52% of Strategic Communication Professionals in Latin America Work in External Consulting

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).