In the history of the communications industry, there has never been an objective, scientifically-grounded way to analyse a market's campaigning environment. This has resulted in an uneven, inconsistent understanding of local markets and difficulty in localising campaigns based on a limited or no presence in the market.
channels & effective advocacy techniques
Relative influence of different stakeholder groups
Level of digital and social engagement by government
Applicability of digital and social media advocacy
Acceptability of grassroots activities
market political economic framework
Political process and power dynamics
Predictability of interventions in policy making
Transparency of the political system
Importance of national business stakeholders
Government role in the economy
cultural values defining decision-making
Importance of hierarchy and deference
Acceptability of self-regulation
National values and link with tradition
The importance of personal relationships and mutual interest to decision-making
stakeholder engagement & power dynamics
Level of decision-maker to target
Profile of third-party influencers
Importance of consensus in decision-making
Role of executive leadership
Cultural norms and sensitivities
narrative format & content
Appropriate tools for engagement
Role of context in communications
Relative importance of data-based argumentation
Role of individual beneﬁt in argumentation
Importance of local beliefs and heritage in messaging
Understanding the world through a new prism
DOWNLOADABLE COUNTRY REPORTS
Customisable country and regional reports to download, giving an in-depth analysis of a market’s communications environment and the most effective tools and channels for engagement
PRIORITISED CHANNELS FOR CAMPAING DELIVERY
Edelman EDGE Training What cultural mechanics influence decision-making and power?
ACCEPTABILITY OF CHALLENGING / QUESTIONING GOVERNMENT APPROACH
Open criticism of government decisions is accepted. Media often scrutinises and criticises policy decision-making.
Arguing the validity of one’s position is accepted in policy debates.
INTEREST DEFINING DECISION-MAKING
Decisions are highly influenced by collective interest.
The left-oriented government in power in the last decade and a half has privileged social policy in favour of society in general as opposed to focusing on the benefit of individual rights.
VALUES DEFINING DECISION-MAKING
Commercial success defines decision-making in the Industrial centres (Sao Paolo and Rio de Janeiro). However, quality of life and environmental concerns are key to decision-making for most Brazilians.
PROFILE OF ENDORSED SPOKESPERSON
Experts, as opposed to practitioners, should be used as spokespeople and third-party endorsers of the campaign. Brazil has a vibrant academic and think-tank community very powerful in shaping public opinion.
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Benchmarking effectiveness of communications function
M&A change management across countries
- Market access and entry analysis
- Insights to inform global strategy development
- Localisation of a global campaign
- Globalising a local brand
- International government communications
Cross-border issues management
Support for crisis communications
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Better cross-cultural communications and campaigning
A science-based approach to hub and spokes
Consistency in market understanding
Smoother expansion of geographic footprint
Achieve a step-change in the knowledge and approach of local teams
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