The new strategic goals and priorities, together with the growing reorientation of many Latin American countries in their political, military, business and cultural ties has a communication dimension. It is doubtful whether modern Russian weapons are much more competitive on Latin American markets than in the times of prosperity of the Soviet Union, or Chinese IT products are much better than their US equivalents. In the myriad of socio-economic, geopolitical factors of the mentioned changes the efficiency of the strategic communication of three countries in the region is one of the key factors in helping to define the region. In the present paper using the methods of comparative and content analysis we try to accentuate the differences and highlight the peculiarities of strategic communication of the USA, Russia and China in Latin America in the 21^st century. How do these powers formulate their key objectives and strategies in the region, develop awareness of their national brands in the local audiences, ensure that those brands fulfill their promises and expectations? What are their main advantages and weaknesses in realization of strategic communication in the region? The efficiency of strategic communications as means of ensuring collaboration is negligible in case of strategic interests and goals mismatching drastically. In this case, strategic communication inevitably becomes a tool for information warfare. There should be no illusions cherished of the contrary situation. That is why compromises are essential, as well as searching for ways to combine interests. Strategic communication can be very fruitful for the creation of a climate that is useful for such a search, but it can aggravate the situation as well. To a certain extent, strategic communication itself is an important (and partly autonomous) factor of rapprochement or estrangement of the parties, and it is vital to ensure that it serves the accomplishment of the first task. Such a program of joint optimization of strategic communication in the region is completely impossible to implement in the circumstances of growing tension between Russia and China on the one hand, and the USA on the other. There is a need for a serious, revolutionary at its core economic, technological, social and political shifts in the three countries with consideration to their national peculiarities. This is the common interest in order to overcome the threat of a new world war and to provide conditions for a democratic and progressive development of mankind. The strategic communication of the countries will have to deal with ongoing theoretical and practical problems of further alignment of "words and deeds" in the real policy. It should make strategic communication overcome its largely propagandistic level and become not only an element of communication support of foreign policy, but even more of an equal part of foreign policy management, with the appropriate set of tools of communication management, i.e. of professional people management via communications.