For international companies, particularly those new to the region, there can be a temptation in thinking that Latin American markets can be grouped together when planning PR and marketing strategies.
However, this is not the case. Latin America comprises more than 20 countries, and the cultural nuances, economies and media landscapes in each nation are distinct. In fact, there are often huge demographic diversities within individual countries, across the urban-rural divide, as well as between individual cities.
Moreover, although Spanish is the official language in most Latin American markets, apart from Brazil, there are enormous variations in Spanish from Argentina to Mexico, for example, and while English fluency can be reasonable in some of the capital cities, and generally in the higher socioeconomic apex, it is still not widely spoken in the region.
For all of these reasons, localisation is key for public relations in Latin America.
A successful public relations campaign in Brazil is unlikely to have any traction in Peru or vice versa. Colombians think differently to Brazilians, who are very different from Chileans, who in turn have contrasting personalities to their Argentine next-door neighbours. Meanwhile, Mexicans are worlds apart from all of the above.
These differences mean that more than just being ineffective, a one-size-fits-all approach to Latin American PR and marketing campaigns runs the risk of antagonising different audiences in the region, and can result in more reputational harm than good.
Which is why our experienced team of local experts in PR in Latin America ensures that PR efforts not only resonate with each local audience but further contribute to achieving our clients’ goals in the region. You can trust Sherlock Communications to be your strategic ally in your Latin American endeavour.
