From LATAMPR Academy we continue to build this training space that strengthens our capabilities and invites us to rethink the challenges of strategic communication across Latin America.
In our second session we welcomed Matías Alcalde, who shared his perspective in the talk “Free Press vs. Influencers: What Creates More Value Today?”. The webinar brought together more than 35 LATAMPR professionals and opened a key exchange on how to generate impact and build relationships in a constantly evolving communications ecosystem.
The discussion highlighted that today’s customer journey is fully multi-platform, demanding flexible strategies at every stage of the funnel: Awareness, Consideration, Conversion, and Retention.
Free Press stands out as the most effective tactic at the top of the funnel, offering high credibility though with a less segmented reach.
Influencer Marketing can drive results at both the top and middle of the funnel, delivering niche audiences but with variable credibility.
Platforms also play a critical role:
- Meta (Facebook and Instagram) performs best with audiences over 30.
- TikTok dominates among those under 30.
- YouTube excels in conversion thanks to its capacity for deeper, long-form content.
Matías Alcalde presented case studies illustrating this paradigm shift. Warner Bros. reduced its reliance on Free Press by 50%, while Old Navy improved key KPIs by adopting a 360° strategy. These examples show that balancing legitimacy with measurable outcomes is essential for today’s brands.
Another key takeaway was the difference between social listening and social monitoring: the first is vital for product innovation, while the second focuses on tracking mentions and reputation.
On regional nuances, Alcalde noted that Chile has a highly developed paid influencer market, whereas in other countries collaborations with unpaid influencers remain common.
His final recommendation was clear: combine Free Press to provide legitimacy with Influencer Marketing to drive measurable results and engagement—a strategy aligned with market trends and current audience behavior. Looking ahead, he predicted a landscape where journalists will blend public relations with influencer marketing, blurring traditional boundaries.
This second LATAMPR Academy session reinforces our commitment to staying at the forefront of strategic communication and to equipping our teams with tools that integrate creativity, data, and a strong regional vision.