Latin American perspectives on the role of professionals in organizational communication and public relations
Article Sidebar
Total or partial reproduction of the contents of the journal are authorized for educational, investigative or academic purposes as long as the source is cited. In order to make reproductions for other purposes, it is necessary to have the express authorization of the imprint or Sello Editorial of the Universidad de Medellín.
Main Article Content
Abstract
The paper presents evidences of the consolidation of organizational communication as a profession in Latin America, and proposes a review of empirical research published on scientific databases about the role of the organizational communication and public relations professional in the region. Different traditions existing in the region and the debate on the name of the professional field, in which the denominations of ‘organizational communication’ and ‘public relations’ prevail, are highlighted. Then, the outstanding consolidation process of that profession in Brazil, achieved by the fact that both market and academia bolstered it, as well as by its early institutionalization, is analyzed. As a result of the review, a classification of the lines of thought on the aforementioned profession that have been most widely disseminated in scientific journals is proposed, and the main researchers and the most empirical research on for each line are shown. It is found that, unlike in European and North American scholarly publishing, in which the performance study of the professional role predominates, in Latin America the concern about the situation of the professional role stands out. Three schools of thought stand out in empirical studies: Research on the profession’s political and social role with studies on its contribution to development and social change; research framed in a strategic view of the profession; and a series of empirical studies that conclude on the influence of the social environment in the practice of the profession in Latin America.
Article Details
References
Botan, C. y Taylor, M. (2004). Public Relations: State of the Field. Journal of Communication, 54(4), 645-661.
Broom, G. y Dozier, D. (1986). Advancement for public relations role models. Public Relations Review, 12(1), 37-56.
Ferguson, M. (1984). Building theory in public relations: Interorganizational relationships as public relations paradigm. Journal of Public Relations Research, 30(4), 164-178. doi.org/10.1080/1062726X.2018.1514810
Ferrari, M. (2003). Public Relations in Chile: Searching for Identity Amid Imported Models. In K. Sriramesh, y D. VerÄiÄ, The Global Public Relations Handbook. Theory, Research, and Practice (pp. 378 - 395). Nueva Jersey: Lawrence Erlbaum Associates.
Ferrari, M. (2012). Comunicación y cultura: análisis de la realidad de las relaciones públicas en organizaciones chilenas y brasileñas. Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, (40), 47-64.
Krohling, M. (2004). A função das Relações Públicas e a prática comunicacional nas organizações. Organicom, 1(1), 121-139.
Krohling, M. (2011). Comunicação Organizacional e Relações Públicas: Perspectivas dos estudos Latino-Americanos. Revista Internacional de Relaciones Públicas, 1(1), 69-96.
Krohling, M. (2015). O campos academicos em Comunicação Organizacional e Relações Públicas no Brasil: caracterização, pesquisa científica e tendencias. Revista Internacional de Relaciones Públicas, 5(10), 105-124.
Krohling, M. y Nassar, P. (2009). The Relationship Between the Academyt and Professional Organizations in the Development of Organizational Communication. Management Communication Quarterly, (22)4, 655-662.
Lapop y Usaid. (2017). The Political Culture of Democracy in the Americas, 2016/17: A Comparative Study of Democracy and Governance. Recuperado de https://www.vanderbilt.edu/lapop/ab2016/AB2016-17_Comparative_Report_English_V2_FINAL_090117_W.pdf
Latinobarómetro. (2017). Corporación Latinobarómetro, Informe 2017. Santiago de Chile: Corporación Latinobarómetro.
Manucci, M. (2016). Management of Experiences: A Model for Designing Strategic Linkages. Management Communication Quarterly, 30(2), 249-255.
Marroquín, L. y Ángel, A. (2016). Engaging With Society: Organizational Communication as Social Change. Mangement Communication Quarterly, 30(2), 256-261.
Mellado, C. y Barría, S. (2012). Development of professional roles in the practice of public relations in Chile. Public Relations Review, (38), 446-453.
Mellado, C. y Hanusch, F. (2011). Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners. Public Relations Review, (37), 384-391.
Molleda, J. (2002). Analogía de las corrientes de relaciones públicas en las Américas. Anagramas 1(1), 21-38.
Molleda, J. y Suárez, A. (2003). El papel de los profesionales colombianos de relaciones públicas como agentes de transformación social: cómo la crisis del país obliga a los profesionales a ir más allá de la comunicación con los públicos organizacionales. Anagramas, 2(3), 86-134 .
Molleda, J., Moreno, Á., Athaydes, A. y Suárez, A. M. (2010). Macroencuesta latinoamericana de comunicación y relaciones públicas. Organicom, 7(13), 118-141.
Molleda, J. y Athaydes, A. (2003). Public relations licensing in Brazil: evolution and the views of professionals. Public Relations Review, (29), 271-279.
Molleda, J. y Ferguson, M. A. (2004). Public Relations Roles in Brazil: Hierarchy Eclipses Gender Differences. Journal of Public Relations Research, 16(4), 327-351.
Molleda, J. y Moreno, Á. (2006). Transitional socioeconomic and political environments of public relations in México. Public Relations Review, (32), 104-109.
Molleda, J., Moreno, A. y Navarro, C. (2017). Professionalization of public relations in Latin America: A longitudinal comparative study. Public Relations Review, (43), 1084-1093.
Molleda, J. y Suárez, A. (2005). Challenges in Colombia for public relations professionals: a qualitative assessment of the economic and political environments. Public Relations Review, (32), 21-29.
Moss, D., Likely, F., Sriramesh, K. y Ferrari, M. (2017). Structure of the public relations/communication department: Key findings from a global study. Public Relations Review, (43), 80-90.
Nassar, P., de Farias, L. y Furlanetto, M. (2016). Cenário histórico das relações públicas no Brasil. Organicom, (13)24, 151-160.
Preciado, A. (2013). The role of public relations in corporate social responsability programs in the Colombian electricity sector. Public Relations Review, (39), 591-593.
Preciado, A. y Guzmán, H. (2012). Gestión de la comunicación estratégica en los sectores empresariales, de desarrollo y público. Estudio comparativo. Palabra Clave, 15(1), 128-159.
Preciado, Á., Nivia, A. y Correales, J. (2017). The strategic orientation of communications consulting firms in Colombia. Public Relations Review, (43), 406-416.
Rebechi, C. (2015). O papel do IDORT na legitimação das relações públicas no Brasil. Revista Internacional de Relaciones Públicas, 5(9), 67-84.
Reis, M. (2009). The Social, Political, and Economic Context in the Development of Organizational Communication in Brazil. Management Communication Quarterly, 22(4), 648-654.
Salas, C. (2013). Posicionamiento de la comunicación estratégica como gestión gerencial en las empresas más grandes de Colombia. Signo y Pensamiento, 32(63), 94-109.
Suárez, A., Moreno, Á. y Molleda, J. (2016). Relacionistas públicos colombianos: su punto de vista sobre los temas estratégicos de la profesión en el Latin American Communication Monitor 2014-2015. Revista Internacional de Relaciones Públicas, 6(11), 73-90.
Vásquez, C. y Marroquín, L. (2016). Forum Introduction: Organizational Communication in Spanish-Speaking Latin American Countries. Management Communication Quarterly, 30(2) , 245-248.