If you are an International Marketing Director planning a market entry into Latin America, choosing a partner in Brazil is your hardest decision.
Brazil represents roughly half of the continent’s economy. It is a distinct universe with its own language (Portuguese), a complex regulatory environment, and a media ecosystem that relies heavily on personal relationships.
A search for public relations agencies in Brazil will give you hundreds of results. You don’t need a list of vendors. You need a strategic partner who can navigate the local nuance.
As seasoned navigators of this landscape, we believe in radical transparency. While we are confident that The New Standard is the best choice for agile, modern brands, we know we aren’t the only choice.
To help you navigate the market, we have compiled an honest review of the landscape. Here is the breakdown of the major PR Agencies in the region, followed by a guide on costs, contracts, and the unique Brazilian media landscape.
Understanding the Landscape of Public Relations Agencies in Brazil: “Assessoria” vs. PR
Before reviewing the agencies, it is critical to understand one local distinction. In Brazil, you will often hear the term “Assessoria de Imprensa.”
Historically, this referred to “Press Relations.” It meant simply sending news to journalists. However, the modern market demands Public Relations in the global sense. You need a mix of digital content, reputation management, and stakeholder influence.
When choosing an agency, ensure they offer full-spectrum Strategic Communications, not just “Assessoria” clippings.
1. The New Standard: The Best Cross-Cultural PR Agency for International and Multinational Brands
We are biased, but we are also the only agency built specifically for the 2026 landscape. We founded The New Standard (TNS) to solve the “Translation Problem.” Too many international brands fail because they try to force a US/UK strategy into Brazil without adaptation.
- The Approach: We use Cross-Cultural Navigation. We don’t just translate your press release. We adapt your narrative to fit local cultural codes.
- Core Capabilities: Digital PR, SEO-Led Reputation Management (SERM), Fintech Compliance, and “Phygital” Brand Activations.
- Best For: International B2B, Tech, and Consumer brands that need to move fast and prove ROI (like Seequentand NexaPay).
- The Verdict: If you want a partner who acts as a local extension of your HQ, TNS is the best choice.
2. FSB Comunicação: The Heavyweight Government Relations Firm
You cannot talk about PR Agencies in Brazil without mentioning FSB. They are the largest agency in the country by revenue and headcount.
- The Approach: Massive scale. They dominate the public sector and handle communications for many government bodies and massive national infrastructure projects.
- Core Capabilities: Government relations, crisis management for state-owned enterprises, and traditional media relations.
- Best For: Giant conglomerates or government entities that need deep political lobbying power.
- The Verdict: If you need to lobby Congress, hire FSB. If you need to launch a tech product quickly, they may lack the agility you require.
3. JeffreyGroup: A Traditional Corporate Communications Agency
JeffreyGroup is a titan in the Latin American market. They have been around for decades and have a massive footprint across the region.
- The Approach: Deep institutional ties and a focus on corporate communications for Fortune 500 legacy companies.
- Core Capabilities: Traditional corporate affairs, internal communications, and steady reputation maintenance.
- Best For: Legacy brands that need a “safe pair of hands” and standardized reporting across multiple countries.
- The Verdict: A safe, conservative choice for traditional industries like Oil & Gas or heavy manufacturing.
4. Edelman Brazil: The Global Marketing Communications Agency
Edelman is the largest PR firm in the world. Their Brazilian office carries the weight of that global brand.
- The Approach: Global integration. If you are already working with Edelman in New York or London, extending the contract to Brazil is seamless.
- Core Capabilities: Integrated marketing, brand trust barometers, and global crisis coordination.
- Best For: Brands that prioritize global consolidation over local specialization.
- The Verdict: You pay a premium for the name. Great for stability, but can lack the personalized attention of a specialized partner.
5. LLYC (Llorente y Cuenca): The Strategic Communications Firm
Originally from Spain, LLYC is a powerhouse in the Spanish-speaking world and has a strong presence in Brazil.
- The Approach: They excel at the intersection of law, business, and communication.
- Core Capabilities: M&A communications, financial PR, and high-level litigation support.
- Best For: European companies entering LatAm or firms involved in complex mergers and acquisitions.
- The Verdict: Excellent for legal and financial complexities, particularly for Spanish-headquartered clients.
How to Choose the Right PR Agency in Brazil
When vetting partners for 2026, use this criteria to determine the best fit for your goals:
Agility vs. Size
Do you need a team of 500 people (FSB/Edelman), or do you need a dedicated squad of experts who answer your texts instantly (The New Standard)?
Digital Maturity
Ask the agency: “Do you measure backlinks and Domain Authority?” Traditional firms (JeffreyGroup) often focus on “Clippings” or AVE. Modern firms (TNS) focus on SEO performance and Lead Generation.
The “Local” Factor
Ensure your agency has boots on the ground in São Paulo, not just a satellite office in Miami. Real influence happens locally.
FAQ: Hiring PR Agencies in Brazil
Q: How much does a PR Agency in Brazil cost?
A: Costs vary by scope. A project-based campaign for a specific launch might range from $5,000 to 4,000 USD for boutique firms and can exceed $25,000 USD for large global bureaus like Edelman or FSB.
Q: Do I need a local legal entity (CNPJ) to hire a PR agency?
A: No. Most reputable agencies in Brazil, including The New Standard, are accustomed to working with international contracts. We can invoice your headquarters in the US, UK, or Europe directly in USD, GBP, or EUR. This simplifies the procurement process.
Q: What is the standard contract length for PR in Brazil?
A: Traditional agencies often demand a 12-month lock-in contract. However, modern agencies are shifting toward flexibility. At TNS, we offer shorter initial terms or campaign-based contracts to prove ROI before locking you in for the long term.
Q: How long does it take to launch a campaign in Brazil?
A: Speed is critical. Large bureaucratic agencies may take 4-6 weeks to onboard and approve strategies. Agile firms can launch in 1-2 weeks. If you are responding to a crisis or a rapid market opportunity, prioritize agency agility over size.
Q: What is the difference between “Assessoria de Imprensa” and Digital PR?“
A: Assessoria” is the traditional Brazilian model of pitching journalists to get print coverage. Digital PR focuses on securing online coverage with Do-Follow Backlinks to improve your Google Rankings. For 2026, a hybrid strategy is essential for growth.
Ready to enter the market?
Searching for Public Relations Agencies in Brazil is the first step. Choosing a partner that understands the speed of the 2026 market is the second.
Contact The New Standard to plan your comprehensive Brazil and Latin American communications strategy.
