In this new episode of More Voices, host Andrés Laguna welcomes Eduardo Castro, founder of Elemento, a public affairs agency based in Ecuador with operations in Colombia and Peru, to explore the role of public affairs in Latin America. Eduardo shares the story behind Elemento’s growth over the past twelve years and reflects on the specific challenges of working in a region marked by political volatility, regulatory complexity and reputational sensitivity.

The conversation covers:

Public Affairs in Latin America: Why political instability, fragmentation and local dynamics make the region a particularly complex environment for companies.

Reputation and Trust: How strong corporate narratives can act as a “shield” for businesses operating in polarized contexts.

Local Strategies: Why multinational companies should avoid applying global formulas and instead build long-term relationships based on local knowledge.

Technology and AI: How artificial intelligence can support public affairs work through better information and analysis, while human relationships remain at the heart of the profession.

Global Collaboration: Why joining More Agencies allows Elemento to bring Latin America into a wider international network and create new opportunities across markets.