While other Latin American PR agencies may lead with brand pyramids or complex message maps, we believe that the best messaging and story-telling in Latin America should always start with a consideration of your target audience. Message development is one of the key pillars in the process of connecting with your target audience.
Whether you’re talking to a travel journalist, a tech analyst or a teenager on TikTok, you are invariably talking to a human being, and need to make a plain-spoken and emotional connection with them. The goal is to provide a meaningful context to what you’re saying, and show that you understand what is important to each individual.
Anyone can say they are ‘the biggest’, ‘the best’ or ‘the first’ – but without credible proof or context, this quickly becomes white noise, devoid of meaning. Using stats and rankings will lend consistency to your message.
While consistency is to be applauded, international messages which are poorly translated often have an alienating effect in Latin America and Brazil. We’ve lost count of the number of cultural references in PR material which are lost in translation into Portuguese, for example. Hence the importance of message development when beginning operations in Latin America.
