Prova completes secondment at Brazil partner agency Fundamento

Prova has only been a member of GlobalCom since June, but has already grasped the opportunities the network offers with both hands. Account director Zoe travelled to the annual conference in Istanbul, our MD Richard has had numerous meetings with agencies in countries from France to China, and I’ve been lucky enough to travel to São Paulo for a week-long placement at Fundamento.

Ever since I found out about our membership, I was keen to get involved, so I requested to spend a week in Brazil after a holiday in neighbouring Peru. I didn’t get my hopes up initially, there was a huge amount to organise in a short space of time and I don’t speak Portuguese. However, to my surprise head of PR at Fundamento, Camila Curado was quick to say yes to our suggested secondment.

Prova completes secondment at Brazil partner agency Fundamento

My main objectives were to learn more about the PR and communications industry in Brazil and to build a closer relationship with our partner agency. But, with just one week in the office there was a huge amount to cram in!

The public relations landscape in Brazil and South America is unsurprisingly, very different to the UK. PRs face a number of barriers including the Spanish/Portuguese language divide within the continent, a diminishing press and government intervention. Camila explained how the political history of Brazil has shaped communications. For example, Brazil was under the power of a dictatorship until as recently as 1985. The press has only really been free for around ten years and the country still faces issues of corruption.

Fundamento is celebrating its 25th anniversary this month and was the first true integrated agency in the country, with many other agencies solely focusing on press relations. Because of its history, the company is able to call upon long established relationships with journalists and is well placed to offer a wide variety of services to a diverse portfolio.

It’s impossible to get much more than a basic understanding of any business in such a short timeframe, yet alone one of Brazil’s largest agencies. However I was able to pick up some hints and tips and some serious inspiration, including new ways to package up products to appeal to bloggers and a more thorough method of reporting media coverage results. Additionally I found out about a problem solving campaign idea which had yielded some fantastic results. The campaign appeals to businesses, consumers and the media in equal measures and it’s one Prova can definitely take advantage of – so big thanks to the produções team!

Despite the different challenges we face, some things stay the same. I presented a recent pitch for a client in the automotive sector to the Fundamento team which had some surprising similarities. The layout of the presentation, structure of the campaign and proposed calendar plans were closely echoed by a pitch Camila had created for a telecoms provider.

It’s been just a few short weeks since I waved goodbye to the Fundamento team but we’re keeping in touch. It was a fantastic experience, I was very lucky to complete the programme at such a prestigious agency with such a lovely team who made me feel really welcomed. We’re hoping to continue working together more closely and it seems the experience has inspired some other Prova and Fundamento employees to look into the GlobalCom exchange programme too.

For more information please contact Zoe Birch or Charlotte Webster at Prova PR. Email or phone 01926 776900. 

Want to Get Your Guest Post Published? 3 Keys to an Effective Contributed Content Program

This post was first published by Beth Brenner on March Communications’ blog M+PR Nonsense.

contributed content

You can spend just a few minutes on Google and find guest post guidelines that tell you how to get your content published on many major websites and blogs. But, before you start filling out submission forms and firing off emails to editors, take some time to be strategic about your contributed content.

There’s no doubt that there’s an appetite for it. Tech companies love contributed content because it offers access to new, larger audiences, with whom they can share their ideas, opinions and expertise. And publications rely on contributed content to fill their editorial calendar, add new voices to their website, and, in the case of paid engagements, bring in a source of revenue. Read more

Identifying Your Marketing Technology Stack

This post was first published by Meredith L. Eaton on March Communications’ blog M+PR Nonsense.

FutureM Managing the Complexity of Today’s Digital Marketing Mix

The digital world has changed marketing completely. With buyers 57 percent of the way through the purchase decision before even being in touch with sales, marketers are on the front lines more than ever before, often responsible for everything from reducing cost of acquisition to driving top line revenue.

Luckily (or is it unluckily?), there are now thousands of marketing platforms and software tools available to help marketers accomplish this growing responsibility. In fact, Scott Brinker’s 2015 Marketing Technology Landscape shows there are now 1,876 vendors listed in 43 different categories.

But, with so much to choose from, how can marketers expect to develop a successful strategy and framework? Read more

Put Down the Pen and Paper: How Augmented Reality is Impacting Storytelling

This post was first published by Laurie Davis on Interprose’s blog, Interprose Voice.

Once upon a time in a kingdom under the sea, there was a spirited, redheaded mermaid who longed to go ashore and meet the man of her dreams. I bet most of you know what story I’m talking about. Disney’s The Little Mermaid was one of my favorites growing up.

We gravitate to stories from a young age and it never really ends; everyone likes a good story. It’s how we connect, share, and proliferate ideas. A story is impactful.

It is a well-known fact that storytelling is at the heart of public relations and marketing. We always want to make our messages relatable, memorable, and purposeful – all things that characterize a good story. Read more

Measuring the Offline World for Marketing

This post was first published by Meredith L. Eaton on March Communications’ blog M+PR Nonsense.

Photo Credit: Amanda Fountain

“Devices turn the offline world into the online world.”

Chris Penn said that at a recent PRSA Boston event I attended and it stuck with me. It happened after a conversation around measurement and website analytics, and how that may translate to foot traffic for brick and mortar stores.

Is that measurable, too?

Yes. Because our smartphones, tablets and other devices make it so. With GPS tracking and location-based services, our devices can be a stalker’s… err, I mean, marketer’s dream!

Chris gave a good example to illustrate this:

Let’s say you’re walking around the mall. Your phone would be constantly trying to find a WiFi signal to connect to. Even if it doesn’t connect, each time it pings out a WiFi request, it’s revealing your location. And, by tracking that, it’s possible to monitor your movements as you walk around the first floor of the mall, and then the second floor, and then past the food court, and then into an athletic goods store, and so on and so forth. Read more

Yogi Berra and the Art of Being Memorable

This post was first published by Melissa Drozdowski on Interprose’s blog, Interprose Voice.

Did you know that no other Major League Baseball (MLB) catcher has been named to as many all-star teams as the legendary Yogi Berra? Or that he racked up an impressive 358 home runs, 1,430 runs batted in, and three American League Most Valuable Player awards? How about his standing record for having more MLB World Series rings than any other player in the history of baseball? Or that Berra earned a Purple Heart, Distinguished Unit Citation, two battle stars, and a European Theatre of Operations ribbon for his service during one of World War II’s bloodiest battles, D-Day?

If any of this comes as a surprise to you, you’re not alone. More people seem to be familiar with the phrase “It ain’t over till it’s over” than they are with the man who made the words famous. Why? Because in addition to his skills as a legendary athlete and baseball manager, Berra possessed one other important quality: he was a master at being memorable.

 Read more

What PR Can Learn From Minimalist Web Design Philosophy

This post was first published by Brendan Reilly on March Communications’ blog M+PR Nonsense.

Minimalist Design Technology PR Firm

I recently read an article detailing many of the principles of minimalism in Web design. The more I read, the more I came to realize how fitting many of these same ideals were in the world of public relations.

The first tenet of minimalist design is not a simple and uncluttered aesthetic that features black and white colors or basic grid layouts, as many might think. The real first tenet of minimalist design is that content always comes first. A clean and straightforward appearance is in service of that principle.

“Because minimalism is all about trimming secondary features,” according to the Fast.Co article, “the content stands out even more within a disciplined interface.” Read more

The Power of Use Cases in #PR Pitching

This post was first published by Meredith L. Eaton on March Communications’ blog M+PR Nonsense.

Erasing a ProblemFor many technology companies, obtaining customer case studies can be quite difficult – especially if the customers view the technology as their secret sauce. Naturally, they’d be wary of publically touting any solution that’s giving them an edge over their competition.

But, case studies are so vital to PR – especially when it comes to pitching top-tier media outlets and press. Can there be an adequate substitute?

Use cases can certainly come close. They provide great context for pitching a solution instead of a product, which means journalists may actually read your pitch instead of being so quick to hit the delete button on a straight product pitch. Read more

Why the Australian Coal Industry’s Recent PR Campaign Was an Epic Fail

This post was first published by Brendan Reilly on March Communications’ blog M+PR Nonsense.

FailMembers of the Australian coal industry now find themselves swimming against a strengthening current of Internet backlash, with some calling its most recent campaign “the PR fail of the year” — and they’re not wrong.

While coal as a viable source of energy certainly has both its proponents and detractors the world over, the “Little Black Rock” campaign — sponsored by the Minerals Council of Australia — is indeed an unequivocal failure from a PR point of view for two glaring reasons. Read more

I ‘Gram Therefore I Am: Instagram for Marketers

This post was first published by Hailey Melamut on March Communications’ blog M+PR Nonsense.

Instagram for b2b marketers

As a self-proclaimed Instagram aficionado (shameless plug to follow me @haileymelamut), I spend more time than I care to admit thinking of aesthetically-pleasing ways to share my day-to-day on social media. Yes, I am that annoying friend who whips out their phone to

With the recent increase in ads on Instagram, the app is becoming a valuable outlet not just for individuals, but brands and marketers as well. All digital marketing channels have a slew of unwritten rules guiding acceptable practices, and Instagram is no exception. Users must follow a certain ‘Instagram etiquette’ if their posts are to be well-‘liked’ – both literally and figuratively. document every last morsel of food at dinner and occasionally stops in the middle of the street to snap a quick pic. But, annoying or not, I am far from alone in my proclivity for Instagram — the platform has 300 million active users, and is actually outpacing Facebook in growth and engagement.

But, with so many filters, editing tools and photo layouts to choose from, deciding what to post on Instagram can be difficult. And, with an average of 70 million photos shared each day, users must post carefully to avoid getting lost in the Instaverse. Luckily, there are a few tried-and-true strategies that can help marketers appeal to their target audiences and foster engagement on Instagram. Read more