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Latin American Communication Monitor 2015: trends for strategic communication overseas - 30.06.2015
LCM is the largest study of strategic communication and public relations in Latin America, organized by EUPRERA and Dircom.

Latin American communication management and public relations professionals mostly opt for online media when building relationships with stakeholders, gatekeepers, and audiences (80%), and believe that connect the overall strategies of the organization with the communication strategies will be the main challenge over the next three years. These are some of the conclusions of the Latin American Communication Monitor, an ambitious study of the profession organized by the European Public Relations Education and Research Association (EUPRERA) in strategic partnership with the Association of Communication Executives (Dircom, Spanish acronym) and sponsored by FCC. The research results presented today in Madrid offer a comprehensive overview of the situation of an increasingly vibrant and dynamic economic sector.

Work overload affects most professionals surveyed (75.5%). Close to 36% works at least 25% more and 11.8 % lengthen their working day more than 50% of the time agreed in their contract. In addition, more than half of Latin American professionals do not feel satisfied with their career opportunities (54%) or with their salary (64%). In fact, wage compensation, access to managerial posts, career status, and career opportunities favor men. Not surprisingly, a longitudinal analysis shows that the professionalization of communication management has practically not evolved in the last five years. The research results are conclusive; however, about the growing influence of the communication function, only 27.9% of professionals is part of the executive committee within their organizations.

When establishing professional relationships, the study participants prefer email (60.5%) well above face to face communications (20.2%). Regarding the advantages of different media, email is considered the most productive, although the instant messaging application WhatsApp gains prominence by being more efficient with time (37.9%).

The Latin American Communication Monitor (LCM) is a transnational research conducted by academics of 11 prestigious universities in Latin America, Spain, and the United States, under the direction of Angeles Moreno, of the University Rey Juan Carlos (Madrid, Spain) and Juan-Carlos Molleda of the University of Florida (USA). More than 20,000 professionals of strategic communication and public relations of companies, government organizations, and NGOs in Latin America were invited to participate in the survey conducted between October 2014 and February 2015. Data analysis and results are based on 803 cases of communication and public relations professionals from 18 countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Peru, Dominican Republic, Uruguay, and Venezuela. In the words of Angeles Moreno: “This project enables professionals to approach communication trends through empirical evidence and thus empower their role within organizations.”

The Latin American Communication Monitor has its precedent in the European Communication Monitor (ECM), the largest annual survey on strategic communication in Europe with the participation of about 3,000 communication executives from 42 countries, eight editions published since 2007, and a record of academic and professional presentations.

The Association of Communication Executives (Dircom) is the strategic partner for research in Latin America and participates in the presentation of the report's conclusions in Spain, Mexico, Colombia, Argentina and Brazil. This decision reflects the desire of the association to share knowledge and networking with communication professionals in Latin America. In the words of its president, Montserrat Tarrés, "participation in this important study is another step in the consolidation of international initiatives of relevance to the development of corporate communication at a global level."

The complete study can be downloaded at www.latinamericancommunication.com.




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