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Archive for the ‘General Mills’ Category

Hispanics And Thanksgiving

This Thursday, the entire nation takes a breath to celebrate Thanksgiving, a distinctly U.S. tradition. It’s a time when families across the nation gather together and give thanks for those people and things near and dear.  While the vast majority of the country will celebrate by eating turkey and watching football, there are many that won’t celebrate that way.

Some Hispanics, especially more recent immigrants, don’t celebrate Thanksgiving for lack of awareness and understanding.  Then there are those Hispanic families who celebrate the tradition but add their own Latin flavor to the feast.

According to a General Mills study done a few years ago, about 15 percent of Hispanic families in the U.S. don’t celebrate Thanksgiving, nor other American holidays like Halloween and the Fourth of July.  The majority of these less acculturated Hispanics said they would welcome learning more about the holidays to enrich their lives in America.  The majority (55%) of those polled who said they did know about these traditional American holidays said it took about two years or more to learn.

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An Interview with Kim Sundy, General Mills – Part Three

Following is the third and final part of the interview with Kimberly Bow Sundy, manager of PR and multicultural marketing for General Mills.

TeleNoticias:  What trends do you see in Hispanic PR?

Kim Sundy:  For us, the trends here are really all about engagement.  The trends are all about how can we continue to evolve with an evolving consumer segment.  Again, it’s all about youth marketing.  How do you continue to have relevant dialogue?  I think one of the big challenges is that many of the consumers we deal with are acculturating to life in the United States and their kids are first-generation Hispanic consumers.  Those are two different consumption patterns, two different habits.

How are you relevant to mom and her kids when they’re in two different places?  Everything we go out with has to have that dual marketing strategy:  conversations with acculturating moms and with their bicultural kid, who one day will be a first-generation consumer.  It’s about continuing to evolve your marketing in a way that’s relevant to their dynamic needs.

TN:  How does that complexity impact what you do?

KS:  We look at different marketing levers for different levels of acculturation, and I think PR is a truly phenomenal lever for people who are acculturated.  Public relations really provides you the opportunity to educate a consumer.  Our brands are not widely available in Latin America or countries of origin for many of the people who are acculturating.  So PR is really the most efficient and effective tool for educating consumers about our brand, and the points of difference that they may have against other products that exist in the marketplace.

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An Interview with Kim Sundy, General Mills – Part Two

Following is the second part  of the three-part interview with Kimberly Bow Sundy, manager of PR and multicultural marketing for General Mills.

TeleNoticias:  How does the continued growth of the Hispanic market impact your PR programs?

Kim Sundy:  One thing changing across the boards is that it’s less about Hispanic marketing and more about digital, how certain consumers respond to certain kinds of marketing and mediums.  I think that’s true whether you’re talking about the general market or the Hispanic market.

I think grass roots marketing continues to be incredibly effective with the Hispanic market, and I would say digital marketing will continue to play a huge role.   Many of our news releases now are distributed digitally.  So much of our activity with our consumers and our PR campaigns are based around interfacing with people in a digital way, because we know Hispanic consumers are high- consumption digital media, high-consumption cell phones, high-consumption grass roots and engagement marketing.

The programs that I do are different from those of my peers in the general market, because of the likes and dislikes of my audience, the media they consume and the way they consume it.  We will continue to do more things in the digital space based on Hispanic consumers and their likes and dislikes.  I think we’ll continue to do more cell phone marketing, more cell phone engagement, more grass roots things that actually engage the audience, based on its preferences.

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An Interview with Kim Sundy, General Mills – Part One

This is the first in a series of discussions with public relations and corporate communications professionals and executives who are having a major impact on shaping and influencing Hispanic public relations.  Our objective is to give them a platform to share their views, experiences, achievements and outlooks while providing useful information to our blog followers.   Hispanic PR is changing rapidly and having “insights for today’s leaders” will go a long way to helping all of us approach and address the importance of the Hispanic market.   We hope you find this series helpful and interesting and that you too will share this blog with your business associates and friends.

Kimberly Bow Sundy, manager of PR and multicultural marketing for General Mills, is our inaugural interview discussion who will give us good insight into the company’s Hispanic outreach.  Kim provides an overview of General Mills history in multicultural outreach, their approach, successes, how they measure results and her views on the future of Hispanic PR.  Kim’s discussion is divided into three blog posts; the following is part one.

TeleNoticias:  Kim, thanks for agreeing to leadoff our series.  To start, can you talk about your role and   the importance of Hispanic Marketing at General Mills?  For which areas are you responsible?

Kim Sundy: I have a twofold function here at General Mills. I am responsible for our external communications with communities of color, so I manage all external public relations with the African-American and Hispanic communities.  Beyond that, I also manage our external relationships from a community relations perspective.

I am the day-to-day contact for big nationally influencing organizations like National Council of La Raza, Congressional Hispanic Caucus Institute, Congressional Black Caucus Institute, and the National Urban League.  I manage our external relations with both influencers and consumers.

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