Interview released on september 2012 issue of Communication Magazine on communication trends and issues in Portugal, by Rui Martins, Regional Coordinator for Portugal at EACD

1. ASSOCIATION
REGIONAL FOCUS: PORTUGAL
The Portuguese Regional Coordinator Rui Martins shares his view on the EACD’s activi-
ties in the region and the communication landscape in Portugal.
Can you tell us about the format and topic of events greatly related to internationalisation processes and the
that you have hosted so far and the feedback you imperative need of growth and expansion in order to
have received? tackle the contraction of domestic demand. Regarding
Since I assumed the position as Regional Coordinator the tools, one crucial excitement is the rising trend of
for Portugal, we have organised nine successful Lisbon social media and mobile applications (Facebook and
Regional Debates attended by 279 top executive com- Twitter, iPad and iPhone applications, and social media
munication professionals from different sectors and monitoring and evaluation are being increasingly used),
industries, from which we have gained about 40 new not only to reduce costs but moreover to increase busi-
Portuguese EACD members. Trying to keep pace with ness-to-customer and potential business-to-business en-
the European and international communication trends gagement and thus leveraging sales leads.
and with the specific needs of the Portuguese market
in mind, the topics have provided insightful, case-study Is there anything that you specifically characterises
based understanding and knowledge, presented by in- the Portuguese communication landscape?
ternational and national speakers. The Lisbon Debates The integrated communications arena in Portugal is
take place twice a year, in May and October, with four growing each year into what more mature markets such
guest speakers and under the sponsor of partners such as as the UK, Germany, France or Spain have already be-
the five-star Hotel Altis Lisboa. We have featured talks come. Yet there is still room for further improvement
such as ‘Corporate Social Responsibility: a multi stake- in order for Portugal to grab the overall attention of,
say, Portuguese-speaking markets in Brazil, Angola,
Mozambique and eastern countries such as Macau and
Regarding the tools, one crucial excite- China. A further trend is social media being used by
ment is the rising trend of social media more and more companies. Thus, understanding and
and mobile applications. managing effective integrated online communications is
a topic of great relevance. On the other hand, the rising
of social media turns transparency into inevitability for
holders’ approach to sustainability in times of turmoil’, all kind of organisations.
‘Financial Communications: rebuilding trust’ and ‘Ter-
ritorial Reputation Management: leveraging the Portu-
guese Experience’. The next Regional Debate will take RUI MARTINS
place on October 16, 2012, under the headline, ‘Going
Global: managing effective multicultural communica- Rui Martins has been the head of com-
munications at Dianova Portugal since
tions’. 2003. Previously, he was: a strategic
consultant (Tinkle Consultant Lisbon),
What seem to be the issues most affecting communi- introducing and leveraging easyJet’s po-
cators in Portugal at present? Are there any develop- sitioning in the Portuguese market and 93
media relations for Hotel Penha Longa
ments or tools that Portuguese communicators seem & Golf Resort; associate director (Hill & Knowlton Portugal) and
especially excited about? senior associate (Burson-Marsteller, Lisbon). He holds a master’s
Facing a bailout crisis, I would say managing a trust- degree on Social Economy, ISCTE; post-graduate degree in man-
agement and multimedia communications, ISEG – Universidade
Photo: Private
worthy reputation, financial communications and mul-
Técnica Lisboa; and a degree in management and public adminis-
ticultural communications are of top priorities to both tration, ISCSP – Universidade Técnica de Lisboa.
big and SME companies. Of course, such concerns are
03/2012 COMMUNICATION DIRECTOR