Archive for the ‘Latino’ Category
Thursday, June 3rd, 2010
By Alicia Lopez, VPE Public Relations
Originally posted on the HPRA Blog
VPE staffer Alicia Lopez guest writes to give her perspective on the Hispanic Public Relations & Social Media Conference 2010.
Lourdes Rodriguez, Hispanic Public Relations Association (HPRA) Los Angeles chapter president and fellow colleague at VPE Public Relations, summed it up well on Tuesday, May 11th, by stating that those in attendance at the Hispanic Public Relations and Social Media Conference that recently took place in Dallas were at the epicenter of a large quake in the US marketing and PR scene. While I believe Lourdes was right I, however, personally consider the conference to be a fore shock of what is to come, in other words, “The Big One is coming.”
As Lourdes stated, for those accustomed to living in earthquake territory, it often takes a large quake to grab attention. Earthquakes in the 2, 3, and sometimes even 4 range on the Richter Scale don’t really cause a stir in California. To a degree the Hispanic market has had a lot to share with earthquakes. For years the market has been brushed aside by PR and marketing departments, especially during times of economic struggle. Today however, more corporations have taken note of the Hispanic and the multicultural markets in general and recognize their importance. The 2010 Census results are predicted to trigger “The Big One” in our field as they are expected to reveal growth in population and purchasing power among the U. S. Hispanic population. The figures are also expected to illustrate the growth of the Hispanic population throughout the country and not exclusively in traditionally strong Hispanic markets such as Los Angeles, New York, Miami and Chicago, but in other areas of the country such as Georgia, North Carolina, and Arkansas, to name a few.
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Tags: Hispanic, HispanicPR, HPRA, Latino, public relations, Social media
Posted in Blog, HPRA, Hispanic, HispanicPR, Latino, Social media, public relations | 2 Comments »
Wednesday, May 26th, 2010
Posted originally on May 26th, 2010, by BurrellesLuce Insider
by Colleen Flood*
Hola, como estan todos? Es un placer de estar aqui. Estan todos disfrutando la conferencia?
This is similiar to how David Henry, founder and president of Telenoticias and co-author of Hispanic Marketing and Public Relations: Understanding and Targeting America’s Largest Minority, started the session “A Sleeping Giant” at the PRSA Counselors Academy Conference, which BurrellesLuce sponsored, this past weekend. Henry switched back to communicating in English and asked if we understood what he had just said. Only one or two hands went up in the group. He then related this to what Hispanics understand when they are marketed to in English.
The current marketplace in the U.S. is comprised of a diverse group. There has been boom over the past few years and by 2050, it is estimated that 30 percent of the population will be Hispanic. This is a population with a purchasing power that is progressing 50 percent faster than non-Hispanic groups. (In fact, BurrellesLuce first began writing about these trends in a 2007 newsletter entitled, “Top Five Tips for Reaching the Growing Hispanic Market.”)
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Tags: culture, Demographics, Hispanic, HispanicPR, language, Latino, public relations, Spanish
Posted in Buying power, Demographics, Hispanic, Hispanic marketing, HispanicPR, Latino, Multicultural, Spanish, census bureau, culture, language, public relations | 3 Comments »
Thursday, March 18th, 2010
Almost all of America is now switching between multiple platforms to get their daily news, according to a new study from the Pew Research Center. For those of us in Hispanic PR, the study reveals intriguing differences between the Hispanic and general market when it comes to news consumption, especially in regard to the Internet and network news, and Hispanics’ continuing interest in bilingual news content.
The Pew report confirms what many of us in communication have been saying: Americans are now accessing news content everywhere and anytime they want it, switching between their mobile phone, online media, television, print and radio to get their news. Ninety-two percent of Americans are now getting their daily news from a mix of online and offline sources, half using between four and six platforms a day.
In the general market, local TV has edged out network TV as the most popular news platform, with 78 percent of Americans getting at least some of their news from local TV. Among Hispanics, network news has a slight edge over local news. This may be due in part to the audience’s greater interest in international news from Latin America, a beat better covered by network news.
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Tags: Hispanic, HispanicPR, Internet, language, Latino, mobile, News, Pew Hispanic, Pew Research Center
Posted in Hispanic, HispanicPR, Internet, Latino, News, Pew Hispanic, Pew Research Center, Spanish, language, mobile | 1 Comment »
Thursday, February 18th, 2010
There’s been a great deal of controversy in the radio industry over Arbitron’s new ratings system, the Portable People Meter (PPM). The PPM is meant to give a more accurate measurement of radio listening, but since its installation, many stations have seen large drops in their ratings, particularly smaller and minority-owned stations. Many broadcasters are claiming that the PPM system undercounts minority audiences and are refusing to acknowledge the system’s validity. This controversy affects both broadcasters and communications professionals, whether in advertising or public relations, who depend on ratings to show clients a return on investment in Hispanic media.
Arbitron began testing the Portable People Meter in 2000. It’s a device that one wears like a pager, which picks up encoded audio signals from radio stations. Arbitron recruits participants by phone who agree to wear the PPM wherever they go, while radio networks encode a special signal into their broadcasts that Arbitron has designed for the PPM to pick up.
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Tags: Arbitron, Hispanic, HispanicPR, Latino, PPM, Radio, ratings, Spanish
Posted in Arbitron, Hispanic, HispanicPR, Latino, PPM, Radio, ratings | 13 Comments »
Wednesday, February 10th, 2010
Spanish-language radio is an essential tool for connecting with the Hispanic market (see our previous blog post). It’s listened to by both English and Spanish-preferring Hispanics, and Arbitron reports have shown Spanish-preferring Hispanics tend to have a stronger personal connection to radio than any other medium. Latinos value radio not only for entertainment but also for the education and support it provides their community.
Rochelle Newman-Carrasco, a marketing strategist with nearly 30 years experience with the Hispanic market, said, “Radio is the lifeblood of the [Latino] consumer and the culture…The communicators that are part of that medium [are] not just DJs, they are part of the community.”
On most English-language radio stations, music stations are all about entertainment, while news and talk stations handle serious issues. However, Spanish-language stations often combine the two. Pop morning shows mix humor with call-in segments where listeners can get advice on everything from jobs to health care and other needs.
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Tags: Census, growth, Hispanic, HispanicPR, Latino, Radio, Spanish
Posted in Hispanic, HispanicPR, Latino, Radio, Spanish, growth | 7 Comments »
Thursday, February 4th, 2010
For more than 40 years, 96.3 FM WQXR was known as New York City’s home for classical music. Owned by the New York Times, the station had a powerful signal, reaching listeners from the city to the suburbs of New Jersey and Connecticut.
Then on October 9, 2009, 96.3’s listeners awoke to X96.3 FM playing rhythmic Spanish hits. Univision Radio, had bought the 96.3 frequency for its new WXNY and given WQXR their former and less powerful frequency, 105.9.
These kinds of changes are happening in other major cities across the country, and they are a sign of the growing power of Spanish-language radio in America. New Spanish stations are popping up all across the nation, with audiences that include bilingual Hispanics of every age and generation. Hispanics spend more time listening to radio than non-Hispanics and see it as an important tool for keeping up with news.
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Tags: growth, Hispanic, HispanicPR, language, Latino, Radio, Spanish
Posted in Hispanic, Hispanic 101, HispanicPR, Latino, Radio, Spanish, growth, language | 8 Comments »
Friday, January 29th, 2010
By Kerri Allen, REVOLUCION
(as posted on cisionnavigator, 1/28/10)
Lean in close to your screen. I have something to tell you. Latinos use computers. It’s true. Know what else? There are more Latino bloggers than general market bloggers. I didn’t believe it either, but this week has seen a spate of industry reports saying exactly that and more.
Depending on the source, there is anywhere from 5.4 percent to 7.5 percent more Hispanic bloggers than whites in the U.S. The gap is due to the “liberating” effects of new technology, the skill set that online adroitness offers working-class Latinos and stay-at-home moms, and the longstanding cultural value on collectivism over individualism.
Not only are the numbers higher, but blogueros’ communities and commenters are more active and vocal than their general market counterparts. Latinos’ drive to blog is less about grandstanding and more about conversation. (Perez Hilton notwithstanding.)
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Tags: Blog, Blogeando, blogging, Blogueros, Census, Hispanic, HispanicPR, Latino, Social media
Posted in Blog, Blogeando, Blogueros, Census, Hispanic, HispanicPR, Latino, Social media, blogging | 20 Comments »
Wednesday, January 27th, 2010
When your company is trying to get the Hispanic media’s attention, having a celebrity spokesperson can be helpful. However, picking one isn’t as easy as looking at who’s on the cover of Latina magazine. When selecting a Hispanic spokesperson, there are several things you’ll want to consider.
1. Your spokesperson should speak Spanish fluently. The audience’s patience will wear thin if your spokesperson doesn’t speak their language, even if he or she is a major star. Broadcasters won’t like it if you bring along a translator either, as it will cause delays during the interview.
2. Your spokesperson should not currently be on one of the Spanish networks’ programs. The Spanish networks are fiercely competitive and they are not interested in interviewing talent from one of their rivals. They also don’t want to interview talent who are currently on their own network, as it’s seen as self-promotion.
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Tags: celebrity, Hispanic, HispanicPR, Latino, public relations, spokesperson
Posted in Hispanic, HispanicPR, Latino, celebrity, public relations, spokesperson | 26 Comments »
Thursday, January 14th, 2010
By Melissa Smith, Executive Vice President at RL Public Relations
When I began working in PR in 1993, the terms “multicultural” and “diversity” were rarely used. I was aware of their meanings of course, but the words themselves did not come up in conversation often, if ever. It wasn’t until I left the smaller PR firm scene and entered the big agency world in the late 90’s that I was exposed to these terms more frequently, specifically in the business realm.
Growing up in Brooklyn in the 1970s, I clearly knew what multicultural meant, but it was my everyday life – something you lived without thinking… it wasn’t an “initiative” or a target market, or even a word in your vocabulary. In fact it was not until I went to college in the Midwest that I realized how culturally diverse my life was. I can still recall missing the energy, restlessness and variety that I took for granted in New York, after I landed in St. Louis (at Washington University) where all three of those characteristics were alarmingly absent…
Once I began working at GCI Group (now Cohn & Wolfe), I learned simultaneously about the practice of multicultural marketing, and the lack of diversity in the PR industry. Those two concepts were etched into my mind as distinct and not interchangeable: multicultural marketing was reaching out to different ethnic groups, and diversity was what was (or wasn’t) going on internally – in our industry and in our company. I believe it was back then – pre 9/11 – that HR departments began their official diversity initiatives, and big agencies began putting out their “diversity reports” – all aimed at raising awareness of the obvious lack of diversity in our industry in an effort to show that they were doing something about it.
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Tags: Diversity, Hispanic, HispanicPR, Latino, Multicultural, public relations
Posted in Diversity, Hispanic, HispanicPR, Latino, Multicultural | 4 Comments »
Friday, January 8th, 2010
In addition to being the largest minority group in the U.S., Hispanics are the youngest as well. The median age for Hispanics in the U.S. is 27, and Hispanic children are one of the fastest-growing demographics in the country.
A recent study from the Pew Hispanic Center shows that today’s Hispanic youth maintain strong links to their family’s roots and language, yet also place a high priority on success in America.
The Pew Center looked at Hispanic youth ages 16-25 and found a significant change had occurred over the last decade. In 1995, half of Latino youth were immigrants. Now, second-generation Americans, U.S.-born children of immigrant parents, are the largest percentage of Latino youth. They now make up 37 percent, while foreign-born immigrants make up 34 percent. Third-generation and higher youth, the children of American parents, make up the smaller group, 29 percent.
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Tags: Acculturation, Assimilation, Census, culture, HispanicPR, immigrant, language, Latino, Pew Hispanic, Population, Tradition, Youth
Posted in Acculturation, Assimilation, Census, Hispanic, Hispanic 101, HispanicPR, Latino, Pew Hispanic, Population, Tradition, Youth, culture, immigrant, language | No Comments »