Posted by Elena del Valle on May 31, 2007
FOR IMMEDIATE RELEASE
Boca Raton, FL – HispanicMPR.com, an online forum and podcast for the exchange of information and ideas on Hispanic marketing and public relations, released a new downloadable audio recording, “Emotional Branding” by Jay Gronlund and Mario Quiñones. The downloadable recording sells for $109.95 and features an interview with and presentation by Latino market experts Gronlund and Quiñones. For a limited time the recording is available on a complimentary basis for those who complete the Visitor Survey. Details on the recording are available online at https://www.hispanicmpr.com/resources/hmpr-products
Gronlund, vice president and managing director, Latin Pulse USA, is a marketing professional with over 30 years of senior management experience in large multinationals and international consulting. Mario Quiñones, president and founder, Latin Pulse, is responsible for the operations of Latin Pulse since July 2000. The company has operations in Mexico, Central America, South America and the U.S Hispanic market.
“Emotional Branding” is the latest addition to the HispanicMPR.com Resources Section launched in 2006. Other presentations by experts and leaders in the field are: “Hispanic Market Overview,” “The Next Step: Secondary Latino Markets,” “Latino Media and Hispanic Media Training,” “Marketing to Hispanics Online,” “Search Engine Marketing to Hispanics,” “Latino Family Dynamics,” “Hispanic Projections,” “Electronic Publicity and Broadcast Media,” and “Hispanic Market Translation Issues.”
Experts include: Joel Bary, CEO and board member, LatinMedios.com; Liria Barbosa, senior research analyst, C & R Research; Alex Carvallo, U.S. Hispanic media manager for Consumer Marketing, Intel Americas; Elena del Valle, MBA, principal, LNA World Communications; Martha E. Galindo, president and CEO of Galindo Publicidad Inc.; David Henry, president and founder of TeleNoticias; Brenda Hurley, vice president, C & R Research; Matias Perel, founder and president, Latin3; Roger Selbert, Ph.D., principal, The Growth Strategies Group; Federico Subervi, Ph.D., professor, School of Journalism and Mass Communication, Texas State University-San Marcos; Dora O. Tovar, MPA, president, Tovar Public Relations; Michele Valdovinos, vice president of Research and Marketing, Phoenix Cultural Access Group.
Started as a companion website for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), HispanicMPR.com provides a forum for readers and authors of the book, website subscribers and visitors to connect, discover the latest Hispanic daily market news and updates and listen to expert downloadable presentations and weekly podcast interviews. Visitors may sign up for daily email updates, search the website for Hispanic market information; and listen to podcasts on the podcast announcement page, the website’s audio player or download them for convenient listening on their MP3 or iPod players.
The Hispanic Marketing & Public Relations book was a 2006 Choice Outstanding Academic Title, the first title in its category to be selected for the prestigious recognition. The 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), is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence. More information is available online at https://www.hispanicmpr.com/
Contact:
Elena del Valle
elena@lnaworld.com
Editors: JPG photos available
Posted by Elena del Valle on February 21, 2007
By Tony Malaghan
CEO, Arial International
Tony Malaghan, CEO, Arial International
Photo: Arial International
Latest population estimates by the U.S. Census Bureau at the time of writing, put the U.S. Hispanic population at 42,687,224 or 14.4 percent of the U.S. population. That equates to one person out of every seven in the U.S. being Hispanic. The projection for 2050 is that this will increase to one in four people or 25 percent of the total population.
To put the current Hispanic population into perspective, when looked at in terms of the population of countries in the world, it would rank 29th out of 232 countries. In terms of pure numbers, it ranks higher than Sudan, Spain, Argentina, Kenya, Canada, Australia and Afghanistan to name a few.
I think we can conclude it’s a pretty substantial market. So, why are more companies in the U.S. not doing more to establish a presence in this market?
Click here to read the complete article
Read Tony’s chapter in
Hispanic Marketing and Public Relations book
Click here to purchase a copy of Hispanic Marketing & Public Relations book including “Effective Translations,” a chapter by Tony Malaghan
Posted by Elena del Valle on February 20, 2007
Hispanic Marketing & Public Relations book cover
Choice magazine recently announced the Hispanic Marketing & Public Relations Understanding and Targeting America’s Largest Minority book (Poyeen Publishing, $49.95) was one of only 2 percent of eligible titles to be selected 2006 Outstanding Academic Title. This makes Hispanic Marketing & Public Relations the first Hispanic marketing title ever selected for the exclusive list. Information on the book, including author biographies and a table of contents, is available at HispanicMPR.com.
The Hispanic Marketing & Public relations book was one of more than 25,000 titles considered for inclusion by Choice editors in 2006. Choice reviews about 7,000 titles a year. From those, the editorial staff select the best titles for a once a year list of outstanding works. In 2006, Choice magazine selected 640 outstanding works for their excellence in scholarship and presentation, the significance of their contribution to the field, and their value as important, and often the first treatment of their subject. According to Choice, Outstanding Academic Titles are the “best of the best.”
“The book covers all the areas the course deals with, from advertising to public relations. I don’t think there are any other books encompassing the full scope of Hispanic marketing,” said Mario Beguiristain, Ph.D., professor, St. Thomas University.
The 2006 list of Outstanding Academic Titles was announced in January 2007. Choice is a publication of the Association of College and Research Libraries, a division of the American Library Association.
Hispanic Marketing & Public Relations is written for professionals and students who want to learn or improve their tactics targeting U.S. Hispanics. The book provides 435 pages of information, 93 tables and figures, case studies, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts, and benefits the Hispanic Marketing & Communication Association, HMCA.
“My colleagues in this book have shed their ‘many lights’ into the challenge of fully understanding the Hispanic Market,” said Santiago, president of the California based Santiago Solutions Group. “In soft handed ways through their data and case studies these authors leave up to individual companies to figure out what to do and how to develop their own corporate Hispanic business strategies to achieve greater success.”
Seventeen practitioners and two university academics, contributed fifteen chapters to Hispanic Marketing & Public Relations. The authors discuss the U.S. Hispanic market, acculturation issues, Hispanic online usage, reaching Hispanics in-language, demographic projections, perceptions, qualitative and quantitative research considerations, public relations, special events, Hispanic media, electronic publicity and media training.
Improve your knowledge of the U.S. Hispanic market with
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
Click here to see a table of contents and to buy your copy today!
Posted by Elena del Valle on February 7, 2007
By Jay Gronlund, vice president and managing director, Latin Pulse USA
Mario Quiñones, president, Latin Pulse
Mario Quiñones, president, Latin Pulse
Jay Gronlund, vice president and managing director, Latin Pulse USA
Photo: Elena del Valle
As the world of marketing becomes more complex and demanding, marketers are focusing more on emotional branding to distinguish their product/brand. Emotional connections are vitally important in creating brand loyalty. The critical challenge for today’s marketers is twofold: how to make your brand come alive with more specific, meaningful emotions; and how to test the emotional appeal of your brand and key marketing initiatives.
Why Emotional Connections are So Important for Branding
During the past 25 years, social psychologists in neuroscience have researched the emotional foundation of human behavior, concluding that brand decisions are related primarily to our senses and emotions, which are much more important than rational thinking or the appeal of functional benefits.
Click here to read the complete article
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections” audio recording
Presenter Roger Selbert, Ph.D.
Click here to learn more and to purchase a downloadable or CD audio recording with a presentation by Roger Selbert, Ph.D. on “Hispanic Projections”
Posted by Elena del Valle on January 30, 2007
Martha E. Galindo, president and CEO of Galindo Publicidad Inc.
Photo: Martha E. Galindo
An audio recording titled “Hispanic Market Translation Issues,” a presentation and unabridged audio interview with Martha E. Galindo, president and CEO of Galindo Publicidad Inc., is available on Hispanic Marketing and Public Relations.com. In “Hispanic Market Translation Issues,” the 20-year translations veteran discusses translations and the related issues marketing and communications professionals should be aware of when targeting U.S. Hispanics. She also delves deeply into translation issues during a discussion with Elena del Valle, host of the HispanicMPR.com Podcast. The downloadable presentation is available in an MP3 format for $109.95. It can also be purchased in audio CDs for $129.95.
“Professional translations used to be a ‘luxury’ that only certain firms could afford. The growth of the Hispanic population in the United States has changed the way we do business in this country, whether you are targeting the Hispanic population or not. A clear example of this reality is that the United States Post Office uses bilingual (English and Spanish) materials for many of the services they offer regardless of the destination of that piece of mail,” said María Rivera, director of Hispanic Projects, Simmons Research. “Professional translations are now a necessity for any business trying to effectively reach the Hispanic/Latino population in the U.S. and that is a challenge I face every single day.”
During the audio recordings, Galindo discussed the importance and role of translations when producing promotional materials targeting Hispanics; what makes a good translator; the difference between interpreters and translators; when and how to hire professional translators; the importance of hiring a certified translator and who certifies translators; reverse translations and why they are important; machine translations; terminology glossaries and a number of other translation issues.
“Hispanic business leaders have the responsibility to become more knowledgeable about the trade-offs and risks they take when they settle for ‘cheap.’ I wish more Hispanic business developers understood that professional translations are an investment and that reluctance to use their services is leaving the door wide open for competitors to take the lead. Don’t underestimate the value of professional translation services. What you say and how you say it is representative of your organization in any language!” according to Rivera.
Galindo is a native of Mexico with more than 20 years of experience. She holds a Masters in Communications from Michigan State University and has experience in marketing communications, organizational development and international customer service with companies in the United States, Mexico, Argentina and Chile. Galindo discussed translations issues during a recent HispaniMPR podcast. Click here for the Martha E. Galindo podcast.
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
Posted by Elena del Valle on January 10, 2007
By Sergio Carmona
David Henry, president and founder, TeleNoticias
Photo: David Henry
An audio recording titled “Electronic Publicity and Broadcast Public Relations,” a presentation and unabridged audio interview with TeleNoticias President and Founder David Henry, is available on Hispanic Marketing and Public Relations.com. In “Electronic Publicity,” the 15-year broadcast veteran discusses electronic publicity and how public relations professionals should target the U.S. Hispanic market through broadcast media. He also discusses his chapter by the same title in the Hispanic Marketing and Public Relations book with Elena del Valle, host of the HispanicMPR.com Podcast. The downloadable presentation is available in an MP3 format for $109.95. It can also be purchased in audio CDs for $129.95.
“Electronic publicity is really taking the public relations tools and things that we normally would use for print media and adapting them to electronic media; whether it be television outlets or television news, whether it be radio, or whether it be Internet; so in the case that you would write a printed press release, traditionally, when everybody thinks of public relations, they think of writing a press release, and that’s good for the print media; but television needs pictures, and radio needs sound, and the Internet pretty much needs all of the above, so it’s a matter of making sure we’re looking for different weigh-ins and how could we effectively reach these media and give them the things they need to do their job,” said Henry during the podcast discussion.
During the presentation, Henry discussed electronic publicity and broadcast media tools and how they are useful in reaching the Hispanic market. Some of the tools he discussed include video news releases and radio audio news releases. He also explained that the best way to reach the market is to use Spanish language broadcasts because most Hispanic-oriented broadcasts are in Spanish. He also indicates that Hispanics have become a powerful presence in this country.
“The U.S. Hispanic market is becoming powerful because families are becoming larger and immigrant populations are still coming in,” said Henry. “They have a great influence on culture, like reggaeton sweeping a lot of youth in the country. It’s also important because the mother tongue is the language most people are comfortable with. If you look at a lot of surveys, they show that advertising in Spanish is more effective than English because ads are in their culture and they speak directly to them in the U.S. Hispanic market.”
Henry has worked in all facets of electronic media, including script writing, video and radio production and post production, distribution, and the Internet. He received a Bachelor of Science degree in journalism from the University of Maryland, and has held positions at broadcast public relations companies Media link, Orbis Broadcast Group and On The Scene Productions. Henry has also been a member the Public Relations Society of America (PRSA) for more than 15 years and was the 2003 chair of the PRSA National membership committee and 2003 chair of the PRSA Health Academy, one of the largest groups in PRSA.
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
Click hereto purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry
Posted by Elena del Valle on December 11, 2006
Martha E. Galindo, president and CEO, Galindo Publicidad Inc.
Photo: Martha E. Galindo
A podcast interview with Martha E. Galindo, president and CEO, Galindo Publicidad Inc., is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Martha discusses Hispanic market translation issues with Elena del Valle, host of the HispanicMPR.com podcast.
Martha is a native of Mexico with more than 20 years of experience. She has experience in marketing, organizational development and international customer service with companies in the United States, Mexico, Argentina and Chile.
Martha is the recipient of multiple awards for outstanding achievement in international trade, marketing, communications, and entrepreneurship. Her company was selected twice as a Florida 100 company by the University of Florida, a top honor recognizing rapidly growing, privately owned companies in the state of Florida.
A certified translator, Martha is a member of professional and community organizations such as the Coral Springs Rotary Club, American Translators Association. She is vice president of the Florida Chapter of the American Translators Association, board member of the Coral Springs International Partnerships, and Member of the National LEP Advocacy Task Force, a group of stakeholders who support anti discrimination laws on the basis of national origin because of language and cultural differences.
She earned a Master of Arts in Communications from Michigan State University and a Bachelor of Arts in Communications from Tecnológico de Monterrey in Mexico.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Martha Galindo,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the December 2006 section of the podcast archive.
Click the button to hear the podcast:
Discover how to reach Latinos in language today with
“Hispanic Market Translation Issues” audio recording
Presenter Martha E. Galindo
Certified translator and translation company owner Martha E. Galindo explains why it’s important to reach your clients in language to convey your message effectively. She walks you through the ins and outs of translations issues, how to select a translator, what to expect, how to save on translation costs and much more.
Click here to purchase a downloadable or CD audio recording presentation and bonus discussion on Hispanic Market Translation Issues by Martha E. Galindo
Posted by Elena del Valle on December 6, 2006
By P. Michael McDermott, APR, Fellow PRSA
P. Michael McDermott, APR, Fellow PRSA
Photo: P. Michael McDermott, APR, Fellow PRSA
Public relations practitioners in the United States should no longer view public relations as merely involving the “Lower 48 states.” We live in an interconnected, interdependent, “24/7” world where financial transactions, currencies, commodities and information flow more or less unimpeded at the speed of light across national boundaries and across cultural divides.
I view the field of International Public Relations not only as a necessity in the 21st Century but also as “a world of opportunity” for U.S. public relations practitioners, as well as for the companies and organizations we serve. If you imagine the field of public relations as a chess game where there are numerous opportunities, threats and possible combinations, think of international public relations as a three-dimensional chess game where the consequences of a single move can have multiple outcomes.
Click here to read the complete article
“Latino Media and Hispanic Media Training” audio recording
Presenters Federico Suverbi, Ph.D. and Elena del Valle, MBA
To purchase a downloadable or CD audio recording with presentations on Hispanic media training by Elena del Valle and on Latino media by Federico Subervi, Ph.D. visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on November 27, 2006
David Henry, president, TeleNoticias
Photo: TeleNoticias
A podcast interview with David Henry, president, founder, TeleNoticias is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, he discusses electronic publicity and broadcast public relations and his chapter of the same title in the Hispanic Market & Public Relations book with Elena del Valle, host of the HispanicMPR.com podcast.
David has 15 years of experience providing broadcast strategy and counsel to a diverse client base. He touts an understanding of and experience with electronic media. David, who received a Bachelor of Science degree in journalism from the University of Maryland, has experience counseling Fortune 500 clients, public relations agencies, associations and nonprofit organizations. He has executed broadcast strategies for new product launches, existing brand communications, issues management, crisis communications and special events.
David began his career at Creamer Dickson Basford, a New York public relations agency. He then held positions at broadcast public relations companies Medialink, Orbis Broadcast Group and On The Scene Productions. His past clients include Goya Food Inc., Johnson & Johnson, Visa, Levi Strauss & Co., Pfizer, Inc., Post Cereals, Mattel, Inc., McNeil Consumer Products, Sears, Philips Electronics, GlaxoSmithKline, Proctor & Gamble, Nabisco, Weight Watchers, Ortho-McNeil Pharmaceuticals and the American College of Physicians.
A member of the Public Relations Society of America (PRSA) for more than 15 years, David has earned the designation Accredited in Public Relations (APR). He was the 2003 chair of the PRSA National membership committee and 2003 chair of the PRSA Health Academy, one of the largest groups in PRSA. He has also served as a judge for the PRSA Silver Anvil Awards and for the New York chapter’s Big Apple Awards for the past 13 years. He is a frequent guest lecturer at New York University and has spoken a various public relations conferences.
To listen to the interview, scroll down until you see the “Podcast” on the right hand side, then select “HMPR David Henry” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the November 2006 section of the podcast.
Click the button to hear the podcast:
Click here to sponsor a HispanicMPR.com podcast
“Electronic Publicity and Broadcast Public Relations” audio recording
David Henry presenter
To purchase a downloadable or CD audio recording with a presentation on Electronic Publicity and Broadcast Public Relations by David Henry visit the HispanicMPR.com Resources Section
Posted by Elena del Valle on October 11, 2006
By Patrick Osio, Jr.
Editor, HispanicVista.com
Patrick Osio, Jr., editor, HispanicVista.com
Phot: Patrick Osio, Jr.
International borders are not about political lines dividing countries. Borders are about people living across each other separated by a political line. When people divided by borders are of different cultures, speak different languages and there is significant economic disparity between them the differences often become political problems.
In the Western Hemisphere most border political problems do not start, or are sustained, due to language or cultural differences. These differences may exacerbate the problems. The roots of most political problems exist where there is an economic disparity between the two divided nations. The greater the disparity, the greater the political problems.
Click here to read the complete article.
