public relations, known by its acronym Hispanic PR or by their shortened form English PR (pronounceable as "pi-ar"), are not what they were. Surely 20 years ago about this item seemed to refer to a world where only timid and stiff compliance matter of good manners. To some extent do "public relations" was almost a profession of "being kind", "meet people" or "have a good agenda." In the popular imagination of the public relations associated with diplomacy or protocol. But today we can speak of a true revolution in public relations.
in the brand communications management's role is vital and increasingly important. Somehow they were making headway competing with advertising agencies, marketing consultants and other providers of "expertise" of communications. Driven by a global trend of PR, nicknamed "prenseros" in journalistic jargon, although this "motto" do not fall into grace, were able to "mark territory."
The explosive growth of media and new communication channels in some way explains the new role of PR. is known that the diversity of media resources is an inevitable fragmentation of audiences and thus a decrease in the intensity of each of the brackets. This will overshadow the impact they can make traditional advertisements. And this is one of the places that are trying to lead the PR, of becoming in management of wide range communication that is triggered by a variety of formats (from cell up posters in public). Precisely because any attention that people pay for advertising in the media has also sought a way to get the marks achieved in the context of the same information. For this and there is a whole "show armed."
PR agencies and press have become a strategic piece when an announcement or a release of a brand. Centimeters made in the media tend to impact far more than traditional advertising. The phrase "making news" then becomes an indispensable resource for brands. 
The dynamics of business news production, marketing and advertising is so fueled by an army communicators of PR. The director of a specialized portal (rrppnet.com.ar) raised the importance of this profession and in 2001. Natalia Martini performing a promising diagnostic activity. "In Argentina, we now have four private universities and the state granting a degree in Public Relations. The race lasts four years and brought to market between 400 and 500 young professionals each year. There is a journal of the profession, we two Councils Public Relations Professionals, there are more than eighty consultants on the market ...".
PR agencies are also taking advantage of the rise of new technologies. Some are even born under this mark as the case of Dutton RP, led by Matias Dutto agency that began as an initiative directly related to the world of blogs. Indeed, Dutto was the organizer and coordinator of Diadeweblogs held last July at the University of Palermo. The dynamics of business news production, marketing and advertising is so fueled by an army communicators of PR. The director of a specialized portal (rrppnet.com.ar) raised the importance of this profession and in 2001. Natalia Martini performing a promising diagnostic activity. "In Argentina, we now have four private universities and the state granting a degree in Public Relations. The race lasts four years and brought to market between 400 and 500 young professionals each year. There is a journal of the profession, we two Councils Public Relations Professionals, there are more than eighty consultants on the market ...". But have a lot of traditional PR as well. Essentially require expert in knowing how to handle the communication of a company. So they can take the form of micro-person or up to five people. This also facilitates the growth of this area because they may take this path without large superstructures.
According to a ranking made by the key consultants at the request of the journal Image agencies item can get billed about $ 12 million, as is the case of New Communications Group Weber Shandwick. Below this agency is leading the sales ranking for several years there is another segment of consultants who bill between three and four million annually. In this segment, companies like Muchnik located Alurralde Jasper & Assoc, Burson Marsteller, Personally, Urban PR, Salem Viale and Assoc Another series of agencies are located in the range of revenues between one million and three million dollars a year. And here are listed Consultants Plata, PDV, Identia PR Mazal Communications, MDG, Mora y Araujo Institutional Communication, Corporate Communication Choice, Market Cross, RFB / Lynch Partners, Feedback and Vertex. Key The survey indicates that the rapid growth in this sector and on average increased their sales by 44% in 2006. The relevance of PR agencies in some way presents a new competitive polo for traditional advertising agencies. The report of Image, according to Key, offers a telling comparison. It is estimated that investing $ 4,000 million a year and while the sub-segment of PR communications spending only around 2% or 3% of its gravity is increasing. "Advertising agencies have lost ground in the management of corporate communications at the hands of PR, but the advertisers are trying to converted into real communication managers "explained the director of Keys Nelson Perez Alonso. The growth of news agencies and communication has its counterpart from the business side. communicators are usually officiate as" spokesmen for the companies " . In general they are professional PR or communication become great coordinators and management of all communications companies and their brands. Their presence is notable in an instance of release as in case of crisis. On a more formal are known as Dircom's or directors of communication.
The activity is increasingly professional but in fact those responsible for PR for a while that formalized performance. According to documents the Council of Public Relations of Argentina, the profession was institutionalized in 1958 with the creation of the Argentina Association of Public Relations.
The public relations believe that the official launch of the consultants will produce with the release of "Aja Espil" in 1961 but also recognize that the rapid development of the activity occurred in the nineties to the rhythm of globalization facilitated landing of the major international agencies.
oriented communicators PR rightly regard the issue of communication as a vital and appropriate to their expertise. The logotype designed for the Professional Council PR is like a cartoon balloon. Its creator, architect Guillermo González Ruiz, clearly defined, "is the characteristic linear edge-universally recognizable in all of comics is always born of the subject and contains the dialogues, expressions, ideas and values \u200b\u200bin short, that condenses all verbal communication. "
is clear that the PR industry are taking an increasingly strategic role in corporate communications. The proximity of the communication directors and those responsible for PR with domes major business is growing stronger. Press releases and newsletters are carefully monitored before launching into "media arena" much or more than advertising campaigns. Then the machinery "prensera" starts. Close monitoring of consultants executives told reporters the case a substantial part of the metier. And that plays a fundamental role the ability to report without harass and control unattended. The explosive growth of activity is also reflected in the consultants. Many hire staff to have this little afiatada subtle role of "being present but not disturbing." In some cases it distorts the whole mechanism so that it appears that PR leaders claim that journalists act as "official communication" from the brands they serve. This will distort the performance of each roles and the notes become "booklets" of companies. Alicia Vidal 
avidal@infobae.com
Infobaeprofesional.com
