While there are few media outlets that are present in more than one Latin American country and there is quite a diversity in the Latam media landscape, there are some points different countries across the continent have in common.
One of the most important things one has to be aware of is that most of the Latin American TV/radio stations, newspapers, and online media are controlled by politicians associated with different parties and so their messages may be biased or may reach only a specific audience.
Another important aspect is the distribution of interest in different media — while the popularity of print media has declined, TV and online media keep on attracting a significant percentage of the Latin American population.
Regarding business media, the most important titles available for Latin American readers — both online and print — include El Economista, Diario Financiero, Gestión, La República or El Financiero.
Depending on the scope of work, whether it is a basic option or a rather complex one, the regular retainer fee may vary between 2.500 and 4.500 EUR in the countries such as Colombia, Peru, or Brazil. In the most expensive Latam markets — Chile, Mexico, and Puerto Rico — a regular monthly fee may cost between 3500 and 5000 EUR.
If you are sure you do not need PR consultants’ support but have important news to announce on one of the Latin American markets, you can choose a single press release dispatch that, depending on the country, will cost between 1500 and 3000 EUR.
Atrevia, founded in 1988 as Inforpress, is a communications and strategic positioning agency with offices on the Iberian Peninsula and in Latin America in countries such as Argentina, Bolivia, Brazil, Chile, Colombia, Dominican Republic, Ecuador, Guatemala, Mexico, Paraguay, Peru, and Puerto Rico.
The agency develops knowledge through research in collaboration with well-known talent centers (IESE, IE and Deusto Business School) and publishes studies, reports and books regarding the latest communication trends. Atrevia believes in the power of communication as a transforming tool, that’s why their CSR work seeks to foster and lead change, guiding our work and commitment towards a sustainable, social, economic and environmental horizon for all interest groups.
It has been recognized with important national and international awards, such as the Sabre Awards, International Stevie Awards, Questar Awards, Mercury Excellence Awards, Best Place to Work, National Marketing Awards, or the Iberian Consultancy of the Year in the EMEA Sabre Awards 2018.
- Media relations are based on mutually beneficial interactions between journalists, editors, and public relations specialists. Their purpose is to communicate a client’s relevant and newsworthy message in a suitable media outlet — press, TV, radio, and the Internet.
- Social Media management is managing a client’s online presence on platforms such as LinkedIn, Twitter, Facebook, Instagram or YouTube. This service starts with a consistent strategy preparation to, later on, create and publish appropriate and eye-catching content on the aforementioned platforms.
- Content writing is producing marketing content such as blog posts, press releases, webpages or whitepapers to reach the targeted audience. It aims to increase traffic to a client’s website and to fulfill certain marketing objectives.
- Event presence is an opportunity to showcase a client to the general public and/or prospects and expand their network. It also includes inviting key media workers and thus aims to increment the client’s visibility in media.
- Market research is often useful to prepare a brand to enter a given market. In such a case it consists of a thorough analysis of the presence of the brand and its competitors, as well as their presence in the media and social networks. Research — e.g. surveys — can also be commissioned to a research agency to obtain valuable content that can attract the attention of the press and the client’s target audience.
- Media training aims to guide a client on how to interact with media. It improves their communication skills and provides them with tools to deliver an effective and credible message helping to get more media coverage.
- Reputation management is shaping positive public perception and opinion about a client. It consists in an active and regular monitoring of client’s mentions, mainly online, and reacting to them.
- Crisis management starts with creating a plan and strategy in case an unexpected PR crisis arises. Its goal is to minimise the impact of negative publicity and media mentions, as well as to reduce the potential damage the crisis may cause to the client.
