The NAFTA member nations and the European Union present immediate opportunities for the public relations industry. The Canada-US trade relationship is the largest in the world. The Mexican-US relationship is the second; and Mexico has just signed a free trade agreement with the EU. As the EU continues to evolve as a political and economic model, so must the businesses that trade and invest there. Free trade and technology are forcing governments and business to work together. Those who can help both business and government navigate these turbulent waters will be in the position to capture two of the worlds hottest markets: the NAFTA partner nations and the EU.
Cohn & Wolfe-En Espanol
Latin America is a market where PR efforts will be heating up soon because of the growing level of foreign investment. Brazil's consumer sector is growing by leaps and bounds. Brazil's communications structure is very well developed and many companies use sophisticated marketing techniques to target their audiences. We are convinced that PR professionals will find very fertile ground there. We also expect an increasing number of companies, particularly in Argentina, Chile, Colombia, Mexico and Venezuela to mirror the Brazilian trend and shift some resources from advertising to PR, due to the influence of US companies operating in the region.
The continent of Africa represents the next great PR opportunity. This current period in Africa's history is being called the African Renaissance because transformations in the economic, political and social structure are occurring in every region. Many previously government-controlled corporations are being deregulated, women are advancing in power and recognition, and corporations outside the continent are beginning to awaken to the continent's rich history and growing influence. All of these changes present enormous opportunities for PR activities. The overriding need is for communications professionals who are sensitive to multicultural issues at a precedent-setting time on the continent.
Most people are surprised to learn that Indonesia is the fourth-largest country in the world in terms of population. It is also a country rich in natural resources. Foreign investment is substantial. But in the wake of this island nation's political and economic volatility, international communications and public affairs firms have departed and left a gap in the market. The reality is that the change in Indonesia's government brought with it a change in the political and economic structure, and multinationals need assistance navigating the new terrain. Companies need to understand the political landscape and build communications programs