Brazilian media operates with a unique blend of tradition and innovation, presenting both opportunities and challenges for PR professionals. Understanding the diverse media landscape is key to crafting successful strategies in digital PR in Brazil. This includes recognizing the importance of local news outlets and their specific target audiences.
Journalists are very reticent in order to link out to third part websites. In order for your brand to perform successfully in digital PR in Brazil, we must win over the local press and have your name on local news, your story must be pitched with creativity. Journalists in Brazil, like in many other countries in the world, will link your story to their page only if there is a good reason for doing so, probably brilliantly expanding the information of their articles. Therefore, it’s necessary to hire a professional who have experience in link building in Brazil using PR techniques.
It’s estimated that there are more than 180 million internet users in Brazil. Mobile broadband is the main means of accessing internet.
Despite the vast size of Brazil, English news websites are rare and nearly all news outlets are in Portuguese. Folha de S. Paulo, Valor and O Globo are some of the national publications highly coveted by Public Relations in Brazil. And many international media companies are present in Brazil such as Conde Nast and Netflix.
Digital PR in the AI era
AI is completely changing how people search and find information online. Our digital PRs in Brazil will be influencing journalists on the way they talk about you, your brand and business.
Meanwhile, it’s important to emphasize that digital PR is an evolving field and that nowadays Google and AI search engines, through their LLMs (Large Language Models) can read your brand names in third part articles and in what context it is being mentioned, meaning that links are not as important as they used to be in the past. We want to build trust in your brand, make it known and cited.
If people talk about your business online – whether in articles, blogs, or even social media – it can still help improve your rankings. Digital PR strategies focus on getting your brand mentioned in the right places to help boost your online presence.
AI can now understand how people talk in real life – whether it’s through typing or asking questions out loud to voice assistants like Siri or Alexa. This means businesses should create content that answers these casual, everyday questions. Digital PR helps by crafting stories that match the way people speak and search, making your brand easier to find.
Social Media in Brazil
Furthermore, social media plays a significant role in shaping public opinion. Brazil is the fifth-largest social media market in the world. Any social media user in Brazil spends an average of 3h37 daily online. It’s estimated that 78% of Brazilian adults are Instagram users. These whopping figures make Brazil a strategic country to be targeted.
When it comes to influencer market, Brazil also stands out in the world stage coming 3rd in size. Influencer marketing in the Latin America and Caribbean region generated around $1 billion in 2023, according to Statista. Brazil accounted for 45% of that total.
Digital PR and social media are a perfect match. Social media can maximize Digital PR impact. Aligning PR and social activity will make both strategies stronger and more impactful. Digital PR campaigns can be amplified greatly by being shared on social platforms, ultimately resulting in helping lengthen the content lifespan.
