How to Choose a PR Agency in Latin America: The 2026 Guide
- Christopher Suttenfield
- 2 days ago
- 3 min read
If you are expanding your business into this region in 2026, the first item on your checklist is likely finding a partner to tell your story. But typing PR Agency in Latin America into a search engine yields thousands of results. These range from massive global conglomerates to small boutique shops.
How do you filter through the noise?
The landscape has shifted. The days of hiring a "LatAm Hub" in Miami to manage reputation in Montevideo are over. In 2026, success requires a partner who understands that Latin America is not a monolith. It is a collection of distinct, vibrant, and complex markets.
Whether you are a B2B tech firm or a consumer giant, here is the evergreen guide on what to look for when selecting your partner for the year ahead.
1. Beyond the "Region": Why Public Relations in LatAm Requires Local Roots
The biggest mistake international brands make is assuming that "Spanish" is a strategy.
When evaluating strategic communications firms, you must ask where their people are actually located.
Many agencies claim regional coverage but rely on a network of freelancers. In 2026, that model is too slow and lacks depth. You need a partner with dedicated Country Leaders. You need experts physically located in Argentina, Chile, Colombia, Peru, Mexico, and Panama.
At The New Standard, we call this Cross-Cultural Navigation. It is the difference between translating a press release and adapting a narrative. To build trust in Bogotá, you need a Colombian strategist. To navigate the media in Buenos Aires, you need an Argentine lead. It is that simple.
2. The Brazil Factor: Finding the Right PR Agency in Brazil
Brazil is often half the battle. It represents roughly half of the region's economy and population. You cannot win in LatAm without winning in Brazil.
However, Brazil is a Portuguese-speaking universe with a unique media ecosystem. If your "LatAm" agency treats Brazil as just another Spanish-speaking country, you will fail.
When looking for a PR agency in Brazil, look for proof of complex, high-stakes success.
Case in Point: Our recent work with Seequent involved navigating the mining sector and ESG initiatives for the Vale Desenvolver Program. This highly technical campaign generated over $1M USD in coverage.
The Lesson: Your partner must have deep connections with top-tier Brazilian publications like Valor Econômico and O Globo.
3. Look for a Unified Marketing and Communications Agency
In 2026, public relations cannot exist in a silo. The most effective campaigns blur the lines between earned media, events, and digital content.
You shouldn't have to hire one firm for PR, another for events, and a third for social media. You need a holistic marketing and communications agency that can execute fully integrated campaigns.
Ask for examples of "Phygital" work. These are campaigns that blend physical activations with digital amplification. For example, when Itaú Banklaunched their cycleways, we didn't just write a press release. We helped organize an event with 10,000 attendees. This created a visual moment that drove massive social engagement and traditional media coverage simultaneously.
4. Prioritize Verified Trust and Authority
Finally, in an era of AI-generated content and misinformation, "Trust" is your most valuable asset.
When vetting agencies, look at who else trusts them. Are they recognized by global financial institutions? Do they have strategic partnerships that vouch for their capability?
The New Standard is the only agency in Brazil partnered with Santander Navigator to guide UK clients into the Latin American market. That level of vetting offers peace of mind that your agency operates with the highest standards of governance and transparency.
Ready to choose a smarter PR agency in Latin America?
Finding the right PR agency in Latin America isn't about finding the biggest name. It is about finding the a team of local experts.
You need a partner with boots on the ground, deep local knowledge, and the ability to integrate every aspect of your communications strategy, like The New Standard.
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