Initiated in 2009, Brazil's international PR program was strategically conceived to go well beyond views that link the country basically to sports and tourism. The Federal Government decided to use PR as a means to engage media and thought leaders abroad in a dialogue about Brazil's solid institutional and economic foundations, growing social inclusion, strong environmental policies and active foreign policy. The programme set the goal of communicating to the international audience that Brazil is ready to take on greater responsibilities on the global scene and is also a sound choice for foreign companies looking for places to invest and do business. With teams in Brasilia, New York, Washington (DC), Miami and support from offices in Europe and Asia, the PR strategy includes a comprehensive Media Relations program and other initiatives; such as research with opinion makers, third-party engagement, events for investors, preparation of papers on specific topics and planning of the Brazilian communication in key global events. Results in the first year were outstanding: 3,183 positive news stories resulted from pro-active work, along with feedback from many thought leaders about Brazil's new role on the international scene.

- Media relations seminars on Brazil's economy in association with The Wall Street Journal and The Financial Times. - Monthly teleconferences with high-ranking officials (Finance minister, Central Bank governor, Environment minister etc) with journalists and analysts. - Support for press trips, including Thomas Friedman's visit to the Amazon.

- Story and interview pitches Press releases Op-ed pieces in major publications, blogs.

- Media strategy and support at major events such as G-20 meetings and COP-15.

- Brazil´s website at the Copenhagen event had over 97,000 page views and daily editorial analysis covering 50 outlets.- Third-party relationship building with think tanks such as the Peter G, Peterson Institute for International Economics and the New America Foundation, and universities such as Johns Hopkins. Identifying investor events and securing Brazilian spokespeople.

- Research Interviews with 100 executives from international companies to determine perceptions of the country.

- Plans to research how Brazilian post-graduate students abroad view their country and opportunities to provide them with information.

As an ongoing PR program, results come over time. After a year, though, Brazil´s international exposure has grown remarkably in numbers and quality, including covers at The Economist and Newsweek, high-profile interviews on CNN and CNBC, columns at The New York Times, op-ed pieces in over 70 international publications, stories in specialized energy media and environmental blogs.The program includes a monthly indicator of exposure in 50 news outlets. On a scale of 0 to 10, resulting from positive minus negative pondered exposure, the country's image scored an average 8.1. Negative stories were mainly generated by situations beyond the program's reach: natural disaster, corruption, etc.Each teleconference with officials had a larger number of analysts participating than the previous one.

As a leading Brazilian business newspaper put it:"With a positive image, the country gains visibility in the international media". And, in the words of a top American journalist:"The eyes of the world are turned to Brazil".