Media and Influencer Relations

As has been the case in many countries in recent times, the number of full-time staff journalists at Brazilian publications has decreased dramatically. Many titles now rely on contracting freelancers for longer features and, for the journalists that remain, time is short and stress levels high.

Unless invited by a global figure, gone are the days where Brazilian journalists can take four hours out of their schedule to attend external press conferences.

In spite of this pressure, a high premium is still placed on editorial independence and journalists cannot be coerced to covering stories that do not have a news angle relevant to their readers, and actively resent brands and Brazilian PR agencies that attempt this.

The decision to run or ignore a story is made quickly and depends on the relationship and rapport a journalist has with the agency.

At Sherlock, we pride ourselves our media relationships. They are based on a simple philosophy of always being relevant, interesting and reliable.

Before approaching anyone, we ensure we have compelling answers to four basic questions:

  1. Is this a genuinely newsworthy, topical story given the current news agenda?
  2. What is different and interesting about the brand, product or services being announced?
  3. How is it specifically relevant to my region?
  4. How is it specifically relevant to my readership or sector?

At its essence, the job of a good Brazilian PR agency is to act as advocates – developing and telling a client’s story in a way that meets their need to communicate important messages, and journalists’ and influencers’ needs to find interesting stories.

As with all successful campaigns, planning is key.

In many cases, one well-placed article on a popular national blog will be more powerful and generate more syndications, links and shares than a piece in a national title.

A shorter four-paragraph piece offered to a popular columnist can often be picked up more widely than an 800-word feature in the same newspaper.

In the era of 24-hour news and the never-ending appetite for content, an editor will sometimes prefer a relevant, well-written bylined article with strong photography to a standard press release.

At the most basic level, an appreciation of the subtleties and understanding of these different editorial priorities is the difference between a successful and unsuccessful campaign.

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