El 26 de abril de 2024, se llevó a cabo un conversatorio virtual impulsado por UNIMINUTO Radio, donde se presentaron los resultados del Latin American Communication Monitor 2022-2023, con un enfoque especial en Colombia y Costa Rica. Este evento representó una oportunidad única para analizar y discutir las dinámicas y desafíos que enfrentan los y las profesionales de la comunicación en estos dos países.

El evento contó con la participación de destacados expertos/as en el campo de la comunicación, incluyendo a Andreia Athaydes  y Ana María Suárez Monsalve del equipo de investigación del LCM, Margoth Mena Young del consejo asesor del LCM, así como representantes de UNIMINUTO y CINCOM-UCR: Diana Osorio, Merliz Barrero, Lissette Marroquin, Olga Gutiérrez y Yoikza Acosta.

Con 140 inscripciones provenientes de 9 países, el conversatorio evidenció el interés y la relevancia del tema en el ámbito latinoamericano. Sumérgete tú también en las reflexiones, análisis y perspectivas presentadas por expertos/as en comunicación de Latinoamérica, y mantente al tanto de las últimas tendencias y desafíos en la profesión.  

Puedes ver la grabación a través del canal de YouTube de UNIMINUTO RADIO

La edición 2022-2023 del LCM cuenta con el patrocinio del Banco Centroamericano de Integración Económica (BCIE); del Instituto de Relaciones Públicas (IPR); de la Universidad de Oregón (Estados Unidos) y del Campus Creativo de la Universidad Latina de Costa Rica. Además, apoyan académicamente, el Grupo de Investigación en Regeneración, Bienestar y Comunicación Positiva ReBiCom UMA Network de la Universidad de Málaga (España); el Grupo de Estudios Avanzados en Comunicación de la Universidad Rey Juan Carlos (España); el Grupo de Investigación en Estudios en Comunicación (GRECO) de la Universidad de Medellín (Colombia) y la Red Latinoamericana de Investigación en Comunicación Organizacional (RedLAco).

The 22-23 edition of the LCM will be presented at the EUPRERAtalks on April 11.

This adds to recent presentations in Colombia, Bolivia, Cuba, Spain, Argentina, and Mexico at various events organized by universities, councils, and professional associations.

In increasingly complex and interdependent contexts, strategic communication and public relations play a fundamental role. Therefore, staying informed about the challenges and trends shaping this profession is key and necessary.

The LCM provides valuable information about the state of the profession for the past 10 years, being the largest and most prestigious Latin American study in the field of strategic communication and public relations. It is a regional chapter that is part of the Global Communication Monitor driven by the European Public Relations Education and Research Association (EUPRERA), which has surveyed nearly 50,000 professionals in over 80 countries over 16 years. In addition to Latin America, the study is complemented by chapters in Europe (ECM), Asia-Pacific (APCM), and North America (NACM).

Don’t miss the next presentation of the study on Thursday, April 11 at 6 p.m. (Spain time) at the next edition of EUPRERATalks “LCM 22-23: the state of strategic communication and public relations in Latam” (Format: online – Language: English) featuring José Alessandro Oliveira (CEO of Zele Communication), PhD. Fabiana Gondim Mariutti (PlaceMark CNPq – Universidade de São Paulo. Brazil), Ph.D. Claudia Labarca (Pontificia Universidad Católica de Chile), and moderated by Ph.D. Juan-Carlos Molleda (Director of the LCM).

In recent months, Bolivia, Cuba, Spain, Argentina, and Mexico have joined the tour of presentations and discussions on the results of the latest Latin American Communication Monitor (LCM) report, offering an overview of the challenges and opportunities they face.

In Colombia, in addition to the presentation we made in 2023 as part of the International Public Relations Day, on May 15, we participated in the Master’s in Communication in Organizations at the Pontifical Javeriana University in Cali.

In Bolivia, the results were analyzed in an interview by M. de los Ángeles Sánchez for CAFÉ PR Bolivia – EMERGING TRENDS IN PUBLIC RELATIONS AND STRATEGIC COMMUNICATION, organized by Marita Solórzano Castro, a member of the study’s advisory board and director, founder of the online education platform solorzanocapacitacion.com.

In Cuba, with a focus on expanding collaboration in the region and exploring new frontiers in the academic and research fields, the University of Holguín hosted two events with over 40 professionals, faculty, and students.

In Argentina, the results of the Report were presented at the 6th Research Dialogue of the cycle of meetings of Public Relations and Institutional Communication careers 2024 organized by the Professional Council of Public Relations of Argentina.

In Mexico, the results were again presented at an event organized by the Mexican Caribbean Public Relations Association (ARPCM) and La Salle University Cancun, where nearly a hundred representatives from academia and the professional field participated. In turn, the report was also presented within the framework of the X International Congress of Political Communication and Campaign Strategies «Political communication and polarized societies» organized by the Latin American Association of Researchers in Electoral Campaigns (ALICE), which was attended by more than 250 people.

In Spain, the LCM was presented jointly with the ECM at an event held in Madrid (Spain) and organized by the Association of Communication Consultancies (ACD) and the European Public Relations Education and Research Association (EUPRERA).

These events add to the previous ones in Puerto Rico, Costa Rica, the Dominican Republic, and Venezuela.

The presentations were conducted by the study directors: Dr. Juan Carlos Molleda and Dr. Alejandro Álvarez Nobell, and the research team: Dr. Ángeles Moreno, Andréia Athaydes, Ana María Suárez-Monsalve, and Marco V. Herrera. 

These meeting spaces not only served to discuss the results of the LCM 2022-2023 but also catalyze new opportunities for collaboration and joint development in the region. The fluid dialogue and the search for synergies with academic and professional institutions reflect a shared commitment to advancing towards a more promising future in the field of strategic communication and public relations.

The 2022-2023 edition of LCM explores the landscape of Diversity, Equity, and Inclusion (DEI) in Communication in Latin America

The global context, marked by events such as #8M, #InternationalWomensDay, and UN Sustainable Development Goal No. 5 on «Gender Equality», has sparked deep reflection in the field of strategic communication and public relations. Global initiatives like EUPRERA’s #WomenInPR, regional projects like #AcademicasPR, and national projects like Argentina’s «Glass Ceiling and Public Relations: Transdisciplinary Approaches in Social Sciences in Addressing Gender Issues» demonstrate a growing commitment to gender equity in the professional field.

Academic literature has also seen significant growth, as reflected in the monograph «Women in Public Relations». Recent studies, such as those by Guerrero Navarro & Ruiz-Mora (2022) and «LidGenCom» by Moreno et al. (2023), have examined female leadership in Spain, highlighting challenges such as the need for more inclusive communication styles and persistent discrimination in predominantly male work environments. These analyses underscore the importance of addressing existing barriers and promoting gender equity throughout the Latin American region.

The Latin American Communication Monitor (LCM) has been a key observer of these trends, particularly regarding Diversity, Equity, and Inclusion (DEI), as evidenced in its special 2021 report on the «Glass Ceiling«. Furthermore, the highlighted results of its latest edition (2022-2023), in which the majority were women (63%), continue to shed light on several significant aspects:

• Active participation, low priority. Despite DEI capturing the attention of 50% of surveyed professionals, only 20% consider it a key strategic priority for the next three years. This finding highlights a gap between awareness of the importance of DEI and its effective integration into long-term strategy.
• The discussion on DEI varies in intensity. It is more relevant and consequently receives more attention from executive positions (6 out of 10). Geographically, the debate is more prominent in countries like Brazil, Puerto Rico, and Chile, while it is less important in Venezuela, Peru, and the Dominican Republic.

• The private sector is leading the discussion. Publicly traded companies, as well as consulting firms and agencies, pay more attention to DEI-related discussions compared to the public sector, where the discussion is less frequent.
• Trust and coherence: two fundamental pillars. Over 80% of professionals emphasize the importance of coherence between speech and practice, considering it crucial for maintaining the trust of internal and external stakeholders.
• Interdepartmental synergy. Although only 36% point to communication departments as the main responsible for DEI initiatives, an encouraging 62% collaborate with other departments, especially human resources.
• Evaluation and development of plans. Evaluation and refinement of DEI plans and content are considered the top responsibility by 48% of respondents, closely followed by 47% dedicated to the development of communication plans.
• Factors impacting perceptions. The study highlights how differences in gender, age, socioeconomic status, and political opinions impact perceptions of DEI in various organizations, underscoring the need for specific and adaptive strategies.

The results reveal that despite active participation in debates on Diversity, Equity, and Inclusion, there is a gap between awareness and strategic prioritization. The importance of interdepartmental collaboration, authenticity in DEI actions, and adaptability to varied perceptions highlight the path toward more inclusive and equitable organizations in the Latin American region.

Join the conversation and be part of the change towards more inclusive and equitable communication in Latin America!

The ADC (Asociación de Consultoras de Comunicación) and the European Public Relations Education and Research Association (EUPRERA) presented the latest edition of the ECM and the LCM in Madrid.

Dr. María Ángeles Moreno, former president of EUPRERA and professor at the Advanced Communication Studies Group of the Universidad Rey Juan Carlos, together with Dr. Alejandro Álvarez Nobell, presented the results of the European Communication Monitor (ECM) and the Latin American Communication Monitor (LCM) at an event held in Madrid (Spain), organized by the Asociación de Consultoras de Comunicación (ACD) and the European Public Relations Education and Research Association (EUPRERA).

This event served as a space for reflection on the current and future challenges of strategic communication and public relations in Europe and Latin America, based on the insights and trends extracted from the chapters of the ECM and LCM, respectively, both of which are internationally renowned studies.

During the event, the challenges and opportunities facing communication today were addressed. Dr. Moreno emphasized the need to harness the potential of advanced technology and intelligent use of data to drive innovation in our professional practices.

A highlight of the European Communication Monitor (ECM) is its focus on cybersecurity, a crucial element in ensuring the integrity and effectiveness of our communications in an increasingly digital world. Dr. Moreno pointed out the significant challenges that Spain faces in this area and highlighted the importance of cybersecurity training to mitigate risks and protect sensitive information.

Likewise, the report highlighted the growing importance of continuous training in the professional development of communicators. Moreno stressed the need for agencies and communication departments to invest in effective training programs that allow professionals to acquire new skills and competencies relevant to the current market.

On the other hand, the Latin American Communication Monitor (LCM) 2022-2023, presented by Alejandro Álvarez Nobell, director of the study and research professor at the University of Malaga, offers a unique insight into emerging trends in Latin America. Unlike the European ECM, the Latin American LCM highlights the importance of social responsibility, sustainability, and equity in corporate communication.

In conclusion, both the ECM and the LCM provide a comprehensive view of the future of communication, emphasizing the importance of continuous training, cybersecurity, and social responsibility as fundamental pillars for success in a globalized and constantly changing environment. These trends invite us to reflect on the crucial role we play as communicators and the need to adapt to emerging challenges with innovation and creativity.

For the first time, the largest study on the profession in the region is being presented in CUBA. The University of Holguín has hosted two events with fifty professionals, faculty, and students

During February 2024, the University of Holguín in Cuba became the epicenter of transformative analysis and dialogue about the future of strategic communication and public relations on the island, based on the exclusive presentation for the first time of the results of the Latin American Communication Monitor.

In an effort to expand collaboration in the region and explore new frontiers in academic and research fields, the University of Holguín organized two key events.

The first, held on February 9, brought together prominent representatives of the University alongside Dr. Alejandro Álvarez Nobell, one of the directors of the LCM. In this meeting, the relevance and trajectory of the study were discussed, outlining a roadmap that includes future collaborations to present results, achieve greater participation of professionals in the survey, regional analysis, and also mobility and exchange initiatives. Among those who participated were Dr. Manuel Coloma Salazar and Ms. Rosabel González, from the area of International Relations Management; Dr. Julio Rodríguez Peña, Vice Dean of Research and Postgraduate Studies at the Faculty of Communication and Letters; Mr. José Rodrigo Ricardo, Director of the Center for Organizational Management Studies; Ms. Bárbara de los Milagros Sicilia Rojas, Head of the Department of Social Communication; and Ms. Roxana Sera Rodríguez, Head of the Territorial Project Management of Digital Communication and the new National contact for the island for LCM.

The second event, held on February 20th, opened its doors to students, researchers, and professionals and featured the participation of Yaquelin Cruz Palacios, Dean of the Faculty of Communication and Letters; Alejandro Álvarez Nobell and Andreia Athaydes, Professor and Researcher from the Federal University of Brazil. Together, they explored current trends in the field of communication, providing a panoramic and thought-provoking insight into the current and potential landscape of the discipline.

Both meetings not only served to discuss the results of the LCM 2022-2023 but also catalyzed new opportunities for collaboration and joint development in the region. The fluid dialogue and the search for synergies with academic institutions reflect a shared commitment to advancing towards a more promising future in the field of strategic communication and public relations.

These events mark only the beginning of an exciting journey towards innovation and collaborative learning in strategic communication and public relations between Cuba and the rest of Latin America. As we delve into an increasingly interdependent world, the importance of these academic exchanges and joint projects will continue to grow in pursuit of a common agenda and the interests and needs of the region.

Join the conversation and be part of the regeneration!

The commitment to methodological rigor and theoretical quality of the Latin American Communication Monitor has allowed it, in 10 years and 5 biennial editions, to become the most comprehensive «RADIOGRAPHY OF THE PROFESSION AND TRENDS IN STRATEGIC COMMUNICATION AND PUBLIC RELATIONS» in the region.

In the 2022-2023 edition of the study, 1,134 professionals from 20 countries participated, with a comparative sample from 13 of them: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, Mexico, Peru, Puerto Rico, Dominican Republic, Uruguay, and Venezuela. The data obtained provide evidence on the debate regarding diversity, equity, and inclusion (DEI), empathetic leadership; the digitalization of communication departments and agencies (CommTech); strategic issues shaping the profession; dynamics and challenges of communication consultancy; salaries; and characteristics of excellent communication departments. 

Based on the research work carried out, the LCM team also contributes to the advancement of the disciplinary field, legitimizing the scientific quality standards of the study with the publication of its results, debates, and theoretical approaches in the main high-impact scientific publications for communication. Here are three recent publications obtained:

1. Hagelstein, J., Volk, S. C., Zerfass, A., Athaydes, A. S., Macnamara, J., Meng, J., & Hung-Baesecke, C. J. F. (2024). Ethical challenges of digital communication: A comparative study of public relations practitioners in 52 countries. International Journal of Communication, 18, 22.
2. Sadi, G., & Álvarez-Nobell, A. (2024). Capability gap in relation to public relations´ strategic issues in Latin America. Public Relations Review, 50(1), 102428.
3. Robayo-Sanchez, K., Suárez-Monsalve A. M. & Meng J. (2023). «Situación de género en las relaciones públicas y desarrollo de competencias: un estudio entre Norteamérica y Latinoamérica.» In Chavero, Pesántez Avilés, Moscoso Merchán (Coord). (2023). En: Medios y periodistas en un mundo cambiante. Iberoamérica en la encrucijada. Tirant lo Blanch. 

All publications and contributions linked to the LCM can be consulted on the Google Scholar profile.

An internationally model research for its scope and theoretical-methodological rigor

In the latest edition, the online questionnaire consisted of 36 questions, with five exclusive for professionals in communication departments. A variety of response scales were used, grounded in previous research. The survey, presented in Spanish and Portuguese, was tested with 86 professionals in five Latin American countries before its activation in May, June, and July 2022. 37,222 professionals across Latin America were invited via personal emails and professional associations.

For data analysis, SPSS was used, employing specific statistical methods described in the footnotes of the report. Initially, 2,740 people responded, of which 1,225 completed the survey 100%. Of these, 1,134 responses from 20 countries were statistically valid following a rigorous sample profile. This selection distinguishes the Monitor from other studies that use broader samplings or include people outside the profession.

The situation and perception of the profession in the main markets of Latam

Demographics reveal the high quality of the sample, dominated by high-level professionals with solid qualifications and extensive experience in the field, providing detailed knowledge for 13 key markets. The majority of respondents (75%) are from South America, followed by Central America and the Caribbean (19%), and North America (6%).

The 63% of women in the survey includes 59% of communication directors or agency CEOs, 68% in team or unit leadership, and 71% as team members or consultants, with an average age of 41.5 years. 2% have a doctoral degree, 56% have master’s degrees, and 32% are graduates. Additionally, 14% participate in international professional associations.

In terms of positions, 26% lead departments or are CEOs, 35% hold team or unit leadership positions, and 36% work in teams or consultancy. With over 10 years of experience, 62% of respondents reflect a stable job market, while 19% have between 6 and 10 years of experience.

This achievement reaffirms the importance and significance of the project for the academic and professional development of strategic communication and public relations in Latin America and its global positioning.

The Institute for Public Relations (IPR) has just released its annual report on the Top 15 most relevant studies for those practicing the profession of strategic communication and public relations in 2023. In this edition, the recognized studies address key topics such as internal communication, artificial intelligence, the state of the art of the profession, ESG criteria, and diversity, equity, and inclusion.  

The LCM has been selected for the second time as one of the fundamental studies to understand the state of the public relations industry. Since 2013, the Latin American Communication Monitor (LCM) project has become the largest and most rigorous longitudinal and comparative scientific study of the discipline and professional field of strategic communication and public relations in Latin America. 

With 5 uninterrupted biennial editions, its participation, scope, and relevance are consolidated year after year, with its contributions mentioned and recognized at major scientific and professional congresses, by international associations, and the most prestigious academic publications on the subject. The previous edition was presented at more than 40 forums and events throughout the region, the United States, and Europe, enabling the research to systematically visualize the role of Spanish and Portuguese-speaking strategic communication and public relations in the world, thus empowering professionals within their organizations, academia, and research, as well as sector associations in their social environment.

Its impact has reached a potential audience of 20,000 strategic communication and public relations professionals in Latin America and a specific community within the field in virtual environments (over 1800 followers on Facebook; 1015 followers on X; 1519 followers on LinkedIn). Furthermore, it is the main academic reference with 1,210 citations and 141 references in Google Scholar.

The LCM is part of the Global Communication Monitor, driven by the European Public Relations Education and Research Association (EUPRERA), which, in 16 years, has surveyed approximately 50,000 professionals in more than 80 countries. In addition to the Latin American region, the study is complemented by chapters in Europe (ECM), Asia-Pacific (APCM), and North America (NACM). The 2022-2023 edition is sponsored by the Central American Bank for Economic Integration (BCIE), the Institute of Public Relations (IPR), the University of Oregon (United States), and the Creative Campus of the Latin University of Costa Rica.

Additionally, it receives academic support from the Regeneration, Well-being, and Positive Communication Research Group ReBiCom UMA Network at the University of Malaga (Spain); the Advanced Communication Studies Group at the University Rey Juan Carlos (Spain); the Research Group in Communication Studies (GRECO) at the University of Medellin (Colombia), and the Latin American Network for Research in Organizational Communication (RedLAco).

An essential resource for the training of outstanding professionals. Only 2 out of 10 strategic communication and public relations departments are considered excellent according to the LCM 2022-2023.

We present the Practical Guide aimed at faculty teaching courses in Communication and Public Relations, authored by Professor Ángeles Moreno from the Advanced Communication Studies Group, along with professors Cristina Fuentes Lara and Noelia Zurro Antón from the Rey Juan Carlos University.

This proposal complements the manual by Moreno et al., (2023) «Excellence in Communication: How to develop, manage, and lead exceptional communications» (European Communication Monitor). UOC Publishing. Dircom Collection: Barcelona. Available at: https://www.editorialuoc.com/excellencein-communication 

It is an Open Access teaching material that covers the complete teaching planning of a six-credit course. The proposed content complies with the regulations and criteria of the European Higher Education Area (EHEA) and can be useful not only for the European context but also for the Ibero-American context.

According to the authors, «this resource aims to be an open and collaborative work to give rise to as many versions as teachers want to take advantage of and adapt to their contexts.»

In the guide, you can find each step of the teaching planning, addressing: 

• The characteristics of the course as stated in an accredited teaching guide: description, type of course, credits, module or itinerary, year, semester, learning outcome, objectives, general and specific competencies, training activities, teaching methodologies, evaluation systems, scheduling or temporal development, and content program.
• A specific proposal for organizing the course adapted to both face-to-face and non-face-to-face teaching. Each of the topics in the four blocks is presented with a summary of the main contents, learning outcomes, teaching planning, teaching methodology, training activities, and recommended bibliography.

Excellence in Communication is one of the key topics analyzed in different editions of the Global Communication Monitor in all regions. For Latin America, the Latin American Communication Monitor 2022-2023 points out that:

• The Excellence Gap. Almost 80% of communication departments do not reach excellence levels, meaning that only 23% optimally fulfill executive and advisory functions while competing successfully with other organizations. This finding is consistent with previous editions in Latin America and other regions.

• Characteristics of Excellent Departments. Excellent departments emphasize communication initiatives for diversity, equity, and inclusion, are proactive in their impact, and have greater responsibility in developing related policies. Those leading these departments show greater commitment and empathetic leadership, reflected in the well-being of their teams, reducing the likelihood of resignations.
• Digital Transformation and Innovation. In terms of digital transformation, excellent departments lead innovation and early adoption of communication technology, facing fewer challenges in its implementation. Additionally, flexible and remote work, along with the use of digital collaboration tools, are more ingrained in these departments.

In summary, the pursuit of excellence in communication is a constant challenge, but the data from the Latin American Communication Monitor 2022-2023 suggests that it is achievable. Those who lead with empathy, adopt technological innovation, and foster an inclusive environment are redefining standards in Latin America. Excellence in communication is not just a goal but an imperative for sustainable success in the current era.

The LCM is part of the Global Communication Monitor, driven by the European Public Relations Education and Research Association (EUPRERA), which, in 16 years, has surveyed approximately 50,000 professionals in more than 80 countries. In addition to the Latin American region, the study is complemented by chapters in Europe (ECM), Asia-Pacific (APCM), and North America (NACM). The 2022-2023 edition is sponsored by the Central American Bank for Economic Integration (BCIE), the Institute of Public Relations (IPR), the University of Oregon (United States), and the Creative Campus of the Latin University of Costa Rica. Additionally, it receives academic support from the Regeneration, Well-being, and Positive Communication Research Group ReBiCom UMA Network at the University of Malaga (Spain); the Advanced Communication Studies Group at the University Rey Juan Carlos (Spain); the Research Group in Communication Studies (GRECO) at the University of Medellin (Colombia), and the Latin American Network for Research in Organizational Communication (RedLAco).

Explore the profile of External Consulting in Communication: Challenges, Quality, and Trends in Latin America according to the LCM 2022-2023.

The latest edition of the Latin American Communication Monitor (LCM) has scrutinized external consulting in strategic communication and public relations in Latin America, providing a detailed insight into the complexities, trends, and challenges defining this essential practice in the region. According to the study that analyzed a sample of 1,134 active professionals from 20 countries, 52% are engaged in various roles in the consulting and external agency sector. Among the data obtained and available for in-depth exploration for free here, the following stand out:

• Evolution of consulting in times of change. Most communication professionals in Latin America believe that the need for external consulting is increasing, especially for stakeholder communication (73%) and for the structure and communication processes in organizations (70%).

• Current challenges and perceptions in Latin America. 76% of surveyed individuals perceive that the consulting industry is becoming increasingly diversified and complex. At the same time, 61% state that ensuring the quality of external consulting services is becoming more challenging.

• Relations between consulting firms and clients. Participants in this edition of the study see the main sources of conflicts experienced by clients and consulting firms in the entry phase (weak governance, leadership or internal processes, 52%; lack of competent people and knowledge, 56%) and in performance (poor project coordination, 53%).

• Competencies and positive attitude. When asked about the most important dimension to ensure the quality of consulting processes, respondents placed the level of developed competencies in the first place (94%, mentioning this as important or very important), followed by a positive spirit during the consulting process (93%).

The pursuit of service quality. The vast majority of professionals support the implementation of quality standards in communication consulting, with 87% agreeing that consultants should assess and ensure the quality of their services, and 89% agreeing that clients should also have standards to assess quality. Only 10% do not see the need for controls.

In summary, external consulting in communication in Latin America faces unique challenges and opportunities in an ever-evolving environment. Quality and standardization emerge as crucial elements to ensure the success of these essential collaborations in the region.

The LCM is part of the Global Communication Monitor, driven by the European Public Relations Education and Research Association (EUPRERA), which, in 16 years, has surveyed approximately 50,000 professionals in more than 80 countries. In addition to the Latin American region, the study is complemented by chapters in Europe (ECM), Asia-Pacific (APCM), and North America (NACM). The 2022-2023 edition is sponsored by the Central American Bank for Economic Integration (BCIE), the Institute of Public Relations (IPR), the University of Oregon (United States), and the Creative Campus of the Latin University of Costa Rica. Additionally, it receives academic support from the Regeneration, Well-being, and Positive Communication Research Group ReBiCom UMA Network at the University of Malaga (Spain); the Advanced Communication Studies Group at the University Rey Juan Carlos (Spain); the Research Group in Communication Studies (GRECO) at the University of Medellin (Colombia), and the Latin American Network for Research in Organizational Communication (RedLAco).

In her latest article, Tina McCorkindale, President and CEO of the Institute for Public Relations, immerses us in the current landscape outlined by the Latin American Communication Monitor (LCM) 2022-2023, providing a glimpse into the profession in our region.

Dr. McCorkindale emphasizes the need to continue research to identify growth opportunities in the field of public relations and strategic communication. She adds that the LCM 2022-2023 not only provides a deep analysis of the current situation but also sets the course for the future of our industry.

Another key point McCorkindale highlights from the latest LCM report is the issue of diversity, equity, and inclusion (DEI). The report reveals that only a fifth of participants consider DEI as one of the main strategic issues in the next three years. This leads us to reflect on our industry’s commitment to these imperatives and the need to move from debate to concrete action.

She also emphasizes the transformative role of empathy in leadership, pointing out its impact on organizational engagement and the mental health of teams. This empathetic approach not only reduces employee turnover but also contributes to strengthening organizational culture and becomes a crucial support for the well-being of our workforce.

In summary, for Dr. McCorkindale, the LCM is essential reading for those practicing in the field of strategic communication and public relations, seeking to understand and leverage current and future trends in our industry. Therefore, she invites us to dive into the report and discover the insights shaping the future of strategic communication and public relations in Latin America.