Hispanic Media Relations Training: What to Do When Hispanic Media Call

You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do?

Should you respond to the request as you do with other general market requests? If you are wondering about the reach and importance of Latino media and Latino audiences nationwide, note that Hispanic buying power is estimated at around $600 billion a year and increasing rapidly. At the risk of stereotyping, remember Latinos are loyal buyers, especially for high ticket items, spend more than mainstream and other minority market buyers on basic products and like to purchase the best they can afford.

Is there a significant Latino media presence? Yes! Familiarize yourself with major media outlets such as Univision, one the largest which includes TV, radio, cable and online coverage; Telemundo, the second largest TV network; El Nuevo Herald in Miami, the highest circulation Spanish language newspaper; and Terra.com, one of the Latino market web portals. A useful resource with detailed information on Hispanic media and Hispanic media training is Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95).

Deciding whether to accept the media interview opportunity will depend on a number of factors including your goals, the type of product or service to be discussed during the interview, your media interviewing abilities and Spanish language proficiency (if the interview is in Spanish). Keep in mind that many Latinos are English dominant (their only or preferred language is English) and a number of Hispanic media are in English or bilingual. This means your interview could be in English. Should you prepare your interview responses as you do with general media interviews? What steps should you take to get ready for the interview?

As with any other media interview make sure to practice, prepare and rehearse; don't "wing it." The viewers can tell when you are prepared. Unprepared speakers often leave the audience with a disappointing impression. As part of your preparation, find out as much as you can about the media outlet and the audience of the interview.

To make the best impression consult a Hispanic market expert and/or a Latino media relations coach. He or she can help you position your product or service among Hispanics. Make sure you craft your message with the specific audience you are addressing in mind, review the information for the interview, and develop Hispanic relevant message points (a reminder of the key points you want to emphasize). Make sure your company is equipped and ready to respond to any Latino market responses resulting from the interview.

Following are links to some Hispanic media websites (in Spanish), to visit if you speak or read Spanish and want to learn more about Latino media:

http://www.univision.com/portal.jhtml
http://www.telemundo.com/index.html
http://www.terra.com/
http://www.miami.com/mld/elnuevo/

Elena del Valle is a 20-year marketing and communications veteran. She is editor and contributing author of Hispanic Marketing & Public Relations (Poyeen Publishing $49.95). Additional information is available at http://www.hispanicmpr.com/?page_id=25

---

All Youve Got To Lose Is Everything

Everything, that is, if you ignore those folks whose behaviors... Read More

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's... Read More

How to Tap in to the Holiday Publicity Bonanza

If your product or service can be given as a... Read More

Public Relations Productivity

Should it be measured in "publicity by the pound," or... Read More

The Ultimate PR Edge: Getting Reporters To Open Your E-Mails

You know that getting publicity is vital to the health... Read More

Mission-Critical Public Relations?

As a business, non-profit or association manager, any tool that... Read More

Managers: Are You PR-Fit?

Can you honestly say that your business, non-profit or association's... Read More

Public Relations

The wind of changes...The digital world has changed the form... Read More

What? You Havent Got a Capability Statement?

What's a Capability Statement?As the name suggests, it tells potential... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

Yes, There is a PR Sweet Spot

And here it is: public relations alters individual perception leading... Read More

GETTING YOUR MESSAGE ACROSS

You have a story to tell. Your company has developed... Read More

Ill Alert The Media

There is something newsworthy happening at your organization right now.... Read More

Media Relations: How to Get Your Letter to the Editor Published

You may remember Forrest Gump's Vietnam pal ? the one... Read More

A Sensible Way to Use PR

The most sensible way for business, non-profit or association managers... Read More

How to Get $1000 worth of Advertising for $60

©2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More

10 Tips for Tantalizing News Releases

Want to get radio interviews and coverage in print publications... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

Publicity: Financial Planners That Get It Follow One Rule

Advice about business and life often gets around to one... Read More

Whats Stopping You From Getting Publicity?

When I talk with business people, they tend to believe... Read More

Think Like a Reader, Viewer, or Listener to Get Great Publicity

About a year ago I read a feature story in... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Achieve Media Attention for Your Business

Do you want to be quoted by the national press... Read More

Are You a PR Chowderhead?

You are if you stand by while your public relations... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

Mind Your Own Business!

And the best way to mind your own business is... Read More

Grandma Says...

Southern grandmothers have often said, "there are only three... Read More

Public Relations Mixup?

When you pay good money for public relations services, you... Read More

Publicity: Five Tips for Calling a Reporter

Always ask, "Is now a good time?"Deadlines in journalism are... Read More

How Real PR Works

For some, public relations works well when their news release... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

Publicity: The Right Way for Marketing-Minded Financial Planners to Follow Up with a Reporter

Let's say you've called a reporter with some ideas for... Read More