Flexible work conditions in the public relations industry in Latin America and the Caribbean

Purpose: This study aims to analyze flexible work conditions in the public relations industry in Latin America and the Caribbean over the past 10 years, evaluating the impact of technological, socioeconomic and empathetic leadership factors. Design/methodology/approach: The methodology is based on data from the Latin American Communication Monitor, a longitudinal study covering five editions between 2013 and 2023. Online surveys were conducted with public relations professionals in 20 countries across the region, and the responses were analyzed using statistical tools to identify trends in flexible employment, the use of digital technologies and salary dynamics. Findings: The findings indicate that flexible work has grown considerably, driven by digitalization and the COVID-19 pandemic. However, this increase in flexibility has not improved the salary conditions for most professionals. The industry is increasingly outsourced, with a significant rise in consultancy agencies. Additionally, empathetic leadership is identified as a crucial factor for better adapting to flexible work arrangements. Research limitations/implications: The main limitation is the focus on self-reported data and the exclusion of the informal sector, which may bias the results. Future studies should consider more contextual variables. Practical implications: The results can guide the implementation of flexible work policies and the improvement of labor well-being in the region. Social implications: Promoting empathetic leadership could improve job satisfaction and reduce salary precariousness in LAC. Originality/value: This study provides a longitudinal analysis of working conditions in the public relations sector in LAC, addressing a lack of previous research on the relationship between technology, leadership and flexible work conditions.