Key Reflections from the LATAMPR Academy Session with Sandra Sinicco
Corporate communication is going through one of the most complex moments in its history. The rapid rise of polycrises, the exponential growth of fake news, the emergence of artificial intelligence, and increasing regulatory pressure on data are transforming the work of agencies, companies, and professionals.
In a new edition of LATAMPR Academy, international expert Sandra Sinicco offered a deep, strategic, and urgent perspective on this landscape. Her reflections lay out a clear map of risks, responsibilities, and opportunities for communication leaders in Latin America.
1. Polycrises and Disinformation: A Context Redefining Corporate Communication
Sandra began the session by explaining how polycrises—multiple, interconnected crises that reinforce each other—are complicating decision-making and eroding global trust.
Since the COVID-19 pandemic, it has become evident how health, economic, social, and political crises overlap, creating volatile scenarios that directly affect companies.
In this environment, fake news has become one of the top global short-term risks:
- It grows exponentially.
- It crosses borders at unprecedented speed.
- It undermines social and corporate cooperation.
- It is fueled both by malicious actors and by “useful innocents” who share misinformation without verifying it.
Sandra highlighted the urgent need for organizations to implement crisis scenario committees, continuously monitor disinformation clusters, and adopt psychological inoculation strategies to reduce their impact.
2. Soft Power, Sharp Power, and the Geopolitical Competition for Influence
On the international stage, geopolitical rivalries are no longer expressed solely in diplomatic or economic terms—today they also play out in the information arena.
Soft power persuades without coercion.
Sharp power manipulates, divides, and distorts information.
Even companies not directly involved in politics become vulnerable when false narratives spread that affect their image or public perception of their industry.
Sandra emphasized that emotional management becomes fundamental: fear, anger, and pride are the emotions that most drive the spread of fake news.
Educating employees, clients, and key stakeholders to identify manipulative techniques is no longer optional—it's a crucial component of corporate reputation.
3. Programmatic Advertising: A Reputational Risk Many Brands Ignore
One of the most critical issues discussed during the session was the growing risk of digital programmatic advertising.
If a brand unknowingly places ads on websites linked to misinformation, hate speech, or harmful content, its reputation can be compromised within minutes.
Key recommendations:
- Maintain updated blacklists of sites to block.
- Involve communities and audiences in reporting inappropriate ad placements.
- Prioritize trustworthy media over merely “the biggest ones.”
Support independent journalists to strengthen the information ecosystem.
In this context, the role of PR is being redefined: it is no longer just about communicating, but about becoming guardians of ethics and credibility.
4. AI in Communication: Ethics, Transparency, and Emerging Challenges
Artificial intelligence can amplify both misinformation and transparency.
Sandra stressed the importance of agencies and organizations setting clear rules:
- Indicate when content has been generated with AI.
- Train teams in AI-assisted disinformation detection.
- Monitor sector narratives to prevent generative search engines from reproducing false information.
- Strengthen alliances with universities, legal experts, and tech providers.
- Integrating rapid detection and response protocols for AI-generated disinformation must also become a central part of any crisis plan.
5. A Stricter Regulatory Environment: Data, Transparency, and Sanctions
Sandra concluded by addressing the rise of digital regulations, especially in Brazil and Europe.
Non-compliance can result in heavy fines and loss of credibility.
For agencies and companies, this means:
- Permanent monitoring of new laws and regulatory frameworks.
- Strong internal processes for information transparency.
- Continuous training on data protection and responsible practices.