Posted by Elena del Valle on April 1, 2006
Denice R. Hinden, president, Managance Consulting
Photo: Denice R. Hinden
Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority. 2005. Elena del Valle, editor. Poyeen Publishing, Boca Raton, Florida. Reviewed by Denice R. Hinden, president, Managance Consulting
Hispanic Marketing & Public Relations is a thoughtful and insightful reference tool for anyone contemplating a targeted marketing campaign, or anyone working in a field where results depends on effective communication with people of Hispanic or Latino origin (the terms are used interchangeably throughout the book), and especially people for whom Spanish is their dominant language. The book is a compilation of chapters written by 19 professionals, across the United States representing a broad range of experiences and perspectives. The authors include two university professors, five researchers, several business owners (whose services target marketers, communicators and Hispanics) and five communicators.
The book quickly dispels any notion that all people of Hispanic origin are “the same” or that communicating with the Hispanic market is just a matter of “speaking Spanish.” The Hispanic market is segmented, primary by country of origin and the distinct culture and Spanish dialect of each country. Further, the book makes a strong case for the value of investing in careful research, planning and translation services as an essential part of any organization’s communication planning and brand awareness efforts. Integrated throughout the book are brief examples that illustrate key points, along with a variety of charts and graphs of data and trends in the Hispanic market. By the end of the book the reader understands that effectively reaching the Hispanic market is both a science and an art and there is still much more to learn about this dynamic and growing market.
The book is organized around 15 different topics that you get a sense are just skimming the surface of the complexities and opportunities for understanding and effectively reaching people of Hispanic origin in the United States. Some of the many topics covered include: the culture of the Latino market, the difference between acculturation and assimilation, trends in specific market segments including baby products, the wireless market, the car market, the banking market and the urban youth market and the tools of effective marketing including qualitative and quantitative research, effective translations, the Latino print and broadcast media, the entertainment factor and specific communication strategies. Integrated throughout the book are helpful (and funny) lessons about challenges and opportunities of working in Spanish and English. For example, when a well known airline wanted to advertise it’s new leather first class seats in the Mexican market it translated its campaign literally. “Fly in leather” or “vuela en cuero” is “Fly naked” in Spanish.
Other valuable elements of the book include a detailed table of contents and index, a brief introduction to each chapter and a summary at the end of each chapter emphasizing key points. Another feature of the book is its companion website HispanicMPR.com. The website is a unique forum for the exchange of information and ideas on Hispanic marketing and public relations. The site is updated regularly and resources include books, media, events, people, press, entertainment and podcasts from movers and shakers in the communications industry. Together, the contributing authors to Hispanic Marketing & Public Relations have decades of experience on the front lines of the country’s communication industry. Their wisdom and experiences are a valuable resource for anyone entering or working in the Hispanic marketing and public relations industry.
Posted by Elena del Valle on March 22, 2006
FOR IMMEDIATE RELEASE
Editors: JPG photo available
Boca Raton, Florida – Hispanicmpr.com, a forum for the exchange of information and ideas on Hispanic marketing and public relations, launched a podcast audio show by the same name. Hispanic Marketing & Public Relations, the first podcast about reaching Latinos with marketing and public relations tools, is hosted by Elena del Valle and listed in many podcast directories including Apple’s iTunes.
The podcast has featured songs from debut albums and popular Latino performers including Andrea Echeverri, Mexico Institute of Sound, The Pinker Tones, Diego Diego, Sara Valenzuela, Spigga, and Hip Hop Hoodios. Podcast guests have included Alex Carvallo, U.S. Hispanic media manager Intel Americas; Jaime Suchlicki, Ph.D., editor, Cuban Affairs Journal at the University of Miami; Juan Ochoa, director, Program Development, MFM Trade Meetings; Matias Perel, president, Latinthre3.com; Jeffrey Duque, commercial director U.S., Cuatro-Media, Inc. and Bill Colton, president, Global Telesourcing. Podcast discussion topics have included: Hispanic online market, Fourth Annual Innovations in Hispanic Markets conference, newly launched Fox Sports en Español magazine and Cuban Affairs Journal, Intel’s efforts to reach Latinos and Hispanic call centers.
Started as a weblog for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), the podcast’s host website provides a place for readers and authors of the book, subscribers and visitors to connect, discover the latest Hispanic market news and updates and listen to expert interviews and presentations in an audio format. Visitors may listen to the podcasts on the website audio player which appear under the heading “Podcast” or download them for convenient listening on their MP3 or iPod players.
To listen to a podcast, go to the Podcast Section (box with blue background on the right of the page) on www.HispanicMPR.com . Select the title by placing your cursor on it then click on the play button. To download the podcasts to your MP3 player or iTunes folder, right click on the RSS box above the Podcast box and select “copy shortcut.” Insert the shortcut into the download podcast URL box in the “advanced” file on your iTunes folder.
The Hispanic Marketing & Public Relations book provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics, contributed fifteen chapters to the book, which benefits the Hispanic Marketing & Communication Association (HMCA), a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence.
Posted by Elena del Valle on February 27, 2006
Elena del Valle, principal, LNA World Communications
Photo: LNA World Communications
Elena del Valle, editor and contributing author of Hispanic Marketing & Public Relations, will be the keynote speaker of “Hispanic Market: What’s in it for You?” a lunch presentation taking place Wednesday, March 1, 2006 in Naples, Florida. The event, sponsored by Fifth Third Bank, Naples Sun Times, The Greater Naples Chamber of Commerce and Edison College was organized by Eyes Wide Open and will take place at the Edison College Conference Center from 12 to 2 p.m.
Elena is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations. She is the director and editor of Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95). A 20 year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. Prior to founding her own marketing and public relations firm nine years ago, she was a key member of the health care team and headed the Hispanic practice at the largest independent public relations firm in Florida. Before that, she attended law school nights while she was in charge of domestic and international Hispanic marketing and public relations for a major private South Florida health care company. Details and regsitration information are available at (239) 775-6080 ext. 305.
Posted by Elena del Valle on February 23, 2006
Cynthia Nelson, COO, Todobebé and
Miguel Gomez Winebrenner, director, C & R Research
Hispanic Marketing & Public Relations contributing co-author Cynthia Nelson will be a presenter at two upcoming conferences. She will discuss Branded Entertainment at the Fourth Annual Innovations in Hispanic Marketing Conference taking place in Miami, March 14-16, 2006 Miami, Florida. She will discuss “Branding Hispanic Moms: Before, During & After Pregnancy” at the Youth Mega Expo, scheduled for March 26-28, 2006 in Huntington Beach, California. Click here to read Cynthia’s biography.
Miguel Gomez Winebrenner, contributing author of two chapters of the book, will be a panelist at the Fourth Annual Innovations in Hispanic Marketing Conference. The panel will discuss “Developing and Implementing a Successful Segmented Marketing Strategy to Target Specific Groups Within the Latino Market.” Click here to read Miguel’s biography. For more information about the book including the table of contents go to Hispanic Marketing & Public Relations.
Posted by Elena del Valle on February 16, 2006
Heidi Eusebio, vice president, Edelman/Diversity Solutions and Federico Subervi, Ph.D., professor, School of Journalism and Mass Communications, Texas State University-San Marcos
The Public Relations Society of America will host two Hispanic market teleseminars based on three chapters of Hispanic Marketing & Public Relations. Entitled “The Changing Face of Public Relations: Latino Media Issues, Including Electronic Publicity and Media Training,” this teleseminar is delivered as a two-part series. The audience may register for one or both parts.
Part one, scheduled to take place March 1, 2006, is a 90-minute interactive teleseminar with Heidi Eusebio, vice president, Edelman/Diversity Solutions; and Federico Subervi, Ph.D., professor, School of Journalism and Mass Communications, Texas State University-San Marcos, director Latinos and Media Project and covers the topic “Latino Media: A Cultural Connection.”
Elena del Valle, principal, LNA World Communications and David P. Henry, president TeleNoticias
Part two, scheduled to take place a week later March 8, 2006, is a 90-minute interactive teleseminar with Elena del Valle, principal, LNA World Communications; and David P. Henry, president TeleNoticias, NovoMedia.
Part two covers the topics of “Cultural Understanding: Key to Effective Hispanic Media Training,” and the importance of “Electronic Publicity and Public Relations.”
One registration per site, per teleseminar is required. Registration deadline is 24 hours prior to the call. Each registration entitles the person registered to one telephone connection with as many people as they wish to listen to the teleseminar on their speakerphone.
The Public Relations Society of America based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members.
The cost of registrations is $290 for each teleseminar. Registrations must be in writing by fax to 212-460-5460, or mail to PRSA Registration, 411 Lafayette Street, Suite 201, New York, NY 10003. Registration information is available via Palisades Convention Management at 800-350-0111 or 212-460-9700 and online at PRA.org
Posted by Elena del Valle on February 9, 2006
A PDF file with the Table of Contents of the Hispanic Marketing & Public Relations book is now available on the book page of HispanicMPR.com. To see the table of contents follow this link to HispanicMPR.com and click on the words “Hispanic Marketing & Public Relations Table of Contents”
Posted by Elena del Valle on February 8, 2006
Dora Tovar’s Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95) book related January 26, 2006 teleseminar, hosted by the Hispanic Marketing & Communication Association, HMCA, and the Public Relations Society of America Multicultural Section was a record-breaking success for the Section. A CD recording of the teleseminar is now available for purchase for $225.
The teleseminar, presented by Tovar who is Multicultural Communications Section chair-elect and president, Tovar PR LLC, drew record attendance for a Section teleseminar, 83 sites from around the country. The presentation was based on Tovar’s chapter in Hispanic Marketing & Public Relations.
The Hispanic Marketing & Communication Association (HMCA) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. Hispanic market information, complimentary copies of the HMCA e-newsletter and invites to HMCA events, are available on the Association’s website. The Public Relations Society of America based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members. Details on the CD are available at Multicultural Section
Posted by Elena del Valle on January 27, 2006
A PDF file of Dora Tovar’s PowerPoint slides for yesterday’s HMCA, PRSA teleseminar entitled "Hispanic Public Relations: Responding to Growing Market Demands" is available here.
Dora O. Tovar is president of Tovar PR LLC and author of chapter 10 of Hispanic Marketing & Public Relations.
Posted by Elena del Valle on January 23, 2006
Beth Herskovits, PRWeek deputy news editor
An article on the Hispanic Marketing & Public Relations book titled "Hispanic helps target minority group" was published in PRWeek.com today. To read the article, written by Beth Herskovits, in its entirety go to PRWeek
Posted by Elena del Valle on January 19, 2006
The January/February 2006 issue of The Publicity Hound newsletter featured an article on Hispanic Marketing & Public Relations on page 7.
Joan Stewart, publisher The Publicity Hound
“Many Publicity Hounds are missing the mark by not targeting Hispanic publications, TV and radio shows, and Internet portals. Hispanic Marketing & Public Relations removes the mystery of marketing to Hispanics, a group that has fierce loyalty to certain brands, and lots of spending power. Read this book before embarking on a marketing or publicity campaign so you shorten your learning curve and do it right,” said Joan Stewart, publisher of The Publicity Hound.