Non-Brazilian Companies

By Wesley Minga


Non-Brazilians companies play an important role in Brazil’s business and economy. Bloomberg,

The Wall Street Journal, Thomson Reuters, and Boeing all impact the business and economic roles in Brazil.

Bloomberg’s headquarters for Brazil is based in Saõ Paulo. Combined with offices in two other
cities — Rio de Janeiro and Brasilia – Bloomberg has about 70 journalists on staff. Mexico is Brazil’s biggest market, so nine reporters are assigned there.

Bloomberg in Brazil started nine years ago when customers wanted news written in their native
language of Portuguese. Adrianne Lyons said, “It makes a big difference if you’re covering the country from (within the) country.”

Bloomberg wants their stories to be good and cover as much information as possible so readers can learn as much as possible. Another important factor regarding Bloomberg’s stories are bullet points. Bullet points give the overall context of the story in just a few short sentences. These bullet points help readers grasp key information quickly.

There is no room for error at Bloomberg. Lyons said, “If you make a mistake someone is going to
lose money.”

Bloomberg is planning to expand to Korea this year, and has added operations in Brazil, China,
and Russia since 2010.

Lyons said the country of Brazil is also focused on learning and doing business in English.
“English will improve as the country grows,” she said.

Wall Street Journal in Brazil is another non-Brazilian company that plays an important role in
delivering news to the country.

John Lyons, Wall Street Journal correspondent for Brazil and spouse of Adrianne Lyons, said,

“Brazil is in the midst of a cocaine boom.” He said Brazil is going through what the United States did in the 1970s.

“Brazil has been faced with a lot of challenges in the past 50 years, whether it is drugs, violence,
or poverty,” Lyons said, “When a country grows there are hidden obstacles.”

Brazil is widely known as one of the most dangerous countries on the earth, with violence
stemming from drug trafficking. “Cocaine trafficking is the main reason for murders,” Lyons said.

The drug problem also impacts the poverty rate, he said.

Culture, race, and class are the main factors that make up the people of Brazil. Even though this
country consists of people who have or people who don’t have, the Wall Street Journal seeks to hire journalists who are native Brazilians.

It is important to have people of Brazil work for Wall Street Journal, Lyons said.

Thomson Reuters is another trusted news organization with reporters in Brazil. Brian Winter of
Reuters said, “Even 10 years ago, Brazil wasn’t what it is right now.” People around the world know that Brazil is an upcoming powerful country. “The economy grew so much over the past 10-15 years,” said Winter.

The business and economy of Brazil is growing at a much faster pace than expected, with more
non-Brazilian companies entering Brazil.

Sports coverage will offer good reporting opportunities in Brazil over the next few years for
Reuters, mostly because of the upcoming major events of the World Cup in 2014 and the Olympics in 2016. “Sports is harder to break into than finance,” said Winter.

Students who asked how to break into sports coverage with Reuters as the Olympics approaches
were advised by Winter. “Learn Portuguese if you want to work for the Olympics in 2016,” he said.

Students asked if being a foreign correspondent is like being in the military, where people move
every five to six years. “Things have changed,” Winter said. Rather than moving reporters to various countries, news organization wants reporters with a deep base of knowledge about a country. He said the best skills to have are experience in covering business and finance.

Students also asked about the freedom of information in Brazil. Winter said changes are evident in
this area, too. He gave the example of a news organization reporting public salaries. “Elevator operators were making more than the mayor,” said Winter, which caused an uproar in the country.

Reuters is another company that continues to grow in Brazil. “Even on a bad day, Brazil is better
than most places,” said Winter.

Boeing is the largest aerospace company in the world. Donna Hrinak, president of Boeing Brazil,
said, “Boeing Brazil just recently celebrated its 80th anniversary, which makes us very proud.”

boeingceoBoeing Brazil has joined hands with the government to operate the company. When asked what it
is like dealing with the government in Brazil, Hrinak replied, “It is a buttoned-up palace.”

Boeing is looking for more opportunities to gain presence with other Brazilian companies and
more government agencies. Boeing Brazil also hopes to sell fighter jets to Brazil. “We would love to sell fighter jets to Brazil. It would be a $4.2 billion market,” said Hrinak.

Boeing is using Brazil for more and more research on future projects, which gives Brazil more
opportunities for future developments.

Despite the progress in Brazil and the involvement of more companies, some people in Brazil are
doubtful that Rio De Janeiro will be ready for the World Cup and Summer Olympics. The city still has much work to be done, such as building stadiums, light rail, and the port.

When asked for her opinion regarding the upcoming events and Brazil’s ability to meet the challenges, Hrinak said, “Changes are coming very steadily.”

Whether it is Bloomberg, Wall Street Journal, Thomson Reuters, or Boeing, Brazil has a bright
future involving non-Brazilian companies. These non-Brazilian companies produce jobs and help build the next step in Brazil’s business and economic future.

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