The reality of Latin America implies the effort of professionals to generate new ways of facing the political and economic transformations that the region is experiencing. Citizens are the publics, the audiences, the social groups to which the communication strategies, that the communicators develop in representation of public and private organizations are directed. The expression of new citizenships is an issue that should be the subject of reflection from professionals in communication and public relations to review the social commitment with which strategic management of communication, relationships and interactions with audiences and information tasks are assumed. Colombian professionals consider that targeting audiences that are more active is a challenge to face. However, they do not consider it strategic to contribute to the citizens’ conscience of the communities where they act. This and other considerations invite reflection.