Business
Journalism Must Push Sources Out of Their Comfort Zone
Fernando Henrique Ahuvia analyzes the dynamic between independent reporting and PR at SBT and in sports.
Fernando Henrique Ahuvia discusses the friction between reporters and PR professionals and the importance of avoiding scripted answers. In a conversation with Bruno Gimenes on Marketing - The Podcast, he explains how transparency bridges the gap between investigative reporting and corporate strategy.
Fernando Henrique Ahuvia, who works in communications at SBT following a career as a sports reporter, discussed the dynamic of friction and collaboration between journalists and public relations professionals during a conversation with Bruno Gimenes on Marketing - The Podcast. The excerpt is part of a broader discussion on the show about transitioning from the newsroom to corporate communications and navigating pressures on both sides of the news.
For Ahuvia, moving beyond predictable statements is what defines strong reporting, regardless of the beat. Commenting on the role of provocative questioning in press conferences or one-on-one interviews, he noted that routine questions only yield rehearsed answers: "The journalist who makes a difference is the one who can push the interviewee—and that goes beyond soccer into any field, whether politics or entertainment—out of their comfort zone and ask an out-of-the-box question."
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The dynamic of friction between reporters and PR
In the video above, Ahuvia details behind-the-scenes reactions when media protocols are broken at SBT events and the challenge of managing reporters' frustration when a source declines an exclusive interview. This friction, he explains, is inherent to their roles, but it shouldn't turn professionals into adversaries.
"I think conflict begins when one side stops understanding the role of the other. The journalist must preserve the independence of their reporting, and the PR professional must protect the interests of those they represent," Ahuvia stated, emphasizing that his background in newsrooms helps him appreciate the urgency and pressure reporters face.
Transparency and the limits of media control
Sustaining this relationship over the long term relies on mutual clarity regarding boundaries and possibilities. Ahuvia argues that providing a reasoned refusal protects the professional relationship: "This partnership works when there is transparency. If I can't fulfill a request, I prefer to explain why—look, it won't work because of this, that, and the other. Likewise, when a reporter reaches out, I need to understand what they're looking for, whether I can provide exactly what they ask for, or if I have an alternative."
Ahuvia also points out that trying to completely shield or control the press is unrealistic, citing instances where talent negotiations at the network were reported by outlets like Notícias da TV, UOL, or Flávio Rico's column even without official confirmation from PR. Ultimately, both sides rely on the same essential asset: the flow of quality information.
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