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Posts Tagged ‘Latino’

Blog Showcase: Latino Rebranded

Latino Rebranded (aka, LouisPagan.com) is the personal blog of Louis Pagan. Pagan has been involved in the social web since 2003, and as a pioneer in the Latino blogosphere he has a unique perspective and maintains an intimate knowledge and understanding of social media.

With Latino Rebranded, Pagan spearheads his efforts, ideas and contributions to Latino social media. On a grander scale Latino Rebranded is a discussion and representation of the Latino social media phenomena as a whole.

Most of the content you’ll find on Latino Rebranded discusses the cultural aspects of social media, new trends and innovations, and how new media is impacting businesses and our daily lives.  Other relevant content informs the reader on upcoming Hispanic media events, news, commentary, best practices, social media and how Latinos are using it.  The blog caters to executives, marketers, brands, social media professionals and enthusiasts interested in what Latinos are doing online.

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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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Hispanics Are Really More Social

We re-read this blog entry from Lee Vann, CEO of Captura Group, and thought it was worth re-posting.  It is great information for anyone communicating with or marketing to U.S. Latinos.

As a follow up to my previous post, I wanted share the highlights of my recent presentation, Are Hispanics Really More Social? and also some great insights that I picked up at this week’s Hispanic PR and social media conference in Dallas, Texas.

I chose a rhetorical question for the title of the presentation because most of us know that being social is hardwired into Hispanic culture. Being at the conference with a couple hundred Hispanics really brought this point to life. The atmosphere was friendly, fun and-well-social.

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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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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.

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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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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The Power of Radio in the Hispanic Market

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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The Growing Appeal Of Spanish-Language Radio

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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