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Thursday, August 5th, 2010

A Cultural Icon: The Importance of Radio for Hispanics

Written by Felipe Korzenny, PH.D. (originally posted on his blog)
This is a revised version of the following article written by Dr. Korzenny that was recently published by Radio Ink.

Radio is part of everyday life in Latin America, and it is part of the daily routine of Latinos in the United States. When you visit almost any public park in most metro areas in the US you will find young Hispanic men in groups listening to their radios and conversing. You will also find families barbecuing, dancing, and enjoying their day with a ubiquitous radio as the center of attention.

But this tradition of radio enjoyment is not new. In most Latin American countries and particularly in rural areas, radio is the most local of all media and has served traditionally as the town-crier in an interactive way and as symbolic precursor of what the Internet is becoming. In smaller localities the radio announcer publicizes jobs, tells of lost animals and children, helps locate lost boyfriends and girlfriends, and spreads the word about local events. The local radio station also hosts community members in the form of discussion forums. Clearly, they also devote many hours to music, humor, and news. Hispanic radio in the US has replicated many of those Latin American features and continues to be a most relevant medium of mass reach.

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Posted in Dr. Felipe Korzenny, HispanicPR, Radio | 1 Comment »

Monday, July 19th, 2010

Monitoring Radio Placements for Public Relations – AQH vs. Cume

Those of us in public relations can all agree that an important issue in our industry is accurate evaluation of the ROI we deliver to clients.  One area that has proven challenging for some is measuring the success of radio outreach, placements and listener numbers from the time(s) a story aired.  The most reliable tracking and reporting data for radio listeners in the United States comes from Arbitron, the consumer research company.  While there may be other important standards like message delivery, positive tone and audience demographics, we all tend to start with the audience numbers.  Let’s examine those numbers and which are best to measure public relations outreach.

Arbitron operates on a subscription basis with radio stations that rely on audience data for their programming, ad sales, etc.   Stations must subscribe to Arbitron to be included in audience research and to receive the results.   Arbitron measures network and local-market radio audiences throughout the United States and publishes results on a quarterly basis.  The published listener information is used by radio stations to set ad rates and sell air time.  From a public relations perspective, the listener information provides the audience reach of stories aired on stations throughout the county.  If you cannot find Arbitron data for a particular station, then you can assume that the station is not an Arbitron subscriber.

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Posted in Arbitron, HispanicPR, ROI, Radio, measurement, public relations | 7 Comments »

Thursday, June 3rd, 2010

Planning for the Coming Quake to Rock Public Relations

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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Posted in Blog, HPRA, Hispanic, HispanicPR, Latino, Social media, public relations | 2 Comments »

Wednesday, June 2nd, 2010

HPRA-New York To Hold First Event on June 15th

The Hispanic Public Relations Association New York Chapter will hold it’s first event on June 15th from 5:30-7:30 at Havana Central in Times Square.

The event is open to anyone who is interested in joining HPRA-NY, learning more about HPRA, is interested in learning more about Hispanic Public Relations, or simply wants to come and meet others in Hispanic Public Relations.

Have a drink as you get a chance to meet the HPRA-NY board, learn about the chapter’s plans for the coming year, meet and network with others in the field, and learn how to get involved.

When:

Tuesday, June 15, 2010

Time:

5:30-7:30 pm

Where:

Havana Central, Times Square
Mezzanine Level

151 West 46th Street
(Between 6th & 7th Ave)
New York, NY 10036

RSVP:

Bernadette Abel, babel@univision.net,  212-455-5380

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Posted in HPRA, HispanicPR, public relations | 1 Comment »

Wednesday, May 26th, 2010

Are You Shifting Marketing and PR Plans Based on Hispanic Demographic Trends?

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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Posted in Buying power, Demographics, Hispanic, Hispanic marketing, HispanicPR, Latino, Multicultural, Spanish, census bureau, culture, language, public relations | 3 Comments »

Friday, April 23rd, 2010

Hispanic Public Relations Association Launches New York Chapter

Bicoastal Presence to Meet the Needs of Robust Community of Hispanic PR and Social Media Professionals

New York, NY – April 23, 2010 – The Hispanic Public Relations Association (HPRA) is expanding its reach nationally by introducing a New York chapter dedicated to supporting and growing the Hispanic PR profession in the heart of the big apple.

“National expansion has always been a goal for HPRA, and we have long desired to make the organization accessible to our colleagues on the east coast,” said Lourdes Rodriguez, HPRA president, Los Angeles Chapter. “Thanks to the partnership we have formed with some key executives in New York, we can now make this happen.”

HPRA NY will be structured similarly to its LA-counterpart, and will deliver on the same mission: to promote and support the Hispanic Public Relations profession while serving the needs of this growing industry and its future leaders. Additionally, similar to Los Angeles, HPRA NY will focus on the Hispanic social media space, and help communicate the importance of its role in the overall public relations discipline.

“We have been dedicated to forming this New York chapter for some time,” explained David Henry, president of TeleNoticias and the appointed President of the HPRA NY chapter. “The Hispanic marketing community in New York is a close-knit group, but those of us who live in the Hispanic PR world needed our own, official family.”

Founding members and board of directors for the NY chapter include: David Henry as President; Vice President Monica Talan, Vice President, Corporate Communications, Univision Communications, Inc.; Treasurer Melissa Smith, Executive Vice President of RL Public Relations; and Secretary Claudia Mejia-Haffner, Vice President of The Axis Agency.

Hispanic public relations professionals, defined as those who work at least half of their time in the Hispanic market, can join the NY chapter by going to www.hpra-usa.org. Annual membership dues will cost $125.

Formation of the New York chapter is the first step in a broader plan to establish HPRA not only as an organization that serves the needs of Hispanic public relations professionals throughout the country, but as a resource organization for all communicators wanting to learn more about the Hispanic marketplace.  “We welcome the membership of practitioners across the country and will develop new chapters as the need arises,” said Rodriguez.

The first true benefit to NY chapter members will be a discount rate to the upcoming Hispanic Public Relations & Social Media Marketing Conference in Dallas, TX, May 10 -12, 2010.The conference, co-presented by HPRA and the Hispanic PR Blog, will provide attendees with case studies, professional development, and career and networking opportunities that are focused on Hispanic PR and social marketing. Detailed information and registration is available at the conference website, www.HispanicPRConference.com.

About Hispanic Public Relations Association (HPRA):
HPRA was founded in 1984 as a non-profit organization to establish a network of Hispanics employed in the public relations profession. HPRA has more than 250 members representing public relations, marketing and advertising professionals from agencies, government, non-profit and corporate companies. HPRA is dedicated to the advancement of Hispanic professionals and provides educational seminars and workshops throughout the year. The organization has awarded more than $220,000 in scholarships to Latino students pursuing a career in communications.  HPRA strives to be a resource for communications professionals and for those seeking insights into the Hispanic market.  For more information please visit www.hpra-usa.org.

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Posted in HPRA, Hispanic, HispanicPR, Multicultural, Social media, public relations | 4 Comments »

Friday, March 26th, 2010

Expectations, Results and Reality

By David Henry, President & CEO

Working in the PR industry for more than 20 years has giving me an opportunity to see a variety of communications programs.  In addition to my corporate roles, I have been honored to serve as a judge for industry awards like the PRSA Silver Anvil Awards, the PR Week awards, the PRSA-NY Big Apple awards and others.  So, you could say that I’ve had many opportunities to work with and evaluate some of the best work in the industry.

One of the most significant changes in our business is the a growing trend that the expectations from some PR programs are somewhat unrealistic, and that some clients expect coverage for product or corporate stories that don’t make sense, or are highly inflated.  I’m also noticing that sometimes there’s not even a story or news event worth publicizing.

I read an article today with a headline that, at first, had me angry: “Six Reasons Not To Hire A PR Firm.”  My initial impression from reading the title only was that the author was misinformed.  Then, I read the article.

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Posted in HispanicPR, News, Results, communications, metrics, public relations | 8 Comments »

Thursday, March 18th, 2010

The New American News Consumer, And Where Hispanics Fit In

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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Posted in Hispanic, HispanicPR, Internet, Latino, News, Pew Hispanic, Pew Research Center, Spanish, language, mobile | 1 Comment »

Wednesday, February 24th, 2010

Effectively Engaging The Hispanic Market

Every year, there are a few occasions that seem to offer easy opportunities to connect with Hispanics, such as Cinco de Mayo, Three Kings’ Day or Hispanic Heritage Month.  Advertisers new to the Hispanic market might think they can win new customers by appearing at cultural events or doing Spanish-language promotions around these occasions.

However, without a solid Hispanic marketing plan, promotions at cultural events are unlikely to win Hispanic consumers’ long-term loyalty.  A company needs to be committed to Hispanic marketing before planning a Cinco de Mayo event. Otherwise, such promotions will likely be seen as either meaningless or opportunistic.

Although there’s no magic formula for success with Hispanics, there are a few criteria by which one can assess if a company has committed itself to the Hispanic market.  Companies that have met all of these criteria are much more likely to find long-term success with Hispanic customers.

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Posted in AHAA, Best Buy, Cinco de Mayo, Hispanic, Hispanic Heritage Month, Hispanic marketing, HispanicPR, Kraft, Miller Coors, Sears, Spanish, language, translation | 25 Comments »

Thursday, February 18th, 2010

Concerns Of Undercounting Stir Controversy Over New Ratings System

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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Posted in Arbitron, Hispanic, HispanicPR, Latino, PPM, Radio, ratings | 13 Comments »

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