Public Relations in Latin America: A Powerful Practice?

Abstract

This work aimed to systematize the elements that distinguish the Latin American Public Relations movement through a bibliographic review. As part of this approach, a study was conducted of published content by prestigious intellectuals with a phenomenological perspective. This allowed us to adopt an analytical position based on the belief that the Latin American movement is significantly influenced by the North American School of Public Relations. In this way, emphasis is placed on the theoretical pronouncements that aim to give the discipline an active role as an agent for the transformation of society from humanistic foundations that are fully aware of the particularities of a context characterized by evident asymmetries, globalization, hegemonism, exclusions, and marked poverty in its communities. For a considerable number of representatives of this movement, the challenges lie in the still insufficient development and integration of theoretical positions, as well as in a practice consistent with the legacy of paradigmatic figures such as Román Pérez Senac.

Keywords:

Public Relations, Latin American Current, Publics, Identity