The present publication of the Academic Center in Design and Communication
of the Faculty of Design and Communication of the University of Palermo, Argentina, corresponds to the second edition jointly produced with the Faculty of Humanities, Communication
and Administration of the University of Arts, Sciences and Communication, UNIACC of Chile,
through the School of Corporate Public Relations. Public Relations, to the south of Latin America II: a regional glance of the new scenes and challenges of the communication looks for to give
continuity to the generation of joint academic initiatives in the area of the Public Relations and
to contribute to the interchange of glances on this thematic in Latin America. In this second
publishing co-production, a group of recognized authors both academic and professional related, analyzes and reflects on the new trends, opportunities and challenges that communication
management in organizations presents at the moment. The book approaches the preponderant
role that acquires the Public Relations in an organization like pounding of visibility, positioning
against the competition and commitment with their public to guarantee their legitimacy and
sustaintability in a global demanding market, competitive and highly changing.