Silvio Santos, the art of communication and the legacy of a visionary

Silvio Santos' personal brand, which won over generations of Brazilians of different ages, social and cultural backgrounds, was developed from the way he dressed to his unique way of interacting with the public, with his well-known catchphrases. Silvio always presented himself as an ordinary man, someone with whom people of all backgrounds could easily identify, as if he were part of the family.

Silvio himself would often open the door of his home, in Brazil or the United States, to meet someone from the press seeking information about strategic decisions made by his conglomerate. The businessman had fun, comfortable in front of cameras and microphones, insisting that he could not give any information. This authenticity extended to his reluctance to retire, justifying that he loved what he did and reaffirming his determination to continue entertaining audiences and viewers as long as he was healthy and fit. This is what he did until he recently discontinued his activities.

Like most entrepreneurs of his generation, Silvio had successes and failures in his corporate career. But even his mistakes in business and in his political forays were always small compared to the size of his personal brand and without the potential to affect his reputation. Between record audiences and failures, the empire he built managed to earn more than one billion reais.

In 1981, Silvio achieved one of the greatest feats of his career when he acquired TVS, which would become the SBT (Brazilian Television System), consolidating itself as one of the main television networks in the country. The entrepreneur, known internally as Patrão, managed to transform SBT into a strong and nationally recognized brand. Parallel to his success on TV, he built a business empire, the Silvio Santos Group, which includes companies in areas such as cosmetics, insurance and finance, among others.

The talent to communicate

None of this would have been possible without Silvio's natural talent for communication and entertainment, characteristics that have made him one of the most recognizable faces on Brazilian television. These qualities have impacted both his career and his companies, inspiring the corporate world in general. His ability to connect with the public, his accessible, direct and charismatic communication style, were the basis for his popularity and business success.

Silvio demonstrated in practice and live, the importance of clear, empathetic and authentic communication to build reputation and trust. His simple language, intelligent humor and ability to improvise have made him an icon of Brazilian television, leaving lessons for leaders who want to better connect with their audience and team.

This unusual ability to relate directly, creating an emotional connection with the public, was fundamental to the consolidation of the Silvio Santos Group. Another notable characteristic of Silvio was his ability to improvise and adapt, reinforcing the importance of flexibility in a constantly changing world in which the competition is constantly moving.

Silvio had the ability to continually reinvent himself, adapting to different formats and audiences. He was a master of improvisation. This ability helped him to face several crises and remain relevant for decades. Due to his innovative ideas, put into practice with passion, work and dedication, the businessman was always ahead of his time.

A pioneer in the appreciation of national talent, Silvio paved the way for artists, presenters and journalists who would become icons of Brazilian TV. He was directly responsible for the launch of big names in entertainment, such as Gugu Liberato and Hebe Camargo, among many others.

Family attachment and succession

His reluctance to give up the microphone did not stop him from directing the succession to ensure the continuity of his legacy. Silvio attracted market leaders to manage his empire and always demonstrated confidence in his daughters' ability to continue his work and keep alive what the Abravanel family had accumulated over time.

Silvio has always been very close to his family. His first marriage was to Cidinha, with whom he had daughters Cintia and Silvia. With the widow Íris Abravanel, to whom he had been married since 1978, he had four more daughters: Daniela, Patrícia, Rebeca and Renata. His daughters gave the presenter 14 grandchildren and four great-grandchildren.

Renata Abravanel, chairwoman of the Board of Directors and president of SBT, is suggested by the media as a candidate for the future management of the family business. Her daughters Daniela Beyruti and Rebeca Abravanel, also the executive director of Jequiti, are the vice-presidents, while Patricia Abravanel is one of SBT's best-known presenters, considered the natural artistic successor to Silvio Santos. Silvia Abravanel also stood out as a presenter, while Cintia Abravanel runs Teatro Imprensa, part of Grupo Silvio Santos.

By succumbing to pneumonia, Silvio leaves a legacy that is not only one of financial success or fame. His fortune is estimated at R$1.6 billion, according to Forbes magazine's 2023 ranking. But what remains most relevant is the inspiration for millions of people who dream of achieving something greater. Silvio Santos showed that, with hard work, talent and determination, it is possible to overcome the obstacles of a business journey and turn dreams into reality.

.Clovis Malta is a journalist
clovis.malta@ankreputation.com.br

. Click here to access the SBT page that recalls the trajectory of the businessman and communicator