Rua Miguel Pereira, 64 - Humaitá Rio de Janeiro - RJ Cep: 22261-090 Tel: (21) 2507-2451/2210-0511 www.pensarcomunic.com.br
C O N T E N T About us.. p. 1-2 Our Services... p. 3-9 Media Relations Political Communication Corporate Communication Crisis Management Editorial Excellence Our Clients. p.10-12 Our Team... p.13-20 S
about us Headquartered in Rio de Janeiro, with over 14 years of experience, Pensar Comunicação is a full service political and corporate communications agency dedicated to providing strategic advice to clients on their public and private relations. One of our greatest strengths is providing tailored service that reconciles innovation with rigor, a standard that we have proudly maintained throughout the constantly evolving sphere of politics and economics. We have worked with a wide range of political figures, institutions and parties, leaders of both thriving and emerging companies, through which we established our expertise in communication management. 1
Along with our work in corporate and political communicaton, Pensar is also known for handling our own and third party publications, which include books, newsletters and magazines. Among our various publications, one particularly stands out: Relatorio Reservado, the first economics newsletter in the country. Established in 1966, it was edited and published by our director Luiz Alberto Bettencourt at the beginning of his career as a journalist, representing the launch of his 40 years of experience into the communication field. our structure -Offices in Rio de Janeiro, São Paulo and Brasilia -Creative bureau: specialize in art directing, editorial planning and graphic design -Information technology: server and 15 terminals -team of 18 employees -subscriptions to main print and online publications 2
our services Based on our experience, we have found that the most successful way of achieving a company s goals is through Strategic Communication Planning, an interactive process through which we can define communication objectives in accordance to the business scope, outline a strategy plan, and monitor the results. Therefore, as part of that process, we offer a wide range of services designed to constantly improve the organization s flow of communication both from within and with the public. Corporate Image Planning: Defining culture & identity Branding Event Marketing Publications Media Training: Credentialing executives as legitimate and necessary interlocutors both to the media and to society 3
Daily media analysis reports: What is being said? What is the message behind it? How can we improve? Opinion Research Analysis Political Consulting Promoting politically sensitive projects Political Campaigns Support in event marketing Supporting journalists in corporate events Analysis of market competition These services encompass four main practice areas: 1. Media Relations 2. Political Communication 3. Corporate/Internal Communication 4. Crisis Management 5. Editorial Excellence *A brief overview of case studies conducted by our director can be found on p. 14-16, under Luiz Alberto Bettencourt s profile. 4
Media Relations At Pensar, we believe in building a powerful relationship with the media, the public and the governmental authorities. And since every relationship is unique, complex and multi-dimensional, so is our service. Part of the process of Strategic Communication Planning entails customizing our services according to our client s needs. Political and economic trends are always taken into consideration in order to offer the most adequate results. For this reason, our communication proposals go beyond the surface, and seek to contextualize every strategy through research and analysis. 5
Political Communication Perhaps our strongest practice area, given our experience, is in political communications. Not only are we responsible for ensuring a positive relationship between the government and society, through daily media analysis and image control, we also assist in the relationship between organizations and governmental authorities. Our proximity to political figures and our strong relationship with the media over the years guarantees our success. We have represented a number of State Government, political campaigns, federal programs, institutions, federal universities, nonprofit organizations, chambers of commerce, and more. 6
Corporate/ Internal Communication Positive corporate image is one of the most important attributes of success a company can have. A large company that neglects careful handling of their image is at risk of appearing small in the eyes of public. Corporate image can either add to or eat away at the prestige of an organization; attract or repel clients, employees, shareholders, and suppliers. However, key to ensuring a positive corporate image, is investing in internal communication. Having employees that are confident and proud of their company s image helps in establishing these very concepts to the public. 7
Crisis Management No company- or government- is completely exempt from the possibility of an image crisis, sometimes even despite of careful handling of quality control, fabrication processes and services. If a crisis arises and is incorrectly handled, it can lead to a loss of credibility and trust, and profoundly wound an organization s image. At Pensar, not only are we known for our expertise in crisis management, we also work to foresee and avoid risks that can pose a threat to a company s image. Our skilled team is experienced in handling a number of crisis, that range from liability issues to market rumors. Our crisis management is quick, thorough, and efficient. But most of all, it is respectful of an organization s culture. 8
Editorial Excellence With profound market experience that extends from editorial planning to graphic production, Pensar Comunicação develops a number of print publications corporate in house magazines, newsletters, booklets, brochures- that successfully capture the essence of an organization s culture. A few examples include: 1. Michelin s Multi-lingual booklet for the sustainable development project Ouro Verde Bahia 2. Michelin s Visão Newsletter 9
3. Propriedade & Etica Magazine 4. Arcelor Booklet for Social Responsibility 10
11 present clients Children s Defense State Council Alderman Andrea Gouvea
12 past clients pensar Espirito Santo State Government Distrito Federal State Government Brazilian-French Chamber of Commerce
past clients pensar 13
our team pensar Director LUIZ ALBERTO BETTENCOURT Luiz has worked in the communications field for over 40 years. He began his career as an economics journalist, as the editor of the newsletter Relatorio Reservado. In the early 70s, he worked as an economics reporter for O Globo, one of the most prominent print publications in the country, of which he eventually became Assistant Editor. In 1977, he left O Globo in order to dedicate himself to the company he had founded, Margem Editora, former publisher of both Relatório Reservado and O Reporter. However a few years later, at the request of Globo s Editor-in-Chief, he immersed in the field of political journalism. Bettencourt was made National Editor, from 1983 to 85, a historical period marked by the consolidation of democracy in the country. He was responsible for covering a series of remarkable events, namely the civil movement to ensure direct presidential elections (known as Diretas Já), which led to Tancredo Neves presidential campaign. 14
In 1985, he returned once again to his company to direct the growth of his newsletter, which had caught the public eye. In 1986, at the request of Governor Wellington Moreira Franco, he took on the STATE GOVERNMENT S press work, and later on, headed the government s communication entirely. As part of that work, he directed all advertising and publicity that pertained to the government. He made a significant contribution to the NATIONAL PRIVATIZATION PROGRAM, by elaborating the strategy behind the project Government Citizenship, an effort to convince the public that the State should devote its resources to healthcare, education and defense. In 1991, he became Communication Coordinator of BRAZILIAN MICRO AND SMALL BUSINESS SUPPORT SERVICE (SEBRAE). He was responsible for the project Pequena Empresa. Valorize essa Idéia, which changed the company s institutional profile, and contributed in its establishment as one of the country s leading organizations. 15
In 1995, he directed INMETRO s Plano Imagem, a campaign designed to gain publicity for the institution, which was still little known to the public, however wished to become a beacon in matters of quality control. At the time, INMETRO did not have resources to engage in advertising, which meant that all of the efforts put into its visibility was done through press work, and handled by Bettencourt. As part of the plan, he also negotiated a deal with primetime T.V. show Fantastico (Globo network) in which it would periodically feature the quality control tests conducted by INMETRO. In 1997, his efforts translated into remarkable results: According to opinion research, 80% of the Brazilian population claimed they trusted the institution as an instrument for quality evaluation. From his accomplishments in the field of public relations, he moved on, once again, to politics. He coordinated Luiz Paulo Conde s Campaign for Mayor of Rio, and with his victory, Bettencourt was nominated head of the CITY COUNCIL COMMUNICATION COMMITTEE. 16
Finally, one particular characteristic of Luiz Alberto s career deserves further recognition: his ability for stress management. His work in the government- in which there are conflicts with the media on a daily basis- but also in the private sector, allowed him to develop an expertise in averting crisis. A few examples of the challenges he faced include: defending USINOR s interest in the midst of a tense political climate, coordinating the line of defense for FONTECINDAM BANK in Parliamentary Investigation, directing ARCELOR International s communication strategy plan, at a time when the Brazilian Development Bank (BNDES) and large segments of the government opposed the company s presence in the Brazilian market. Today, he is personally dedicated to his work as a press consultant to the State Government s Department of Communications, MICHELIN s presidency, READERS DIGEST in Brazil- Seleções, and CODIN s presidency. 17
Communication Consultant JOÃO BETTENCOURT pensar A History graduate from PUC-Rio, with part of the course taken abroad at Sorbonne University in Paris, João Bettencourt began his career in communication in 1999, responsible for organizing and publicize the Monumental Sculptures and Picasso exhibitions under Romaric Buel, the former cultural attaché at the French Consulate in Rio de Janeiro. After his time spent in France, he joined Margem Comunicação in 2002 (now Pensar Comunicação), as a communication consultant and translator for companies such as Michelin, Arcelor, and Intrínseca Publishing House- through he was responsible for publicizing the French writer Lolita Pille s visit to the Book Fair in 2005. That same year, he joined the communications team for alderman Andrea Gouvêa Vieira, where he remained until 2006 the year he stepped down in order to run for State Deputy. At the end of that year, he returned to the alderman s committee, where he remained until 2007. From then until now, he has been with Pensar Comunicação, advising clients such as the State Government, Michelin, Alexandre Gusmão Foundation, NGOPlanetapontocom,in addition to alderman Andrea Gouvêa Vieira. 18
Press Advisor/Agent ANDREA FERREIRA A postgraduate in Communications and Journalism from Faculdade da Cidade (1999), Andrea has worked as a press agent and publicist for 15 years. Some of her clients includes Rossi Residencial, Editora 2AB, Alexandre de Gusmão Foundation/ Palácio do Itamaraty, Novo Conceito Publisher, Zona Sul supermarkets, the Norwegian Fishing Council (Bacalhau da Noruega), Espaço Cultural Constituição, Itaipu Multicenter, Shopping Santa Cruz, Barra Square Shopping, Nilópolis Square Shopping, TeleListas, Seleções - Reader s Digest in Brazil, among others. In the area of editorial production, she worked as a reporter for Rock in Rio Cafe Magazine, the Shopping Centers Magazine (The Brazilian Association of Shopping Centers), Jornal da Estácio (Estácio de Sá University newspaper), Noruega em Rede (Norwegian Fishing Council), Propriedade & Ética Magazine and the Magazine Teatro (for the Brazilian Society of Playwrights), as an editor. 19
Press Advisor/Agent ANDREA MURY A Communications graduate from PUC-Rio, Andrea has a wealth of experience both in political and corporate communication. As Advertising Campaign Coordinator for Jack Russel Company Inc., she directed several exclusive campaigns for Coca Cola- most notably the worldwide famous yo-yo promotions. In the field of political communication, she has worked with the City Council Communication Committee, State Government s Department of the Environment and Urban Development, aside from coordinating several political campaigns and cultural projects. Andrea is also an experienced journalist, specially in radio broadcast, having worked as a on-the-scene and correspondent reporter and as an editor. 20
Representative in Brasilia VANDA CÉLIA An advisor to the national president of the Liberal Front Party, Senator Jorge Bornhausen, Vanda has vast experience in politics: she was a consultant and editor for the Tancredo Neves Institute and was responsible for UNESCO s communication. She is also known for her work in journalism, as a political reporter for the daily newspapers Jornal do Brasil and Estado de São Paulo, and for her contributions to Correio Braziliense and Relatório Reservado. General Manager ROSI TORQUATO With significant amount of experience in the financial and commercial sectors, Rosi has been at Pensar Comunicação for 11 years. She is responsible for the editorial segment, directing all the necessary steps of graphic production associated with Margem s publications from research to budget planning, and from graphic design to final distribution. 21
Press Agent MARLA CRISTINA A Communications graduate from the Federal University of Rio de Janeiro (2008), Marla has vast experience in journalism and public relations. She worked at Jornal Folha Dirigida for two years, where she prepared and revised daily articles for print and online publications. As a press agent, she has worked with Seleções- Reader s Digest in Brazil, Funag (Alexandre Gusmão Foundation), CEDCA (Children s Defense State Council) and Novo Conceito Publishing House. Production Coordinator ELIANA RODRIGUES Eliana Rodrigues has been at the agency for 14 years and is responsible for production support both in public relations and in our publishing segment. 22