Public Relations in Brazil: Practice and Education in A South American Context

Authored by: Juan-Carlos Molleda , Andréia Athaydes , Vivian Hirsch

The Global Public Relations Handbook

Print publication date:  January  2009
Online publication date:  January  2009

Print ISBN: 9780415995139
eBook ISBN: 9780203889374
Adobe ISBN: 9781135845551


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When public relations arrived in Brazil in the 1910s it had a Canadian influence, but has since acquired the strong flavor of the largest South American country. This unique Brazilian flavor is enhanced by a combination of a nascent scholarship and a young democracy that emphasizes voluntarism and partnerships to overcome great social inequalities. The national iron and steel company (Companhia Siderúrgica Nacional) in Rio de Janeiro founded the first authentic public relations department in 1951 (Kunsch, 1997). The strong influence of Portuguese language and culture have isolated Brazil from its neighbors. This isolation has created a rich and unique rainbow of artistic, culinary, and social expressions. At the same time, that isolation has motivated Brazil to strive to reach out to the international community. The welcoming attitude of Brazilians is rooted in its history. This is a country that had peaceful transitions from Portuguese colonialism to independence and from military dictatorship to democracy.

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