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Archive for the ‘Hispanic marketing’ Category

Hispanic Corporate Social Media Survey Launched to Gauge What Fortune 1000 Companies Think About Latino Social Media Industry

- Fortune 1000 PR pros, CMOs, and other senior brand managers are urged to participate in the survey at http://bit.ly/hcJctk

The Hispanic Public Relations Association (HPRA) and Hispanicize, organizers of Hispanicize 2011, have launched a comprehensive Hispanic Corporate Social Media Survey of Fortune 1000 companies in order to gain an understanding of what companies think of social media targeting the Hispanic market, their attitudes, use of social media and predictions for the next year.

The 10-minute long survey is being promoted nationally through a coalition of industry organizations and trade media outlets that includes the Public Relations Association of America (PRSA), the Hispanic PR Blog and HispanicAd.com.  The survey, which will be unveiled at the Hispanicize 2011 conference, is being conducted and tabulated by Survey.com.

This survey of public relations professionals, CMOs and other key brand managers at Fortune 1000 companies will provide the entire marketing and media industry with a rare snapshot of what major brands believe matters most when it comes to Hispanic social media.

Results from the survey will be presented at Hispanicize 2011, the 2nd Annual Hispanic PR and Social Media Conference being held in Hollywood, CA April 6-8.  Final survey results will be mass distributed online and will also be available in the 2011/2012 Hispanic Social Media Guide published in May.

Public relations professionals are urged to participate and/or send information about the survey to their clients and PR/marketing colleagues.

To participate in the survey, please go to http://bit.ly/hcJctk

Reaching Bicultural Latinos and the Evolution of Media Outlets

By Andy Checo, Edelman Multicultural

Mexican author, Octavio Paz once wrote “I am not at the crossroad: To choose is to go wrong.”  That is exactly the mindset of bicultural Latinos. We have no need to choose. We are from here and from there. We listen to Lifehouse and to Chino y Nacho. We are fans of football and of fútbol. Bicultural Latinos are a testament to a new Latino culture, shifting from one side to the other, from English to Spanish.

In public relations, reaching a target consumer is only effective if there are media channels available to connect with the consumer. Although social media has change this by enabling brands to build communities with a define target audience, it is still important to relied on traditional media outlets to engage consumers. Media outlets are evolving; no longer is a TV channel just a TV channel or a print publication just print publication. This new evolution of media should give us an opportunity to better engage with bicultural Hispanic. But are media outlets taking advantage of this opportunity?

Broadcast networks are a great example on how bicultural Latinos are starting to become the focus for industry growth.  While the English language networks are losing ground to Univision, those same networks are also the ones making the most effort in attracting bicultural Hispanics. For example, ABC has tapped into Salma Hayek, who executive produced Ugly Betty, an adaptation of the Colombian telenovela Betty La Fea, for another project inspired by Argentinean series Los Roldan. In addition, the networks keep tapping into Hispanic talent like Sofia Vergara in Modern Family, Adam Rodriguez in CSI Miami and Eva Longoria in Desperate Housewives to further attract Hispanic viewers.

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Latinas and Social Media

By Natalie Boden, Lauren Gongora and Daniela Morgenstern of Boden PR

Welcome to our first thought piece produced by Pink Tank, innovative thinking for Latinas. These small studies will take an inside look into Latinas and how we are influenced, how we consume media and what moves us. First on our list was an in depth look into Latinas and Social Media.

For this study we chose to look at a wide variety of media entities and platforms that group Latinas – from celebrity pages to special causes – whether the conversations took place on a microsite, Facebook page or Twitter account. It was of great interest to find what we thought intuitively would be there among the leading Latina-focused platforms, but even more interesting what we found was not there. Read on.

Below is a summary of some of the conversations we identified, per entity/group, followed by a few key findings:

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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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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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