Chasing BRIC: Brazil's PR industry works to tell the story of the nation's recovery

Three key figures in Brazilian PR share how the nation is rebuilding its reputation and economy following a wave of corruption that threw the country off the course toward reaching the potential its BRIC status forecasted in the early 2010s.

  • Edelman Brazil office

    Edelman Brazil office

  • Golin's Bridge newsroom in Brazil

    Golin's Bridge newsroom in Brazil

  • Steve Barrett and Edelman Brazil CEO

    Steve Barrett and Edelman Brazil CEO

  • Steve Barrett and Weber Brazil PR team

    Steve Barrett and Weber Brazil PR team

  • Steve Barrett and Ze from Weber Brazil

    Steve Barrett and Ze from Weber Brazil

  • Weber Brazil office

    Weber Brazil office

  • Jeffrey Group Brazil office (1)

    Jeffrey Group Brazil office (1)

  • Jeffrey Group Brazil office (2)

    Jeffrey Group Brazil office (2)

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BrazilPR_mixdown.mp3

Do you remember a time when people used to talk about the BRIC countries: Brazil, Russia, India, and China? These four countries were considered the engines of growth that would drive the new global economy, which would place the U.S. as the fifth most important economy by 2050

Its bevy of natural resources and large population of nearly a quarter-billion people aside, Brazil was included as the "B" in BRIC because of its booming economy, the prospect of hosting the FIFA World Cup in 2014, and the Summer Olympics in 2016. While both of these international powerhouse events greatly increased the cultural profile of Brazil, its economy hasn’t lived up to that potential in the years since the games. 

The country has been ravaged by corruption, leaving its infrastructure, economy, and political clout in jeopardy. But the situation is showing signs of improvement, and the PR industry in Brazil is working to ensure the story of the country’s recovery is told. 

PRWeek editor-in-chief Steve Barrett paid a visit to São Paulo this week for a series of interviews with three key figures in Brazil’s PR scene: Yacoff Sarkovas, CEO Brazil, Edelman Significa; Ze Schiavoni, CEO Brasil, Weber Shandwick; and Brian Burlingame, CEO, JeffreyGroup. 

The interviews have been combined above. 

Timestamps:

  • Ze Schiavoni - 0:00
  • Brian Burlingame - 4:24
  • Yacoff Sarkovas - 8:54

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