Chap. 11 – Latin America

Global Public Relations

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A Continent on the Move

Increasing privatization Expanding exports Rising foreign investment Democratic and economic reforms Burgeoning mass media

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Concerns Remain

Environmental issues Vastly unequal distribution of wealth;

poverty and unemployment Loss of cultural identity Remnants of colonial experience

such as corruption, nepotism

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The Public Relations Profile

Simöes’ identified six approaches: Journalistic roots Sales support Organizational “conscience” Boosting organizational morale Promotional networking Event planningRarely appear in isolation; frequently intertwined

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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

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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

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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

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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

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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 Mexico9

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

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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 publically11

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 12

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

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