Situational Analysis

Brazil is a nation rooted in tradition and looking towards a promising future. This innovative and progressive country is seeking to establish itself as a major player on the worlds stage. With many different races represented throughout the country, Brazil is one of the worlds largest melting pots. In addition to the indigenous Brazilians, people of African, European, Japanese descent, and many other countries, make up the population of the worlds 5th largest country. Lately, Brazil has been negatively portrayed in the media for its crime, violence and poverty crisis within Brazils slums, known as favelas. Franklin-Hart Communications will strive to rid Brazil of its negative image by exposing the many positives of the country, while also implementing new initiatives that will help Brazil improve its longlasting, global image. Brazil has a few strong social plans that were initiated by Brazils former president, Luiz Incio Lula da Silva. Lula served from 2003 to 2010 and has been considered one of the 100 most influential people in 2010, according to Time magazine. Brazil was greatly affected by Lulas many efforts such as increasing exports, striving for economic growth, and finally implementing two social programs: Bolsa Familia and Fome Zero. Both of these programs are part of a larger objective to eliminate poverty in Brazil and are considered to be Lulas claim to fame during his presidency. Current President Dilma Rousseff, who took office on January 1, 2011, is continuing the social reforms that were initiated by the Lula administration. She is also including fiscal management, inflation control, and a floating currency to her agenda. As Brazils first female president, Rousseff is an iconic figure for Brazil. Brazil is considered to have the worlds eighth largest economy, with expectations of continued growth. Agriculture is an important industry for Brazil because it accounts for nearly 6 percent of its GDP and 35 percent of its exports. Producing products such as coffee, soybeans, wheat, rice, corn and maintaining the largest commercial cattle herd, Brazil has a lot to offer the world. Nearly 402 million acres of land in Brazil have yet to be cultivated and used for crop production. To put into perspective, this massive land area is 25 percent greater than the United States total land area for crop cultivation. The tourism industry is another source of security for Brazils economy. With Brazils rich rainforest, beautiful beaches and thriving cities, there is much to see and experience. According to the World Tourism Organization, in 2010 revenues from tourism reached US $5.9 billion, which was recorded as the historical high. From 2009- 2010, the number of international tourists visiting Brazil increased by 7.5%. If this number continues to increase, tourism in Brazil will flourish and reap stronger benefits for its economy. In order to increase tourism in Brazil, the countrys image of being unsafe must improve. The slums in Brazil, called favelas, are giving Brazil security troubles. These favelas, in the outskirts of the Rio de Janeiro area, have been there for nearly 100 years. Nearly 600 different favela communites have been built to house the poor, gangs and drug users. Currently, 20 percent of all residents, nearly 1.1 million people, in the Rio area are living in these favelas. Brazils public image has been tainted by the portrayal of these slums; the condition and the image must be fixed. In recent months, the Brazilian government has attempted to dismantle favelas to prepare for the upcoming FIFA World Cup in 2014 and the Olympic games in 2016. In

response to this government action, gang members have joined together and are retaliating against police that are trying to maintain control over these slums. Multiple occurrences within the last few months have left many dead and the security in Brazil questionable. Brazil is South Americas biggest media market. According to MediaSocialChange.net, 45 percent of Brazil, nearly 190 million people use the Internet; 45 million of these users are on social networking sites where they talk to friends and family, discuss their favorite TV stars and talk about politics and current events. One application of social media that Brazilian citizens use is called Orkut, which is hosted by Google. Of the 45 million on different social media websites, 71 percent have Orkut accounts, 40 percent have Facebook accounts and 21 percent use Twitter. Social media is a strong tool for members of a society to become educated and informed on different issues ranging from politics to current events, however, its power can only be recognized if social media is utilized effectively. Franklin-Hart Communications recognizes Brazils incredible potential for becoming a world leader. However, we also recognize the areas of concern in Brazil and the obstacles that need to be addressed. We can assure you that from this proposal that we have developed, not only will we better Brazils image, drive tourism and prepare for the upcoming sporting events, but we will also initiate goals that will reap long-term benefits for all publics involved.

Targeted Publics
Brazil is on the cusp of becoming one of the major world powers and by strategically identifying which publics the country needs to communicate with, this process will occur with ease. As an existing member of the international, political and economic organization, BRICS, Brazil is distinguished on an international front as having significant influence on regional and global affairs. Therefore, Franklin-Hart Communications believes that when considering the necessary publics to target in a public relations campaign, it is beneficial to start large and work downwards. Targeted Publics 1. International Governments Impact international tourism (make Brazil a destination and increase revenue in the tourism sector of the economy.) By proving that Brazil is a power player on the world stage, international governments will be more apt to consider them in international affairs. Nations of special interest: o BRICS nations: Russia, India, China, & South Africa-->maintain economic and political partnership o United States: major foreign investor and governmental ally o Members of the Union of South American Nations (UNASUL): maintain credibility and inter-continental friendships o Major members of the UN, because they are currently leading the peacekeeping forces in Haiti 2. World Citizens

Potential tourists and attendees of the Olympics and the FIFA World Cup increase foreign cash flow o Make unknown parts of Brazil travel destinations

3. FIFA

Instill confidence that the right location for the 2014 FIFA World Cup was chosen when Brazil was selected o Increase positive press on the event website about the progress of the building and preparations being done in Brazil. 4. Citizens of Brazil Communicate effectively that social change is occurring and is being initiated by the government. Also, communicate that while Brazil is moving forward on a global level, they are still staying grounded in what makes their country unique and beautiful. o Get the citizens behind this public relations transformation and use word of mouth within the nation to improve the national impression of the government. o In getting Brazilians support to represent their country in a positive light they will help to improve Brazils international image. o Promoting domestic tourism

Objectives
Franklin-Hart Communications have established multiple objectives and specific milestones that will measure Brazils progress towards reaching its overarching goal of improving its public image. Franklin-Hart Communications objectives will focus on improving the means by which Brazil has been marketing itself as a world power, dissolving the negative stigma associated with the favelas, and maintaining internal harmony through social media. Objective 1: Marketing Reach 2 million views of the FIFA World Cup anthem music video on FIFAs YouTube channel by July 2014 and have the song in the top 40 charts within a month of its release. Sell at least five million copies of the song worldwide making it the best-selling and fastest selling FIFA World Cup Anthem, topping FIFA 2010s official song, Waka Waka, which sold 4 million copies. Increase domestic travel throughout Brazil and encourage that at least 20 percent of spectators travel to all 12 FIFA World Cup host cities. This will be determined by the success of the Brazilian FIFA World Cup City Challenge. Erect 15 billboards in Rio de Janeiro along the two major Brazilian highways: BR-101 and BR010. Also, implement airport advertisements in international terminals starting with Frankfurt International Airport, London Heathrow Airport, and Dulles International Airport.

Objective 2: Favelas -Work with the governments standing objective to integrate favelas in Rio de Janeiro by 2020. -Distribute information from the video news release in at least 5 different countries by the summer of 2013. Objective 3: Social Media -Accumulate 3,000 Facebook "Likes on the newly developed Facebook page by Summer 2012. -Accumulate 5,000 followers on the newly developed Brazil Twitter profile by Summer 2012. -Accumulate 5,000 community members on the newly developed Brazil Community Orkut page by Summer 2012.

Messages
Brazil. Franklin-Hart Communications has five key messages to convey in the campaign for

TRADITIONS: While Brazil is an emerging world leader, it is important to acknowledge the value of its cultural traditions. One popular element to Brazils exuberant traditions is the year-round celebrations and festivals. Rooted in Brazilian history, many of these festivals pay homage to significant events and are traditional Brazilian customs. Carnival, a week long celebration with parades and music, is the biggest of these events, and was celebrated by 4.9 million people in 2011, with 400,000 being foreigners. These celebrations are a great way to unite people from different backgrounds and countries. TOURISM: Tourism has become a vital contributor to Brazils economy. One of Brazils most prosperous industries is tourism. The government-established Ministry of Tourism invests a significant amount of time and money improving the infrastructure of roads, buildings and tourist destinations, which generates sustainable economic activity and steady employment rates. Over 5 million tourists have visited Brazil in the past year, exploring the countless destinations. From thousands of pristine beaches, to the Amazon Rainforest and famous Iguago Falls, to the megapolitan cities of Brasilia and So Paulo, there is an attraction for every taste. Domestic tourism is increasing as well, with a large percentage of retired Brazilians touring their home country. According to the Brazil-Arab News Agency, approximately 58 percent of Brazilians traveled domestically between 2007 and 2009. Due to the diversity and large scale of Brazils tourism industry, the citizens have many different sides of Brazil to explore outside of their hometowns. The 20th FIFA World Cup will take place in 2014 in Rio de Janeiro, a city that welcomes thousands of international tourists each year. Taking on the challenge to be a host country for

the FIFA World Cup in 2014, Brazil is undergoing urban development initiatives. Preparations for the worldwide event include new public transportation systems, hotels, and reconstruction of the largest soccer stadium in the world, Maracan. The 2016 summer Olympics will also take place in Rio de Janeiro, further elevating Brazil into the worlds spotlight. SECURITY AND SAFETY: Brazil is a safe tourist destination. Along with tourism, the safety and security of Brazils citizens and tourists is a top priority. Despite the reports that Brazils crime rate is extremely high, travelers have found that the most popular tourist destinations have been safe. The government is taking action to decrease safety concerns in the favelas, where they are most concentrated. TECHNOLOGY: Brazil is a technologically advanced. Brazil is not just thriving culturally, but also technologically. Rated the top social networking country in the world, Brazilians always stay connected. The social networking culture is so prevalent because it is inclusive to all people regardless of age, race, gender, or economic status, and provides the citizens with the voice to illuminate their thoughts. The importance of connectivity is expanding to the under-served areas of Brazil, with the Popular PC Project. This government project aims to install computers into schools, libraries and health centers to further narrow the digital divide, and advance Brazil into the ever-changing technological era. RESOURCES: Brazil should be valued by international publics and investors. Brazil is a land full of valuable natural resources, and many countries would like to have some form of a partnership with Brazil. Natural resources of the country include iron ore, nickel, granite, gold, and uranium. Brazil is home to the Amazon Rainforest and has many valuable types of exotic woods including Rosewood, Boxwood, Mahogany, and Brazilian Cherry. Recently, Brazil has discovered oil reserves in the Atlantic Sea that could potentially be as large as the reserves in the North Sea, furthering Brazils marketability in the world economy. Over all, Franklin-Hart Communications wants to convey that Brazil is an up-andcoming leader in the world, and has much to offer its citizens, tourists and other nations.

Strategy
Along with the objectives for improving the public image of Brazil, Franklin-Hart Communications has a set of strategies to achieve these objectives. Favelas: Educate the world about the current positive changes in the favelas. Franklin-Hart Communications is aware of recent happenings in the media concerning Brazils favelas. Home to drug traffickers and violent gangs, the overall reputation of these slums is extremely negative. Together with Brazils government we want to continue to represent Brazil as a country that is rooted in the past and growing towards a promising future. With this in mind, Franklin-Hart sees the benefit in expressing the progress that Brazil has already made to make favelas more safe and secure. Television is an effective way to reach international publics. This form of communication would allow Brazil the ability to control the

medias coverage of the current favela situation. It is crucial for Brazil to be recognized as a nation with strong security in order to encourage tourism and fix its overall image. Social Media: Communicate news, current events and updates from the country of Brazil to domestic and global publics Social media outlets should be implemented to connect with domestic and international publics. As a country that is technologically advanced, social media is a prominent form of communication within Brazil. Not only would this be an effective tool for domestic publics to reach each other, but also for international publics to become aware of current events taking place in Brazil. Accounts in Portuguese, English, Spanish and perhaps other main languages should be established in order to reach a larger global audience. The outlets should highlight current events, cultural happenings, and latest attractions Marketing: Promote the FIFA World Cup and tourism through various media outlets In order to reach nations throughout the world, press releases, brochures and advertisements should be sent to major media outlets. This will highlight positive facts about the development of the favelas, FIFA World Cup preparations and information about the growth of the nation as a whole. As a way to promote the FIFA World Cup and tourism, an interactive informational campaign will be created. This campaign will attract fans and encourage tourists to come to the FIFA World Cup. This campaign is an incentive based contest which creates an interactive way for people, both domestic and international, to learn more about the host cities of the FIFA World Cup matches in Brazil, and promotes tourism to these cities.

Tactics
1) Favelas: To help the media proclaim positive information regarding the favelas in Brazil, Franklin-Hart Communications would like to compose a Video News Release to be sent to the major media outlets within Brazil, the United States, Russia, India, China and South Africa. Brazil already has a standing objective to integrate all favelas by 2020, but by reaching out to other nations, we hope to direct the media that is presented to possible tourists. Target the BRICS Nations (Brazil, Russia, India, China, South Africa) along with the United States. Reaching out to the media in fellow BRICS nations as well as the United States is important because we feel that they will help Brazils image crisis in the favelas by taking our VNR and using it in their news broadcasts.

According to Mondotimes these are the leading news sources from each country that would target:

- CNN and 60 Minutes in the United States. Targeting the show 60 Minutes could help inspire a documentary story that would help the information reach an even broader audience. Russia: NTV Novosti India: DD News China: Phoenix Info News Channel South Africa- Channel Africa CNN Brazil and Globo News - The VNR should consist of a true reflection of the current favelas crisis, however, it should also have an equal amount of coverage dedicated to the positive outcomes that have already occurred from favelas receiving UPP units. This is the positive information it should include: -Starting in 2009, progressive Mayor Eduardo Paes, has been installing Pacifying Police Units or PPUs to take control of Brazils most violent favelas in the Rio de Janeiro area. -Results from UPP units patrolling 68 different communities has been very positive. In a community called Cidade de Deus, there has been a shocking positive outcome. In an article from Time World, this community has seen a massive increase in drug seizures and arrests, while homicides and robberies have been almost halved. Resident Eunice Malta who lives in this community said in the article: "I've been here 43 years, and I've never seen it as good as it is now," she continues saying, "Before it was not life: I would stand here and a gang would come by shooting at everything that moved. Now my kids come and go as they please." Times World http://www.time.com/time/world/article/0,8599,2091817,00.html#ixzz1fLliNF4x This is the sort of positive feedback that needs to be a priority in the media. Clearly UPP units are making a step in the right direction and Franklin-Hart Communications would like the world to recognize this. -The commander of the first UPP, Major Pricilla Azevedo said that the biggest improvement in the favelas is the attitude of the people. He said that now residents "have confidence in the police", they know they are there to support and protect them. -Not only has the Government installed UPP units but they are also increasing availability of electricity, running water, new appliances and public services for residents. According to a Time World article, a company called Light rewired 250 of the most unstable homes, swapped more than 1,500 old bulbs for energy-saving fluorescents and bought 400 new refrigerators to replace hazardous old ones. It is initiatives like this that we would like the media to know about. b) A brochure would also be included to help raise awareness about touring the favelas. These brochures would be put in hotels in the surrounding area and would highlight a few of the most popular tourism organizations that offer day-trips to different favela communities. Making favelas a tourist attraction proves that their security problems have begun to be eradicated.

-Restaurants, bars and bed-and breakfasts are popping up everywhere in the hillside slums because of their amazing views. -A man named Mr. Bispo opened his restaurant last year, shortly after the community police entered the favelas. The tourists only started coming after the U.P.P., he said. But people here have been very receptive. Theyre proud of their community. According to article in Times World -There are many programs that offer tourist the ability to travel to a favela for the day and be culturally submerged into the grossly different way of life. 2) Social Media:Social media is an effective way to reach out and connect with not only the people of Brazil, but social media users around the world. The three most popular social media sites used by Brazils population are: Orkut. Facebook. Twitter. Franklin-Hart Communications proposes to create a consistent social media identity among all three of these platforms to serve as an all-encompassing account to find news, events and updates regarding the country of Brazil. This will also give people an official way to communicate with Brazil and receive feedback. Accounts in other languages such as Portuguese and Spanish would help to bridge the lingual divide. Attached is an example of a Facebook, Twitter and Orkut page that would be the social media forerunner for the country of Brazil, including the Brazil logo as the main icon for the page. 3) Marketing: Music Video. One of the most popular traditions of the FIFA World Cup is the official FIFA World Cup song and music video. In an effort to promote different areas of Brazil and all twelve host-cities of the FIFA World Cup, a music video featuring the chosen artist, Beyonce, and footage from each city will be produced. Franklin-Hart Communications wants to promote this music video to make it the most viewed FIFA World Cup music video of all time. Music Video Press Release. A press release has been written and will be sent out to major newspapers including USA Today, Englands The Sun, Chinas Canako Xiaoxi, The Times of India, Brazil Post, and South Africas Mail & Guardian to inform the media of the videos release. Awareness of the music video will translate into awareness of the different regions of Brazil. Featuring different geographical areas in Brazil, the music video will ultimately encourage tourism and promote Brazils image. Billboards. In an effort to promote both domestic and international tourism, billboards displaying the beauty of Brazil accompanied by strategic messages will be placed along major highways and cities in Brazil, as well as international airports in the United States and other select nations. The billboards in Brazil will target domestic tourism, while those in the airports will target international tourism. This will display Brazil as a nation that is committed to its tourist destinations, establish Brazil as an attractive location for vacationers worldwide and contribute to Brazils economy through the predicted increase in tourism. This campaign consists of many different billboard adaptations. One of these will graphically display its cities, countryside and beaches with the message Experience it all. This campaign

encourages domestic tourists to travel to diverse geographic locations within Brazil and showcases all that Brazil has to offer to other countries. The logo of Brazil will be placed on all proposed billboards to strengthen the branding of the country and provide a graphic image for Brazil that is easily recognizable. See attached billboard mock-up on page (blank). Brochure. In an effort to promote foreign tourism, travel brochures featuring the beauty of Brazil accompanied by strategic messages and basic travel information will be featured in travel information kiosks around the world. This campaign is targeted towards foreign tourists as a way to get them to visit Brazil. The brochure highlights some of the more popular and well known attractions, but it is our hope that this will inspire potential tourists to do more research about the other parts of the country. FIFA World Cup City Challenge. The FIFA World Cup City Challenge is a way to promote tourism in Brazil by appealing to soccer fans and tourists who are anxiously anticipating the 2014 FIFA World Cup. Those choosing to participate in the challenge will need to visit the twelve host cities in order to get a playing card. The playing card will feature information about the city on one side. The other side is part of a puzzle. If you get all twelve cards, you complete the puzzle and an image of the FIFA World Cup logo is revealed. Those who complete the image can enter codes found on each card at the FIFA World Cup City Challenge website for a chance to win an all-expense paid trip for five to Rio de Janeiro. The trip includes a 7-day stay at the five-star luxury Copacabana Palace and personal tour guide service with Blue Parallel in Rio de Janeiro. The hotel and company have graciously offered to sponsor this initiative by giving their services to this initiative free of charge. This challenge is beneficial to Brazil as it encourages tourists to travel throughout the country and to return again. This cause will also give an opportunity for our partners to promote their businesses. FIFA World Cup City Challenge Press Release. To spread awareness of this contest, a press release introducing the challenge and its incentives will be sent out to major new outlets throughout the world.

FIFA Sponsoring Official FIFA World Cup Music Video Featuring Beyonc RIO DE JANEIRO (November 19, 2011)-- FIFA, the Federal International Football Association, is sponsoring a music video featuring the globally renown singer Beyonc for the 2014 FIFA World Cup in Brazil. This music video, intended to promote Brazil and the FIFA World Cup, will encompass traditional Brazilian samba and pop rhythms, and is to premiere one week before the tournament starts on June 12, 2014. The new official song, entitled Vibrante Vida, meaning vibrant life, celebrates the cultural heritage of Brazil and the effervescent energy that the people have for life. The video will feature footage from all twelve host-cities of the FIFA World Cup in an effort to promote the tournament and highlight the beauty of Brazil. I am honored to be the chosen artist for the FIFA World Cup and to be representing such an exciting country, said Beyonc. I cant wait to see the completed project. The rhythm and beat of the song really bring me to life. Its all about celebrating the beauty of life. Previous FIFA World Cup tournaments, most recently the 2010 FIFA World Cup in South Africa, have produced promotional anthems and have seen positive results. According to FIFA, Shakiras Waka Waka, the official song for the 2010 FIFA World Cup, has sold 4 million copies and is the fastest-selling FIFA World Cup single of the digital age. The official song for the FIFA World Cup is always something the fans look forward to, said Thierry Weil, vice president of FIFA marketing. We expect this new partnership with Beyonc to result in the biggest selling FIFAWorld Cup song of all time. The music video is being produced by Timbaland and will be released virally on June 5, 2014 through the FIFA website and FIFA Vevo YouTube channel. Beyonc is scheduled to perform Vibrante Vida live during the opening ceremony on June 12 and during the closing ceremony on July 14. Brazil is a country immersed in tradition and culture, yet increasingly growing as a world leader. Between its bustling cities, beautiful beaches and serene rain forests is the global power that is Brazil. Although rooted in tradition, Brazil is a modern and safe destination working towards becoming a dominant economic and culture figure in the world. ###