The event, which took place in the Auditorium of the School of Communication and Design at Universidad ORT Uruguay, was hosted by Virginia Silva, B.A., M.Sc. in Communication, and featured Mag. Pablo Topalian, president of the AURP; Lourdes Madera, an expert in Ceremonial and Protocol; and Deputy Commissioner Pablo Benítez, head of the Public Relations and Press Department of the National Fire Department, as speakers.
National Public Relations Day
The event began with opening remarks by Pablo Topalian, who, among other topics, highlighted the role that AURP played in establishing National Public Relations Day in Uruguay, the challenges facing public relations professionals, and their relationship with other disciplines in new digital environments.
Speaking before an audience of students and faculty, Topalian recalled that, at the request of AURP—which had submitted the proposal in 2012—National Public Relations Day was established by Law No. 19,389 of September 19, 2016.
Public Relations in the Digital Age: A Changing Present and a Promising Future
The event continued with a presentation by Lourdes Madera, who shared insights drawn from her more than 33 years of experience working in public relations, both in the private and public sectors.
With regard to the increasing professionalism and immediacy that characterize communication in the digital age, Madera emphasized the importance of academic training in public relations for the profession’s evolution and future. In this regard, Madera stated:
(...) Working in ceremonial affairs, protocol, and events requires ongoing training and staying up to date on everything that’s happening. We have the great advantage that today we have instant access to all the information and news (...), so I foresee a very promising future [for future generations of public relations professionals]. The challenge is to always be aware that hyperglobalization also creates challenges, such as, for example, managing immediacy. Everything is captured. That is why we must be careful and constantly educate ourselves. Things change. Protocol and protocol are becoming increasingly flexible.
Public Relations in an Open and Ever-Changing World
Among other points regarding the current state of public relations in Uruguay, Madera emphasized the need for flexibility within the sector. In this regard, he stated:
We need to keep flexibility in mind. There are regulations that are very rigid, and we used to strictly adhere to them (...). Now, for example at events, rather than ceremonial protocols, the focus is on simplicity and pragmatism—on conveying a different message.
Madera also emphasized the critical need to work closely with a company’s top executives to develop effective communication, build visibility, and achieve its goals.
In this regard, the protocol expert added that the best way to address and overcome public relations challenges is “by speaking directly with management, knowing what message you want to convey, where the company stands, and how it positions itself and is perceived in the market. These are aspects we need to research ourselves. That is why we must constantly educate ourselves and stay informed.”
The Challenge of Immediacy
Deputy Commissioner Pablo Benítez, Head of the Public Relations and Press Department at the National Fire Department, went on to highlight the connection the institution has forged with the public and the social impact it has achieved through the public relations, event management, and communication efforts carried out by the department.
Furthermore, returning to the concept of immediacy and the challenges of the digital age, Benítez noted:
Day by day, we have to pay closer and closer attention to what is happening and ensure we have access to accurate, up-to-the-minute information. This requires us to stay constantly alert and vigilant—given how easy it is to access information these days—which means that when we communicate, we have to be very quick to receive, gather, and verify information (...).
Finally, the event concluded with a Q&A session and discussion among the attendees, which allowed the speakers to broaden their perspectives. The students stood out for their interest and their contributions.
https://www.youtube.com/watch?v=YaN6fIfR0GY