Abstract

          Public Relations (PR) is a doctrine focused in relationship building and communication with media and the public. Although, the definition is used and understood worldwide, there are small but significant differences from culture to culture that make the practice and the implementations of its strategy different in each country.

       Latin America (LatAm) is one of the world’s most popular regions for investors, not only due to the increasing economic development seen in the last years, but also, because of its strategic position in relation to North America. The growing middle class in LatAm represents important business opportunities for foreign and local products and services. Moreover, the need of tailored communication strategies for these brands has motivated the PR industry to look into new ways to break through the clutter. Not only has been challenging for PR to engage with the public in such culturally-divided region, but also the lack of key technology in some areas have made the mission harder than expected.

          The research paper ”Is Social Media the Most Relevant Public Relations Tool in Latin America?: Examining PR in Colombia and Peru” will be supported by three main components: An analysis of both countries’ PR development and their idiosyncrasies, a series of interviews and surveys of PR professionals from Colombia and Peru’s main cities, and a conclusive analysis of the role, importance and future of social media impact in Colombia and Peru.