New FREE Service, Expert Latinos, Helps Connect Hispanic Reporters with Sources

September 23, 2014

In an age where Hispanic media outlets are understaffed and reporters are on tight deadlines—in comes a new free service called Expert Latinos. Expert Latinos was created to help Hispanic reporters find sources and experts for their stories, saving them time and energy.

The way it works is very simple. Basically the reporter fills out a quick form directly on the website (ExpertLatinos.com) detailing what they are looking for. The request is then sent via a daily email to the list of subscribers, which consists of experts, entrepreneurs, public relation professionals and much more.  As a subscriber, if you see a story in which you can contribute to, you then simply reply directly to the reporter via email.

ExpertLatinos

Launched in April 2014, Expert Latinos has quickly become the go-to-source for Hispanic media outlets looking to quickly identify experts and sources. Among the media outlets already using Expert Latinos includes reporters and writers for: Univision, Telemundo, La Opinion, EFE America, Yahoo! Mujer, Vista Magazine, El Diario/La Prensa…the list goes on and on.

Reporters are submitting queries for just about anything from “I’m working on a story on the future of Spanish in the U.S. and need an expert in linguistics” to “I’m currently working on an article and need to interview entrepreneurs to talk about the best tools to grow their business.” Best of all, it’s completely free for reporters and sources alike.

So if you’re a source or expert and are looking to promote your business and get free exposure you can sign up here. Stay on top of the daily email alerts because you never know when something might come up where you might be the perfect fit. Simply reply back to the reporter via the email they provided.

If you’re a journalist and are looking for an expert or source for an upcoming story you can start submitting your request here. Reporters can also chose to send their queries anonymously, in which case their outlet and email will not be disclosed.  Expert Latinos will then receive the responses and forward them to the reporter.

So what are you waiting for?  Sign up today!


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.


Upcoming Business Wire Events: Olympics in London, Katie Paine in Dallas, Meet the Media in Boston, Denver and Charlotte

April 30, 2012

Upcoming Business Wire Events

Business Wire’s Media Breakfast: The Olympics, Media & PR

Hosted by Business Wire London

With the biggest sporting event in the world at our doorstep, join us for a discussion about how the Olympics affects the media landscape. Panelists include: Matt Ball, Editor-in-Chief of MSN UK, Scott Dougal, Deputy Sports Editor, the Press Association, Duncan Hooper, Managing Editor, News & Sport, MSN and Darren Waters, Head of Devices & Social Media, MSN / ex-BBC journalist. This event is FREE for public relations and communications professionals.

Wednesday, May 2 at 8:45 AM BST
St Bride Foundation
Bride Lane, Fleet StreetLondon , EC4Y 8EQ, United Kingdom

To register: RSVP by Monday 30 April to uk@BusinessWire.com

Meet the Boston Media

Hosted by Business Wire Boston

Join Business Wire Boston for breakfast and a panel discussion with members of the local media. Learn about current trends in journalism, what kind of news editors are looking for, and how to effectively pitch a story. Panelists include: George Donnelly - Executive Editor, Boston Business Journal, Abby Jordan – Associate Regional Editor, AOL’s Patch.com, Leigh Montgomery – Librarian, Christian Science Monitor, Frank Quaratiello – Business Editor, Boston Herald and Don Seiffert – Associate Editor, News, Mass High Tech. This event is FREE for all attendees.

Thursday, May 3 at 8:00 AM ET
Westin Waltham Hotel
70 Third Avenue, Waltham, MA, 02451

To register: RSVP to http://www.eventbrite.com/event/2184174926?ref=ebtn

Meet Denver Journalists and Public Relations Professionals Specializing in Targeting the Hispanic Market

Hosted by Business Wire Denver

Learn Tips for Reaching and Pitching Hispanic Media, a Critically Important and Growing Segment of the American Community. Daniel Montano, President/CE) of Elevation Creation International moderates a panel, including María Rozman, News Director, KDEN Telemundo Denver; Roberto Martínez-Maestre, General Director, El Hispano; Kim DeVigil, Senior Director, Communications, University of Denver; and Luisa Collins, News Director, Univision Colorado. This event is FREE for Business Wire members and $20 for non-members.

Thursday, May 3 at 8:30 AM MDT
Denver Athletic Club
1325 Glenarm Place, Denver, CO, 80204

To register: RSVP by May 1 to JoAnne Hirsch, (303) 861-8833 or joanne.hirsch@businesswire.com

Pitching to Pickup – Tips from Local Media on Working with Newsrooms

Hosted by Business Wire Charlotte

Local media professionals will discuss how to effectively pitch news to the media. Panelists include Dion Lim, News Anchor, WCNC; David Harris, Managing Editor, The Charlotte Business Journal and John Arwood, Business Editor, The Charlotte Observer. This event is FREE for Business Wire members and $20 for non-members.

Tuesday, May 22 at 7:30 AM ET
Dilworth Neighborhood Grille
911 East Morehead St, Charlotte, NC, 28204

To register: Please RSVP by Thursday, May 17 to Penny Sowards at penny.sowards@businesswire.com

Measuring What Matters: New Rules for 21st Century Communications Measurement

Hosted by Business Wire Dallas, with NIRI, PRSA, IABC and Critical Mention

What metrics really matter? How can metrics drive strategy? Join IABC, PRSA, NIRI, Business Wire & Critical Mention for the annual joint communications lunch, as Katie Paine, CEO of KDPaine & Partners, provides measurement insight on “best in class” measurement programs for 2012, best measurement tools today, where measurement is headed and more. Standard Luncheon Fees apply: Full-time Student $25.00, Guest $50.00 , Member $40.00 and Table of 10: $500.

Thursday, May 31 at 11:15 AM CT
Thanksgiving Tower (Tower Club)
1601 Elm Street, Dallas, TX, 75201

To register: Please RSVP by May 28 at 10:00 pm on this page

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 #bwchat


Hispanic Media Experts Advise DC-Area Audience on Marketing to Latinos

October 6, 2011
by Danny Selnick, Vice President, Public Policy Services

Business Wire’s LatinoWire hosted a panel  event for professional communicators on Sept. 28 at the National Press Club in Washington, DC.

The panel featured:

  • Erica Gonzalez, Executive Editor of El Diario/La Prensa
  • Julio Aliaga, News Director, Telemundo (Washington, DC affiliate)
  • Hilda Garcia, Vice President of Multiplatform Content and Information for impreMedia
  • Charlie Ericksen, Managing Editor and founder of Hispanic Link
Danny Selnick, Julio Aliaiga, Erica Gonzales, Hilda Garcia and Charlie Ericksen

L-R: Danny Selnick, Julio Aliaga, Erica Gonzales, Hilda Garcia. Seated: Charlie Ericksen. Photo by: Michael Toner/Business Wire

Moderated by Danny Selnick, vice president for Business Wire’s Public Policy Services, panel members all underscored the notion that professional communicators must understand the particular needs and interests of this ethnic community and the Hispanic media that is in touch with their readers, viewers and listeners — only with that understanding can communicators successfully connect.

Key points made by each panelist:

Erica Gonzalez:

Erica pointed out that it is important to understand the history of Hispanic journalism.  Spanish-language media should be treated as a valid news outlet – not a 2nd class one.   Your news should relate to the audience – just because it has been translated into Spanish doesn’t qualify it as being newsworthy to the audience.

Read the rest of this entry »


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


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


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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