NEW YORK: PR pros are missing out on the opportunity to connect with Latin American newspaper editors, according to a new survey conducted by Bittner.com and the Worldcom Public Relations Group.
NEW YORK: PR pros are missing out on the opportunity to connect
with Latin American newspaper editors, according to a new survey
conducted by Bittner.com and the Worldcom Public Relations Group.
The survey, which included 57 business editors from 19 Lat Am countries,
revealed that while 98% of newspaper editors closely monitor US business
trends and markets, only 18% are regularly contacted by US PR pros.
’Latin American business editors want to cover US news, but are simply
not receiving the information,’ said Bittner.com president Gary
Bittner.
As expected, the study found that business editors and reporters prefer
to receive information in their native languages of Spanish or
Portuguese. However, 66% will accept press releases in English. Those
surveyed especially covet coverage of banking, finance and tourism.
’Editors are most interested in the stories that have a local impact,’
Bittner explained. ’For example, business editors want to know the
impact of new consumer products being marketed in Latin America, and
about the expansion of tourism or new technologies in their region.’
The study also found that PR pros aren’t doing their homework - failing
to contact the right beat reporters at Lat-Am publications. ’PR pros
should develop relationships with these reporters just as they would
with US reporters,’ Bittner said. He noted that 84% of the newspapers
surveyed have a web site with an editorial staff listing, and 91% of
editors have e-mail.
Study participants were chosen based on circulation and regional
representation.
They included Mexico’s Reforma, Buenos Aires’ Clarin and Brazil’s
Folhade Saopaulo, all high-circulation dailies.
Worldcom’s Lat Am Interest Group is planning to conduct a similar survey
of consumer editors by next year.
