Public relations from a Latin American perspective ; Las relaciones públicas desde la perspectiva latinoamericana ; Relações públicas numa perspetiva latino-americana

This paper analyses the potential existence of a Latin American approach to public relations that diverges from Anglo-Saxon and European perspectives. It explores the impact of Latin America's cultural, historical, and socio-economic characteristics on the professional practice of public relations, particularly in the Southern Cone of the continent. Special attention is given to the role of public relations practitioners as a prominent professional profile in Latin America, emphasizing the nature of their training and the way in which their role adapts and responds to regional particularities. This research aims to provide a clear and concise understanding of the practices and specific characteristics of public relations in Latin America and its relationship with European and North American approaches. The analysis is conducted based on bibliographical research, reviewing the state of the art, and functioning of public relations as a discipline in Latin America. The findings indicate that the public relations practitioner in Latin America is a significant figure that responds and adapts to regional characteristics, reinforcing the notion of a distinctive current in public relations in this region. The research emphasizes the significance of taking into account cultural and contextual diversity when carrying out public relations practice. Despite Latin America's lengthy academic development history and established public relations professionals, Northern American and European conceptualizations and trends continue to dominate theoretical discussions and professional routines. ; Este trabajo pretende analizar la posibilidad de la existencia de una corriente latinoamericana en el ámbito de las relaciones públicas que se distinga de la visión anglosajona y europea. En él, se aborda cómo las características culturales, históricas y socioeconómicas de América Latina podrían influir en la práctica profesional de las relaciones públicas, especialmente en el cono sur del continente. Se presta especial atención a la ...