BellSouth operates cellular companies in 10 Latin American countries and faces competition and regulations. It needed a PR strategy to position itself as socially responsible and committed to community well-being. Challenges included cultural differences from the US and lack of trust in institutions. BellSouth's research found many working children in poverty. Its strategy was a $6 million, 5-year program providing scholarships for children to return to school, administered by NGOs and managed in each country. The program effectively established BellSouth as socially responsible and built relationships with key audiences.

1. BellSouth in Latin America