REACHING THE HISPANIC MARKET
With more than 41 million Hispanics living in the United States, companies are increasingly interested in the value of targeting the Hispanic population. The best way to reach this population is through the Hispanic media. However, it is important to remember that tactics used to target mainstream U.S. media may not work for the Hispanic media. Consider the following when targeting this demographic for your clients: Is your hook appropriate for the Spanish population? Are your client's services or products marketed to the Hispanic population? Research your client or product's relevance within the Hispanic community and then tailor your message to interest Hispanic media. Be sure materials such as press releases, articles and scripts are translated appropriately. Many times a literal translation is not sufficient. Be sure to have someone fluent in Spanish translate all related materials in order to ensure your message is not “lost in translation.” Find a bilingual spokesperson that is familiar with the topic at hand. This will allow print and broadcast interviews to be conducted in both English and Spanish. In addition, a bilingual spokesperson may provide insight on effectively communicating your message to a Hispanic audience. Make contacts at popular Hispanic media outlets such as Telemundo and Univision. Just as you would with English media, it is important to develop relationships with reporters and journalists within the Hispanic media. Relationships and your reputation as a credible source of information will keep you on top of a reporter's “source” list. Public relations professionals must recognize the importance of communicating messages to the Hispanic market. Having a communication strategy in place for targeting Hispanic media will bring added value to your client. Part of this strategy requires developing an understanding of the issues of interest to the Hispanic community, building relationships with Hispanic media, identifying bilingual spokespersons, and ensuring accuracy when communicating a client's messages. |
UNDERTAKING A CORPORATE NAME CHANGE
A corporate name change is a serious undertaking that can involve an enormous outlay of time, money and the very real risk that the name will not “stick” for years. But oftentimes it is the best solution to a marketing or organizational issue. Situations where a name change may be called for include: Your company has diversified to the point where its current name does not accurately connote the breadth and depth of its offerings. Philip Morris changed its name to Altria Group in an effort to brand itself as one of the largest food companies as opposed to a tobacco company. Your company has merged with, acquired or broken ties with another company and a new name is a crucial component of rebranding. In the late 1990s, Andersen Consulting legally emancipated itself from its relationship to Arthur Andersen and in 2001 changed its name to Accenture. Your company is a victim of circumstance. AYDS appetite suppressants enjoyed success in the 1970s and early 1980s until Acquired Immune Deficiency Syndrome began taking its toll. However, even a name change (to Diet Ayds) was not enough to save the company. As far as what to change the name to, depending on your needs and your budget you may hire a professional naming firm or simply hold a company brainstorm. Although Andersen Consulting hired a top naming firm, an employee actually came up with the name Accenture while participating in an informal, company-wide naming contest. When a name is chosen, it is essential to begin rebranding immediately. All advertising, stationery, business cards, office signage, and even employee email signatures should reflect the change. It is key to achieve buy-in from all stakeholders such as employees, investors, members, consumers, and the media. A corporate name change can be both costly and risky, and is often greeted with resistance. But the long-term benefits far outweigh the initial difficulties and it will probably be perceived as a wise choice in hindsight. Best regards, Visit Our Web site: www.kellencommunications.com |
