A quick overview to PR's history in South America

The development of public relations in South America has been quite multistage. There has been all kind of problems and difficulties from the ways to practise PR effectively to the military’s control over the communication systems.

PR landed in South America mainly during 1930 to 1950. Although it can be said that Brazil was a pioneer. It was the first country in South America where public relations occurred already in 1914 by the Sao Paulo Tramway Light and Power Co. Limited.

PR in South America had challenges already in the beginning. The development of public relations has been dependent on the models and techniques used on Europe and in the USA. Multinational organizations reached South America during the first half of the 20^th century and they brought the ways to practice public relations. Because of this local PR practices did not absolutely meet the needs of publics. There was no consensus between what should have been practiced and what actually was practiced.

As I already mentioned, Brazil was the first country operating with PR. Next, in 1930, public relations reached Argentina likewise by transnational companies like Shell, Siemens and Kodak. To Venezuela, Uruguay, Chile and Bolivia public relations was adopted during 1940s and 1950s by big companies, army, different state companies or in need to improve someone’s public image.
But there were also good outcomes that these multinational companies brought their manners to use PR. As a result many local companies adopted the use of PR.
In the beginning of PR’s development the practice was quite informal and exercised by people who had no education to communicate.
In the 60s first public relations departments were founded in some companies. Also some newspapers established own PR department.

In the end of 1960 the military in Brazil started to control communication systems. They published many laws between 1967 and 1978 which limited journalism, public relations, advertising and other media and also the professional practice of public relations. These regulations had a huge negative influence on other South American countries. Public relations became a tool for the totalitarian state to promote its interests not to increase free communication and expression as a democratic activity.
Laws and decrees in Brazil were rescinded in 1998. Thereafter Brazilian public relations has had an identity crisis – how to get the PR back in shape?

Writer: Suvi Joensivu