Analysis of the governmental communication in South America

News   •   November 15, 2017

Elections, political instability, corruption scandals, economic decrease, and other issues seem to be the common denominator of many governments in the region. How does each government deal with them and how it’s been communicated? Four consultant specialists from Worldcom Latam answered this question. Angélica Consiglio from Planin in Brazil; Eduardo Avella, from Grupo Albión in Colombia; Zelmira Kroselj, from Zelmira-K Comunicación in Argentina, and Luis Avellaneda, from Realidades in Peru analyze the situations and challenges of the current governmental communication from their countries, and the variables that could improve the communication and relationship strategies with the businesses and public opinion.

1. Which issue evidences more limitations in communications for your government?

BRASIL, Planin

The need for transparency
Brazil is currently living a unique time in its history, with a movement without precedents against crime and corruption. In this context, the most important challenge of the government is to adapt an open and transparent model, in which results important to promote and generate dialogue and accountability towards society.

mayoritariamente al gobierno, pues unidireccionalidad en los canales tradicionales no permite conocer la otra cara


Facts vs. Words
The critical point is the communicational gap between the facts and the words. There is a coherent speech that when it arrives through social media is quickly disproved. Differently, or at least apparently, is the reality of the most important communication channels that support the government, since the unidirectional within the traditional channels does not allow to know the other side of the information provided.

COLOMBIA, Grupo Albión

Deal with distrust

The Colombian government has dealt with to big communication challenges in the past years:

On the side, the Peace Agreement with FARC, which has generated a huge polarization due to the deep wounds with society due to 50 years of conflict. On the other side, the dramatic reduction of oil prices, which directly influenced the dynamic of the economy, leading it to a moderate growth that did not get to fit with the expectation and needs of the population.

The disagreement and criticism before this events, together with the unfortunate situations of corruptions that has affected the infrastructure investment project, has generated in the public opinion a perception of negativism and pessimism which sets the election season next year.

PERÚ, Realidades

The legitimacy of power
The lack of transparency puts in check the legitimacy of the current government, generating, as consequence, governance problems. In Peru, the expectations of the electoral processes are based on the promises, which, when they are not fulfill, lead to a string of questions. Even more, if the reasons why this promises where not fulfilled are not communicated properly, and if we add the corruption scandals, we have as a result a phenomenon of social mistrust, characterized by a decline in popularity, political weakness, revaluation of other Government powers, and the emerge of new political leaders. To avoid this catastrophic scenario, is essential that all players understand what is the government agenda and, specially, what is its navigation path.

mayoritariamente al gobierno, pues unidireccionalidad en los canales tradicionales

2. What is needed to change this scenario?

BRASIL, Planin

The answer is in the dialogue
It is necessary to adapt a different posture, in which communication with all concerned parties becomes a reality. It is through dialogue that we can achieve to preserve a more free and democratic society.


Change the speech
It is the moment to innovate the ways of communication. This applies to all politicians. The current political speech creates a setback for everyone.

mayoritariamente al gobierno

COLOMBIA, Grupo Albión

It is time for the facts
The government faces the difficulty not to count with real and overwhelming facts to sustain its most important bets. In terms of the process of peace, the results will be seen in a few years when the judicial mechanisms and repairs to the victims had acted integrally. The other important bet for the government, related to the development of infrastructure, will also generate results in the next four years. In regards to the performance of the economy, there are some symptoms of recovery, but they will only be used as prove of correct political decisions as long as they are consolidated.

It is important to untie the balance of results and the current condition of the country related with this three elements and to procure highlight other relevant executions that have lost brightness behind the media swirl generated.

Today, nothing that is said can change the perception. It is time for facts, balances and results.

PERÚ, Realidades

The key is to prepare
The governor must know the reality and plan the communication through all available tools. Then, it will be necessary to investigate and analyze the impact that his messages have had to communicate again. Only through a system that searches actively for feedback and evaluation of its effectiveness, a permanent dialogue that reinforces the governance of mandate, can be guaranteed. The leader has as mission to guide, lead, and drive, but first he needs to research and meet those who govern.

estado actual del país a lo relacionado con estos tres elementos y procurar resaltar otras ejecuciones relevantes que han perdido brillo detrás del remolino mediático generado. En este momento nada que se diga puede cambiar la percepción. Es el momento de los hechos, los balances y los resultados. hechos, los balances y los resultados. hechos, los balances y los resultados.

3. To grant stability and security to the businesses, what challenges assume the government of your country?

BRASIL, Planin

It is an uncertain time
Because it is a time of transition due to investigations against corruption, businesses do not rely with a clear commitment from the government. Despite this, it is important to highlight that Brazil is a country that will overcome this crisis.

mayoritariamente al gobierno, pues


3 big challenges
The communication challenges the government assume are:

  • Transparent management.
  • Transparent mechanisms of improvement in the institutional quality of the country.
  • To have closeness with the society, managing specific strategies for each sector, public or area of interest.

COLOMBIA, Grupo Albión

Focus in short-term achievements
The challenges is to combine objectives that trace with the possibility to show real results in the short-term, even if there are other more important challenges in the long-term that can not be shown as achievements, but that serve the structural need of the country. This communication plan is fundamental to build a perception of stability, security, and progress which is what businesses require keep investing, generating movement in the economy and feeding an environment of trust and optimism.

mayoritariamente al gobierno, pues unidireccionalidad en los canales tradicionales no permite conocer la otra cara de la cambiar la percepción. Es el momento de los hechos, los balances y los resultados. Es el momento de los hechos

PERÚ, Realidades

Turn into a strategic vision
The most important challenges is to change the short-term vision for a strategy that allows to analyze scenarios; identify tendencies; value the needs of the population; identify players and political leaders; establish KPIs; among others, with the objective to establish communication policies that allow to reach what the government thinks, says, and does as a unit.

Politics result sometimes to be passional in many different contexts of ideas and postures, but it has to be clear that to govern needs to handle KPIs and results. These indicators will become the accountability facing a society that will grant an economic stability and security to attract investments from abroad. Today, this two characteristics are absent in many Latin American democratic systems.

Angélica Consiglio
Founder and President of Planin, PR and communication agency located in Brazil. She has been Coach for more than 900 professionals, preparing them to effectively communicate with media and their stakeholders.

Zelmira Kroselj
Founder and CEo of Zelmira-K Comunicación, in Argentina. She has more than 25 years of experience in the PR industry, also worked with national and international companies, non-for-profit companies and government.

Eduardo Avella
Project Director of Grupo Albión, Colombia. He is a specialist in corporate and financial communications, special situation, and crisis, as well as managing online reputation.

Luis Avellaneda
Manager Director from Realidades S.A.C. and board member of Worldcom Public Relations Group. 25 years of experience in the communication sector, both national and international. He is also a professor in different graduate programs at the University of Piura.

By | 2018-10-16T17:43:39+00:00 November 15th, 2017|Sin categoría|