On Thursday, August 26th, Privacy Tools hosted another event in its "Privacy Above All" series on its YouTube channel. This was the second part of the "LGPD and Journalism" edition, featuring expert guests in the field. They were:
Douglas Ivanski (RIC Group)
Jonatas Abbott (Dinamize)
Rony Vainzof (Opice Blum)
The chat was moderated by Aline Deparis, CEO of Privacy Tools. Check out the main highlights:
There needs to be unity between the areas.
Douglas Ivanski, who acts as DPO, mentioned during his speech the support from the presidency, the legal department, and all areas of the company that mapped the data processed.
In this sense, Douglas comments that the "flow of information must be well defined so as not to disrupt daily operations" and also not to stifle the company. Everyone should know how to handle subscriber and customer data.
Care should be taken with emails.
Jonatas Abbott, from Dinamize, emphasizes the care that needs to be taken when sending emails. According to him, the tool is often misinterpreted, and less is more. "The more segmented the message, the more successful the email marketing campaign. But in the past, people had the habit of buying lists, of using a cannon shot."
The company had to "fire" many clients when it began to view emails differently eight years ago. Jonatas reports that certain clients were not concerned about privacy, and the partnership had to be terminated. This resulted in a R$100 drop in revenue due to these cancellations.
When a company has a solid database, its own segmentations, performs its own Business Analytics, and uses tools like email, SMS, and WhatsApp, it has its own vehicle, its own media. "This is fabulous because it brings independence," Abbott emphasized. However, care must be taken to protect this information.
We're not reinventing the wheel.
Rony Vainzof points out one of the positive aspects of the LGPD (Brazilian General Data Protection Law), which is that it is based on the GDPR (General Data Protection Regulation) of the European Union. According to her, this is an advantage because "we are not reinventing the wheel" and EU legislation is robust. More than 130 countries worldwide follow the same parameters.
In other words, when a company adapts to the LGPD (Brazilian General Data Protection Law), it's not just an advantage in Brazil. It also becomes eligible to do business in more than 130 countries that follow the same guidelines. This is important in terms of foreign investment.
Journalism needs to go digital.
However complex it may be to collect, process, and protect subscriber and reader data in this online world, journalism needs to be everywhere. Ivanski emphasizes that media outlets need to be omnichannel. It's necessary to be where the viewer is, and often they don't have time to stop to watch television or read a newspaper, but they are always connected to the internet.
Therefore, media companies need to understand this new world, use data to their advantage, and act in the best way to strengthen ties with users without compromising privacy.
The full event can be viewed at Youtube channel.
