Newsrooms vs. PR: Two Sides of Modern Journalism

Life Beyond the Badge: Sports, Food, and Unplugging

Outside his institutional routine at SBT, Ahuvia emphasized the importance of unplugging, despite the constant demands of public relations. He recalled spending three days without cell service in Lençóis Maranhenses, calling the digital detox experience invigorating.

Ahuvia also pursues gastronomy as a hobby, spending time visiting new restaurants and writing public Google reviews. "I'm the guy who writes restaurant reviews. When you go check 'Let's see if this restaurant is good, let me check the latest reviews,' there's always a comment from me," he shared.

The Versatility Required in Modern Journalism

Addressing the technical demands of the trade, Ahuvia stressed that modern journalists cannot confine themselves to a single beat. He explained that even dedicated sports reporters must be ready to cover breaking news, politics, or economics.

"When you're a reporter, sometimes a tragedy or a major breaking event happens, and they go, 'Shoot, we need to pull the sports desk reporter to cover this story,'" Ahuvia explained, pointing out that flexibility broadens one's repertoire and career opportunities.

Career Path: From the Sylvinho Scoop to SBT Communications

Ahuvia's early sports journalism career included stints at French outlet Sambafoot and Goal.com, covering daily news on major São Paulo clubs and the Brazilian national team. Among key highlights, he recalled his first exclusive interview in 2011, when left-back Sylvinho unexpectedly announced his retirement from soccer.

Later, Ahuvia joined Triple Comunicação at Sergio's invitation, balancing sports reporting and player PR until his permanent transition to SBT in 2021, initially covering a six-month maternity leave. "I came because of my sports background, but my scope expanded. I started managing evening shows, Santos programs, Domingo Legal, Programa do Ratinho—I rotated across several productions. It's been an incredible experience, and this October marks my fifth year at SBT," he detailed.

Silvio Santos' Legacy and the Workplace Culture at SBT

Ahuvia commented on working at the network founded by Silvio Santos, highlighting the collaborative atmosphere and the enduring respect built by the iconic broadcaster. He described his participation in covering the Troféu Imprensa in 2022 and SBT's brand strength among Brazilian families.

"The work environment here is wonderful. Fortunately, I had the chance to see Silvio Santos here at SBT," Ahuvia emphasized, comparing the host's impact on Brazilian broadcasting to Pelé's influence on world soccer.

Reporter vs. PR Officer: Pressures and Dynamics on Both Sides

With data indicating that over 40% of Brazilian journalists work in public relations and corporate communications, Ahuvia examined the operational gap between those chasing scoops and those managing information flow. For him, a PR professional is not a reporter who gave up on newsrooms, but someone who must think strategically like a reporter.

"The difference is that in a newsroom, as a journalist, you are looking for the news. In PR, you also need to identify where a compelling story exists and create the conditions for it to reach the journalist," Ahuvia noted. He highlighted that both sides face intense pressure from deadlines, deliverables, and expectation management.

The Role of Journalistic Pushback and Conflicts with PR

The boundaries of critical questioning and journalistic pushback were discussed as an intrinsic part of the press. In Ahuvia's view, reporters who avoid clichés and challenge spokespeople fulfill the true journalistic mission, demanding constant preparation from PR teams.

Ahuvia emphasized that occasional friction between outlets and PR teams is natural, provided it is rooted in transparency. "Conflict starts when one side fails to understand the other's role. Journalists need to preserve reporting independence, and PR pros need to defend their client's interests. That doesn't mean they have to be adversaries," he stated.

Common Mistakes in Reporter-PR Relations

Assessing recurring missteps, Ahuvia pointed out that many PR professionals make the mistake of prioritizing mass media outlets exclusively, overlooking niche publications or early-career reporters who produce in-depth stories.

"I believe we need to give everyone space. Of course, there will be times when I, as a publicist, will seek out the largest outlet for my talent, but there will also be times when I'll say: no, it's great for them to go on a podcast or a smaller platform, or a more niche publication," Ahuvia explained, also cautioning reporters who fail to understand spokespeople's deadlines and constraints.

The Expansion of PR Firms and Niche Creation

The growth of B2B companies, startups, and new entertainment models has exponentially expanded the corporate communications market. Ahuvia highlighted that the abundance of brands and channels demands stricter filtering to ensure quality service and relevance at press conferences.

For major projects at SBT, the strategy has prioritized structured events for the right audience. "At SBT today, for instance, we are hosting leaner press conferences. We can no longer bring in 200 journalists," said Ahuvia, citing events geared specifically toward the advertising trade and B2B markets.

'Offside or Goal' Segment: Communication Myths and Truths

During a dynamic segment on industry myths, Ahuvia debunked stereotyped views such as the idea that PR work is limited to blasting press releases and making follow-up phone calls, or that reporters and PR specialists are natural enemies.

Ahuvia also evaluated the impact of automation tools. "I think AI can help a lot with production. I use AI today as a support tool myself. I like crafting my own text—I have my own writing style—which is precisely why the press release still holds its value," he stated.

Best Practices Guide for Journalists and PR Pros

To ensure a productive relationship, Ahuvia outlined three guidelines for PR professionals: respect reporter deadlines, maintain complete transparency when a request cannot be fulfilled, and nurture ongoing relationships without reaching out only when seeking immediate publicity.

For journalists seeking sources, the principles mirror those rules: respect organizational deadlines and internal processes, be explicit about story context and angle, and maintain consistent bridges based on mutual trust.

Behind the Scenes of the World Cup at SBT and Tiago Leifert's Versatility

Ahuvia recalled the communications planning challenges for the World Cup broadcast by SBT, emphasizing months of multidisciplinary effort and the positive reception of broadcasts featuring Galvão Bueno, Mauro Naves, Carol Barcellos, and Tiago Leifert.

Commenting on Leifert's career, Ahuvia praised the broadcaster's ability to navigate sports journalism, entertainment, and digital media with authority. "Whatever project you hand him—he revolutionized Globo Esporte back in the day, then other sports ventures, then moved to entertainment," he concluded.