Latin America's Public Relations Landscape: Opportunities and Challenges

1. Chap. 11 – Latin America Global Public Relations

2. A Continent on the Move • Increasing privatization • Expanding exports • Rising foreign investment • Democratic and economic reforms • Burgeoning mass media

3. Concerns Remain • Environmental issues • Vastly unequal distribution of wealth; poverty and unemployment • Loss of cultural identity • Remnants of colonial experience such as corruption, nepotism

4. The Public Relations Profile • Simöes’ identified six approaches: • Journalistic roots • Sales support • Organizational “conscience” • Boosting organizational morale • Promotional networking • Event planning Rarely appear in isolation; frequently intertwined

5. Latin American “School” of Public Relations • An approach, not a physical campus • Added focus on serving society • Expressed in CONFIARP’s Declaration of Principles • Collaborative approach; practitioners as intermediaries • Stresses community interests, organizational responsibility

6. Brazil’s Profile • Largest & most populous country in South America(170 million); leading economic power • Peaceful transition from military to civilian rule in 1985 • Vast natural resources, large labor pool • Lingering wealth disparities; crime a problem

7. More on Brazil • U.S. is largest trade partner, followed by China and Argentina • Concern for environmental issues • Relationship building essential in business settings • Jeito = preference for going around the rules when barriers arise; calling in favors

8. Brazil’s PR Environment • Substantial undergraduate and graduate education programs • PR is “legalized”: credentials required to practice • Social concerns, environment, should be part of PR programs and campaigns

9. Turning to Mexixo • Independence from Spain in early 19th century • PRI (political party) ruled from 1910-2000 • Free market economy with increasingly dominant private sector • Trade with U.S. tripled since 1994 NAFTA signing • Economic challenges remain • Did you know? Official name is United States of Mexico

10. Mexico’s PR Environment • Growing along with nation’s economy, media, infrastructure • Increasing expectation for public relations as a social development function • Longstanding tradition of personal contact is diminishing • Growing use of research, planning and counsel

11. Mexico’s Cultural Profile • Formal courtesy may conceal true feelings • High importance of family leads to acceptability of nepotism • Need to get to know a person before doing business, and business is unhurried • Punctuality is not a hallmark • Individual dignity is valued; do not criticize publically

12. Overview of Latin American Issues • CSR • Expectations on the rise • Applies to local companies and foreign investors • Private/public cooperation increasingly seen • Dealing with cultural differences • A vast region, many countries, unique cultural profile • Physical presence in country preferred over distant communication and engagement • Efforts must show commitment to local cultural identity

13. Other Issues and Considerations • Media transitioning from “pay for coverage” to ethical, objective reporting • Tourism an important and growing industry • Women struggling to attain management positions