PRospect: Jullia | PR in Brazil

Name: Jullia Robertha Machado

Age: 20 years old

Major: Public Relations


Instagram: @julliarrm                 Twitter: @julesrrm            Tumblr: jayrrm

Published articles:


Background of PR in Brazil

Here in Brazil, there is no such thing as major and minor, only majors. Our high school is three years and usually you finish when you are 17 years old. I started school earlier, so I ended my high school when I was 16 years old. To get into any university in Brazil, you need to do an entrance exam, which is divided in two phases. The most competitive one here is Medicine; to pass to the second phase you need about 78 of the 90 questions. PR is much less but it is still competitive, I needed 62 points.

On the second phase, students are divided into areas: Biological courses, Math courses like engineer and Social studies like History, Philosophy, Public Relations, and Arts. The difference from the first phase is it’s less questions and all the questions need to be answered with paragraphs. Like first phase, you have a passing score, if you got it, you’re in the university.

Now, I live in a city called Goiânia, it is the capital of the state of Goiás. I study in a university called Universidade Federal de Goiás (UFG), it’s a public school and it has the second best PR program in Brazil. The course here in Brazil is called Social Communication with Journalism, Advertising and Public Relations as independent courses.

Brazil is a major country. We have 26 states and the Federal District (our Washington D.C.), and because of our diversity each state has a very distinct culture. You are probably asking yourself: Why is she talking about this? Well, the culture is a determinative factor in society because it influences the way people act and react, how economy is built, and more. Now in places like São Paulo and Rio de Janeiro that are extremely industrial, the market is agile and understands the need for communication. So the PR market there is insanely good and developed. In other places where the economy is familiar and you don’t have much competition, people don’t value PR or communication as much. My city, Goiânia, is passing through this transformation. The city is one of the fastest growing capitals in Brazil so the market is realizing the importance of having public relations people in their staff. In general, the market in Brazil is very good. You have opportunities to work in every field: public companies, private, nonprofit, self-employed, agencies.


What are your PR goals? Dream job?

I really like the idea of working with self-employed people. Mainly politicians because I am fascinated with politics, how elections happen, and how the relationship between politicians and public unfolds. Here in Brazil, we fight for an integrated communication process where PR, advertisers, and journalists work together. One of my goals is to create an agency that specializes in image management of self-employed professionals (musicians, politicians, lawyers). The agency would have all three communication areas.

Because of my love for politics, my dream job would be working on a presidential campaign.

How did you find PR and what made you want to study it?

Ok, so I got out of high school when I was 16 and I had no idea what I wanted to do. Here in Brazil there is a social pressure for you to become a doctor, a lawyer, or a civil engineer (I feels you.-Sarah). I didn’t like any of these courses. When I finished high school in 2011, I knew a few stuff about myself: I hated physics, I wasn’t the brightest in Math, and although I enjoyed Chemistry and Biology, I didn’t want to use it for the rest of my life. However, I still had to go to college because my parents spent a lot of money in my education. P.S: Another thing about Brazil – the best basic education here is private. I decided to go to law school because my dad and grandpa are lawyers. Well, it sucked because I didn’t get in. In a way, it was a blessing in disguise. Here, when you finish high school and don’t get accepted to a university, you do this thing called dying *jokes*; you go to a preparatory course where you review high school content for six months because there are entrance exams twice a year. I stayed there for one year and decided I was going to advertising school. I got into a private school and did one year in 2013. I truly discovered the communication world there. I did advertising pieces, wrote articles, and made cool friends. I had this subject called Management and Marketing Fundamentals and it was it. I fell in love with the strategic side of Communication so I talked to a friend of mine who studied PR at the time and asked what PR really did. And I made a decision. Even though people would look down on me for hopping from course to course, I was like screw it. It is my life, so I transferred to public relations in UFG. I started in 2014 and I have been in love with it ever since. The reason I wanted to study PR was strategy. I find it so intelligent and fascinating how strategic PR is and that’s why I am here.

Favorite and least favorite aspects in PR?

My favorite aspects are the strategic thinking, of course, but also the adaptability of PR. I have a teacher that says to us every class “What are you? What do you do? You are a Public specialist. Embrace it.” And when you think of it, it is genius. That’s what we do, we’re public specialists. That is great because it gives us freedom to act, according to the public we are dealing with. That’s versatile and agile, just like communication is. I guess I am a sucker for this agility life.

My favorite subject so far is Theory of the Public Opinion. My teacher is a genius: PhD Simone Tuzzo. I am actually writing an article about how heroes and celebrities affect the public opinion.

I am not very fond of the ceremonial and protocol part. I do it but it’s not my favorite. That’s the only one I could think of but I am sure I have hated and loved all of them at one point, depending on how annoying my teacher was!

What do you think is most essential for students to do while in college?

I think taking time to fully understand the communication process is fundamental. Sometimes we only study the aspects we like. For example, if I like social media, I’ll do anything to master it but I completely neglect the other areas. I don’t think we need to be specialists in everything – that would be awesome but impossible- but you need to know at least how to do it.

Another very important thing is to not panic. When I started, I use to panic because we would learn all this stuff and I was super scared of not being able to put it all into practice. But when the time comes and you’re in your internship, you’ll see it’s all good and you’ll learn much more than you expected.

What field of PR are you most interested in?

Definitely, political public relations. It’s arguably the most intelligent one. It demands not only immediate strategy but also long term. As I said before, I am fascinated by it.

What city do you want to work in?

I would like to have an experience working in the USA. If I am talking America, I would say Washington D.C. If I am talking Brazil, São Paulo or Rio, more São Paulo though.

What have you done in college to help your PR career? (Internships, extracurriculars, programs, etc.)

Public universities in Brazil receive a bunch of incentives to do research, so every teacher is specialized in something and has a research group. I am part of a research group called Web PR in which we study the practice of public relations on digital media platforms. The teacher responsible is Dr. Daiana Stasiak . Her doctorate degree thesis is awarded internationally. She has a very interesting view on visibility. Usually, marketing defines Web PR as being the way in which you can get your message out online. We analyze these ways and try to come up with theories to apply to them. We have presented and published some articles in a couple of conferences here in Brazil.

I have also done a couple of political marketing and public relations courses. I’ve done some social media and promotional marketing as well.

About internships, I have worked on the marketing department of a five star hotel. Right now, I am going through a selective process to get an internship with a politician. This year is election year so I am hoping to work on a campaign. Hopefully, I pass! Fingers crossed!

Favorite campaign?

I have some. I like the Samsung – Safety Truck and The Ice Bucket Challenge was a good way of gathering attention to people. I like a Russian one about missing kids, they put a girl doll inside of an hourglass and as time would pass, sand would fall until everything was covered. It was very touching. A Brazilian one I like is the one made to publicize the 2014 World Cup. The responsible agency was Ogilvy’s public relations agency. They did this presentation on the River Thames during the 2012 Olympic Games. It was beautiful; I think it’s called the “World Meets Here.” It was the last part of their communication effort. They spent months doing fairs all over Europe to present Brazilian culture and tell people why they should visit not only Rio de Janeiro but all of the host cities.


PRospect: Arianne From England

Welcome to my new series, PRospect!! These are going to be interview/Q&A type posts on other PR or communication students. The point of this is to see all the different perspectives out there on the PR industry. I’ve got into contact with some really great students and much to my surprise most of them are international! I’ve learned so much just being in contact with them so I would love to share with my readers. Meet the first PRospect, Arianne. Enjoy!


Name: Arianne Williams

Age: 22

Major: Public Relations and French – University of Sunderland


Twitter: @ariannewills


Background on the PR industry in England

I think the PR industry in the UK isn’t currently perceived in a totally positive way. A lot of people are still uncertain as to exactly what the job entails and still think that there is a lot of ‘spin’ involved. That being said, the efforts of the Chartered Institute of Public Relations (CIPR) have brought more credibility to the industry and introduced more ethical practice. Social media also has a huge part to play in the changing perceptions of PR and the changing way in which practitioners work.

Being a PR student in the UK does mean that you are faced with some of these issues – mainly the frequent question of “what is PR?!” Generally speaking, it is put under the umbrella of advertising or marketing by those who don’t know the industry. Of course there are some elements that overlap, however they are different disciplines, which I often find myself explaining.

There are lots of opportunities in the UK for PR students, you just have to know where to look! I think the industry is becoming more and more respected, which is great for students like me, and companies are realizing the importance and benefits of PR work.

What are your PR goals? Dream job?

Working in PR for a national charity is my main goal. I’d love a role where I enhance the reputation of the organization and has a direct positive effect on peoples lives. Until I find that exact dream job, my aim is to gain as much experience as possible.

How did you find PR and what made you want to study it?

If I’m honest, I wasn’t entirely sure what PR involved when I first started! But in short,  I love communication, social media, and working with people. So it made sense to try this out. I’m glad I made this decision as I love studying PR and think it’s definitely an industry that suits me.

Favorite and least favorite aspects in PR?

I love the strategic planning side of PR and making sure the objectives are exactly right. I think a strong foundation for a campaign is essential.

Also, seeing the results of work you have done is always a great feeling, as is seeing a story you have released in a media outlet.

There’s not really anything I particularly dislike, but I guess I could say that dealing with any issues or problems that interfere with your original plans isn’t very fun!

What do you think is most essential for students to do while in college?

Get as much experience as you can. You learn the vital theory and skills in class, but you need to arrange work experience if you really want to put these into practice. When it comes down to job applications, an employer is likely to favor a graduate with a range of experience over someone who just has their degree.

What field of PR are you most interested in?

I’d love to work in the third sector. Charity work really appeals to me, and from my experience gives you a huge sense of reward and pride.

What city do you want to work in?

Anywhere! I will stay in the UK and more than likely move out of the North East (where I’m currently studying) to live and work somewhere further South (nearer where I’m originally from).

What have you done in college to help your PR career? (Internships, extracurriculars, programs, etc.)

I’ve had work experience placements in two PR agencies, I’m the social media volunteer for the Small Charities Coalition ( and I managed the social media for a local wedding stationery company during my second year at university.

I’ve also written a chapter in the second edition of PR Stack (, won the CIPR International Douglas Smith Student Award 2015 and am blogging too!

Since you are in your last year of school, what are some tips and tricks you would give to incoming PR students?

Read as much as you can. Newspapers, websites, blogs, magazines, adverts, anything! You need to keep up-to-date with news and current affairs so getting into the habit of reading up on this early will be a huge help.

Network as much as you can. Go to events or connect on social media, introduce yourself and ask people questions. I’ve found lots of professionals in the industry are more than willing to share advice, so all you need to do is ask.

Favorite campaign?

There’s so many great PR campaigns out there, it’s impossible to pick my favorite. I do love it when organizations get creative, and this campaign from the RNLI really made me smile recently, so I’ll say this, the RNLI Beach Builder Minecraft Challenge ( – it might not be the biggest and most talked about campaign ever, but it has everything a good PR campaign needs.

Nov/Dec Favorites!

This is mad late so I decided to make it a Nov/Dec favorites! Cause I can do that…

Music: Justin Bieber’s new album, Purpose.

Everyone who knows me even in the slightest knows that I love Justin Bieber. So when he started getting back into the music game, I was head over heels. And this album is gold. There isn’t a song I don’t like and I’ve been listening to it ever since! My favorite song?? It’s different everyday 🙂



Beauty: Glossier Boy Brow ($16)

In the summer, I tried the Glossier Phase 1 set and never looked back. I use it every single day. Recently they came out with a new product called “Boy Brow.” I ordered it right away and yet again they didn’t disappoint. My eyebrows be on fleeeeek though. I don’t really buy brow products but the little brush and the cute packaging just won me over!



TV show: Scream Queens and Quantico

I love the fall. Mostly because of all the new shows coming out! Ryan Murphy is a genius so when word came out about Scream Queens, and not to mention the amazing cast (Jamie Lee Curtis as Dean Munsch is already one of my favorite TV characters EVER), I was very excited for it.


I’ve never been interested in the police/investigation type shows. I turned over a new leaf with Quantico though. I fell in love with this show! Go watch it! It’s good, I promise.



Movie: Mockingjay Part 2

The end of an era has come and gone.I loved the books and the movies (and JLaw). For some reason, I always get overly emotional about the last movie of a franchise. I didn’t even read Harry Potter but I cried like a baby while watching Deathly Hallows Part 2.



Activity: Museum of Feelings

I visited a really cool pop-up museum during Thanksgiving Break. You can check it out in my first vlog.


FIRST VLOG! Thanksgiving in NYC!

So I decided to try something new: vlogging! I’m just testing the waters. Blogging is my first priority but I thought adding video would create a different aspect to PRettyinPR.

I did not go home for Thanksgiving this year but my best friend, Rasha, visited me over break. It was her first time in NYC and we did pretty much everything so I took the opportunity to experiment with vlogging. Hope you enjoy!

Finished the Internship. Now What?

Today was officially the last day of my Fall ’15 internship! Another great one for the books. So I thought it was appropriate to write this post.

Don’t think once your internship is over that it’s over. It’s not over. Yes, the work is done but there are still obligations after the fact. An internship creates connections and relationships with the people you worked with for the past 3-4 months. They teach you a lot, good or bad experience. So keep those connections strong because you never know what they’ll do for you in the future.

Say thank you. On the last day, give them a small gift or a thank you card. A box of sweets, a planner, or a gift card to their favorite place is always a good idea. If you remember a particular thing they really love, go the extra mile and go for it. For example, if the person is really into baking, get her/him a cookbook. 

Follow up every month or so. Check up on the company and let them know you’re keeping up. If you come across an article that reminds you of the internship, shoot it their way. Stay connected.

Ask for recommendation or reference. If you are applying to a scholarship, special program, or study abroad, you may need a recommendation letter. Don’t be afraid to ask for one. You were their intern and I’m sure they’ll be happy to do it. But if not, the worst they can say is no. It won’t be the end of the world. 

Look for another internship. It’s time to move on to the next! Start applying for next semester. More internships, more connections. 

Celebrate! You’ve accomplished a semester full of classes, work, extracurriculars, plus an internship. You deserve a little something. In the wise words of Tom Haverford,



PRSSA National Conference | Atlanta, GA

I was really fortunate to have attended the PRSSA (Public Relations Student Society of America) National Conference in Atlanta, Georgia. I made the trip with Hofstra’s PRSSA E-board. The weekend was full of new insights, the best professionals, and tons of networking! PRSSA chapters from all over the country attended making it almost 1500 students. Professionals from Coca-Cola, General Motors, Carnival, Ketchum, Edelman, Burson-Marsteller, Time Warner Cable, and many, many more were in attendance.

I learned so much on this trip and I couldn’t be more grateful. It drove me to want to work even harder towards my goals in public relations. I would love to pass along the great information. It was very exciting so I want to share the highlights of what I learned!

  • Keynote address: Scott Williamson, Coca-Cola brands
    • 6 Lessons:
      1. Ignore the data. Remember the brand.
      2. Be simple, clear, concise.
      3. Shine your own shoes and iron your own shirt.
      4. Belief matters. Believe and support what you work for. Steer from competitors and incorporate that brand in your life.
      5. Question the impossible. Once you achieve the impossible, others will follow but you will always be the first. That’s what PR is about, being the first.
      6. Hold out for both marshmallows. Don’t settle and have patience. Things come to those who wait.
    • More advice:
      • Read up and keep up. The world keeps moving at a faster and faster rate.
      • Write compellingly, convincingly, and tell a story.
  • Keynote Address: Meet the Living Legends of Public Relations
    • The Traits
      • Passion for the product.
      • Good at seeing the big picture and the gaps. Speak your ideas, take initiative, and fill those gaps.
      • Get comfortable speaking the truth to power. Ask: “How do you like to be disagreed with?” Allows you to say no and be listened to.
      • Understand how brand operates.
      • Continue with writing and learn to love it.
      • Willing and able to share the credit. Celebrate your team because the highest achievers have a great team behind them.
      • Find good mentors. Recognize what they work on and bring ideas.
  • Other Highlights
    • Start things that nobody asked you to.
    • Remove “should” from your vocabulary.
    • Learn their style and way of writing, then pitch to them.
    • Become newsworthy.
    • Engage. Read up on campaigns and discuss.
    • Study or work abroad. Advances your knowledge and career.

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Should Students Have Business Cards?

Why would a college student possibly need to have a business card? Isn’t it meant for professionals or grown ups? Very true but communication students should seriously think about investing in some business cards. Many may say that students don’t have a specific service to offer to others because they are still studying and not yet working professionals. Yes, yes I get that but students can also offer something. We can intern for employers which can lead to an entry-level position! You never know what may happen.

As pre-professionals we attend networking events, students conferences, and take on many internships. Not to mention, class! The people you sit in class with could be the person to give you a job one day. Your classmates and professors can be great connects. At these events we talk to others and if you really hit it off, all you need to do is give a little piece of paper and you guys can now be connected for life. Buddies! You can use this connect in the future, it could be someone to help land you a dream internship/job.

I’ve been thinking about getting my own business cards for some time now but never went through with it. But since I am going to the PRSSA National Conference in Atlanta, GA with Hofstra’s chapter this weekend, I thought it was time. I bought mine from There are a ton of modern and creative designs you can choose from or you can design your own. They are a bit on the pricey side but this is the only business card service with really nice designs that I was looking for. I opted for an already made design called “Colour Field.” It’s simple and elegant, and me!

Business Card Tips:

  1. Include:
    • Name
    • [Major] Student Ex: Public Relations Student
    • University and location
    • Email
    • Phone Number
    • Website if applicable
    • Social Media Handle/LinkedIn
    • Headshot. A picture of yourself can seem a bit much but it definitely stands out and people will remember you. So if you can definitely include a headshot. I wanted to but I don’t have a legitimate headshot yet.
  2. When picking a design or designing your own, make sure it matches your personality. The design of a business card can say a lot about you. Think about your personal brand and how you want to portray yourself. My card is a simplistic style of pale pink and white and my text is slanted. Pale pink is my favorite color, for me simplicity is key and I love simple things, and slanted text shows that I’m not ordinary. It’s a little bit of a quirk. It says that I’m interesting and you want to get to know me more!
  3. Make it stand out. Include a photography shot, a chip or QR code leading to your LinkedIn/social media/resume/portfolio. You can even mess with the actual card size. My card is not the standard rectangle, I chose to make it a perfect square shape. This way when people gather all their business cards at the end of the day mine pokes out! I’ve seen business cards in a puzzle piece shape, a mini rectangle, be creative!

Below is the proof for my own business card:

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