Drivers Toward Commtech in the Public Relations Industry Across Latin America and the Caribbean: A Comparative Analysis of 20 Countries

Abstract

This paper analyzes the emergence of communication technology (CommTech) in Latin America and the Caribbean within the strategic communication function. A quantitative study has been conducted with data collected from professionals in 20 countries. The findings reveal that the vast majority of the respondents believed that the benefits of using CommTech in various ways far outweigh its potential drawbacks and risks. However, despite its perceived relevance, implementation levels remain moderate, especially in public sector organizations, due to structural and organizational barriers. The study contributes to current research on strategic communication by providing and presenting a large-scale study on the digital maturity of communication departments and agencies in a region usually little studied on the global scene.