2009 PROCEEDINGS - Public Relations Society of America

programs for small children to improve early stimulation, training programs with
teenagers to introduce them to new farming techniques such as organic potato and sweet
potatoes, training programs with young adults on livestock farms that improved guinea
pig husbandry (guinea pigs constitutes a traditional food in Peruvian highlands), training
programs with local artisans to help them learn new weaving skills and sell their products
nationally and abroad, and training programs with mid-age women to teach them how to
cook by using low consumption of firewood.
Six participants agreed that companies needed to assure that the benefits that
resulted from extractive activities will result in the sustainable development of the host
community. Five participants stated that corporate socially responsibility, as well as
environment responsibility has become fashionable terms in Peru. In addition, four
participants expressed that the increased interest that companies showed in adopting
socially responsible practices in Peru was because of the pressure that some international
institutions such as the International Finance Corporation (IFC) or the World Bank exert
to companies. According to these participants, social responsibility practices were a
determining factor in evaluating loans for mining, gas and industrial projects.
Six participants expressed that they relied on radio to disseminate information in
order to raise awareness on issues of concern of the community, as well as to promote
participation on community-based workshops and other engagement activities. It is
important to note that one of the participant stated that the radio places the company in
closer proximity to the community because it was the only means that broadcast in the
community’s native language (Quechua). One of the participants stated that the company
has launched a radio program in which the organization disseminates information on
company’s activities as well as other issues of concern, such as water management and
nutrition. Another participant stated that the company has launched a radio program that
offers tips on how to promote small businesses and artisan’s knowledge on business
topics. Other ways that practitioners used to reach out to communities were by utilizing
word of mouth, such as disseminating information at local civil community associations
such as “comedores populares” (“public living rooms”), which represent open eatingplaces
funded by the government to assist community in their food needs. Also,
practitioners stated that they used word of mouth at community market fairs which
represent an open place where community members gathered with member of other
communities to exchange, trade and sell their products and goods. These community
market fairs are held on the weekends.
It is important to note that participants expressed that several external factors have
shaped the way they practice public relations in Peru, including political, social and
economical factors such as, poverty, social violence, terrorism, implementation of open
market initiatives, arrival of multinational companies in the early 90’s, activism
expressed by international and domestics organizations, corruption, media activism,
disparity between urban and rural culture among others.
One of the interviewees clearly illustrated this point by expressing that “Peru has
learned lessons from previous faults” and that today, in order to achieve sustainable and
long terms goals for the company, it was essential to reach understanding and a
consensus with key publics, especially local stakeholders (community and local
authorities).
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