Latin American perspectives on the role of professionals in organizational communication and public relations

The paper presents evidences of the consolidation of organizational communication as a profession in Latin America, and proposes a review of empirical research published on scientific databases about the role of the organizational communication and public relations professional in the region. Differ...

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Fecha de publicación:: 2019

Institución:: Universidad de Medellín

Repositorio:: Repositorio UDEM

Idioma:: spa
eng

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dc.title.eng.fl_str_mv	Latin American perspectives on the role of professionals in organizational communication and public relations
dc.title.por.fl_str_mv	Perspectivas latino-americanas sobre o papel dos profissionais da comunicação organizacional e das relações públicas
dc.title.spa.fl_str_mv	Perspectivas latinoamericanas sobre el rol de los profesionales de la comunicación organizacional y las relaciones públicas
title	Latin American perspectives on the role of professionals in organizational communication and public relations
spellingShingle	Latin American perspectives on the role of professionals in organizational communication and public relations Public relations Organizational communication Professional staff Latin America Human development Communication strategies Relaciones públicas Comunicação organizacional Pessoal profissional América Latina Desenvolvimento humano Estratégias de comunicação Relaciones públicas Comunicación organizacional Personal profesional América Latina Desarrollo humano Estrategias de comunicación
title_short	Latin American perspectives on the role of professionals in organizational communication and public relations
title_full	Latin American perspectives on the role of professionals in organizational communication and public relations
title_fullStr	Latin American perspectives on the role of professionals in organizational communication and public relations
title_full_unstemmed	Latin American perspectives on the role of professionals in organizational communication and public relations
title_sort	Latin American perspectives on the role of professionals in organizational communication and public relations
dc.contributor.affiliation.none.fl_str_mv	Arzuaga Williams, Mónica; Universidad Católica del Uruguay
dc.subject.eng.fl_str_mv	Public relations Organizational communication Professional staff Latin America Human development Communication strategies
topic	Public relations Organizational communication Professional staff Latin America Human development Communication strategies Relaciones públicas Comunicação organizacional Pessoal profissional América Latina Desenvolvimento humano Estratégias de comunicação Relaciones públicas Comunicación organizacional Personal profesional América Latina Desarrollo humano Estrategias de comunicación
dc.subject.por.fl_str_mv	Relaciones públicas Comunicação organizacional Pessoal profissional América Latina Desenvolvimento humano Estratégias de comunicação
dc.subject.spa.fl_str_mv	Relaciones públicas Comunicación organizacional Personal profesional América Latina Desarrollo humano Estrategias de comunicación
description	The paper presents evidences of the consolidation of organizational communication as a profession in Latin America, and proposes a review of empirical research published on scientific databases about the role of the organizational communication and public relations professional in the region. Different traditions existing in the region and the debate on the name of the professional field, in which the denominations of ‘organizational communication’ and ‘public relations’ prevail, are highlighted. Then, the outstanding consolidation process of that profession in Brazil, achieved by the fact that both market and academia bolstered it, as well as by its early institutionalization, is analyzed. As a result of the review, a classification of the lines of thought on the aforementioned profession that have been most widely disseminated in scientific journals is proposed, and the main researchers and the most empirical research on for each line are shown. It is found that, unlike in European and North American scholarly publishing, in which the performance study of the professional role predominates, in Latin America the concern about the situation of the professional role stands out. Three schools of thought stand out in empirical studies: Research on the profession’s political and social role with studies on its contribution to development and social change; research framed in a strategic view of the profession; and a series of empirical studies that conclude on the influence of the social environment in the practice of the profession in Latin America.
publishDate	2019
dc.date.accessioned.none.fl_str_mv	2019-10-04T18:45:25Z
dc.date.available.none.fl_str_mv	2019-10-04T18:45:25Z
dc.date.none.fl_str_mv	2019-06-14
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url	http://hdl.handle.net/11407/5425 https://doi.org/10.22395/angr.v17n34a7
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dc.relation.none.fl_str_mv	https://revistas.udem.edu.co/index.php/anagramas/article/view/2419
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dc.relation.ispartofseries.none.fl_str_mv	Anagramas Rumbos y Sentidos de la Comunicación, Universidad de Medellín; Vol. 17, Núm. 34 (2019)
dc.relation.citationvolume.none.fl_str_mv	17
dc.relation.citationissue.none.fl_str_mv	34
dc.relation.citationstartpage.none.fl_str_mv	135
dc.relation.citationendpage.none.fl_str_mv	154
dc.relation.references.none.fl_str_mv	Arzuaga-Williams, M. (2017). Revisión sobre el rol del profesional de relaciones públicas. Austral Comunicación, 6(2), 252-275. Botan, C. y Taylor, M. (2004). Public Relations: State of the Field. Journal of Communication, 54(4), 645-661. Broom, G. y Dozier, D. (1986). Advancement for public relations role models. Public Relations Review, 12(1), 37-56. Ferguson, M. (1984). Building theory in public relations: Interorganizational relationships as public relations paradigm. Journal of Public Relations Research, 30(4), 164-178. doi.org/10.1080/1062726X.2018.1514810 Ferrari, M. (2003). Public Relations in Chile: Searching for Identity Amid Imported Models. In K. Sriramesh, y D. Verčič, The Global Public Relations Handbook. Theory, Research, and Practice (pp. 378 - 395). Nueva Jersey: Lawrence Erlbaum Associates. Ferrari, M. (2012). Comunicación y cultura: análisis de la realidad de las relaciones públicas en organizaciones chilenas y brasileñas. Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, (40), 47-64. Krohling, M. (2004). A função das Relações Públicas e a prática comunicacional nas organizações. Organicom, 1(1), 121-139. Krohling, M. (2011). Comunicação Organizacional e Relações Públicas: Perspectivas dos estudos Latino-Americanos. Revista Internacional de Relaciones Públicas, 1(1), 69-96. rohling, M. (2015). O campos academicos em Comunicação Organizacional e Relações Públicas no Brasil: caracterização, pesquisa científica e tendencias. Revista Internacional de Relaciones Públicas, 5(10), 105-124. Krohling, M. y Nassar, P. (2009). The Relationship Between the Academyt and Professional Organizations in the Development of Organizational Communication. Management Communication Quarterly, (22)4, 655-662. Lapop y Usaid. (2017). The Political Culture of Democracy in the Americas, 2016/17: A Comparative Study of Democracy and Governance. Recuperado de https://www.vanderbilt.edu/lapop/ab2016/AB2016-17_Comparative_Report_English_V2_FINAL_090117_W.pdf Latinobarómetro. (2017). Corporación Latinobarómetro, Informe 2017. Santiago de Chile: Corporación Latinobarómetro. Manucci, M. (2016). Management of Experiences: A Model for Designing Strategic Linkages. Management Communication Quarterly, 30(2), 249-255. Marroquín, L. y Ángel, A. (2016). Engaging With Society: Organizational Communication as Social Change. Mangement Communication Quarterly, 30(2), 256-261. Mellado, C. y Barría, S. (2012). Development of professional roles in the practice of public relations in Chile. Public Relations Review, (38), 446-453. Mellado, C. y Hanusch, F. (2011). Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners. Public Relations Review, (37), 384-391. Molleda, J. (2002). Analogía de las corrientes de relaciones públicas en las Américas. Anagramas 1(1), 21-38. Molleda, J. y Suárez, A. (2003). El papel de los profesionales colombianos de relaciones públicas como agentes de transformación social: cómo la crisis del país obliga a los profesionales a ir más allá de la comunicación con los públicos organizacionales. Anagramas, 2(3), 86-134. Molleda, J., Moreno, Á., Athaydes, A. y Suárez, A. M. (2010). Macroencuesta latinoamericana de comunicación y relaciones públicas. Organicom, 7(13), 118-141. Molleda, J. y Athaydes, A. (2003). Public relations licensing in Brazil: evolution and the views of professionals. Public Relations Review, (29), 271-279. Molleda, J. y Ferguson, M. A. (2004). Public Relations Roles in Brazil: Hierarchy Eclipses Gender Differences. Journal of Public Relations Research, 16(4), 327-351. Molleda, J. y Moreno, Á. (2006). Transitional socioeconomic and political environments of public relations in México. Public Relations Review, (32), 104-109. Molleda, J., Moreno, A. y Navarro, C. (2017). Professionalization of public relations in Latin America: A longitudinal comparative study. Public Relations Review, (43), 1084-1093. Molleda, J. y Suárez, A. (2005). Challenges in Colombia for public relations professionals: a qualitative assessment of the economic and political environments. Public Relations Review, (32), 21-29. Moss, D., Likely, F., Sriramesh, K. y Ferrari, M. (2017). Structure of the public relations/communication department: Key findings from a global study. Public Relations Review, (43), 80-90. assar, P., de Farias, L. y Furlanetto, M. (2016). Cenário histórico das relações públicas no Brasil. Organicom, (13)24, 151-160. Preciado, A. (2013). The role of public relations in corporate social responsability programs in the Colombian electricity sector. Public Relations Review, (39), 591-593. Preciado, A. y Guzmán, H. (2012). Gestión de la comunicación estratégica en los sectores empresariales, de desarrollo y público. Estudio comparativo. Palabra Clave, 15(1), 128-159. Preciado, Á., Nivia, A. y Correales, J. (2017). The strategic orientation of communications consulting firms in Colombia. Public Relations Review, (43), 406-416. Rebechi, C. (2015). O papel do IDORT na legitimação das relações públicas no Brasil. Revista Internacional de Relaciones Públicas, 5(9), 67-84. Reis, M. (2009). The Social, Political, and Economic Context in the Development of Organizational Communication in Brazil. Management Communication Quarterly, 22(4), 648-654. Salas, C. (2013). Posicionamiento de la comunicación estratégica como gestión gerencial en las empresas más grandes de Colombia. Signo y Pensamiento, 32(63), 94-109. Suárez, A., Moreno, Á. y Molleda, J. (2016). Relacionistas públicos colombianos: su punto de vista sobre los temas estratégicos de la profesión en el Latin American Communication Monitor 2014-2015. Revista Internacional de Relaciones Públicas, 6(11), 73-90. Vásquez, C. y Marroquín, L. (2016). Forum Introduction: Organizational Communication in Spanish-Speaking Latin American Countries. Management Communication Quarterly, 30(2) , 245-248.
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spelling	2019-06-142019-10-04T18:45:25Z2019-10-04T18:45:25Z1692-2522http://hdl.handle.net/11407/5425https://doi.org/10.22395/angr.v17n34a72248-4086reponame:Repositorio Institucional Universidad de Medellíninstname:Universidad de MedellínThe paper presents evidences of the consolidation of organizational communication as a profession in Latin America, and proposes a review of empirical research published on scientific databases about the role of the organizational communication and public relations professional in the region. Different traditions existing in the region and the debate on the name of the professional field, in which the denominations of ‘organizational communication’ and ‘public relations’ prevail, are highlighted. Then, the outstanding consolidation process of that profession in Brazil, achieved by the fact that both market and academia bolstered it, as well as by its early institutionalization, is analyzed. As a result of the review, a classification of the lines of thought on the aforementioned profession that have been most widely disseminated in scientific journals is proposed, and the main researchers and the most empirical research on for each line are shown. It is found that, unlike in European and North American scholarly publishing, in which the performance study of the professional role predominates, in Latin America the concern about the situation of the professional role stands out. Three schools of thought stand out in empirical studies: Research on the profession’s political and social role with studies on its contribution to development and social change; research framed in a strategic view of the profession; and a series of empirical studies that conclude on the influence of the social environment in the practice of the profession in Latin America.O artigo apresenta as evidências da consolidação da profissão na América Latina e propõe uma revisão das pesquisas empíricas publicadas em bases científicas sobre o papel do profissional da comunicação organizacional e as relações públicas na região. São apontadas diferentes tradições presentes na região e o debate sobre o nome do campo profissional, no qual prevalecem as denominações de “comunicação organizacional” e “relações públicas”. Em seguida, analisa-se o destacado processo de consolidação da profissão no Brasil, alcançado pelo impulso do mercado e da academia, bem como pela institucionalização precoce da profissão. Como resultado da revisão, propõe-se uma classificação das linhas de pensamento sobre a profissão que mais tem se difundido em publicações científicas e, para cada uma, são registados os principais pesquisadores e as pesquisas empíricas mais destacadas. Observa-se que, diferentemente da publicação científica da América do Norte e da Europa — onde predomina o estudo do desempenho do papel do profissional —, na América Latina se destaca a preocupação sobre a situação do papel do profissional. Em particular, três correntes de pensamento se sobressaem nos estudos empíricos: as pesquisas sobre a função política e social da profissão com os estudos sobre a colaboração da profissão para o desenvolvimento e para a mudança social; as pesquisas enquadradas em uma perspectiva estratégica da profissão, e uma série de estudos empíricos que concluem sobre a influência do entorno social no exercício da profissão na América Latina.El artículo presenta las evidencias de la consolidación de la profesión en América Latina y propone una revisión de las investigaciones empíricas publicadas en bases científicas sobre el rol del profesional de la comunicación organizacional y las relaciones públicas en la región. Se señalan diferentes tradiciones presentes en la región y el debate sobre el nombre del campo profesional, en el que prevalecen las denominaciones de comunicación organizacional y relaciones públicas. Luego, se analiza el destacado proceso de consolidación de la profesión en Brasil, logrado por el impulso del mercado y la academia, así como por la institucionalización temprana de la profesión. Como resultado de la revisión se propone una clasificación de las líneas de pensamiento sobre la profesión que más se han difundido en publicaciones científicas y, para cada una, se registran los principales investigadores y las investigaciones empíricas más destacadas. Se observa que, a diferencia de la publicación científica de Norte América y Europa, donde predomina el estudio del desempeño del rol profesional, en América Latina se destaca la preocupación sobre la situación del rol del profesional. En particular tres corrientes de pensamiento sobresalen en los estudios empíricos: las investigaciones sobre la función política y social de la profesión con los estudios sobre el aporte de la profesión al desarrollo y el cambio social, las investigaciones enmarcadas en una perspectiva estratégica de la profesión, y una serie de estudios empíricos que concluyen sobre la influencia del entorno social en el ejercicio de la profesión en América Latina.https://revistas.udem.edu.co/index.php/anagramas/article/view/2419application/pdfPDFp. 135-154ElectrónicospaengUniversidad de MedellínFacultad de Comunicaciónhttps://revistas.udem.edu.co/index.php/anagramas/article/view/2419Anagramas Rumbos y Sentidos de la ComunicaciónAnagramas Rumbos y Sentidos de la Comunicación, Universidad de Medellín; Vol. 17, Núm. 34 (2019)1734135154Arzuaga-Williams, M. (2017). Revisión sobre el rol del profesional de relaciones públicas. Austral Comunicación, 6(2), 252-275.Botan, C. y Taylor, M. (2004). Public Relations: State of the Field. Journal of Communication, 54(4), 645-661.Broom, G. y Dozier, D. (1986). Advancement for public relations role models. Public Relations Review, 12(1), 37-56.Ferguson, M. (1984). Building theory in public relations: Interorganizational relationships as public relations paradigm. Journal of Public Relations Research, 30(4), 164-178. doi.org/10.1080/1062726X.2018.1514810Ferrari, M. (2003). Public Relations in Chile: Searching for Identity Amid Imported Models. In K. Sriramesh, y D. Verčič, The Global Public Relations Handbook. Theory, Research, and Practice (pp. 378 - 395). Nueva Jersey: Lawrence Erlbaum Associates.Ferrari, M. (2012). Comunicación y cultura: análisis de la realidad de las relaciones públicas en organizaciones chilenas y brasileñas. Cuadernos del Centro de Estudios en Diseño y Comunicación. Ensayos, (40), 47-64.Krohling, M. (2004). A função das Relações Públicas e a prática comunicacional nas organizações. Organicom, 1(1), 121-139.Krohling, M. (2011). Comunicação Organizacional e Relações Públicas: Perspectivas dos estudos Latino-Americanos. Revista Internacional de Relaciones Públicas, 1(1), 69-96.rohling, M. (2015). O campos academicos em Comunicação Organizacional e Relações Públicas no Brasil: caracterização, pesquisa científica e tendencias. Revista Internacional de Relaciones Públicas, 5(10), 105-124.Krohling, M. y Nassar, P. (2009). The Relationship Between the Academyt and Professional Organizations in the Development of Organizational Communication. Management Communication Quarterly, (22)4, 655-662.Lapop y Usaid. (2017). The Political Culture of Democracy in the Americas, 2016/17: A Comparative Study of Democracy and Governance. Recuperado de https://www.vanderbilt.edu/lapop/ab2016/AB2016-17_Comparative_Report_English_V2_FINAL_090117_W.pdfLatinobarómetro. (2017). Corporación Latinobarómetro, Informe 2017. Santiago de Chile: Corporación Latinobarómetro.Manucci, M. (2016). Management of Experiences: A Model for Designing Strategic Linkages. Management Communication Quarterly, 30(2), 249-255.Marroquín, L. y Ángel, A. (2016). Engaging With Society: Organizational Communication as Social Change. Mangement Communication Quarterly, 30(2), 256-261.Mellado, C. y Barría, S. (2012). Development of professional roles in the practice of public relations in Chile. Public Relations Review, (38), 446-453.Mellado, C. y Hanusch, F. (2011). Comparing professional identities, attitudes, and views in public communication: A study of Chilean journalists and public relations practitioners. Public Relations Review, (37), 384-391.Molleda, J. (2002). Analogía de las corrientes de relaciones públicas en las Américas. Anagramas 1(1), 21-38.Molleda, J. y Suárez, A. (2003). El papel de los profesionales colombianos de relaciones públicas como agentes de transformación social: cómo la crisis del país obliga a los profesionales a ir más allá de la comunicación con los públicos organizacionales. Anagramas, 2(3), 86-134.Molleda, J., Moreno, Á., Athaydes, A. y Suárez, A. M. (2010). Macroencuesta latinoamericana de comunicación y relaciones públicas. Organicom, 7(13), 118-141.Molleda, J. y Athaydes, A. (2003). Public relations licensing in Brazil: evolution and the views of professionals. Public Relations Review, (29), 271-279.Molleda, J. y Ferguson, M. A. (2004). Public Relations Roles in Brazil: Hierarchy Eclipses Gender Differences. Journal of Public Relations Research, 16(4), 327-351.Molleda, J. y Moreno, Á. (2006). Transitional socioeconomic and political environments of public relations in México. Public Relations Review, (32), 104-109.Molleda, J., Moreno, A. y Navarro, C. (2017). Professionalization of public relations in Latin America: A longitudinal comparative study. Public Relations Review, (43), 1084-1093.Molleda, J. y Suárez, A. (2005). Challenges in Colombia for public relations professionals: a qualitative assessment of the economic and political environments. Public Relations Review, (32), 21-29.Moss, D., Likely, F., Sriramesh, K. y Ferrari, M. (2017). Structure of the public relations/communication department: Key findings from a global study. Public Relations Review, (43), 80-90.assar, P., de Farias, L. y Furlanetto, M. (2016). Cenário histórico das relações públicas no Brasil. Organicom, (13)24, 151-160.Preciado, A. (2013). The role of public relations in corporate social responsability programs in the Colombian electricity sector. Public Relations Review, (39), 591-593.Preciado, A. y Guzmán, H. (2012). Gestión de la comunicación estratégica en los sectores empresariales, de desarrollo y público. Estudio comparativo. Palabra Clave, 15(1), 128-159.Preciado, Á., Nivia, A. y Correales, J. (2017). The strategic orientation of communications consulting firms in Colombia. Public Relations Review, (43), 406-416.Rebechi, C. (2015). O papel do IDORT na legitimação das relações públicas no Brasil. Revista Internacional de Relaciones Públicas, 5(9), 67-84.Reis, M. (2009). The Social, Political, and Economic Context in the Development of Organizational Communication in Brazil. Management Communication Quarterly, 22(4), 648-654.Salas, C. (2013). Posicionamiento de la comunicación estratégica como gestión gerencial en las empresas más grandes de Colombia. Signo y Pensamiento, 32(63), 94-109.Suárez, A., Moreno, Á. y Molleda, J. (2016). Relacionistas públicos colombianos: su punto de vista sobre los temas estratégicos de la profesión en el Latin American Communication Monitor 2014-2015. Revista Internacional de Relaciones Públicas, 6(11), 73-90.Vásquez, C. y Marroquín, L. (2016). Forum Introduction: Organizational Communication in Spanish-Speaking Latin American Countries. Management Communication Quarterly, 30(2) , 245-248.http://creativecommons.org/licenses/by-nc/4.0http://purl.org/coar/access_right/c_abf2Anagramas Rumbos y Sentidos de la Comunicación; Vol. 17 Núm. 34 (2019): Enero-Junio; 135-154Public relationsOrganizational communicationProfessional staffLatin AmericaHuman developmentCommunication strategiesRelaciones públicasComunicação organizacionalPessoal profissionalAmérica LatinaDesenvolvimento humanoEstratégias de comunicaçãoRelaciones públicasComunicación organizacionalPersonal profesionalAmérica LatinaDesarrollo humanoEstrategias de comunicaciónLatin American perspectives on the role of professionals in organizational communication and public relationsPerspectivas latino-americanas sobre o papel dos profissionais da comunicação organizacional e das relações públicasPerspectivas latinoamericanas sobre el rol de los profesionales de la comunicación organizacional y las relaciones públicasArzuaga Williams, Mónica; Universidad Católica del UruguayArzuaga Williams, MónicaComunidad Universidad de MedellínLat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degreesLong: 075 36 00 W degrees minutes Long: -75.6000 decimal degreesMedellíninfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1THUMBNAILAnagramas_327.pdf.jpgAnagramas_327.pdf.jpgIM Thumbnailimage/jpeg7165http://repository.udem.edu.co/bitstream/11407/5425/4/Anagramas_327.pdf.jpgcf88c2fd0fde884e4e4b16f41f898d0fMD54Anagramas_327_infografia_español.pdf.jpgAnagramas_327_infografia_español.pdf.jpgIM Thumbnailimage/jpeg13441http://repository.udem.edu.co/bitstream/11407/5425/5/Anagramas_327_infografia_espa%c3%b1ol.pdf.jpg8aefa873bf1e7ba40dae48620e166b75MD55Anagramas_327_infografia_ingles.pdf.jpgAnagramas_327_infografia_ingles.pdf.jpgIM Thumbnailimage/jpeg13136http://repository.udem.edu.co/bitstream/11407/5425/6/Anagramas_327_infografia_ingles.pdf.jpg0c13a2ed10ae4cc1b24156e441e5565aMD56ORIGINALAnagramas_327.pdfAnagramas_327.pdfapplication/pdf884124http://repository.udem.edu.co/bitstream/11407/5425/1/Anagramas_327.pdf778e8d0a9b197e943771d06d1e8925d0MD51Anagramas_327_infografia_español.pdfAnagramas_327_infografia_español.pdfInfografía en españolapplication/pdf189703http://repository.udem.edu.co/bitstream/11407/5425/3/Anagramas_327_infografia_espa%c3%b1ol.pdf1b66728c299a27e720f15b38eac5b498MD53Anagramas_327_infografia_ingles.pdfAnagramas_327_infografia_ingles.pdfInfografía en inglésapplication/pdf189005http://repository.udem.edu.co/bitstream/11407/5425/2/Anagramas_327_infografia_ingles.pdf772fc73f573a4c30a3473edfd8ebd4a3MD5211407/5425oai:repository.udem.edu.co:11407/54252019-11-08 23:00:42.687Repositorio Institucional Universidad de Medellinrepositorio@udem.edu.co

Latin American perspectives on the role of professionals in organizational communication and public relations

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