ABSTRACT
VIVIAN HIRSCH When public relations arrived in Brazil in the 1910s it had a Canadian influence, but has since acquired the strong flavor of the largest South American country. This unique Brazilian flavor is enhanced by a combination of a nascent scholarship and a young democracy that emphasizes voluntarism and partnerships to overcome great social inequalities. The national iron and steel company (Companhia Siderúrgica Nacional) in Rio de Janeiro founded the first authentic public relations department in 1951 (Kunsch, 1997). The strong influence of Portuguese language and culture have isolated Brazil from its neighbors. This isolation has created a rich and unique rainbow of artistic, culinary, and social expressions. At the same time, that isolation has motivated Brazil to strive to reach out to the international community. The welcoming attitude of Brazilians is rooted in its history. This is a country that had peaceful transitions from Portuguese colonialism to independence and from military dictatorship to democracy.
