Carried out with professionals from Mexico, Colombia, Chile, Argentina, Peru, Bolivia and Brazil in the first half of this year, among the insights presented in the study are the main corporate communication strategies used by companies, the most popular means of communication in the countries researched and the economic sectors that demand more services from agencies
A survey carried out by Vianews, an integrated communications agency with 38 years in the market, reveals interesting facts about corporate communication in different countries on the Latin American continent.
Carried out with professionals from Mexico, Colombia, Chile, Argentina, Peru, Bolivia and Brazil, the insights presented in the study include:
- the main corporate communication strategies used by companies,
- the most popular media outlets in the countries surveyed,
- the economic sectors that demand more services from agencies and
- how the advancement of Artificial Intelligence is impacting the communications sector.
The data was collected in the first half of 2024, based on qualitative interviews carried out with the agency’s employees and partners who work in the countries analysed.
Below are the main results.
Segments that hire the most
According to 71% of respondents, the technology sector is the segment that currently hires the most corporate communication services, followed by the telecommunications sector, cited in 28% of responses.
However, it is worth highlighting that when it comes to the segments that most consume corporate communication services, each country has its own peculiarities.
- In Mexico, for example, other sectors mentioned in the survey were automotive, pharmaceutical, manufacturing, energy, exhibitions, health and beauty.
- In Argentina, the other segments mentioned were food, health, beauty, education and oil companies.
- In Chile, vertical markets and commodities, brands and the public sector were the most mentioned.
- In Colombia, emphasis on construction, tourism and government; in Bolivia, for banks, hydrocarbon industries, universities and large food factories, such as chicken, biscuits and dairy products; and in Peru, for the consumer, education, health and restaurant markets.
Most searched services
Among the most sought-after communication services, public relations comes first, being cited by all interviewees.
Next comes digital marketing, social media, and content production services, with 85% of mentions, and public relations for events, present in 14% of responses.
Regarding influencers, although all interviewees claim to have communication strategies aimed at this audience in their country, there are some distinctions.
- In Mexico, for example, the communication strategy with influencers is more focused on companies in mass consumer sectors, and less on specialized companies. Furthermore, as it is not common to carry out campaigns 100% focused on exchanging products in the country, the recommendation for companies there is to have at least a small specific cash budget for such actions. And this also applies to Chile, where most campaigns carried out also tend to be paid.
- In Colombia, as in Brazil, communication strategies with influencers are an activity that has gained great strength in recent years. However, for both, the current focus of the most assertive strategies is to select the right influencer, which is not only determined by the number of followers and interactions, but also by the type of content they produce, the tone of the information transmitted and the relevance of their themes.
Most popular media
Despite the advancement of digital media, television and radio remain the most popular media in Latin America, according to 71% of those interviewed.
Next come portals, mentioned by 42% of respondents, followed by printed matter and social networks, both tied with 28% of responses.
- In Brazil, the scenario is a little different. According to data from the Digital News Report 2023, produced by the Reuters Institute, the consumption of traditional news sources in the country has been led by online media (79%), followed by social media (57%) and only in third place is television (51%).
Approach to journalists
Regarding the approach to journalists, e-mail and WhatsApp are practically unanimous in all countries evaluated, including Brazil. Telephone calls are only mentioned in specific cases, such as for suggestions of exclusive and/or urgent topics.
- In Mexico, a curiosity highlighted in this relationship is the generational issue. According to those interviewed, while more senior journalists prefer contact via email and, possibly, WhatsApp, younger journalists, especially those who cover lifestyle and general news sections, prefer to be contacted through direct messages on their social media profiles, such as Instagram, LinkedIN and WhatsApp.
Use of AI
When asked about the use of Artificial Intelligence in communication in their respective countries, many interviewees pointed to a growing use of technology, especially in supporting content production, managing meetings, interviews, and design.
Among the most used tools, ChatGPT stands out, cited by practically everyone surveyed. In Bolivia, the use of AI was highlighted as not being so common in day-to-day communication, and more restricted to supporting content production.
- In Chile, a survey carried out by e-press with 71 communication leaders revealed that although most respondents (93%) see AI as an opportunity, its use is not as widespread as one might expect, since only 50.7% of them declared that they apply it in their work. And this is still very informal, since among those who use it, only 19.7% have received some type of training; and less than 14% pay for any tool.
- In Brazil, according to an in-house survey carried out by the agency Vianews, 93% of employees already use AIs in their work routines or personal tasks. Among the most used tools are ChatGPT (42.9%), Supernormal (19%) and Google Gemini (14%), followed by Leonardo AI, Grammarly, Take Blip ViraTexto and Photoshop Generative, present in 4.8% of responses each.
“A continent as diverse as Latin America presents great challenges. The main tip we can give to companies that want to enter this region is to hire an agency that has interfaces or local operations. This is because only a native can navigate a market with so many nuances. This way, credibility is built with the best cost-benefit and the best practices recommended for each place”, explains Pedro Cadina, CEO of Vianews.
About Vianews
Vianews is an integrated communications agency that develops creative and innovative solutions in Public Relations and Digital Marketing. With more than 38 years of experience throughout Latin America, the agency transforms brands and people through strategic actions, focusing on great results for its clients.
Voted “Outstanding Agency of the Year” at the 2021 Jatobá Awards, Vianews has four trophies from the Lusófonos Creativity Awards, two trophies from the Jatobá Awards and three trophies from the Saber Awards LATAM. In addition, it also has two Certificates of Excellence for cases registered in the Saber Awards LATAM and eight Certificates of Excellence for cases registered in the Jatobá Award.
To find out more, visit https://vianews.com.br/ or follow our official profile on LinkedIN and Instagram.