From dialogue to trust: reshaping perspectives of PR practice in Latin America and the Caribbean at the 28th CONFIARP Congress
“Communication and Public Relations: from dialogue to trust” was investigated in depth and from different perspectives at the 28th Congress of the InterAmerican Confederation of Public Relations, in Acapulco, Mexico in September. Leading figures from both the academic and corporate worlds included Daniel Tisch, Global Alliance Chair, who conducted a session focused on the new paradigms guiding the communication processes in our changing world.
“We shifted from the era of value chains to an era of value networks and, in this context, the theme from dialogue to trust is appropriate, as it summarizes the challenge for the modern communicator: while the dialogue has never been easier than nowadays, trust has never been more difficult to achieve”, said Tisch.
Several round table discussions increased the level of analysis, such as the one conducted by Dr. Francisco Aguadero Fernández, a well-known Spanish academic and researcher, which looked at the pillars of the organizational development, with participation from Juan Pablo Topalián (Uruguay), Dr. Mónica Soteras (Argentina) and Rebeca Martínez Arévalo (University Anáhuac, México.
The increasing relevance of social responsibility in the current environment was the theme discussed by Dr. Marcos González Morales, President of the editorial company Corresponsables España and México, who underlined the importance of an essential integration between social responsibility and public relations across all sectors.
More than 500 delegates attended the Congress, coming from Argentina, Brazil, Spain, Colombia, Costa Rica, Cuba, Guatemala, Venezuela, offering interesting insights for the public relations profession in the Latin America and Caribbean.
Confiarp, an organization founded in Mexico City 52 years ago, has taken a leadership position not only in the countries of the area it represents, but also in other contexts where it has made a great contribution in enhancing PR practice both in the academic world and in the corporate one, as well as in the public and not-for profit sectors.
During the Congress Ana Polanco, Executive Director of the Cuban Association of Social Communicators (Asociación Cubana de Comunicadores Sociales), led a lively debate about what is taught in communication and PR degrees - “Meeting Professors and students of Communication and PR”.
The 28th CONFIARP Congress ended with an award ceremony, when the Chasqui Golden Award, the most important prize the Confederation gives to Institutions excelling in their contribution to the PR profession, was presented to the Independent University of Guerrero (Universidad Autónoma de Guerrero, México).
The Congress concluded with the delegation from the Republic of Uruguay inviting all the participants to join the IX CONFIARP Forum on 26-29 September 2013 in Montevideo, Uruguay.
Download the article in Spanish.