Global Alliance’s Latin America Regional Council Kicks Off 2025 with Virtual Meeting

The Latin America Regional Council of Global Alliance for Public Relations and Communication Management held its first meeting of 2025 last Friday (14), providing a platform for the exchange of experiences and strategies among its members. Global Alliance is the global confederation of leading communication associations, of which Aberje is a board member.

The online meeting, led by Hamilton dos Santos, Aberje’s executive director and Brazil’s representative in the organization, reinforced the importance of cooperation among Latin American countries to address common challenges in organizational communication. Council members from various locations, including Brazil, Argentina, Uruguay, Mexico, Chile, Peru, and Puerto Rico, participated in the discussion, representing sectors such as industry, academia, and communication associations.

Regional Trends and Challenges

During the meeting, participants delivered individual presentations in which they shared their professional journeys and discussed key issues for the evolution of corporate communication from a local perspective. Alejandro Cornejo, professor at the University of San Martín de Porres (Peru), highlighted how Peru’s economic and social landscape influences communication and public relations practices in the country. He also emphasized the growing demand for effective internal communication, particularly in light of cultural differences within organizations.

Olga Oro, Vice President of International Affairs at PRORP (Mexico), underscored the impact of new dynamics involving influencers and digital content creators on the relationship between companies and the press. According to her, corporate communication must adapt to this new landscape by combining traditional strategies with innovative approaches to maintain brand relevance.

Analía Canale, CEO of the Argentine-Brazilian Chamber of Commerce, Industry, and Services (Cambras), brought insights into cross-sector and international communications. She addressed the cultural and economic challenges of building partnerships between Brazilian and Argentine companies, stressing the importance of transparency and expectation management to foster sustainable collaborations. Canale also highlighted the differences in institutional communication approaches between the two countries and what each can learn from the other.

Collaboration in Focus

Participants reaffirmed the need for continuous exchange of experiences to strengthen the sector and develop more effective communication strategies. The Latin America Regional Council will continue hosting discussion rounds throughout 2025, fostering an integrated and collaborative vision for the challenges of organizational communication.