What will be the main discussions of the communication market in 2012? For Carlos Carvalho, executive director of Abracom (Brazilian Association of Communication Agencies), the “proliferation of the costumers’ and citizens’ forms of expression through social media” and the communication in large events will be the highlights next year.
In interview to blog PR Interview, Carvalho also pointed out that “find qualified professionals to work with a strategic communication was a key challenge for agencies in 2011”.
PR Interview: How do you analyze the year 2011?
Carlos Carvalho: The year 2011 was very positive. The final arrival of the companies in the social media, coupled with good economic times in Brazil, creates new demands on the communication area. The agencies, therefore, are demanded to provide products and services that meet the needs of the costumers.
PR Interview: What were the main challenges of communication agencies in 2011?
Carlos Carvalho: Find qualified professionals to work with a strategic communication was a key challenge for agencies this year. It is also an important time to seek a greater appreciation of the services provided by agencies.
PR Interview: What will be the main discussions of the communication market in 2012?
Carlos Carvalho: The proliferation of the costumers’ and citizens’ forms of expression through social media, for example, will dominate the concerns of the market in 2012. We also have a growing interest in large communication events.
PR Interview: In your opinion, will the Brazilian market for corporate communication grow in 2012?
Carlos Carvalho: It is early to make that projection. The trend is of growing, but there is too much caution with the international economic situation and this is possible to impact the economic activity in Brazil.
PR Interview: To finish up, are most of the PR agencies still located in the Southeast or we have a major distribution?
Carlos Carvalho: This concentration reflects what happens with the Brazilian economy. The decision center of the big business and the PR agencies is more concentrated in the Southeast and Brasilia (Brazil’s capital city). But the dynamics of the national economy is in transformation. Today, we have markets booming in states such as Pernambuco, Bahia, Pará and Rio Grande do Sul.
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