Argentina Hosts IPRA PR Conference
Lagger and Miguel
Cavatorta set the scene for an IPRA event to be held in
Argentina in September 2004.
An innovative and pioneering event for the Latin American
region is to be held in Cordoba, Argentina on 9-10 September
2004. With the objective of promoting IPRA activities in the
region, a group of academics and public relations professionals
have organised a conference targeted at all those with an
interest in public relations: professionals, students and
There is an international slant to the activity, which will
review the state-of-the-art of the public relations profession
in Latin America and throughout the world. It will reflect on
the role of public relations and its organisational and
political functions, and in addition will analyse PR trends in
relation to the social, political and economic scenes.
The central point is how public relations is constituted as a
professional tool of management, so as best to be able to
contribute to the effectiveness of organizations and assist in
the construction of a better society.
We are thankful for the support of CONFIARP, the Uruguayan
Association of Public Relations, the Professional Council of
Public Relations of Argentina and the Chilean Institute of
We have also had the input of a number of the leading higher
education institutions in South America: Austral University,
Buenos Aires; University of Belgrano, Buenos Aires; University
Blas Pascal, Cordoba; Catholic University of Salta; University
of the Américas, Santiago, Chile; Enterprise University Century
21, Cordoba; EPOCA, “School of Post Degrees Argentina City”;
Mass Media Faculty of the Pontifical Catholic University of Rio
Grande do Sul, Porto Alegre, Brazil; Luterana University of
Brazil, Porto Alegre, Brazil; Methodist Universidade of Sao
Pablo, Sao Pablo; Brazil, National University of Río Cuarto, Río
Cuarto, Cordoba; Pontifical Catholic University of Chile,
Santiago, Chile; University School IES Century 21, Cordoba;
Hilet College, Mar del Plata; Lasuisse Institute, Cepec, Buenos
Aires; Institute of Enterprise Sciences, Tucumán.
Corporate support has been vital too. Among the top level
companies involved are ARCOR, ECOGAS, GROUP TELECOM, KADICARD
and SIEMENS. There has already been massive media support and
the conference has been declared of interest by the consulate of
Brazil in Cordoba and by the Department of Culture of the
Municipality of the City of Cordoba.
Argentina is an interesting choice of country to stage this
IPRA event as over the last 10 years there has been significant
development in the public relations sector within its borders.
Expansion of the mass media, the greater weight of the public
opinion, freedom of expression, the competitive scene, the new
roles of the State, improved levels of education, a crisis of
confidence in the institutions, increasing sensitivity towards
consumers and environmental rights in the public agenda: all of
these trends have created the need for public relations
excellence among a wide range of clients.
Cordoba, which is located in the centre of the country, has a
history forged through over four centuries of intellectual
rigour. It has a permanent commitment to ideas, culture and
technological development and in recent times has hosted many
key professional and academic events – among them a Latin
American Congress of students in 1994 and Inter-American
Students Congress in the 2001. IPRA is delighted to add its own
event to a distinguished and growing list.