How to Reach One of the U.S.’s Fastest Growing Communities

June 6, 2012

by Chris Metinko, Media Relations Specialist, Business Wire/San Francicso

With the nation’s Hispanic population now topping 50 million people — or 16.3 percent of the nation — according to the latest U.S. Census, the importance of catering to Spanish-speaking media cannot be underplayed.

Earlier this month, Business Wire’s Denver office held a media breakfast to discuss just that, as well as the major issues and trends with greater Denver Hispanic media members.  The most obvious obstacle in reaching Hispanic and Spanish-speaking communities — the panel agreed — was in regards to language and trying to adjust to a population that is becoming more bilingual.

Reaching the U.S. Hispanic Market, a BW Media Panel

“The way things are going, you are seeing the Hispanic population really growing in the states and we are seeing people at different language levels,” said María Rozman, news director at KDEN Telemundo Denver. “We are seeing more people who are born here who speak both languages.”

Luisa Collins, news director at Univision Colorado, said the goal is to try and figure out if that community still chooses one language over the other, despite understanding both.

“Maria was talking about the Spanish language being spoken at home even if it’s a bilingual home, and one of the things that we see in the commercials — Spanish media research has shown — is that many of the Hispanic commercials are more effective than American commercials or those spoken in English,” Collins said. “So you have to know your viewer.”

As for what is interesting to the Hispanic community, Roberto Martínez-Maestre, general director of the newspaper El Hispano, said to not think to narrowly when pitching.

“One of the most important things is to stop having this idea that as Hispanics or Spanish speakers we are only interested in certain things or our needs are very exclusive or unique,” Martínez-Maestre said. “I, for example, in the newspaper or on my radio show don’t even sell it as a Hispanic media outlet. When I tell people what my newspaper is or my radio show is, I tell them it’s a newspaper and a radio show that happens to be published in Spanish.  . . . What the content is, it’s very general . . . The only difference is that I do it in Spanish. Do I focus on Hispanic needs? Not really, and that’s what I think we need to start doing more and more.”

Martínez-Maestre, added another thing to remember when pitching Spanish-speaking media.

“We all speak English, but if you are reaching a Spanish outlet, translate the release. If I get something in English I’ll read it, but then I think I have to translate it myself. It’s not being lazy, it’s being efficient. The Business Wire LatinoWire is all in Spanish and that’s very helpful,” he said.

“And provide someone who speaks Spanish for an interview,” Collins added.

JoAnne Hirsch, Business Wire/Denver also contributed to this post.


Covering Your Bases on The Big Issues This Election Season

May 25, 2012

by Danny Selnick, VP, Public Policy Services

by Danny Selnick, Vice President of Public Policy Services, Business Wire DC

The upcoming presidential election and national political conventions are looking to be a contentious time.  No doubt this will be an interesting election cycle where also the entire House of Representatives is up for grabs, as is nearly one-third the Senate.

So will the president (incumbent or newly elected) have a Congressional majority that can push along and support legislation that’s near and dear to him? Or will the country have a divided Congress that will keep it in political gridlock? The stakes are huge with political and economic and even global ramifications. Not even the pundits can agree. But one thing’s for sure, professional communicators with some interest in the outcomes will need to get the word out. The question is, with what strategy?

No longer can public affairs communicators rely solely on getting their message out to traditional media. They must also reach out to grass-roots supporters, influentials and voters by using social media — and use it effectively in creating powerful networks and communities. Additionally, communicators must use powerful search engine optimization tools to make sure their news is seen.

Let’s not also forget that the United States Supreme Court will be handing down its decision on the constitutionality of the Patient Protection and Affordable Care Act. Should the Court let the Act remain as is, not much will change and the law that was enacted two years ago will continue to be implemented. There will be those organizations and state governments that will remain opposed, but they’ll have to abide by the ruling. However, should the Court rule against the Act, no one really knows what will happen. Dismantling what has already been in effect will not be easy, and the Republican Leadership (including Mr. Romney, as well as those even at the state level) will have to come through on their promise of a better plan.

In sum, public affairs/corporate communicators and government relations professionals should be working on their messaging and thinking about the tactics to reaching all their key audiences. One more very important point to mention is that the American public (and voters) is not homogeneous. Far from it. Communicators need to remember to include messaging to the Hispanic community (that has been growing in numbers, power and importance) as well as to African-American, Asian-American and other groups.

Selnick is Business Wire’s Vice President for Public Policy and LatinoWire Services and developed specialty targeted services that are designed to reach any organization’s key audiences — from the media to decision-makers … to getting your message in front of the public that goes online looking for news.  The Public Policy Wire also includes Issues-Focused Lists that reach beat reporters by personalized email — including Health Care and Presidential Campaign.


Upcoming Business Wire Events: Hispanic Media in DC, 50th Anniversary Celebrations in Boston, LA, Newport, San Diego

September 21, 2011

Upcoming Business Wire Events

Business Wire Brings You LatinoWire

Hosted by Business Wire Washington, D.C.

Reaching the rapidly growing Hispanic American community with your organization’s message is of critical importance today.  Hispanics still depend on traditional and print media for their news, but many rely on the internet and mobile devices as well.  What is the best way to reach this audience? Join Business Wire DC for a chance to meet some of the nation’s most important and influential news leaders & learn about their news gathering operations in terms of what’s being covered and when – and how to best interact with their reporters. Speakers will include: Rossana Rosado, Publisher and CEO of El Diario/La Prensa; Hilda Garcia, VP of Multiplatform News and Information for impreMedia; Lori Montenegro, Washington correspondent, Telemundo Noticias; and José Manuel Sanz Mingote, General Director, Agencia EFE. This event is FREE for all attendees.

Wednesday, September 28 at 8 a.m. ET
National Press Club
First Amendment Lounge
529 14th Street NW, Washington, DC 20004      

To register: RSVP to danny.selnick@businesswire.com

Celebrating 50 Years: Anniversary Reception & Media Mingle

Hosted by Business Wire Boston

Join Business Wire Boston for a reception in celebration of our 50th anniversary.  Socialize with colleagues, mingle with the media and join us for a champagne toast while watching the sunset over Boston Harbor! This event is open to Business Wire members, non-members & media professionals & is FREE for all professional communicators.

Tuesday, October 4 at 4 p.m. ET
Boston Harbor Hotel
70 Rowes Wharf, Boston, MA, 02110

To register: RSVP to http://bw50boston.eventbrite.com by Sept 30

What is the Future of PR?

Hosted by Business Wire LA

Join Business Wire LA in celebrating our 50th Anniversary. We start the afternoon with an interactive panel discussion about how communications has changed in the last 50 years and what the future holds for our industry. Roger Pondel of PondelWilkinson will moderate the panel, which includes Martin Beck of the LA Times, Sonya Quick of the OC Register, Robert Hernandez from USC and Beth Mansfield of CKE Restaurants. We’ll end the session with a champagne toast to thank you for making the last 50 years special. Beer, wine and hors d’oeuvres will also be served. This event is FREE for all attendees.

Thursday, October 6 at 3 p.m. PT
The Mark
9320 W. Pico Blvd., Los Angeles, CA, 90035

To register: RSVP to Garrett Henricksen at LARSVP@businesswire.com by Oct 3.

What is the Future of PR?

Hosted by Business Wire Newport Beach

Please join Business Wire Newport Beach for breakfast & help us celebrate our 50th Anniversary! We’ll start your morning with an interactive panel discussion about how communications has changed in the last 50 years and what the future holds for our industry. We’ll also raise a toast to thank you for helping make the last 50 years special! This event is FREE for Business Wire members & $20 for non-members.

Wednesday, October 19 at 8:30 a.m. PT
Hotel Hanford
Promenade Ballroom
3131 Bristol Street, Costa Mesa, CA, 92626

To register: RSVP to Kathy Tomasino at kathy.tomasino@businesswire.com.

Meet the Media

Hosted by Business Wire San Diego

Please join Business Wire San Diego in celebrating our 50th Anniversary with a meet the media event. This event is FREE for all attendees.

Thursday, October 20 at 8 a.m. PT
Andaz San Diego
Studio East Room
600 F Street, San Diego, CA, 92101

To register: RSVP to LARSVP@BusinessWire.com or call 310.820.9473

Business Wire holds dozens of local events every year. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from trends in today’s newsrooms to writing for SEO. Events are usually free of charge to members. For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit BusinessWire.com. Follow live updates from Business Wire events on Twitter: hash tag #bwevents


Just in Time for Hispanic Heritage Month, Tips for Reaching the Hispanic Media

September 1, 2011
by Pilar Portela, West Media Relations Supervisor, Ethnic Circuits
Pilar Portela

Pilar Portela, West Media Relations Supervisor, Ethnic Media Circuits

New Census data shows US Hispanics have become the second-largest population with 50 million citizens.  Their buying power should reach a projected $1.3 trillion in 2015. With Hispanic Heritage Month (Sept. 15-Oct. 15) right around the corner and in anticipation of the 2012 presidential elections there is renewed interest in reaching this demographic.

As the media relations supervisor overseeing LatinoWire, I provide media outlets with content relevant to their coverage area and help our clients with questions uniquely inherit to Latino media and pitching them successfully.  I wanted to share my thoughts on some of our most frequently asked questions.

1)      Send your release in both English and Spanish.

US Hispanic media organizations are becoming more bilingual catering to both English and Spanish-speaking Latinos to increase their audience.  Sending in both languages saves them from having to translate your release. Additionally, merged newsrooms such as NBC/Telemundo have staff that may not speak Spanish. It ensures they will be able to read your press release and consider it for their newscast.

2)      Don’t skimp on Spanish-language translation.

Translation bloopers can cost your organization in reputation, time and money. Keep in mind not everyone who speaks Spanish can translate. Free translation tools have come a long way, but if you want to avoid embarrassment (which translates to embarazo or pregnancy in Spanish) have someone who is fluent go over the text. Be on the look out for literal translations which could change the tone and/or message. Business Wire feels translation is such an important part of reaching the US Hispanic market we include it in our LatinoWire distribution.

3)      Remember to reach out to Hispanic media year round.

If the only time you target this group is during Hispanic heritage month then you are missing out on opportunities. Hispanic media is faring better than mainstream media. There are more than 800 US Spanish-language papers and they are interested in any news item that has the potential to impact the Hispanic community (positively or negatively). Year round you should share your story ideas on everything from awards and marketing campaigns to surveys, studies and trends.

For ideas on reaching out to the Hispanic community, check out the diverse companies using our LatinoWire service to reach over 1,200 Hispanic print and broadcast media outlets throughout the U.S.  Clients include: Coca Cola, Winn Dixie, Sprint and the Mayo Clinic, among others.



2010 LatinVision CEO Summit Conference Recap

October 26, 2010

by Nikelle Feimster, Media Relations Specialist, Business Wire/New York

LatinVision’s CEO Summit Conference 2010 was held on Monday, Oct 4th at the Time Warner Center in New York City.  CEOs and marketing executives from companies including HipCricket, Telemundo, Univision , People en Español, HBO, and Business Wire were present. They shared insight into how marketers and advertisers can engage and connect with consumers in the Hispanic market through various channels including social media, and mobile and online marketing.

 

Gregg Castano

Business Wire President Gregg Castano addresses the LatinVision CEO Summit

 

The first panel discussed how social media has evolved in the multicultural space, and how advertisers are taking advantage of social media platforms. It was revealed that Latinos visit more social networking sites, news sites, and maintain more blogs than the general market.

Today, there is an increase in the number of companies that are using social media as part of their overall strategy to reach and engage Latinos.  Monica Talan, VP Corporate Communications, Univision, said companies should try to engage in conversations.  Univision had a lot of success with the World Cup by providing blogs and social media fan pages to engage users and new audiences. According to Talan, every department of a company is part of their social media strategy. “It can be challenging but you have to put the resources in it and stay committed.”

Lucinda Martinez-Desir, VP-Acquisition & Multicultural Marketing, HBO, did their entire “No Es Lo Mismo” campaign on Facebook, Twitter, mobile and online. For this campaign, everything was integrated and married to traditional media.

Everyone seemed to agree on the importance of having a social media strategy, not just a Facebook strategy. Here are a few tips on how marketers can leverage the Latino phenomenon on social media to their advantage:

  • Start conversations that are really meaningful to consumers.
  • Engage with people who have influence on consumers, like the world of bloggers, not the marketing department.
  • Build brand equity.
  • Have a conversation with the client – be innovators together so you both understand that there will be risks involved.

When it comes to mobile and online marketing, Ivan Braiker, Co-Founder & CEO, Hipcricket, said it’s all about engagement.  Latinos are early adopters of technology, including mobile devices. In fact, Scott Hamilton, President  & CEO, VoodooVox, pointed out that the mobile phone is the ultimate social network that existed before FaceBook. With over 5 billion text messages being sent per day, mobile is an effective way to engage an audience and it creates a deeper connection with your brand.

Here are some best practices for mobile and online marketing:

  • Engage people with content early and make sure your site is current.
  • Help clients design content specifically for mobile.
  • Be able to use mobile and interact with the user to the point of sale.
  • Know your audience and text the right people.

Business Wire’s President, Gregg Castano, participated in the panel discussion, “Digital vs. Print Media and the Language of the Next Latin Generation.” Castano pointed out that Latinos are the fastest growing online population with 85% of U.S. born Latinos using the internet. “The key to the success of brands is how they crossover to digital,“ said Castano. “Marketers should place quality content on relevant channels to attract the most eyeballs.”

 

L-R: Lucia Ballas Traynor, Publisher, People en Español; Gregg Castano, President, Business Wire; Lauren Michaels, Co-President & Publisher, Latina Media Ventures; Rossana Rosado, Publisher & CEO, El Diario La Prensa; David Puente, Producer-Anderson Cooper 360, CNN

 

Business Wire can help brand marketers and brand leaders actively engage with Latino customers.  By utilizing our LatinoWire product line, companies can bolster their print and web marketing campaigns. With LatinoWire, your press release reaches the leading Spanish-language news and information outlets throughout the U.S., including more than 1,200 Hispanic print, broadcast and online media outlets.

LatinVision is a New York-based organizer of conferences and networking events focused on marketing to U.S. Hispanics and Latin American executives. Business Wire is a sponsor of LatinVision Media’s Marketing to Latinos Conferences. To learn more about the LatinVision Media 2010 Conferences Series visit www.latinvision.com/marketing


Tap Into the Hispanic Sports Market With Ease

May 5, 2010

– by Nikelle Feimster and Pilar Portela, Media Relations Specialists, Business Wire

Nikelle Feimster

Pilar Portela

On April 7, 2010, strategic planners, PR agency thought leaders, and brand and product managers convened at the 2010 LatinVision Sports & Networking Conference in New York to learn about the evolving Hispanic demographic in the US, and how to reach the Hispanic audience using sports as a platform.

The panelists were comprised of marketing experts and top executives who shared insight and best practices on how businesses can leverage Latinos’ passion for soccer and other sports. The United States Tennis Association (USTA) and Soccer United Marketing each use grassroots campaigns across the country to garner support for their sports, FOX and ESPN use branded media events to target the Latino community, and the NBA and NFL have increased the content available in Spanish on their websites.

According to Mario Flores, managing director of Sportivo, the right marketing mix is key to success. You have to harness the power of editorial media coverage for added exposure.


Don’t pass up opportunities to engage the Latino market. The 2010 US Census is expected to find that Hispanics number more than 50 million in the US and command $1 trillion in buying power. Unfortunately, the reality is that even though Latinos make powerful consumers, half of the U.S. advertisers are not including them in their marketing efforts.

A recent MediaPost column by Jack Loechner highlights a new Hispanic marketing trends survey by the Orcí agency that shows Hispanics are tech savvy, young trend setters with incredible spending power and yet 82% of its survey’s respondents have no plans to begin or increase existing efforts aimed at US Hispanics in the next 12 months.

Here are some key reasons why you should consider including US Hispanics in your next marketing and advertising campaign.

  • 89% believe Latinos will somewhat impact American taste in foods in the next five years.
  • 87% believe Latinos will impact fashion and beauty.
  • 82% expect Hispanics to impact entertainment.
  • 78% believe Hispanics will impact technology/communications.

The Orcí survey also found that 78% of respondents do not use social media to engage Latinos despite the fact that Hispanics are the heaviest users of wireless access through mobile phones and laptops than any other ethnic group.

Today’s brand leaders can and should actively engage with Latino customers, and Business Wire can help. By utilizing our LatinoWire product line, in conjunction with SportsWire, companies can bolster their print and Web marketing campaigns. With LatinoWire, your press release reaches the leading Spanish-language news and information outlets throughout the U.S., including more than 1,200 Hispanic print and broadcast media outlets. Our SportsWire distribution sends your news to sports reporters, columnists, syndicates and television programs as well as newspapers and other local media in your specified geographic circuit area.


Upcoming Business Wire Events – December 3 Edition

December 4, 2009

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Meet the Media Breakfast: Communicating With Different Ethnicities

Hosted by Business Wire Charlotte

Join Business Wire Charlotte for breakfast and a panel discussion on best practices for reaching the increasingly important African-American and Latin-American communities. Panelists include Dee Dixon, Publisher of Pride Magazine; Hernando Ramirez-Santos, News Editor of Que Pasa; and Juan Pablo Giometti, MBA, Managing Director of The Latin Focus and President and CEO of National Hispanic Entrepreneurs’ Organization. This event is free for Business Wire members and $10 for non-members.

Tuesday, December 8 at 7:30am ET
The Morehead Inn
1122 E. Morehead St., Charlotte, NC 28204
To register: Please RSVP to Angela Hayworth at angela.hayworth@businesswire.com or call 704-347-1590 by Friday, December 4.

Business Wire Invites You to Meet Our Editors

Hosted by Business Wire Nashville

With 30 bureaus around the world and more newsrooms than all of our competitors combined, Business Wire is proud to provide local expertise and superior service, backed by the most accurate editors in the world. Business Wire Nashville invites you to come enjoy delicious hors d’oeuvres and meet our experienced staff. This event is free for all attendees.

Thursday, December 10 at 4pm CT
Amerigo
1920 West End Ave., Nashville, TN 37203
To register: Please RSVP by Friday, December 4 to Denise Higgins at denise.higgins@businesswire.com or call 615.661.6123.

Traditional Tactics and Digital Dimensions: Strategic Thinking on PR, IR and Media Relations in the Conversational Age

Hosted by Business Wire Silicon Valley

Join Business Wire Silicon Valley in a panel discussion about new strategies, best practices and tools for better managing & measuring your communications effectiveness during this Conversational Age. How do you use new tools, platforms, outlets and channels to gain greater visibility for corporate messaging, product announcements and personal brands? Panelists include Courtney Barnes, co-author of Digital Strategies for Powerful Corporate Communications and VP/Director of Content Strategy at MH Group Communications; Deborah Schultz, Partner, Innovation Practice, Altimeter Group; Rachel Polish, Vice President, Senior Digital Strategist, Ogilvy Worldwide; and Ruth Cotter, Director of Investor Relations and Treasury, AMD. This event is free for Business Wire members and $15 for non-members.

Thursday, January 14th, 2010 at 8:30am PT
AMD’s Corporate Meeting Center
One AMD Place, Sunnyvale, CA 94085
To register: Please RSVP by Thursday, January 7th, 2010 to Eric Baker at Eric.Baker@businesswire.com or at 408.970.4550

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Dallas Area Media Discuss Strategies for Marketing to the Hispanic Market

October 30, 2009

Business Wire Dallas hosted “Targeting the Hispanic Market: Strategies & Trends,” a media breakfast for Dallas-area communicators on October 22 to discuss how to target communication efforts to the ever-growing and influential Hispanic consumer market.

Dallaspic

The panel included (left to right):

Among the key insights provided by the panel:

  • Mr. Carbajal recommended sending press releases in English instead of possibly using incorrect Spanish grammar or spelling.  Most importantly, he advised that when sending a press release, it is important to “highlight the audience that the news will impact” and to “put a face” on the news when you are pitching it.
  • Ms. Juárez shared that 75% of DFW households speak both English and Spanish.  Ms. Juárez said when sending in a press release it is best to keep it short and sweet preferably emailing the release to the general newsroom inbox rather than to one specific assignment editor with the ideal submission time being between noon and 2 p.m.
  • Mr. Murphy suggested five objectives you need in order to reach the Hispanic community: Trust, Education, Community, Emotional Component and a Face-to-Face Relationship.
  • Mr. Pinzon gave insight on a typical Telemundo viewer being a married person in their 30’s with children, bilingual and with legal U.S. citizenship.  On the topic of pitching a story idea to Telemundo, Mr. Pinzon stated that he prefers shooting their own footage because the B-roll provided by companies always tends to be a little too “advertiser-y.”  When emailing, Mr. Pinzon advised giving specific information in the subject line beyond a general subject like “Important Event!”
  • Mrs. Romero shared the importance of having a bilingual spokesperson in order to ensure ease during the interview process when speaking to the Hispanic media.  Mrs. Romero believes the Hispanic market to be educated and technologically savvy, giving the example that more and more Hispanics are now booking their flights on Southwest using mobile devices.

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


Florida Experts Discuss PR Strategies and Trends in the US Latino Market

August 26, 2009

bweventswrapupheader

Business Wire Florida hosted “Hispanic PR Strategies & Marketing Trends,” a media breakfast for Miami-area communicators on August 13. The event featured a panel discussion on communications efforts targeting the US Latino market.

FLpic2

Seated: Arturo Duran (ImpreMedia), Mark Fauntleroy (Experian Simmons), Manny Garcia (El Nuevo Herald) Standing: Silvia Clarke (BW Florida Regional Manager), Pilar Portela ( BW - Media Relations Supervisor)

Gina Amaro Rudan of Genuine Insights moderated the panel, which included:

Among the key insights provided by the panel:

  • Mr. Fauntleroy notes that the Hispanic population in the US continues to grow (with a 3.2 percent increase in population last year and a projected population of 133 million by the year 2050) and that that population continues to show a steady increase in both education and income level. This group has also shown to index highly in brand loyalty and is very brand conscious overall. Spanish language advertising remains effective with them.
  • Mr. Garcia points out that the top draw to his paper’s website, ElNuevoHerald.com, is the photo gallery. He advises PR professionals pitching his paper to think beyond the written word: include multimedia content in pitches to increase your chance of coverage.
  • Mr. Duran says that social media is an incredible bridge for the Hispanic audience. ImpreMedia has someone Twittering every half hour. Another major trend is mobile marketing, as mobile accounts for ten percent of ImpreMedia’s online traffic. Mr. Duran notes that Hispanics over-index by more than twice the national average in using the Internet on their mobile devices.
  • Ms. Solano notes that, despite all the other channels discussed, television remains critical for reaching the Hispanic market. It still boasts the greatest reach of all media for the demographic, drawing both young and old.
  • Mr. Mercado says that, while first generation Hispanic Americans remains the primary target of Terra Networks, they cannot forget about second and third generation users. They have evolved with this group by providing English content on their site, which has grown by 186 percent since its launch last year.

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


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