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HMCA, PRSA Announce Hispanic Marketing & Public Relations Book Related Teleconference

Posted by Elena del Valle on January 19, 2006

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FOR IMMEDIATE RELEASE                       Contact:  HMCA (305) 648-2848 hmca@hmca.org

Editors: Send review copy requests to publisher@poyeen.com

HMCA, PRSA Announce Hispanic Marketing & Public Relations
Book Related Teleconference

Miami, FL – The Hispanic Marketing & Communication Association, HMCA, and the Multicultural Section of the Public Relations Society of America, PRSA, announced a teleconference based on a chapter of a new book, Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) to be held Thursday, January 26, 2006 at 2 p.m. The first title published on reaching Latinos with marketing and public relations strategies, Hispanic Marketing & Public Relations is appropriate for marketing professionals and students.

The teleconference entitled "Hispanic Public Relations: Responding to Growing Market Demands" is based on chapter 10 in the book and will be presented the author of that chapter, Dora O. Tovar, president, Tovar PR LLC.  Attendees at the virtual seminar will call a toll-free number where they will hear the presenters and access visual materials online. Admission is $85 for PRSA Multicultural Communications Section members, $150 for PRSA and HMCA members and $250 per site for nonmembers. Registration is available at www.prsa.org .

Hispanic Marketing & Public Relations provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts and benefits HMCA.  Information on the book, including a list of authors and newsletter sign up instructions, is available at  www.hispanicmpr.com  .

Seventeen practitioners and two university academics, contributed fifteen chapters to the book. Cover design was by Cris Ascunce of CAT Grafix, Inc. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations.  Authors include a veritable who’s who of U.S. Hispanic marketing.  Research guru Carlos Santiago, president of the California based Santiago Solutions Group, wrote the foreword.

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 www.hmca.org 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.

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HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano

Posted by Elena del Valle on January 19, 2006

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Para Distribución Inmediata             Informes: HMCA (305) 648-2848  hmca@hmca.org

Nota al editor: Puede obtener una copia del libro para artículos y reportajes a través de Publisher@poyeen.com

HMCA, PRSA Anuncian Teleconferencia Basada en Primer Libro Sobre Mercadeo y Relaciones Públicas Dirigidas al Mercado Hispano 

Miami, Florida – La Hispanic Marketing & Communication Association (Asociación Hispana de Mercadeo y Comunicación conocida por sus siglas en inglés como HMCA) y la Sección Multicultural de la Public Relations Society of America (conocida por sus siglas en inglés como PRSA) anunciaron una teleconferencia en inglés basada en un capítulo del nuevo libro en inglés titulado Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95) para profesionales y estudiantes de mercadeo.  La teleconferencia se llevará a cabo el a las 2 p.m. hora este el jueves 26 de Enero de 2006.

La teleconferencia, titulada "Hispanic Public Relations: Responding to Growing Market Demands," será presentada por la autora del capítulo 10 del libro, Dora O. Tovar, quien es presidente de Tovar PR LL. Los profesionales que acudan al seminario virtual contarán con un número de teléfono especial a través del cual escucharan la presentación y tendrán acceso a un portal virtual en el cual encontrarán los materiales visuales. El costo de la conferencia es de $85 para miembros de la sección, $150 para los miembros de HMCA y PRSA y $250 para el público general por cada conexión. Es posible inscribirse a través del portal de PRSA, www.prsa.org

Hispanic Marketing & Public Relations ofrece 435 páginas de información, análisis de casos, materiales gráficos, información del mercado y opiniones sobre el mismo basadas en la experiencia de los 19 autores expertos y beneficia a HMCA. El portal del Internet HispanicMPR.com www.HispanicMPR.com cuenta con información sobre el libro, una lista de autores e instrucciones sobre como recibir boletines electrónicos.

El libro, escrito por un grupo de expertos reconocidos por su conocimiento del mercado latino, cuenta con 15 capítulos escritos por 17 profesionales y dos profesores universitarios.  Cris Ascunce de CAT Grafix, Inc. diseñó la portada. Los capítulos tratan en detalle diversos aspectos del mercado Latino de los Estados Unidos, la aculturación latina, como ubicar a los latinos que navegan en el Internet, la importancia de dirigirse a los latinos en su propio idioma, proyecciones demográficas, la imagen latina, las relaciones públicas dirigidas a los latinos, la prensa Hispana, la publicidad electrónica, los eventos como elemento del plan de mercadeo, los aspectos de calidad y cantidad a considerar en cuanto a la investigación de los mercados latinos y como prepara a expertos y comunicadores para entrevistas con la prensa. Carlos Santiago presidente de la empresa Santiago Solutions de California escribió el prefacio.

La Hispanic Marketing & Communication Association es una asociación profesional de voluntarios y sin fines de lucro dedicada a promover excelencia en el mercadeo dirigido a latinos. Visite el portal de Internet de HMCA www.hmca.org para obtener información sobre el mercado hispano, copias gratuitas del boletín de HMCA e invitaciones a eventos de la asociación. El Public Relations Society of America (www.prsa.org) con oficinas principales en Nueva York, es la organización más grande del mundo de profesionales de relaciones públicas y cuenta con más de 28,000 miembros profesionales y estudiantes

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PRSA Multicultural Section, HMCA Host Book Related Teleseminar

Posted by Elena del Valle on January 18, 2006

Dora Tovar

Dora Tovar, president Tovar PR LLC

The Public Relations Society of America (PRSA) Multicultural Section and the Hispanic Marketing & Communication Association (HMCA) have teemed up for a Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95) related teleconference to be held Thursday, January 26 at 2 p.m. ET. Based on Dora Tovar’s chapter in the Book, the teleconference, "Hispanic Public Relations: Responding to Growing Market Demands" will be available to PRSA, HMCA members and the general public.

Many practitioners target multicultural audiences. Hispanic markets are one of the most important emerging multicultural markets. The practice of public relations by Latinos and targeting Latinos requires knowledge and understanding of the Latino markets. 

During the teleconference, Tovar, president Tovar PR LLC, will address questions such as: What do public relations practitioners successful penetrating Latino markets do? What are the trends in the market? What has brought about current practice characteristics and how do the past trends influence the future? What impact does this have on the day-to-day practice of Hispanic public relations?

The presentation promises listeners will have an opportunity to: Learn how the Hispanic public relations market is growing and changing in response to demographics; identify value-added partnership opportunities for public relations practitioners; discuss the changing market demand for Hispamic public relations infrastructure; explore how public relations firms can partner with Hispanic public relations professionals; and examine the value of Hispanic public relations professionals across marketing and advertising disciplines.

Tovar is a contributing author of Hispanic Marketing and Public Relations: Understanding and Targeting America’s Largest Minority (Poyeen Publishing, $49.95, www.hispanicmpr.com). Her chapter promotes the emergence of Hispanic Public Relations as a distinct discipline. Dora provides marketing communications services to nonprofit, governmental and corporate clients in the areas of Hispanic marketing, crisis and litigation communications and public relations. Along with her communications expertise, Tovar offers clients public policy insights and advocacy efforts to promote relevant cultural competency practices.

Only one registration per site is required, allowing multiple listeners per site. Costs are as follows: PRSA Multicultural Communications Section members, $85; PRSA and HMCA members, $150 and nonmembers, $250. For program details and to register, visit event registration

Hispanic Marketing & Public Relations Editor, Hispanic Market Experts to Participate in Hispanic Market Audio Conference

Posted by Elena del Valle on December 22, 2005

Elena del ValleManny RuizRay DurazoArmando AzarlozaBrian Pittman

Photos: Elena del Valle, principal LNA World Communications and editor Hispanic Marketing & Public Relations; Manny Ruiz, president and CEO, Hispanic PR Wire;  Ray Durazo, president, Durazo Communications; PRSA Fellow and chairman, Latin Business Association; Armando Azarloza, president, Axis, The Multicultural Agency and Brian Pittman, content director for Bulldog Reporter’s PR University.

Four Hispanic market experts will discuss “Tapping the Explosive Latino Media Market: Experts in Hispanic PR Reveal How to Reach Over 43.5 Million Americans” during an upcoming national audio conference presented by PR University on January 5, 2006. During the conference a panel of leading Hispanic public relations experts will discuss key DMAs, what journalists in these areas want, how they want it, and what steps practitioners should take to successfully add multicultural outreach to their public relations mix.

Conference attendees will have an opportunity to speak with Manny Ruiz, president and CEO, Hispanic PR Wire; Elena del Valle, president, Hispanic Marketing & Communication Association; principal, LNA World Communications; editor, Hispanic Marketing & Public Relations; Ray Durazo, president, Durazo Communications; PRSA Fellow; chairman, Latin Business Association and Armando Azarloza, president, Axis, The Multicultural Agency.  Conference details and registration at infocomgroup.net/hispanicpr

Manny Ruiz is the CEO of Hispanic PR Wire, a leading Hispanic press release wire service and a major partner in several Hispanic marketing communications companies. In addition to his duties at HPRW, Manny is a managing partner of Hispanic Market Pro, Hispanic Digital Network, and ConTexto Latino. Manny also co-publishes one of the nation’s only monthly Hispanic public relations newsletters, The Hispanic PR Monitor. Prior to HPRW, Manny was a founder and media relations director of the national Hispanic market practice of Porter Novelli.

Elena del Valle is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations.Elena is editor of Hispanic Marketing & Public Relations, the first title published on this topic, and author of the first chapter on Hispanic media training. A 20-year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. 

Ray Durazo, a Public Relations Society of America fellow, is president of Durazo Communications and chairman of the Latin Business Association. Ray is a 25-year advertising and public relations veteran and a nationally-recognized authority on Hispanic marketing. Prior to forming his own firm, Ray spent three years as a partner in the public relations firm of Moya, Villanueva & Durazo. Before that, he headed the Los Angeles office of Ketchum Public Relations.

Armando Azarloza is president of the Axis Agency, Weber Shandwick’s multicultural marketing partner. Armando is responsible for all day-to-day operations of the agency as well as leading the teams to provide clients with the best insights into the U.S. multicultural markets. He has handled assignments for Azteca America, Univision, Nintendo, U.S. Treasury, Latin Grammy, Kohl’s, Absolut Vodka, Islands of the Bahamas, M&Ms, Dulce de Leche, Los Angeles Police Department and Philip Morris.

Brian Pittman is content director for Bulldog Reporter’s PR University and the weekly email newsletter Journalists Speak Out. Previously, Brian served as editorial director at Infocom Group, where he edited, reported for and launched titles such as Media Relations Insider, PR Agency Insider, Ad Agency Insider and Managing Partner. Prior to that, he served as editor of Utah Business magazine. He is a seasoned reporter with extensive experience interviewing such personalities as Steve Forbes, Bob Edwards and Margaret Thatcher.

U.S. Hispanics: Homeowners, Business Owners by Roger Selbert, Ph.D.

Posted by Elena del Valle on December 9, 2005

Roger Selbert, Ph.D.

Roger Selbert, Ph.D.

Homeownership

Projections show U.S. Hispanics will need 4.6 million housing units over the next 20 years.  According to John Burns Real Estate Consulting, the Hispanic home-buying market is:

  • Huge:  Latinos currently pay more than $30 billion per year in rent, and own U.S. homes valued at more than $360 billion.
  • Growing exponentially:  The Hispanic population will triple in size from 2000 to 2050.
  • Geographically concentrated:  Approximately 75% of Latinos live in five states, and three of these states (Florida, Texas and California) are already the top three states for single-family construction.  The other two states are Arizona and New York.
  • Buying homes:  More than 230,000 Latino households will join the ranks of homeowners each year over the next 20 years.  Census figures show that Hispanic homeownership in the U.S. rose from 40% to 47.4% in the 10-year period from 1993-2003.
  • Young:  50% of Latinos are under age 25 and 70% are under age 36.  In fact, the number of traditional entry-level buyers (33-year-olds) of Hispanic heritage is projected to rise by 12% over the next six years, compared to a 10% decline among other U.S. residents.

According to American City Vista, a homebuilder headed by former U.S. Housing Secretary Henry Cisneros, ten million new households will be formed by the end of the decade; half of those will be minority, and more than half of those will be Hispanic.  That’s almost 3 million new homes that can be sold to Latino households.  And they’ll be able to afford them: disposable income of U.S. Hispanics reached $686 billion in 2004, having grown 36 percent from 2000, or double the rate of the U.S. population as a whole.

Homebuilders are responding to the Hispanic market’s needs and desires.  As greater numbers of Latinos buy homes, a wide range of industries ­ including realtors, lenders, developers, insurers, furniture and appliance stores and home-improvements outlets ­ will also serve the market and reap the benefits.  The National Association of Hispanic Real Estate Professionals estimates that 1.5 million undocumented immigrants in the United States could become homeowners if barriers such as identification, legalization, traditional credit requirements and language were no longer issues.

Business Ownership

Self-employment by Latinos grew 41 percent between 2000 and 2003, while overall self-employment grew 6.2 percent.  And the number of Latina-owned businesses surged 62.4 percent for the seven-year period that ended in 2004, while the overall number of businesses grew just 9 percent.  According to Loui Olivas, professor at Arizona State University¹s Carey School of Business, one of the striking things about Hispanic businesses is that their clientele is predominantly non-Hispanic.

The U.S. Census Bureau’s 2002 Survey of Business Owners, released this year, shows that while the number of all U.S. businesses increased by 10 percent from 1997 to 2002, the rate of growth for minority- and women-owned businesses was far higher.  The survey found 1.6 million Hispanic-owned businesses (up 31 percent from 1997), with total receipts of $226.5 billion (up 22 percent).  There were 6.5 million women-owned businesses in 2002, up 20 percent from 1997.

The Kauffman Index of Entrepreneurial Activity shows similar results.  The number of Latinos who start businesses jumped to 0.48 percent of the adult population in 2004 from 0.38 percent in 1996, and higher than the 0.39 percent rate for white non-Latinos.

According to the Center for Women’s Business Research, as of 2004, Hispanic women-owned businesses number nearly 554,000, employ 320,000, and generate nearly $44.4 billion in sales nationwide.  Further:

  • Firms owned by Hispanic women represent 8.3% of all women-owned firms in the U.S.
  • 38.8% of businesses owned by minorities are owned by Latinas
  • 34.9% of all Hispanic-owned firms are owned by Latinas
  • Latina-owned businesses employ 18.5% of the workers in all Hispanic-owned firms, and generate 16.3% of the sales

Growth Strategies Implications:  Trends in Hispanic homeownership and business ownership confirm a basic theme we have been sounding in these pages for many years: Hispanics are acculturating to the mainstream while changing the mainstream in the process.

This article was excerpted from the December 2005 issue of Growth Strategies, a leading newsletter on economic, demographic, social and marketing trends.  To subscribe or for more information, go to http://www.rogerselbert.com.

Athens EcoLatino.com Published Book Related Note

Posted by Elena del Valle on December 6, 2005

The AthensEcoLatino.com published a note on the Hispanic Marketing & Public Relations book in the "Other News" section. Eco Latino is a monthly publication of the Athens Banner Herald. To see the note go to http://www.athensecolatino.com/othernews.html

Book Contributing Author Christine Clavijo-Kish to Attend Marcus Evans Conference in Miami

Posted by Elena del Valle on December 6, 2005

Christine Clavijo-Kish

Christine Clavijo-Kish, contributing co-author Hispanic Marketing & Public Relations

Christine Clavijo-Kish, partner, LatinClips Inc.will attend this week’s Marcus Evans Marketing Consumer Products to Multicultural Markets taking place December 8-9, 2005 in Miami, Florida and will be available to answer questions about her chapter informally during the conference.

 Clavijo-Kish is contributing co-author to chapter 14 of the Hispanic Marketing & Public Relations book entitled "Hispanic Public Relations Return on Investment." She directs all sales and marketing strategies, and jointly overseas the overall operations and client services for LatinClips. She has spent more than ten years as a public relations and marketing practitioner and is an expert in developing multicultural, multilingual strategies and promotions for the U.S. Hispanic and Latin American markets. Clavijo-Kish is a graduate of the University of Miami with a bachelor’s degree in Communication and English Literature.

Conference information is available at www.marcusevansbb.com/consumerproducts

Carmen’s Cupones y Consejos Ads Book Link

Posted by Elena del Valle on December 1, 2005

Direct mail company Carmen’s Cupones y Consejos ads Hispanic Marketing & Public Relations book link to its website research page http://www.carmenscupones.com/research.html

Elena del Valle Keynote Speaker at PRSA Gulfstream Chapter’s Annual Meeting

Posted by Elena del Valle on November 22, 2005

The Public Relations Society of America (PRSA) Gulfstream Chapter’s Annual Meeting with featured speaker Elena del Valle offering “Insights on Effective Hispanic Media Training”

Wednesday, December 7, 2005
The Riverside Hotel
11:30 – 12 noon for registration & networking
12 noon – 1:30 p.m. for lunch & presentation

Sponsored by

PRSA Gulfstream Friends of the Chapter
Bacon’s Information, Business Wire, JKG Group, Republic Services, Inc., PR Newswire, TEKgroup International, Inc., Video Monitoring Services (VMS) 

As of the 2000 Census, Latinos are America’s largest minority market. Although many Hispanics are Spanish dominant, a significant percentage of the Latino population is highly acculturated and English dominant or bilingual. This makes for a complex Hispanic media mix.

There are hundreds of newspapers, magazines, television and radio programs and online websites targeting Hispanic consumers and because Latino consumers spend a high percentage of their disposable income on food, transportation, clothing and housing, an increasing number of communicators and marketers are beginning to focus their efforts on them.

Want to learn how to make the most of this growing audience?

Don’t miss Elena del Valle, President of LNA World Communications, on December 7.

Elena del Valle

Elena del Valle, Editor Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority

— Following our program will the present the installation ceremony for the 2006 Board of Directors, Officers and Committee Chairs. —

WHEN:

Wednesday, December 7, 2005
11:30 – 12 noon for registration & networking
12 noon – 1:30 p.m. for lunch & presentation

WHERE:

The Riverside Hotel
620 East Las Olas Boulevard
Fort Lauderdale, FL 33301
954-467-0671
For driving directions, may we suggest utilizing: http://www.mapquest.com

COST:

$20 for PRSA Members (pre-registered)
$25 for guests (pre-registered)
$30 for any members/guests at the door.
No-shows will be billed.
Lunch included

Parking is available: on the street (meter), at the valet or in the hotel garage at each guest’s personal expense.

RSVP:

Space is limited & reservations are required.
Registration deadline is Monday, December 5, 2005
Register On-Line at www.sporg.com and enter event #35222, or contact Lahoma Scarlette at lscarette@broward.org.

Information on the event and the PRSA Gulfstream Chapter is available at http://www.prsagulfstream.org/index.asp?strPage=event_dec7hispanicmedia

Hispanic Marketing & Public Relations Book Featured in Univision Magazine

Posted by Elena del Valle on October 21, 2005

An article titled "Para Profesionales primer libro sobre mercadeo y relaciones públicas dirigido al mercado hispano" on the Hispanic Marketing & Public Relations book was published in the October 2005 issue of Radio Vista Nuevo México.