Reaching out to Hispanics in the US, book publicity, more

Why are Spanish-language radio stations more receptive to broadcast PR??

Why are Spanish-language radio stations more receptive to broadcast PR??

"Spanish-language stations are still not getting the volume of pitches that general-market ones receive," says Ris‘ Birnbaum of Zcomm. "If you pitch a topic or issue that's important to Hispanics, they're definitely willing to listen."

Hispanic households will soar to over 13 million by 2010, controlling almost $700 billion in personal income by that time. As the Hispanic market continues to rapidly expand, she notes, more clients are looking for effective ways to tap into this affluent community.

For example, finance, housing, immigration, pharmaceuticals, cars, food and beverage, and consumer products are all of interest to Hispanics.

"However, to reach them effectively to book an interview, radio news release, or PSA, you have to be on the same wavelength," adds Birnbaum. "That means using a PR professional who not only knows Spanish, but also understands different dialects."

Another way to reach the exploding Hispanic market is to use bilingual spokespeople and book them on both popular Spanish-language and general-market stations in areas with large Hispanic populations, such as Miami, LA, and Dallas.

Online tools
What's the best way to upload your content to your customers, employees, and partners in a controlled environment?

To be truly successful in today's competitive landscape, companies must transform their public and media relations messages into conversations with their online community, says Cynthia Cooper, director of PR for The FeedRoom.

"Your audience, whether corporate or consumer, has an important voice, and it should be heard," she adds, "but you must have some control over the outcome."

Besides video sharing technology, features like "Really Simple Upload (RSU)," a tool that's managed and controlled by you, allow for content upload easily and do so without getting caught in the clutter or seeping into online obscurity.

With RSU, your audiences engage with a simple-to-use toolset to post videos to your online video libraries, blogs, and other key Web outlets, and not to some vast content aggregation site.

"You have the option to approve what gets posted, measure support, and stay ahead of the game in responding to concerns and important issues," notes Cooper.
Book publicity
What is the difficulty with book publicity?

"The books, unfortunately," says Katie Pagenkopf, previously the assistant producer of The Lisa Birnbach Show. "There are just so many of them."

Working in talk radio, Pagenkopf notes that while scheduling at least one author a day for the talk-radio program, it seemed as if every book being published each week would show up on her desk, having been sent to her by enthusiastic book publicists.

Being that most offices are limited in space, publicists can assume that space is generally an issue. "I don't want to be collecting every celebrity memoir and Rachael Ray cookbooks under the sun," she says.

For food and make-up clients, Pagenkopf adds, it is fine to send samples. For all other purposes, however, it is sometimes better to give the producer a heads-up when sending a large volume of books. Or, taking another tack, you can only send books when requested.

Send your questions to: Please contact Irene Chang if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.


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