The professional emphasizes that, in the contemporary scenario, the field of government relations transcends traditional practices. Beatriz emphasizes the need for a robust strategy, aligned with broad public affairs tools, to achieve effective results. She highlights the importance of shaping discourses aimed at stakeholders, recognizing the diversity of audiences and the need for broader strategies.
"You have to understand what your message is and how the decision-maker will receive it, whether it's a congressman or a senator. When you step into Congress, you have 5 minutes to speak to that parliamentarian and your message has to be accurate, because otherwise he won't pay attention to you," says Beatriz.
The expert states, however, that public affairs does not represent a difference, but an essential complement to the traditional fields of lobbying and government relations. It is the perfect symphony between strategy, communication and relationships.
To illustrate this operation, Beatriz recalls a remarkable case in her cyprus mobile database career, involving public affairs skills, in 2009. She worked on the approval of the law that authorizes research with embryonic stem cells, an issue that faced great resistance in Congress and the Supreme Federal Court (STF).
At the time, his team created a campaign using the gerbera flower as the campaign's identification icon, and organized a symbolic embrace of the STF, mobilizing society. At the same time, they devised a whole strategy of dialogue with the ministers, so that the STF would discuss the matter.
“The strategy of dialogue with ministers, such as Barroso and Ayres Britto, combined with media coverage, resulted in the approval of the law, highlighting the positive impact of public affairs on complex issues,” said Beatriz.
The head of public affairs also stated that these actions require creativity, so that they can overcome barriers that can be very difficult: “ Sometimes it works, sometimes it takes a long time to work, sometimes it doesn't work, but it's part of the process .” she points out.