In episode #44 of our AmplificaCast, we dive into an enlightening conversation with Beatriz Ambrósio, a prominent entrepreneur and Public Relations person, a true pioneer! During the discussion, we go beyond the buzz and explore the challenges and opportunities in the future of PR in Brazil.
Beatriz, also known as Bia, is a dynamic and visionary professional who is leading the charge at Mention, which is a platform that democratizes access to press relations and Public Relations, offering an accessible service for brands of all sizes. Bia classifies herself as a “first time founder”, this expression refers to the fact that it is the first time that Beatriz is founding a company.
In our conversation, Beatriz shared how her journey in the communications field began unexpectedly. Initially interested in gastronomy, she was directed to the field of Public Relations after a vocational test revealed her potential in this area. Fascinated by the idea of influencing people without giving direct orders, Beatriz dove head first into this universe.
Graduated from Cásper Líbero and with a postgraduate degree from USP, Beatriz quickly rose in her career. Instead of following a traditional path, she jumped from internships to more advanced positions, leading teams and projects with confidence and determination.
An interesting aspect of our conversation was Beatriz's reserved nature. Despite her communicative personality, she always preferred to work behind the scenes, until taking on the role of founder of Mention. Now, as the company's official spokesperson, she is challenging herself to step out of her comfort zone and expose herself more publicly.
Beatriz also shared her perspective on entrepreneurship and leadership. For her, success is not the result of luck alone, but rather a combination of determination, willingness to take on challenges and support from mentors and leaders who recognize her potential.
Building a solid career in Public Relations and starting a business in Brazil
During our conversation, it became clear that Beatriz's journey is an inspiring source for those looking to build a solid career in Public Relations and entrepreneurship in Brazil. Her story is a powerful reminder that, with passion, determination and courage to take on challenges, it is possible to achieve great things, even in a field as competitive as communications.
Getting to know Mention — A revolution in the Public Relations sector
Imagine a platform that transforms the way companies deal with Public Relations, making it accessible, efficient and scalable. Welcome to Mention, an innovation led by the brilliant and bold mind of Beatriz Ambrósio, an expert in the field of communications.
What is Mention? Mention is much more than a traditional PR company. It is a revolutionary platform that uses artificial intelligence and machine learning to automate essential services, such as press relations, institutional writing and event organization. Its objective is to popularize and democratize PR services, making them accessible to companies of all sizes and segments.
What makes it special? Mention is a pioneer in Latin America, being the first Public Relations platform in the region to offer this type of work. Its innovative and technologically advanced approach is changing the game in the communications market.
How it all began? Beatriz Ambrósio, CEO and founder of Mention, has a long history in the world of Public Relations. With a solid academic background and experience in startups and renowned agencies, she noticed a gap in the market: the lack of access to effective PR strategies due to the lack of technology in the sector. Thus, Mention was born out of the need to make these services more accessible and efficient for companies of all sizes.
Where is Mention now? With just under two years since its founding, in August 2022, Mention is already making a difference and making a big impact in the field. Serving more than 100 customers on its platform, the company is proving its value and gaining space in the market.
The future of Mention: Mention's goal goes beyond simply offering PR services. The company aims to become the leading platform in Latin America for negotiations and relations with the press, ensuring that all companies, regardless of their size or segment, have access to quality PR services at affordable prices.
Challenges and achievements: While they face significant challenges, such as making PR services affordable in a market dominated by traditional agencies, Mention is making steady progress. With an average turnover of 100 thousand reais per month and a forecast of breakeven reached in December 2022, the company is on the right path to success.
“Through software with a monthly subscription, it is possible to democratize access to small and medium-sized companies.” — Beatriz Ambrósio, CEO & Founder of Mention
“Just” another Public Relations company?
No. Mention is a disruptive force that is already transforming the entire industry. With a bold vision for the future and a dedicated team led by Beatriz Ambrósio, the startup is already shaping the landscape of business communications in Latin America and beyond.
The digitalization process of companies has reached the Public Relations sector, a market that generates R$ 3,7 billion per year in the country, according to the Mega Brasil Corporate Communication Yearbook. It was in this scenario that Mention was born, self-titled the first PRTech in Brazil.
“It is a market with high demands, but with entry bottlenecks.
Agencies are expensive and offer an ultra-personalized and analogue service, which prevents scale.
Mention wants to change this context, guarantee new entrants and that companies from all sectors
sizes can have access to public relations strategies”, says Beatriz.
“There are no direct competitors in Brazil, but global benchmarks like BrandPush.”
An inspiring journey of overcoming, resilience and constant learning
Through her stories and reflections, she invites us to rethink what “success” means and teaches us valuable lessons about how to build a solid and rewarding career.
Beatriz reveals to us that the beginning of her career was marked by a search for security and stability. She felt trapped in a “comfort zone”, working in large agencies and serving renowned clients.
While working at one of these agencies, Beatriz had the opportunity to learn about the world of startups. It was at that moment that she woke up to a new universe of possibilities and challenges. The contagious energy and dynamism of the environment inspired her to seek something more for herself.
When deciding to undertake, Beatriz found herself faced with several obstacles. The biggest one was the lack of experience in management and finance. Without a “financial cushion” to rely on, she faced difficult times, including being without income for months.
Even in the face of difficulties, Beatriz never let herself get discouraged. She knew that building a solid reputation was critical to Mention’s success. Therefore, she has always dedicated herself to delivering impeccable work and building positive relationships with everyone involved in the business.
The journey of self-knowledge
Beatriz's entrepreneurial journey was also a process of self-knowledge. She learned to deal with her fears and insecurities, developed leadership and management skills and became a more resilient and confident person.
Throughout the interview, Beatriz teaches us that success is not just about achieving financial goals, but also about building a career that brings us personal and professional fulfillment.
Tips for Entrepreneurs:
- Believe in yourself and your potential.
- Be resilient and persistent.
- Learn from your mistakes and keep evolving.
- Build a strong and cohesive team.
- Stay focused on your purpose.
Inspiration for the future of those who want to undertake
The story of Beatriz Ambrósio is an inspiring example for everyone who wants to undertake, as well as demonstrating that, for this to happen, there is no minimum age. Her journey shows us that, with dedication, persistence and focus, it is possible to overcome any obstacle and achieve great goals.
Bia's entrepreneurship and career journey brings us powerful reflections on organizational culture, the strength of women in the job market and the challenges of entrepreneurship. Beatriz shared her experience at GM, where she realized the importance of aligning with the company culture — or leaving. Even facing challenges and prejudices, such as being told that she had “no future inside or outside of GM”, she saw her dismissal as an opportunity for growth.
Upon returning to the technology market, Beatriz realized the relevance of organizational culture. Established companies have deep-rooted cultures, while startups are born with more malleable cultures. She highlighted the importance of understanding the characteristics of founders that shape company culture and of paying strategic attention to culture from the beginning.
The issue of female entrepreneurship was also addressed. Beatriz highlighted the lack of female representation in events and investment rounds, which can discourage women entrepreneurs. She emphasized the importance of seeing oneself represented and encouraged women to take up space and face challenges.
The decision to undertake came from the need to have more autonomy and freedom to carry out his work in the way he believed to be the most effective. She found it in her friend and mentor Patricia Carvalho fundamental support on this journey.
Beatriz also highlighted the importance of learning from mistakes and having a clear vision of the business. She highlighted that, often, companies that are not successful can convey a false image of success, and that being an entrepreneur means facing a series of challenges.
The influence of a female entrepreneur on the decision to undertake
Beatriz shared the importance of questioning the status quo and seeking autonomy in her work, which led her to become an entrepreneur. She highlighted the influence of Patrícia Carvalho, mentor and founder of a startup (ForumHub), on her decision to undertake.
Patrícia encouraged Bia to follow her own path, even when faced with questions about the effectiveness of her ideas. This support was fundamental for Beatriz to take the leap towards entrepreneurship.
When talking about her journey as an entrepreneur, Beatriz highlighted the challenges of managing a company and leading teams. She highlighted the importance of maintaining emotional intelligence in difficult times, when you need to be the “buoy” for your team, even when there is uncertainty about the future of the business.
Beatriz also shared her leadership strategy, based on solid and open relationships with her team. She chose leaders who knew her on multiple levels, which allows for conversations not just about work but also about personal life, creating an environment of trust and collaboration.
Diversity and inclusion are also fundamental values for Beatriz in her company. She emphasized the importance of hiring people based on their skills and values, regardless of gender, and highlighted the need to soft skills, such as results orientation and punctuality.
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Inclusion as a reflection of market reality in organizational culture
In her company, Beatriz prioritizes inclusion, having a diverse team that reflects not only her vision, but also the reality of the market.
She highlights the importance of companies founded by women, which naturally tend to be more diverse. Her team includes a variety of profiles, including people with disabilities, black people and LGBT+ people, showing a welcoming and inclusive environment that was not a forced effort, but rather a natural choice for the company.
Beatriz's most striking characteristic is her approach to solving problems. She values professionals who are ready to face challenges and find solutions, even when the situation is not clearly defined. Her company is a place for those looking for accelerated growth and are willing to take on responsibilities beyond the initial scope.
However, she also recognizes the importance of making difficult decisions, such as terminating employees who are not performing. This is a painful part of a leader's role, but essential for keeping the team focused and ensuring the quality of work delivered.
Transparency is fundamental for Beatriz, both with her team and with investors. She understands that accountability is an integral part of leading a business, and this is reflected in her approach to solving problems and meeting customer needs.
Raising investments
Beatriz Ambrósio's entrepreneurial journey is full of valuable learnings, especially when it comes to attracting investments. Her meeting with her first angel investor was marked by an important lesson: preparation is essential. Even when you think you're ready to present your business, you may come across questions you don't know how to answer.
This experience led her to understand the importance of knowing the numbers and business strategy in depth, as each investor has their own preferences and areas of interest. It is necessary to be shrewd in the conversation, directing it to the points that are most interesting to the investor, while remaining prepared to answer any questions.
Trust also plays a crucial role in this process. Previously, as an employee, Beatriz performed her work and gave presentations, but now, as an entrepreneur, she needs to demonstrate confidence not only in her team and her product, but also in herself and her business's ability to grow and prosper.
When facing negotiations with investors, Beatriz realized that she was not in a position of weakness, asking for money, but rather offering an investment opportunity in a business with exponential growth potential. This change in perspective brought more security and equity to the negotiation table, allowing you to conduct conversations with more assertiveness.
Therefore, if you are thinking about starting a business and looking for investors, learn from Beatriz Ambrósio's experience. Be prepared, know your business numbers, direct the conversation to the investor's points of interest and, above all, trust in the potential of your business.
A trajectory marked by challenges, learning and a lot of determination
Beatriz Ambrósio's entrepreneurial journey is marked by challenges, learning and a lot of determination. From the beginning, she understood that transparency and trust are key when presenting your company to potential investors. For her, Mention is not just a business, but an extension of herself, something she lives and breathes every day.
Throughout her journey, Beatriz learned to value every piece of advice and guidance she received, especially when it comes to her company's percentage. She understands that, as a founder, it is essential to seek knowledge and be open to learning from others.
One of the most challenging moments for Beatriz was dealing with financial pressure, especially when she had to balance the company's cash flow and payments. However, she never considered giving up, as she believes she would feel worse if she abandoned her dream.
The process of attracting investments was also a complex stage, especially since Mention was started in a period of capital scarcity. She faced the challenge of presenting solid numbers and a clear strategy to win over investors in an unfavorable economic moment.
Despite the difficulties, Mention today has a healthy capital composition, with more than 90% of investment coming from internal sources. For Beatriz, money is important, but it does not solve all problems. The most valuable thing is the commitment and dedication to making the business grow and prosper.
After 18 months of existence, Mention has already faced many challenges, but Beatriz never lost her determination. She faced difficult times, such as the lack of money to pay salaries and the challenge of attracting investments in a restricted market. However, her passion and commitment to Mention kept her steadfast on her entrepreneurial journey.
Familiarizing yourself with new concepts and practices, such as financial management and attracting investments
Beatriz Ambrósio's entrepreneurial journey is an example of determination and overcoming. She faced challenges such as the need to familiarize herself with new concepts and practices, such as financial management and attracting investments, which were outside her previous context. However, her quest for knowledge and ability to trust qualified professionals helped her overcome these obstacles.
The process of dealing with customer complaints was also a significant challenge for Beatriz. She learned to listen to criticism constructively and to see these moments as opportunities for learning and continuous improvement. Additionally, being part of a group of female startup founders was key to receiving valuable feedback and building a solid base of loyal customers.
Beatriz highlights the importance of balancing personal and professional life, something that can be challenging for dedicated entrepreneurs like her. She highlights the importance of finding outlets for stress, such as playing sports, traveling and taking up hobbies, as a way of maintaining balance and mental health.
Currently, Beatriz is transforming the communications sector by proposing a new way of offering press relations. Its objective is to make this service more accessible and affordable for brands of all sizes and stages of maturity, challenging the traditional concept of communication agencies. For her, it is essential that brands have access to a quality service, regardless of their financial size.
The Communication, Press Office and Public Relations market in Brazil
The interview with Beatriz Ambrósio brought valuable insights into the communication and public relations market in Brazil. Beatriz highlights the importance of understanding the true meaning of press relations and how it can impact a brand's reputation in the long term.
Beatriz began her career like many communications professionals, serving clients and working hard to ensure her brands received the desired press coverage. However, over time, she realized there was a gap in the market. Although Brazilian brands valued press relations, they often did not have access to quality services due to the high costs involved.
It was based on this perception that Beatriz decided to found Mention, a company that offers an innovative approach to press relations. Instead of relying on expensive agencies, brands can use Mention's self-service platform to manage the entire PR process in-house. This not only reduces costs, but also allows brands to have more control over their narrative and reputation.
One of the key points highlighted by Beatriz is that a brand's reputation is its most valuable asset. Building a strong reputation takes time and requires consistency. This is why it is crucial that brands invest in press relations from the beginning of their journey. Mention not only facilitates this process, but also educates brands on the importance of building and maintaining a positive reputation.
Furthermore, Beatriz emphasizes the importance of understanding how brands are perceived by the public. She mentions the Rep Track methodology, which segments the brand into different dimensions, such as products, innovation, leadership, among others. This approach helps create key words and messages that positively impact the audience and strengthen the brand's reputation.
Watch the full interview on the YouTube channel Amplifica Digital It's an opportunity to learn more about Beatriz's work and how it can benefit brands of all sizes. His innovative vision and unique approach to press relations are inspiring and can transform the way brands engage with the public and build their reputation.
Conclusion: The Public Relations revolution started by Beatriz Ambrósio and Mention
In a journey full of challenges and achievements, Beatriz Ambrósio emerged as a central figure in the transformation of Public Relations. In a revealing interview with AmplificaCast, Beatriz shared not only her personal story, but also the secrets behind the success of Mention, a revolutionary platform in the field of corporate communications.
The mission to transform brands: For Beatriz, Mention is not just a company; It's a mission. She describes Mention's journey as a reputation-building process, where the team works tirelessly to generate positive impact. At the end of each quarter, they evaluate results, adjust strategies, and move forward with impressive clarity of purpose.
The technology behind the success Mention is not just a Public Relations platform, it is a fusion of technology and expertise. Beatriz reveals that Mention has a patented algorithm that calculates the probability of including a topic in press vehicles, making its offer 90% more refined than any alternative on the market. Furthermore, Mention was accelerated by Microsoft and uses an exhaustively trained chatbot to create assertive and personalized texts for its customers.
Tangible and scalable results: The results speak for themselves. Mention guarantees an average of two mentions on mass-market vehicles per customer every month. But the most impressive thing is that these results are obtained completely organically. Beatriz emphasizes that the publication process is always led by the journalist, guaranteeing authenticity and credibility in each mention.
Ease of access and transparency: Beatriz is determined to make the Public Relations process accessible to all brands, regardless of size. Mention offers three entry plans, with the option of hiring via the website or direct contact with the team. Furthermore, the onboarding process is carefully designed to be didactic and intuitive, allowing brands to start building their reputation autonomously.
The future of Public Relations: For Beatriz, the future of Public Relations is promising, but challenging. She recognizes that there is a lot to improve in the field of PR, especially when it comes to negotiating agendas and accessing opportunities. However, she is confident that Mention is prepared to lead this transformation, offering innovative and transparent solutions for brands of all types.
The power of innovation and transparency about the challenges faced
Beatriz ends the interview with a passionate appeal to brands that want to expand their presence and create a reputation efficiently. She encourages brands to get involved, tell their stories and be transparent about their challenges. She firmly believes that it is this authenticity that creates true and lasting connections with audiences.
Mention is more than a Public Relations company; is a force for change in the world of corporate communications. Under the visionary leadership of Beatriz Ambrósio, the Brazilian PRTech pioneer is redefining industry standards, offering technological and transparent solutions that generate tangible results.
Get ready to witness the future of Public relations to Mention and Amplifica Digital by your side!
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