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S6 E12: Influence in Latin America: The View from Brazil with Rogério Artoni of Race Communications
In our final episode on PRGN's 2025 Influence Insights research, Rogério Artoni discusses the significance of cultural and social values in public relations, especially in the Latin American context, with a sharp focus on Brazil.
Download PRGN's whitepaper on insights from the 2025 global survey on Brand Influence.
Rogério highlights that understanding these values is crucial for effective communication and relationship-building in the region. He points out that the Brazilian market, which represents a staggering 40% of Latin America's GDP, requires a tailored approach in public relations strategies that resonate with local customs.
The conversation also touches on the dual importance of digital presence and traditional media trust among Brazilian audiences, underscoring a unique blend of modern and legacy communication methods. Overall, the episode emphasizes the need for brands to adapt their messaging to fit local cultures, ensuring they forge genuine connections with their target audiences.
Influência que Move SUMMIT | SÃO PAULO – 02 de outubro de 2025
No dia 2 de outubro, o Influência Que Move Summit reunirá grandes nomes do mercado para debater reputação corporativa, influência institucional e os desafios da comunicação em um cenário que muda diariamente. Com realização da Race Comunicação e parceria da Faculdade Presbiteriana Mackenzie, o evento acontecerá às 9h, em São Paulo, na Unidade de Higienópolis do Mackenzie, e é a oportunidade certa para quem deseja se atualizar e se fortalecer na área. Evento Gratuito – Vagas Limitadas! Inscreva-se e garanta sua presença »
About the Guests
Rogério Artoni is Founding Partner and CEO of Race Communications in São Paulo, Brazil. Rogério is a journalist with an MBA in Corporate Communication. His experience includes areas ranging from education to finance, sports, tourism, and manufacturing. Rogério has extensive international experience and was named one of the world’s most influential PR professionals by PRWeek magazine in its 2016 and 2017 Global Power Book.
Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.
About the Host
Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.
PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.
Follow the Podcast
If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” the show: https://prgnpodcast.com/listen
Need to hire a PR firm?
Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »
View all episodes
By Public Relations Global Network | PHX.fmIn our final episode on PRGN's 2025 Influence Insights research, Rogério Artoni discusses the significance of cultural and social values in public relations, especially in the Latin American context, with a sharp focus on Brazil.
Download PRGN's whitepaper on insights from the 2025 global survey on Brand Influence.
Rogério highlights that understanding these values is crucial for effective communication and relationship-building in the region. He points out that the Brazilian market, which represents a staggering 40% of Latin America's GDP, requires a tailored approach in public relations strategies that resonate with local customs.
The conversation also touches on the dual importance of digital presence and traditional media trust among Brazilian audiences, underscoring a unique blend of modern and legacy communication methods. Overall, the episode emphasizes the need for brands to adapt their messaging to fit local cultures, ensuring they forge genuine connections with their target audiences.
Influência que Move SUMMIT | SÃO PAULO – 02 de outubro de 2025
No dia 2 de outubro, o Influência Que Move Summit reunirá grandes nomes do mercado para debater reputação corporativa, influência institucional e os desafios da comunicação em um cenário que muda diariamente. Com realização da Race Comunicação e parceria da Faculdade Presbiteriana Mackenzie, o evento acontecerá às 9h, em São Paulo, na Unidade de Higienópolis do Mackenzie, e é a oportunidade certa para quem deseja se atualizar e se fortalecer na área. Evento Gratuito – Vagas Limitadas! Inscreva-se e garanta sua presença »
About the Guests
Rogério Artoni is Founding Partner and CEO of Race Communications in São Paulo, Brazil. Rogério is a journalist with an MBA in Corporate Communication. His experience includes areas ranging from education to finance, sports, tourism, and manufacturing. Rogério has extensive international experience and was named one of the world’s most influential PR professionals by PRWeek magazine in its 2016 and 2017 Global Power Book.
Bill Southard is founder and CEO of Southard Communications in New York. He also serves as Marketing Committee Chair for PRGN. Bill launched Southard Communications in 1994 and has since experienced consistent and considerable growth and today represents a broad range of clients across a myriad of industries. In his day-to-day role at the agency, Bill drives the creative process, provides ongoing strategic counsel and manages all crisis communications on behalf of agency clients. With more than 35 years of communications experience, Bill has counseled some of the country's leading Fortune 500 firms. Prior to founding Southard Communications, he was president of Earle Palmer Brown Public Relations and previous to that General Manager with Dorf & Stanton Communications.
About the Host
Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.
PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.
Follow the Podcast
If you enjoyed this episode, please follow PRGN Presents in Spotify, Apple Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” the show: https://prgnpodcast.com/listen
Need to hire a PR firm?
Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »