Targeting the Hispanic Market: Strategies & Trends

English or Spanish?

• The consensus is that they don’t ‘mind’ English news releases.– If you offer a spokesperson they have to

speak Spanish.– It’s important to know the culture, and it’s

imperative to use correct Spanish grammar.– Al Dia, Telemundo and Univision are reaching

3rd generation Hispanics

Bring it back to community

• Is it relevant to their community?– Do I have a Spanish-speaking spokesperson

in mind that I can offer?– Stick to the 5W’s – no need to commercialize

event– Send visuals– Am I giving them enough time to add me to

their day book? At least 3 days in advance.

Media relations

• Establish your relationships with media – Every city has their own deadlines– Hang out with an assignment editor for a couple of hours

• When pitching…– Send press release first, then follow-up to remind them– Always send to generic desk– Consider special segments for specific stories– Prepare your pitch before calling– Best time to call is between noon-2PM– Keep emails short and juicy

• Capture their attention with relevant subject line

Generic desks

• Al Dia – news@aldiatx.com• Univision – noticias23dfw@univision.net• Telemundo –

contelenoticias@telemundo.com

¡Fin!