BUENOS AIRES, ARGENTINA: Rissig Licha, Fleishman-Hillard's executive director in Latin America, has urged businesses in Argentina to take an active role in using communications to defend the free-trade system.During a visit to Buenos Aires, Licha told Imagen magazine that "companies in Argentina must show their hand and defend the capitalist system in their country right now. Once society begins to question the system, it will be much more difficult."
Licha held the banking system accountable for this PR problem, as it had failed to explain to society that the drain of deposits during the Fernando de la Rua government - and the seizure of deposits in the current rule of Eduardo Duhalde - was actually caused by a lack of confidence in the economic policy of those administrations, and not by its own practices.
"The government managed to heap the blame on the financial system," Licha said. "If public service companies raise their charges as a result of the devaluation, the government will blame them for the rises and the rest of business as well."
Licha has extensive experience working in the Argentinean market, including developing communications programs for the Clarin Group and Philip Morris.