Brazil’s public relations scene is as lively and complicated as the country itself. Brazil has the biggest economy in Latin America, with a GDP of $2.4 trillion. Its size makes it a unique place for communication, with its own language (Portuguese), a media ecosystem that relies heavily on personal relationships and a regulatory environment that requires local knowledge. Choosing the right PR (public relations) partner is probably the hardest and most important part of a communications strategy for international marketing directors who want to enter a new market or local businesses that want to improve their reputation.
The Brazilian PR market has grown up a lot because more people want digital PR, real-time reputation management and AI to be part of their communications plans. Industry studies indicate that it is a strong, mature field where workers are very happy. Respect from leaders, a good work-life balance and the company’s credibility are just as important as pay.
This carefully chosen list includes five well-known public relations firms in Brazil. They were chosen based on their rankings in the industry, their reputation in the market, their respect from professionals and their ability to handle the local nuances while still meeting global standards. These companies are the best in Brazil’s PR ecosystem in 2026. They can help you with government relations, which involves managing interactions with government entities, if you are a multinational corporation; digital PR, which focuses on online public relations strategies, if you are a tech startup; or corporate affairs management, which encompasses managing a company’s overall reputation and stakeholder relationships, if you are a legacy brand.
How We Selected the Top Public Relations Firms in Brazil
The firms featured in this list were evaluated based on the following general criteria derived from major industry studies, including PR SCOPE 2025-26 and the Scopen “Best PR Agency to Work For” ranking:
- Industry Recognition and Rankings: Performance in independent market studies and rankings, particularly the PR SCOPE and SCOPE surveys
- Professional Admiration: Perception among peers and competitors, reflecting respect within the industry
- Client Reputation: Desirability among corporate communications executives and strength of client relationships
- Service Excellence: Recognition for quality of delivery, strategic planning, creative capacity and innovation
- Specialized Capabilities: Expertise in key areas including digital PR, crisis management, government relations and ESG communications
List of Top 5 Public Relations Firms in Brazil
- InPress Porter Novelli
- FSB Comunicação
- Edelman Brazil
- The New Standard
- FleishmanHillard Brasil
A Closer Look at Each Public Relations Firm
1. InPress Porter Novelli
InPress Porter Novelli is the clear leader in Brazil’s PR industry. It topped the Scopen “Best PR Agency to Work For” list and was the most desired and exemplary agency for shortlists among communications executives in the PR SCOPE 2025-26 study. The agency has built an unmatched reputation for excellence in many areas of public relations as a member of Grupo In Press.
Key Services and Capabilities
- Full-spectrum strategic communications and reputation management
- Social media and influencer marketing (ranked as market leader)
- Digital expertise and AI-integrated communications
- ESG and sustainability communications (recognized as most committed agency)
- Crisis management and reputation recovery
Ideal Client Profile
Large corporations, multinational companies and organizations are seeking comprehensive reputation management that demonstrates excellence across all PR disciplines. This service is especially ideal for clients who prioritize quality delivery, strategic planning and innovative creative capacity.
Notable Strengths or Differentiators
There are many ways to demonstrate that InPress Porter Novelli is the best: When asked, 91% of communications executives know the agency, which makes it Brazil’s most well-known PR firm. According to what people think, the agency is the best at delivering quality work, making plans and coming up with new ideas. Its leadership in social media and Influencer marketing and being in the top three for AI expertise (2nd place) show that the company has successfully adapted to digital transformation.
The agency’s commitment to sustainability is unparalleled—it is recognized as the most committed agency to sustainability and positive impact in Brazil. The “Centro da Virada Reputacional” case made for Americanas was called one of the most important campaigns of the year, showing how effective the agency is at handling crises.
Another thing that sets leaders apart is their strength: CEO Rodrigo Pinotti was named the most admired PR professional in Brazil. Roberta Machado (executive president) and Kiki Moretti (founder) are tied for third place among the most admired leaders. Ana Domingues (CEO of FleishmanHillard Brasil, also Grupo In Press) is in the Top 10. More than 70 professionals from the group’s agencies were named as the most admired, making Grupo In Press the reputation management group with the most mentioned professionals.
Contact Information
Website: https://inpresspni.com.br/
2. FSB Comunicação
FSB Comunicação is the biggest public relations firm in Brazil, both in terms of revenue and number of employees. FSB is an important point of reference when talking about PR in Brazil, especially because it is essential in government relations and public sector communications.
Key Services and Capabilities
- Government relations and political lobbying
- Crisis management for state-owned enterprises
- Traditional media relations at massive scale
- Communications for national infrastructure projects
- Public sector and institutional communications
Ideal Client Profile
The ideal client profile includes giant conglomerates, government entities, state-owned enterprises and organizations that require deep political lobbying power and influence within Brazil’s complex governmental structures.
Notable Strengths or Differentiators
FSB’s primary strength lies in its unparalleled scale and access. The agency is in charge of communications for many government agencies and huge national infrastructure projects. This gives it a level of institutional power that few other companies can match. FSB has skills that are almost unmatched if your business needs to deal with Brazil’s laws, work with government officials, or handle communications for public sector projects.
But this scale has some drawbacks. People who work in the industry say that FSB is the best choice for government relations, but it may not be flexible enough to quickly launch tech products or for brands that want quick, digital-first campaigns. The agency’s strength is not in a wide range of modern digital PR tools but in a deep understanding of traditional public sector communications.
Contact Information
Website: https: //www.fsb.com.br/
3. Edelman Brazil
Edelman is the biggest public relations company in the world and its Brazilian office is the face of that brand around the world. Edelman Brazil is part of a network of over 60 offices around the world that offers unmatched integration for multinational companies that want to keep things the same across markets.
Key Services and Capabilities
- Integrated marketing communications
- Brand trust and reputation research (Edelman Trust Barometer)
- Global crisis coordination across multiple markets
- Corporate affairs and stakeholder engagement
- Digital marketing and content creation
Ideal Client Profile
Global brands, who already collaborate with Edelman in their home markets such as New York, London, etc., can effortlessly expand their communications strategy to Brazil. This approach works best for businesses that prioritize global consolidation over local specialization.
Notable Strengths or Differentiators
The best thing about Edelman Brazil is that it is part of the world’s biggest PR network. For multinational companies, extending an existing Edelman contract to Brazil makes things easier and more consistent and allows for standardized reporting across all markets. The company’s intellectual capital, which includes the well-known Edelman Trust Barometer, gives research-based information that helps shape its communications strategy.
But this global integration comes at a cost; clients pay for the brand name and the resources that come with it. An analysis of the industry shows that Edelman can provide stability and global coordination, but it may not be able to give smaller, Brazil-focused partners the personalized attention and quick response times they need. If your brand values local differences and quick execution over global standardization, you might want to look into other options.
The agency was also recognized in the Scopen “Best PR Agency to Work For” ranking, appearing among the top firms most attractive to industry professionals.
Contact Information
Website: https://www.edelman.com/
4. The New Standard
The New Standard (TNS) is a new kind of Brazilian PR firm that was set up to fix the “translation problem” that happens when foreign brands try to use US/UK strategies in Brazil without changing them to fit the culture. TNS is the best company for cross-cultural communications because it has been in business for 42 years and has offices in nine Latin American countries.
Key Services and Capabilities
- Cross-cultural navigation and narrative adaptation
- Digital PR and SEO-led reputation management (SERM)
- Fintech compliance communications
- “Phygital” brand activations (blending physical and digital)
- Performance-driven communications with ROI focus
Ideal Client Profile
International B2B, tech and consumer brands that want to get into the Brazilian market quickly and show that they can make money. Best for businesses that need to be flexible, have digital maturity and get results based on metrics.
Notable Strengths or Differentiators
The New Standard’s main difference is how it handles cross-cultural communication. TNS doesn’t just translate press releases; they also change stories to fit local cultural codes so that they make sense to Brazilian audiences. The agency was built for the 2026 landscape, with a focus on digital PR and SEO performance rather than traditional “clippings” metrics.
TNS focuses on measurable results like backlinks, domain authority and lead generation—things that are important to today’s CMOs and international marketing directors. The agency is flexible when it comes to contracts. They offer shorter initial terms and campaign-based contracts that let clients prove ROI before committing to a long-term contract.
TNS is smaller than older companies like FSB or Edelman, but its flexible structure lets it get things done quickly. For example, campaigns can start in one to two weeks instead of four to six weeks like they do at bigger, more bureaucratic agencies. This flexibility is very useful for responding to crises or taking advantage of quickly changing market conditions. The agency has clients from all over the world, such as Seequent and NexaPay, which shows that it can work with global brands.
Contact Information
Website: www.tnsagency.com
5. FleishmanHillard Brasil
FleishmanHillard Brasil has established itself as a strong company on its own and is also part of Grupo In Press with InPress Porter Novelli. The agency did a great job in the PR SCOPE 2025-26 study and its competitors named it the best agency, which is a great sign of its professional excellence.
Key Services and Capabilities
- Integrated communications and reputation management
- Innovation-driven PR strategies
- Content creation and strategic planning
- Sustainability and ESG communications
- Energy transition and corporate affairs
Ideal Client Profile
Groups seeking a highly regarded agency with a strong commitment to sustainability and extensive experience in implementing innovative ideas are the ideal target audience. This is particularly beneficial for clients operating in the energy, technology and other sectors experiencing significant transformations.
Notable Strengths or Differentiators
FleishmanHillard Brasil leads the global ranking of Perception Among PR Agency Professionals, occupying 1st place as the agency most admired by the competition . This recognition from peers shows immense respect in the industry. Competitors say that FleishmanHillard is the best at innovation, having a high-quality professional team and offering integrated services, strategic planning and content creation.
The agency is the third most committed to sustainability, which supports its focus on making a positive difference, being responsible for its reputation and issues related to big changes like energy transformation. The agency is the 12th most well-known, 14th most wanted for shortlists and 11th most exemplary in the market among communications executives. Overall, PR agency professionals think FleishmanHillard is the ninth- best Agency of the Year.
This combination of competitor respect, innovation leadership and sustainability focus makes FleishmanHillard Brasil a compelling choice for organizations that value peer-validated excellence and forward-looking communications capabilities.
Contact Information
Website: https://fleishmanhillard.com.br/
Honorable Mentions: Other Notable PR Firms
The Brazilian PR ecosystem includes several other significant players worthy of recognition:
- JeffreyGroup: JeffreyGroup is a prominent player in the Latin American market, boasting decades of experience and a vast regional presence. JeffreyGroup concentrates on traditional corporate communications for Fortune 500 legacy companies, especially those in the oil and gas or heavy manufacturing sectors. JeffreyGroup is a reliable and prudent option for companies operating in traditional industries.
- LLYC (Llorente y Cuenca): Originally from Spain, LLYC is a powerhouse in the Spanish-speaking world with a strong Brazilian presence. LLYC excels at the intersection of law, business and communication, particularly in areas such as mergers and acquisitions (M&A) communications, financial public relations (PR) and high-level litigation support. This service is particularly beneficial for European companies venturing into Latin America or firms engaged in intricate mergers.
- Máquina PR: Recognized in the Scope ranking of most attractive PR agencies to work for, demonstrating strong organizational culture and professional appeal.
- Burson: Also appearing in the Scopen top rankings, indicating significant market presence and professional admiration.
- Sherlock Communications: A Brazilian agency specializing in strategic communication solutions for businesses aiming to succeed in Latin America. Founded in 2015, they focus on tailored strategies for the regional market with project sizes starting at $5,000.
- Pros and Weber Shandwick: Both were cited in the Scopen study as having registered relevant movements in the rankings, indicating growing market presence and professional appeal.
The DesignRush platform also lists numerous Brazilian communications agencies, including Frederico Burlamaqui Marketing Consulting (Curitiba), Mazzi (São Paulo), Latam Intersect PR (São Paulo), Horizon Creative (Curitiba), MAPA360 (São Paulo) and CoWork Comunicação (São Bernardo do Campo), offering various specializations and budget ranges for clients seeking more boutique or regional options.
How to Choose the Right Public Relations Firm in Brazil
- Define Your Primary Objective: Identify whether you need government relations and political lobbying (FSB), global integration with headquarters (Edelman), cross-cultural market entry (The New Standard), comprehensive reputation management with proven excellence (InPress Porter Novelli), or peer-validated innovation and sustainability expertise (FleishmanHillard Brasil).
- Assess Agility vs. Size: Large agencies with 500+ employees offer scale and resources but may lack agility. Smaller, specialized firms can execute campaigns in 1-2 weeks versus the 4-6 weeks required by bureaucratic agencies. Align the agency structure with your timeline and responsiveness requirements.
- Evaluate Digital Maturity: Ask potential agencies, “Do you measure backlinks and domain authority?” Traditional firms often focus on “clippings” or AVE (Advertising Value Equivalency), while modern firms prioritize SEO performance and lead generation. The New Standard emphasizes digital PR metrics, while InPress Porter Novelli leads in social media and AI expertise.
- Verify Local Presence: Ensure your agency has boots on the ground in São Paulo, Brazil’s communications hub, not just a satellite office in Miami. Real influence happens locally through personal relationships cultivated over years.
- Understand the “Assessoria.” Distinction: In Brazil, “Assessoria de Imprensa” historically meant press relations—simply sending news to journalists. Ensure your agency offers full-spectrum strategic communications, including digital content, reputation management and stakeholder influence, not just traditional media pitching.
- Review Contract Flexibility: Traditional Brazilian agencies often demand 12-month lock-in contracts. Modern agencies are shifting toward flexibility with shorter initial terms or campaign-based contracts that allow you to prove ROI before a long-term commitment.
- Consider Budget Realistically: Costs vary significantly by scope. Project-based campaigns for specific launches range from $5,000 to $14,000 USD for boutique firms and can exceed $25,000 USD for large global bureaus like Edelman or FSB. The DesignRush platform shows average hourly rates around $133 for top corporate communications firms, with minimum budgets ranging from under $1,000 to $50,000 depending on scope.
Brazil’s public relations ecosystem offers diverse options spanning global leaders with local expertise, homegrown giants with government influence and agile modern agencies built for digital performance. The five firms profiled—InPress Porter Novelli, FSB Comunicação, Edelman Brazil, The New Standard and FleishmanHillard Brasil—represent different approaches to serving the communications needs of organizations operating in Latin America’s largest economy.
InPress Porter Novelli is the clear leader in the market, topping both professional admiration rankings and client preference studies. They are also excellent in AI (artificial intelligence), sustainability and traditional PR (public relations). FSB Comunicação is the best choice for businesses trying to navigate Brazil’s complicated political landscape because of its unmatched size and expertise in government relations. Edelman Brazil helps multinational companies that want to be consistent across markets by giving them access to the world’s largest PR network. The New Standard is the future of cross-cultural communication. It was made to work quickly and digitally, with a clear return on investment. Fleishman-Hillard Brazil is the most respected agency among its competitors, who say it is the best at coming up with new ideas and being environmentally friendly.
Digital transformation, AI integration and a growing need for measurable results are all pushing the Brazilian PR market to change. The PR SCOPE 2025-26 study and Scopen rankings show that the industry is strong and mature and that leadership, innovation and sustainability are just as important as traditional reputation management.
If a company wants to communicate well in Brazil, the agency they choose will depend on their specific goals, such as government influence, global integration, cultural adaptation, or overall excellence. Each of the companies listed here has its strengths. and the best partnership for you will depend on how well those strengths fit with your strategic goals.
We suggest that readers look into these companies more, ask for capability presentations and figure out which partnership best fits their budget, communication goals and company culture. Brazil’s unique media ecosystem rewards individuals adept at navigating it through local knowledge, personal connections and strategic savvy. These five companies are excellent examples of these traits.
FAQ
1. What services do public relations firms in Brazil typically offer?
Brazilian PR firms provide a wide range of services, such as strategic communications planning, media relations, crisis management, government relations and public affairs, digital PR and social media management, influencer marketing, content creation, ESG and sustainability communications, internal communications and reputation management. The difference between traditional “Assessoria de Imprensa” (press relations) and modern full-spectrum PR is becoming more and more important.
2. How much do public relations services typically cost in Brazil?
Costs can vary a lot depending on the agency tier, the scope of work and the way the agency works with clients. Project-based campaigns for particular launches can cost small businesses anywhere from $5,000 to $14,000 USD. For big global agencies like Edelman or FSB, they can cost more than $25,000 USD. Monthly retainers for standard services run around $8,000. They can be as low as $2,000 to $5,000 or as high as $20,000 to $50,000 for the best firms that offer complex, multifaceted strategies. Average hourly rates for top corporate communications firms are approximately $133.
3. How do I know if a public relations firm in Brazil is reliable and credible?
Key indicators are performance in independent industry studies (PR SCOPE, Scopen rankings), recognition by peers and competitors (FleishmanHillard’s #1 ranking as most admired by competitors), a client roster and case studies (the Americanas case by InPress Porter Novelli), professional leadership recognition (Rodrigo Pinotti as most admired CEO), proven expertise in relevant sectors and clear methodology and reporting.
4. Do I need a local legal entity (CNPJ) to hire a PR agency in Brazil?
No. Most excellent PR firms in Brazil are used to dealing with international contracts and can bill their US, UK, or European headquarters directly in USD, GBP, or EUR. This makes it easier for multinational companies to buy things in Brazil.
5. What is the difference between “Assessoria de Imprensa” and modern PR in Brazil?
Assessoria de Imprensa is the traditional Brazilian model focused on pitching journalists to secure print coverage. Modern public relations encompasses digital PR (securing online coverage with do-follow backlinks to improve Google rankings), reputation management, stakeholder engagement, crisis communications, social media, influencer marketing and integrated marketing communications. For 2026, a hybrid strategy combining both approaches is essential for growth.
6. How long does it take to launch a PR campaign in Brazil?
Timelines differ significantly according to agency structure. It could take 4 to 6 weeks for big government agencies to hire new people and approve plans. Companies that are agile, like The New Standard, can start in one to two weeks. When dealing with a crisis or a quick market opportunity, put agency flexibility ahead of size.
7. What is the standard contract length for PR services in Brazil?
Many traditional agencies require contracts that last for 12 months. But these days, agencies are becoming more flexible. They offer shorter initial terms or campaign-based contracts that let clients prove ROI before making a long-term commitment. This trend shows that more and more people want performance-based partnerships.
8. Which sectors are driving demand for PR services in Brazil?
Fintech and financial services (which need compliance communications), technology (which needs digital PR and thought leadership), healthcare (which needs to deal with complicated regulations), e-commerce (which is driven by online consumer activity) and energy (especially renewable and transition communications) are all sectors where there is a lot of demand. Influencer marketing and real-time reputation management have both grown in popularity, which has led to more demand in all areas.
