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Company: The Brazilian Secretariat of Social Communication (SECOM)
Entry Submitted By: Fleishman-Hillard and CDN
Company Description: The Secretariat for Social Communication (SECOM) of the Presidency of Brazil is responsible for coordinating the Public Relations activities for the government of Brazil.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Global Issues
Nomination Title: Federal Government of Brazil: Global Media and Analyst Teleconference Series
Tell the story about this nominated campaign since 1 January 2010 (up to 500 words). Be sure to cover the genesis, development, performance, and results of the campaign.
In 2008, the Secretariat for Social Communications of the Federative Republic of Brazil (SECOM) hired CDN Comunicação Corporativa and Fleishman-Hillard to promote Brazil as a strong partner for the new global economy. The campaign was tremendously successful in its first year, increasing global visibility of Brazil as the country rose in international standing. By late 2009, SECOM felt it was time to take its engagement to a next level, further increasing access to information, communicating Brazil’s positions on international issues, and enhancing government dialogue with international audiences.
Seizing the opportunity presented by the release of GDP growth figures in September 2009, SECOM organized a teleconference to provide international media an opportunity to engage directly with the Minister of Finance on the morning of the data release. The aim of the call was to provide context around the figures, which indicated a short decline in response to the global economic recession, and would be immediately followed by global press release distribution.
The first of its kind, the teleconference attracted 20 top-tier international participants who were eager to hear Minister Mantega’s view that “the economy should pull out of recession to grow by up to 1% in 2009.” This announcement resulted in over 400 international news placements.
The results led to a proposal to create monthly opportunities to speak with senior officials via teleconference. By design, these calls would be held in English (or in Portuguese with translation) and begin with remarks from a senior government official, followed by a Q&A session. A transcript and/or press release would follow to aid fact-checking and promote the announcements and unique commentary offered during the call.
The program began in late 2009, and by early 2010 the team was frequently exceeding its target of one teleconference per month. International media and analysts responded that this program was not only amplifying their interest in Brazil, but their understanding of the country’s emerging position in the global economy. They added that receiving official commentary in English also facilitated timely reporting.
Following each teleconference, news and analysis poured in, and follow-up requests allowed the government to expand on these relationships and elaborate on Brazil’s story. It wasn’t long before SECOM saw a significant increase in global news coverage, and participants began requesting invitations for their colleagues.
In total, the SECOM news bureau hosted 16 teleconferences in 2010 on topics ranging from GDP results to the Central Bank outlook; expectations for global climate change, G-20 and IMF meetings; infrastructure and investment plans for the World Cup and Olympic Games; and national social inclusion and development programs. Featured speakers included the Ministers of Finance, Planning, Environment, Sports, and Agriculture; as well as the Central Bank Governor; Brazil’s Chief Climate Change Negotiator and the President of Brazil’s Energy Research Company.
These 16 briefings attracted 300 participants from 20 countries and resulted in over 2,500 news placements. The program continues in 2011.
List hyperlinks to any online news stories, press releases, video clips, work samples, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
Media Highlights (January 2010 – March 2011)
> MarketWatch/ Meirelles sees “solid recovery” in Brazil economy/ Jan. 20, 2010: http://www.marketwatch.com/story/story/print?guid
=41A09015-83A6-4059-B3E0-7DDF10477DE5
> Reuters/ Brazil economy in best position yet – central bank/ Jan. 20, 2010: http://www.reuters.com/article/idUSN2014731720100120?type=marketsNews
> Dow Jones Newswires/ Brazil’s Robust Recovery Could Push Central Bank Into Action/ March 11, 2010: http://online.wsj.com/article/BT-CO-20100311-
712354.html?mod=WSJ_latestheadlines
> The Wall Street Journal/ Record South American Soybean Harvests Likely/ March 22, 2010: http://online.wsj.com/article/SB10001424052748704534904575132042795267812.html?mod=WSJ_latestheadlines
> Meat Trade News Daily/ Brazil – Grain Production Expected to Reach 144 Million Tons by end of 2010/ March 18, 2010: http://www.meattradenewsdaily.co.uk/news/180310/brazil___grain_production_expected_to_reach__million_tons_by_end_of__.aspx
> All About Feed/ Brazil grain production on track for record crop/ March 22, 2010: http://www.allaboutfeed.net/news/brazil-grain-production-on-
track-for-record-crop-4256.html
> Foreign Policy Association Latin America blog/ A Discussion on Brazil’s National Growth Acceleration Program - PAC 2/ May 3, 2010: http://www.fda.gov/newsevents/newsroom/pressannouncements/default.htm
> Dow Jones Newswires/ Brazil Govt Pushes Its Economic, Contract Stability to Investors/ April 7, 2010: http://online.wsj.com/article/BT-CO-20100407-711013.html?mod=WSJ_World_MIDDLEHeadlinesAmericas
> Agence AEDD/ Climat : le Brésil prêt à signer le partenariat Redd+ sur les forêts à la conférence d'Oslo/ May 26, 2010: http://www.aedd.fr/public/fr/abonne/depeche/depeche_detail.php?id=6491
> EnergyRefuge/ Brazil supports forest protection initiative/ May 27, 2010: http://www.energyrefuge.com/blog/brazil-supports-forest-protection-initiative/#more-2023
> Dow Jones Newswires/ Brazil’s GDP Grew 9% in First Quarter/ June 8, 2010: http://online.wsj.com/article/SB10001424052748704256604575294962898273450.html?mod=fox_australian
> Reuters/ Brazil stocks, currency boosted by booming GDP data/ June 8, 2010: http://www.reuters.com/article/idUSN0827312720100608
> Dow Jones Newswires/ Brazil’s Meirelles: GDP Result Shows Full Recovery From Crisis/ June 8, 2010: http://online.wsj.com/article/BT-CO-20100608-714498.html?mod=WSJ_latestheadlines
> Dow Jones Newswires/ In Brazil, Full Steam Ahead For Petrobras’s Offshore Plans/ June 10, 2010: http://online.wsj.com/article/BT-CO-20100610-710968.html?
mod=WSJ_World_MIDDLEHeadlinesAmericas
> Xinhua/ Brazil Reports Highest Quarterly GDP Since 1995/ June 9, 2010: http://news.xinhuanet.com/english2010/business/2010-06/09/c_13341046.htm
> Investor’s Business Daily/ Brazil Comes Out of Recession Swinging/ June 9, 2010: http://www.investors.com/NewsAndAnalysis/Article/536816/20100609
2309/Brazil-Comes-Out-Of-Recession-Swinging-.aspx
> World Football Insider/ Brazilian Sports Minister Hits Back at “Unfocused” World Cup 2014 Criticisms/ July 28, 2010: http://www.worldfootballinsider.com/Story.aspx?id=33579
> Deutsche Welle/ Mundo vai se surpreender com Brasil em 2014, garante ministro (World will be surprised with Brazil in 2014, assures minister)/ July 28, 2010: http://www.dw-world.de/dw/article/0,,5846693,00.html
> The New York Times/ Brazil Will Use World Cup Investments to Upgrade Its Infrastructure/ July 29, 2010: http://query.nytimes.com/gst/fullpage.html?res=9501E3DC113BF93AA15754C0A9669D8B63
> Xinhua/ Brazil to Invest $18.7 Billion in World Cup Infrastructure/ July 29, 2010: http://news.xinhuanet.com/english2010/sports/2010-07/29/c_13420358.htm
> Economist Intelligence Unit/ Brazil economy: Gearing up for the games/ July 30, 2010: http://www.eiu.com/index.asp?layout=VWArticleVW3&article_id=887310673&refm=vwHome&page_title=Latest%20analysis&rf=0
> Reuters/ Brazil’s economy booms in Q2, defying predictions/ Sept. 3, 2010: http://www.reuters.com/article/idUSN0323981320100903
> Associated Press/ Brazil’s economy expands on domestic investment/ Sept. 3,2010: http://www.businessweek.com/ap/financialnews/D9I0JM500.htm
> Market News International/ Brazil Futures Markets React to Strong GDP growth/ Sept. 3, 2010: http://imarketnews.com/node/18728
> Bloomberg/ Petrobras Plans to Raise $75 Billion in World’s Biggest Sale/ Sept. 3, 2010: http://www.businessweek.com/news/2010-09-03/petrobras-plans-to-raise-75-
billion-in-world-s-biggest-sale.html
> Financial Times’ “Beyond BRICS” Blog/ Brazil takes sunny view of growth and inflation/ Sept. 3, 2010: http://blogs.ft.com/beyond-brics/2010/09/03/brazil-takes-sunny-
view-of-growth-and-inflation/
> Financial Times/ Brazilian growth outstrips forecast/ Sept. 3, 2010: http://www.ft.com/cms/s/0/e2ed77ea-b77f-11df-8ef6-00144feabdc0.html
> Xinhua/ Brazil’s GDP growth to top 7 pct this year/ Sept. 3, 2010: http://news.xinhuanet.com/english2010/business/2010-09/04/c_13477976.htm
> The Wall Street Journal/ Brazilian Economy Expands Robustly/ Sept. 4, 2010: http://online.wsj.com/article/SB10001424052748703946504575469714028613020.html
> Bloomberg/ Brazil Analysts Raise 2010 Growth Forecast to 7.34%/ Sept. 6, 2010: http://www.businessweek.com/news/2010-09-06/brazil-analysts-raise-2010-growth-
forecast-to-7-34-.html
> Bloomberg/ Brazilian Inflation Slows to Government Target For First Time This Year/ Sept. 9, 2010: http://www.bloomberg.com/news/2010-09-09/brazil-s-consumer-prices-
rose-less-than-forecast-0-04-in-august-from-july.html
> Forbes/ Brazil’s Economy Catches Its Breath/ Sept. 9, 2010: http://www.forbes.com/2010/09/08/brazil-economy-gdp-opinions-columnists-doctor-doom.html
> Agence France-Presse/ UN Calls for immediate action to save life on Earth/ Oct. 18, 2010: http://green.yahoo.com/news/afp/20101018/wl_afp/unenvironmentbiodiversity.html
> Reuters/ PointCarbon/ Brazil pulls U-turn on Redd market role/ Nov. 11, 2010: http://www.pointcarbon.com/news/1.1485496
> Bloomberg News/ Brazilian Rate Futures Fall on Central Bank, Mantega Comments/ Dec. 9, 2010: http://www.businessweek.com/news/2010-12-09/brazilian-rate-futures-fall-
on-central-bank-mantega-comments.html
> Reuters/ Brazil to boost private sector lending-Mantega/ Dec. 9, 2010: http://www.reuters.com/article/idUSN0920636120101209
> Dow Jones Newswires/ Brazil Finance Minister: Ready To Work To Contain Real’s Strength/ Dec. 9, 2010: http://online.wsj.com/article/BT-CO-20101209-711689.html
> Financial Times/ Brazil on course for 7.5 per cent growth/ Dec. 9, 2010: http://www.ft.com/cms/s/0/65039a56-03b2-11e0-8c3f-00144feabdc0.html#axzz17e8Nb0yG
> Global Finance/ Life After Lula/ March 2011 issue: http://www.gfmag.com/archives/136-march-2011/11103-brazil-faces-life-after-lula.html#axzz1G2RrDRxr
> Dow Jones Newswires/ Brazil’s Rousseff Wins Latest Political Round, But Budget Test Looms/ Feb. 2, 2011: http://research.tdameritrade.com/public/markets/news/story.asp?
docKey=1-BT20110202009150-6CQ01L3CA9L2R6PLBVGAD66188&clauses=
> Reuters/ Brazil to announce spending plans Feb. 10-12/ Jan. 28, 2011: http://www.reuters.com/article/2011/01/28/brazil-spending-idUSN2814811320110128
> Reuters/ Brazil central govt primary surplus doubles in 2010/ Jan. 28, 2011: http://af.reuters.com/article/energyOilNews/idAFN2825516320110128?sp=true
> The Wall Street Journal/ Brazil Dismisses Plans to Pressure China on Yuan/ Feb. 15, 2011: http://online.wsj.com/article/SB10001424052748703312904576146081884574322.html?mod=WSJ_
latestheadlines
> Associated Press/ Mantega: US, Brazil not collaborating over China/ Feb. 15, 2011: http://www.washingtonpost.com/wp-dyn/content/article/2011/02/15/AR2011021504485.html
> China Daily/ Brazil denies collaborating with US over China/ Feb. 16, 2011: http://www.chinadaily.com.cn/world/2011-02/16/content_12024077.htm
> MercoPress/ Brazil as concerned with the US dollar as with China’s Yuan/ Feb. 17, 2011: http://en.mercopress.com/2011/02/17/brazil-as-concerned-with-the-us-dollar-as-
with-china-s-yuan
> O Eco Amazonia/ For the government, a “small minority” complains of Belo Monte/ Feb. 17, 2011: http://www.oecoamazonia.com/en/articles/9-artigos/147-para-governo-
brasileiro-pequena-minoria-reclama-de-belo-monte
> MarketWatch/ Brazil posts fourth-quarter growth of 5%/ March 3, 2011: http://www.marketwatch.com/story/brazil-gdp-rises-5-in-final-quarter-of-2010-2011-03-03
> Dow Jones Newswires/ Brazil Fin Min: Higher Rates Will Not Impede Economic Growth/ March 3, 2011: http://online.wsj.com/article/BT-CO-20110303-711304.html
Press Releases (January 2010 – March 2011)
> Brazil Economy Forecasted to Grow Above 5% in 2010/ Jan. 20, 2010: http://www.brasil.gov.br/para/press/press-releases/february/brazil-economy-forecasted-to-grow-
above-5-in-2010/print
> Brazil's GDP down 0.2% in 2009, demonstrating resilience amidst global economic crisis/March 11, 2010: http://www.brasil.gov.br/para/press/press-releases/march/brazils-gdp-down-0-2-in-2009-demonstrating-resilience-amidst-global-economic-crisis
> Brazil grain production expected to reach 144 million tons by end of 2010/March 18, 2010: http://www.brasil.gov.br/para/press/press-releases/march/brazil-grain-production-expected-to-reach-144-million-tons-by-end-of-2010
> Brazilian National Development Program Prompts US$ 220 Billion in Opportunities for Foreign Companies/Apr. 7, 2010: http://www.prnewswire.com/news-releases/brazilian-national-development-program-prompts-us-220-billion-in-opportunities-for-foreign-companies-90098657.html
> Brazil to sign new international agreement to combat climate change/May 27, 2010: http://www.brasil.gov.br/para/press/press-releases/may/brazil-to-sign-new-international-agreement-to-combat-climate-change-1
> Brazil to invest US$ 18.7 billion in infrastructure for 2014 World Cup/July 28, 2010: http://www.brasil.gov.br/para/press/press-releases/july/brazil-to-invest-us-18.7-billion-in-infrastructure-for-2014-world-cup
> Brazil 1Q 2010 GDP shows strongest economic growth and investment in 15 years/ Aug. 6, 2010: http://www.brasil.gov.br/para/press/press-releases/june/brazil-1q-2010-gdp-shows-strongest-economic-growth-and-investment-in-15-years/br_model1?set_language=en
> Brazil 2Q 2010 GDP up 1.2%; Economy shows sustainable growth/ Sept. 3, 2010: http://capitalacquisitions.wordpress.com/2010/09/28/brazil-2q-2010-gdp-up-1-2-economy-shows-sustainable-growth/
> Brazil calls for engagement of developed countries in international biodiversity negotiations/Oct. 1, 2010: http://www.brasil.gov.br/para/press/press-releases/october/brazil-calls-for-engagement-of-developed-countries-in-international-biodiversity-negotiations
> Brazil Q3 2010 GDP up 0.5 percent; Economy shows sustainable growth/ Dec. 9, 2010: http://www.brasil.gov.br/news/history/2010/12/09/brazil-q3-2010-gdp-up-0.5-percent-
economy-shows-sustainable-growth
> Brazil´s GDP Rises 7.5% in 2010, achieving best result in 25 years/March 3, 2011: http://www.brasil.gov.br/news/history/2011/03/03/brazils-gdp-rises-7-5-in-2010-achieving-
best-result-in-25-years
Provide a brief (up to 100 words) biography about the leader(s) of the team that carried out this nominated communications program:
Minister Rodrigo Baena Soares is the Spokesman to the President of Brazil and International Press Secretary under the administration of President Dilma Rousseff. He previously served in the administration of President Luiz Inácio Lula da Silva as the International Director for the Secretariat for Social Communications of the Federative Republic of Brazil (SECOM).
His responsibilities have included coordinating activities to promote Brazil among international businesses, investors, opinion leaders and other stakeholders, and working with government ministries, public enterprises and other agencies of the Federal Executive branch to ensure the proper dissemination of information related to the public interest.
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