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6 » LENSES March 2018 | AutoData Disclousure/Fotos Públicas/Oswaldo Corneti REDUCTIONISM Things that happen in times of reductionism, when companies can believe that business managers with an on-board marketing MBA are excellent potential press and public relations managers, in one of those early shows that the wrong ball will come into the pocket to ruin the game: the Porsche subsidiary in Brazil indicated the business administrator Rodrigo Soares, an MBA holder in marketing, as his new press and PR manager. In a statement, Rodrigo has “extensive experience in the automotive segment”, in which he started his career in 2004. He does not tell where. REDUCTIONISM 2 But Porsche says that since 2015 Rodrigo has been its sales manager, “playing a key role in the company’s solid growth”. I do not know Rodrigo and I do not think he has any friendly journalists to turn to at a time like this to inquire about the opportunity - is it worth it? Because this world which he enters, now, I believe, must be exercised by specialized people. REDUCTIONISM 3 It must be one of those domestic solutions in the guise of poor economy. We’re tired of seeing this. I firmly believe that press and PR professionals, people of the communication area, assume these positions - just as managers, certainly, have their place in the corporate structure. The cases in which this type of indication works are an absolute exception. Unless Porsche Brazil has a great experience with professionals performing functions outside of their expertise area. TRUST IS A RISK Relying on numbers, indexes, and statistical data from public agencies is a risk, as shown by Inrix, based in Kirkland, Washington, near Seattle, www.inrix.com . Its task was to measure congestion in 1 thousand 360 cities in 38 countries on all continents. Sao Paulo, which in 2016 was the sixth most congested city in the world, gained two positions last year - and moved to fourth place, overtaking San Francisco, California, and Bogota, Colombia, and retaining its leadership in South America. Its ICI , of the Inrix Congestion Index, is 16.9 versus 18.3 in Los Angeles, California, the very first in the rankings. Here in 2017, 22% of drivers’ time was spent on traffic jams, which represented 86 hours. Obvious cause: the increase of the allowed speed in the marginal avenues of the Pinheiros and Tietê rivers?