
4.62%
Unemployment rate
7.8%
Key sectors and industries (% of GDP
Services (73.2%), Industry (21.1%), Agriculture (5.7%)
Mobile penetration (X per 100 people)
120
Internet users (% of population)
81%
Corporate profit tax
34%
Rate of consumer tax or VAT:
18%
*Sources: IBGE, Anatel, Receita Federal, Datafolha, World Bank
Journalist with MBA in corporate communications, Rogério is CEO and Executive Director of Race Communications. He has gained vast experience in the PR sector having worked with clients from different areas ranging from education to finance, including sports, tourism and government. In 2016 and 2017 he was named one of the 350 most influential public relations professionals in the world, according to PRWeek Global Power Book, from PRWeek magazine.
