Ever heard the saying “when in Rome, do as the Romans do”? The same principle applies to the communication. If you are doing business in Chile, do as the Chileans do. Working with a PR agency in Chile can help your business grow in the country.
How can a local PR agency help? We’ll explore this question in further detail here, but one advantage is an in-depth knowledge of Chilean media. Business success depends on the way in which companies communicate, and with whom.
Before we begin, remember: a strong corporate reputation is no longer a luxury, but rather an essential part of survival in this highly competitive market.
Table of Contents
What does a PR agency in Chile do?
Public relations (PR) agencies help organizations to manage their public image and build relationships with their target audience, working with a variety of clients including businesses, non-profit organizations, government agencies and individuals.
Here are some of the key functions and services which PR agencies typically provide:
Media Relations
Building relationships with journalists and media outlets to get their clients’ messages across in the press. PR agencies write press releases and pitch stories to the media in order to generate positive coverage for their clients. Their media knowledge and relationship with stakeholders play a key role.
Reputation Management
Managing clients’ public image and responding to negative publicity. PR agencies can help clients address negative reviews, respond to customer complaints and mitigate reputational damage.
Crisis Communications
Developing a crisis communication plan in the event of a negative event or emergency. PR agencies help clients respond to the media, stakeholders, and the public in a timely and effective manner.
Content Creation
Creating content for their clients, such as blog posts, social media updates and marketing materials. PR agencies can also help clients develop a content strategy to support their PR goals.
Event Planning
Planning and overseeing events, such as product launches, press conferences, and charity events. PR agencies handle everything from logistics to media relations to ensure that the event is a success.
These are among the most important responsibilities of a PR agency.
Some data about Chile
Good communication requires in-depth knowledge of one’s target markets. So let’s learn a little more about the amazing, beautiful country known as Chile.
Chile’s population is very young, with a median age of 36.3 years. 32.1% of the population is aged under 25, and 24.6% is over 55 years old (Data Reports, 2022). And the country’s economy keeps growing, with a GDP per capita (PPP) of approximately USD 25,110 (World Bank, 2020).
Chile is full of opportunities to gain new customers. Chilean consumers no longer seek to merely meet their needs – they are increasingly concerned with the matter of social status and are on the lookout for high-quality products.
Here are some of the factors which can impact Chilean’s purchase decisions:
- price
- quality
- durability
- technology
- customer service
- customer experience
- availability
- respect for the environment
Social media is on the rise in Chile – mostly for entertainment purposes, but also as a major source of product information prior to purchase.
But how do Chileans keep informed? Let’s find out below.
Media consumption in Chile
Understanding Chileans’ media consumption is key to a winning PR strategy:
- Half of the registered media outlets in the Chilean national database are digital, while 133 are print
- Chile has 115 registered radio stations (with four groups making up around 70% of the market) and 45 television holdings
- Two media groups dominate 90% of the print media landscape
In recent years, digital media has grown in importance and social media platforms are also widely used for sharing news and information.
A recent survey by Statista revealed which media formats are considered important to Chileans. These were the results:
- Internet – 75%
- Radio 65%
- Free-to-air TV – 58%
- Social Media 53%
- Newspaper 52%
- Paid TV 50%
- Online videos 38%
- Magazines 35%
Each of those media formats communicates in a different way and to a distinct target audience, so brands’ media strategies should differ accordingly to reach their target and improve brand awareness.
The internet in Chile
Chile has a relatively high rate of internet penetration. As of 2021, an estimated 77% of the population has internet access, with most users getting online via mobile devices.
The country has a well-developed telecommunications infrastructure, with widespread access to fixed and mobile broadband services.
Social media is widely used in Chile, with many people using platforms such as Facebook, Twitter, Instagram and WhatsApp for communication, news and entertainment. According to recent data, over 80% of Chileans are active social media users, and the country has one of the highest social media penetration rates in Latin America.
- Facebook is the most popular social media platform in Chile, and 86% of social media users in the country have a Facebook account.
- Instagram is also very popular, particularly among younger users.
- Twitter is used mainly for sharing news and information, while WhatsApp is widely used for messaging and group chats. Video-sharing platforms like YouTube and TikTok are also growing in popularity.
As we have seen, the media scene in Chile is very diverse and full of idiosyncrasies. With such a young population, it’s not surprising that the internet is such a popular avenue of media consumption. It is up to companies to adapt to this reality and build a successful strategy.
