Paulo Vieira Lima, columnist of the newspaper Brasil Econômico (Brazil)

“The good journalism should not depend on the PR agencies, should not be their hostage”.

This is the opinion of Paulo Vieira Lima, head of the column Popular Consumption of Brasil Econômico, one of  the most important  economic newspapers in Brazil.

Column Popular Consumption of Brasil Econômico

Read the main topics of the interview:

PR Interview: What is the importance of the PR agencies for the press?

Paulo Vieira Lima: The PR agencies are fundamental for the press. Their role is to approach sources and journalists. The good journalism, however, should not depend on PR agencies, should not be their hostage.

PR Interview: What are the biggest mistakes of the PR agencies during the daily contact with the press?

Paulo Vieira Lima: A big mistake is the press release with many of adjectives. Another mistake is to send the same release to many journalists in the same outlet.

PR Interview: What are the biggest hits of the PR agencies?

Paulo Vieira Lima: Some PR agencies work like a newspaper, separating professionals for specific segments. It facilitates the talk with  journalists that are experts on a particular subject.

PR Interview: In your opinion, does the social media of the PR agencies provide relevant information to the press?

Paulo Vieira Lima: The social media of the PR agency can provide relevant information to the press if it is inside the universe that the PR agency acts. The PR agency must tie its name and prestige to what is being released.

PR Interview: To finish, what is the ideal profile of the PR agency?

Paulo Vieira Lima: The PR agency should be multidisciplinary. The PR agency must have PRs doing public relations, journalists doing journalism, publicity doing advertising. And everyone must understand communication as an integrated process.

IN THE NEXT POST:

João José Forni, professor and expert in crisis management (Brazil)