Chap. 11 – Latin America Global Public Relations 1

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

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

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

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

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

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

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

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

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

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

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

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