In South America the social role of PR is truly reflected in the special characteristics of the PR practitioners. The social and economic imbalance in the countries in Latin America is a major factor in the development of the PR profession and practice, where PR practitioners are active agents of social and political transformation.
A continuation a will name some of the current characteristics of PR is South America:
· Licensing of public relations.
· The creation of public relations universities programmes and courses to develop student’s skills.
· Growth and development of professional organisations and the arrival of international PR consultants.
· The advancements in democracy, particularly in the transparency of government.
· There is a holistic concept of public relations.
· There is a need to balance relationship of public relations and journalism. In the region they can see difference between the two profession and each other roles.
· Development of stockholder owned corporations
The PR industry in some Latin American countries, such as Brazil, Chile or Argentina, is at the same level as some of the European countries. However, there are other countries that the PR industry is synonym of propaganda.
