1. Capability gap in relation to public relations´ strategic issues in Latin America.
- Author
-
Sadi, Gabriel and Álvarez-Nobell, Alejandro
- Subjects
- *
STRATEGIC communication , *PERSUASION (Psychology) , *PUBLIC relations , *COMMUNICATION in management , *UNIVERSITIES & colleges , *DATA management - Abstract
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]
- Published
- 2024
- Full Text
- View/download PDF