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This study explores an area that has not been widely researched in the Latin American and Caribbean region: the identification of a capability gap in relation to key strategic public relations and communication management issues and activities. To this end, this article presents findings and analysis from a survey conducted in 20 Latin American and Caribbean countries in 2020. The existence of a capability gap in relation to key issues and activities in public relations and communication management is confirmed, which represents a challenge for the development of the public relations field as well as for higher education institutions across the region. • The concepts of competencies and capabilities are characterised and differentiated. • The most important strategic issue for Latin American public relations practitioners was "coping with digital evolution and the social web". • Almost one in two Latin American professionals lacks technology and data management capabilities. • A capability gap in relation to the key issues of public relations and strategic communication in Latin America is identified, which is a challenge from a practical and academic perspective. [ABSTRACT FROM AUTHOR]