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.

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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


Upcoming Business Wire Events – October 12 Edition

October 12, 2009

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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:

Press Releases: The Road Not Taken

Hosted by Business Wire Nashville

Add more life to your press release. Join Business Wire Nashville for this educational workshop that will show you how to partner your text release with multimedia, stylistic elements and SEO techniques, the “road not taken” that can earn you big media results. This event is free for all attendees.

Tuesday, October 13 at 11:30am CT
Courtyard by Marriott
1901 West End Ave., Nashville, TN 37203
To register: Please RSVP to Denise Higgins at denise.higgins@businesswire.com or call 615.661.6123

Targeting the Hispanic Market: Strategies & Trends

Hosted by Business Wire Dallas

Join Business Wire Dallas for breakfast and a panel discussion on the ever-growing Hispanic consumer market and how to target your communications efforts to this influential segment of the US population. Our panel of experts include: Alfredo Carbajal, Editor-in-Chief of Al Dia, Eloina Juárez, Assignment Editor at KUVN Univision 23, Brent Murphy, Publisher of Mercado Bilingue, Juan Carlos Pinzon, Executive Producer at Telemundo and Olga Romero, Spanish Public Relations and Spokesperson at Southwest Airlines. This event is free for Business Wire members and $10 for non-members.

Thursday, October 22 at 8:00 a.m.
Hilton Dallas/ Park Cities
5954 Luther Lane, Dallas, Texas 75225
To register: Please RSVP with Susie Wolan at susie.wolan@businesswire.com or call 972-458-9555.

GreenTech, CleanTech and Pitching New Energy Technologies

Hosted by Business Wire Boston

Join Business Wire Boston for a special event geared toward communications professionals working in the emerging green industry. We will hear from leading journalists in print, broadcast and new media on how to position and pitch stories related to new energy technologies, including wind energy, solar technology, biofuels and other renewable resources. The discussion will emergence of a strong “GreenTech” (clean energy) industry in New England and how to make sure your organization is well-positioned in the field. Panelists include: Jay Fitzgerald, General Economics Reporter and Blogger for the Boston Herald, Stephen Lacey, Podcast Producer and Editor for Renewable Energy World, Curt Nickisch, Business and Technology Reporter for WBUR and Andrew Brengle, Senior Analyst for KLD Research & Analytics. This event is free for all attendees.

Thursday, November 5 at 8:00 a.m.
Westin Waltham
70 Third Ave, Waltham, MA 02451
To register: RSVP here.

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


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

August 26, 2009

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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.

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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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