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Is Your PR Video Working?

Video is becoming one of the most important tools in public relations and marketing.  Cisco recently predicted that 90% of ALL Internet traffic will be video by 2013…that’s next year!  Are you using video to effectively reach your audience? Do you have a video marketing / public relations video plan in place?  If not, you are missing a huge opportunity!

We often hear clients tell us that they are using video, but it’s not working.  They tell us they post it to YouTube but they aren’t getting the views.  They are frustrated and we understand that.  They’ve taken the time to make a video or videos (and that takes time!) and they aren’t see ANY results.

When it comes down to it, there are two overall reasons that your videos are likely not working: you’re either not telling the right story or you don’t have a strategy to get the video seen/watched.  Sometimes it’s a combination of both.   In any case, if you’re not seeing the results that you want, you need to change what you are doing and start utilizing a formula that will get you results.

Today, we’re going to spend a few minutes talking about your story.

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Eight Ways You Can (and Should) Be Using Video

Video is a fantastic tool to communicate any message.  As you may know, YouTube is the 2nd largest search engine behind Google.  What does that tell you?  That video has huge power and people are searching for video content all the time.  Communicating via visual image is much more effective than text or spoken words alone.  Studies have shown that visual information can improve the understanding of spoken words by as much as six times.

Like any means of communications, how you use it, what you show and the story you tell will have a huge impact on the effectiveness of your video.  Social media has changed the game in how PR professionals use video.  Traditionally, video was used to support a news story (think B-roll package) or to produce a video news release (VNR).  While those forms of video used to be very effective, they have become less and less effective every day.  In fact, most TV stations won’t use VNR or video they don’t shoot.  A company needs to have a really great story (and truly news) AND very compelling video to get stations to use it.  Most times, the ROI isn’t there…the results don’t justify the cost.
While edited video may work with traditional media like it used to, video still has a very powerful place in a marketer’s arsenal.  Rather than think of video in a supporting roll, today’s marketers are realizing that there needs to be a strategy.  After all, you don’t get to millions of views on YouTube without thinking it through.  (Ok, some do, but that’s plain luck.. and I don’t think you want to base your video strategy on luck.)
What are the best ways to use video today?  Here are a few of our favorites.
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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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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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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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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

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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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.

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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Tips On Hiring A Hispanic Spokesperson

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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