MATCHMAKER

×

Looking for a Public Relations Agency? Use our Free matching service to find the right agency for you.

User login

Public Affairs in Times of Crisis? The Latin American view

In the PRCA Emerging Market’s Group’s inaugural event - Engaging with Governments in Crisis: Lessons from Latin America – we teamed up with PRCA LatAm and some of the region’s leading communications experts to discuss the response to the Covid-19 pandemic and how best to communicate with government in times of upheaval.

Chris Garnett, founder of consultancy Chute Court Asesores, was joined by, Chair of PRCA LatAm and head of Ketchum Argentina Gustavo Averbuj, CEO of Ketchum Costa Rica Edgar Mata, President of the Development Bank of Minas Gerais in Brazil Sergio Gusmao Suchodolski, and Partner at public affairs agency Arko Advice Lucas de Aragao.

It is clear that Latin America has endured a very challenging year as a result of coronavirus, in both case numbers and in the effect that strict lockdowns have had on the economy. The panellists discussed the differences in approach across the region, from the light touch economy-focused measures implemented by the Brazilian government to situations where national health has been the priority, as seen in countries like Uruguay and Argentina. However, all agreed that the current crisis was different to those in past as it came in the form of an external unforeseen shock, and all governments were scrambling to find the right answers.

The panellists agreed on a number of issues to bear in mind when engaging governments in Latin America, particularly in times of crisis.

  1. Boots on the ground:  The panellists noted that a lot of foreign companies fail to engage meaningfully with stakeholders in the region. It was deemed necessary to “get boots on the ground” and make efforts to meet in person if possible and safe to do so. Engagement through video link is limited in its effectivity. This presents obvious issues in a pandemic although Government at all levels are making an active effort to  engage with business groups and share information constantly through new comms channels.
  2. Understand the culture: The panellists agreed that the nuances of each market had to be understood for successful engagement. The region does not operate with a one size fits all policy, and without significant research, knowledge of complex and often opaque power structures and cultural understanding, engagement was much more difficult and progress would be limited.
  3. Play the long game: It is very difficult to talk about “winners and losers” in the current pandemic, given the interruption to normal engagement. However, organisations and companies should start preparing for a post-Covid reality, and use this time to build the foundations for sustained and meaningful engagement.
  4. Show your empathy: As confidence in public institutions stutters in some countries, the pandemic offers companies a great opportunity to get involved in their communities, and strengthen social bonds.
  5. Engage professionally: Public affairs in the region is gradually changing, with or without the impact of Covid-19. On the back of recent corruption scandals and improving governance standards, the industry is professionalising at pace. It was agreed that companies should be prepared to approach government relations activity with a long-term and consistent strategy, rather than quick-fix tactics. This focus on planning and preparedness is being mirrored by those in Government as efforts to listen and respond to business in this time of crisis have been improved.

Chairs of the PRCA Emerging Market  Group, George Morris Seers and Eleanor Kramers, look forward to seeing you at our next event.

To watch the discussion from start to finish, please click here.