Bibliographic citations
Otoya, A., (2020). The ethics of it all: Mastercard’s public relations strategies in Peru during the COVID-19 pandemic [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/654949
Otoya, A., The ethics of it all: Mastercard’s public relations strategies in Peru during the COVID-19 pandemic [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/654949
@misc{renati/394121,
title = "The ethics of it all: Mastercard’s public relations strategies in Peru during the COVID-19 pandemic",
author = "Otoya Nieto, Antonio Gaspar",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The COVID-19 pandemic meant a new set of challenges and changes for individuals that we just needed to adapt to. Many countries were hit with the crisis and this affected not only their public health systems but their economies, markets, jobs, income, etcetera. Peru, particularly, was hit with the virus in early March of 2020, but it only took a couple more days for it to grow so much that the government had to install measures such as a nationwide quarantine and social distancing policies, while also declaring the country in State of Emergency. This situation hurt the Peruvian market and its many players. Nonetheless, some sectors managed to evolved thanks to the rise of ecommerce, specially the financial and banking sectors, led by institutions such as Visa, Mastercard, and many banks. However, while growing online, people still needed to consume information from the physical world. Thus, companies and the State had to find a way to share messages while maintaining the calm and tranquility necessary. In this line, this paper will further intrude into one of these players, Mastercard, communicational responses and it’s use of public relations as an adequate tool to accomplish said goals.
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