Random Acts of Spanish in My Mailbox

Marketers Need to Communicate, not Just Translate
By Rochelle Newman-Carrasco

Quite often, my front door is littered with door hangers and my mail slot is filled with samples of everything from Swiffers to sanitary napkins (which I find oddly similar in texture, but that’s another story for another day).
Boost Mobile door hangerEnlarge

The “real estate” on these pieces is often a 50-50 split between Spanish and English. This is mostly made possible by a “front-side/back-side” approach as demonstrated by this Boost Mobile door hanger.

It is not uncommon, however, to find the Spanish language incorporated into an English language piece in a way that clearly places it in a role of lesser importance. While one can argue the pros and cons of dual-language usage and the size of font and placement of the second language, there are most certainly valid strategic reasons (not to mention graphic realities) that would make it appropriate to relegate the Spanish language to a supporting role.
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REVOLUCION PR Case Study: “Hearts in the Heights” for the American Heart Association

“Hearts in the Heights”
American Heart Association (Founders Affiliate) with REVOLUCION
2009 HPRA Campaign of the Year/Non Profit

“She was found and pronounced at the scene. She was already lying in bed.
The paramedics said that her heart gave out. I mean, that’s basically
what they said…
¡Alabanza! Alabanza a Doña Claudia, Señor.”

These lines from the Tony Award-winning Broadway musical “In the
Heights” reflect an all-too-real scene for many U.S.-Hispanic
families. In this bilingual production, a community’s maternal figure
suffers from and eventually dies from heart disease. But it’s not just
a work of fiction—cardiovascular disease is the #1 killer of Hispanic
women in the U.S. One major barrier to reversing this trend is the
lack of knowledge about it—less than 50% of Hispanic women are aware
of these statistics and the life-saving choices they could be making.
For American Heart Month 2009, the American Heart Association’s
Founders Affiliate set out to educate Hispanic women in New York City
about their risks and the life-saving preventive measures to combat
heart disease.

With the goal of designing a compelling media event
that would also directly reach Hispanic women, REVOLUCION created
Hearts in the Heights, an awareness program with the Tony Award- and Grammy Award-winning Broadway musical “In the Heights.”

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Hispanic PR Leader profile with Miriam Galicia-Duarte, Census Partnership Specialist

This week’s Hispanic PR Leader profile is with Miriam Galicia-Duarte, Census Partnership Specialist.

HPRB: What was your childhood ambition?

Miriam Duarte: I was very curious and daring. My ambition was to take a chance to explore and experience as many new things as possible.

HPRB: Tell us about three people you admire and why?

MD: Three people that admire include my mother, Mahatma Gandhi and Cesar E. Chavez.  My mother taught me to be courageous, strong, assertive but respectful. She taught me to continuously thrive to be a better person and to remain faithful to the family.
 
Two great leaders that I admire the most are Mahatma Gandhi and Cesar E. Chavez. Their common principles of courage, nonviolence and truth for the betterment of humanity remain honorable aspirations. They both personified exemplary service to humanity.   (more…)

Pepsi launches Latino CSR initiative in partnership with Telemundo and actress Eva Longoria Parker

PURCHASE, N.Y. — Pepsi today announced the official launch of YO SUMO, a CSR initiative created to show the world the contributions that Latinos have made to the United States. In the spirit of the 2010 Census, Pepsi is also encouraging Latinos to go beyond being counted and begin “to count” by sharing the
experiences that have helped shape the landscape of the United States.

To accomplish the YO SUMO mission, Pepsi partnered with  actress and humanitarian Eva Longoria Parker to produce and direct a documentary that presents the Latino identity from a fresh point of view. Longoria Parker has been recognized for bringing attention to a host of causes and projects important to the Latino community.
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Remembering the Climb

By Rubén S. Cubillos
A Big Chihuahua. Inc.

Life has a way of getting in the way of what we shouldn’t take for granted. People around us either inspire us for better or worse. The words I share here are to inspire a whole new generation of dreamers willing to give it their all and climb their own mountain.

From my experience music is an element that triggers moments in time once lived, in moving images of memories. Recently at a stop light the first six notes of a song on the radio triggered, at lighting speed, the images of a long lost acquaintance – Selena. It was a beautiful day with a deep a blue sky touching a few puffy pillow clouds almost revealing the smile of a giddy girl with tight china doll eyes speaking in slow motion. The song was “Dreaming of You” and as it had many times before, it took my breath away with a deep sigh and an empty sadness. It has been 15 years and the experience will remain seamless. Why, because emotion knows no boundaries… it’s timeless. The voice on the radio launched a quick time movie fully loaded with ten or more images and places once lived. The heart truly holds a hollow space for those we miss, yet the human senses recapture the joy of those very moments. (more…)

Hispanic Blog Profile: Carrie Ferguson Weir and Marta Darby of The Tiki Tiki Blog.


This week’s Hispanic PR Blog interview is with Hispanic PR bloggers Carrie Ferguson Weir and Marta Darby, the dynamic duo behind the Tiki Tiki Blog.  Weir and Darby created the blog for sharing stories about growing up and living Latino in the United States.  “The blog is a “daily fiesta” and its founders encourage contributors to share their stories and videos.” We recently caught up with Carrie.

HPRB: Tell us about your self, any relevant journalism experience you have and why you started your blog?

Carrie Ferguson Weir (CFW): Though, I have a very un-Latina name, I am for sure a Cuban-American raised in Miami among a big, loud tribe of relatives. I currently live in Nashville, where – believe it or not – there is a nice, big group of Cubans. I am a veteran journalist, with nearly 20 years of newsroom experience as beat, general assigment and features writer.
I started blogging at Bilingual in the Boonies in 2006 to keep up with my writing and promote my business, Los Pollitos Dicen (http://www.piopio.biz), after I left daily journalism. The Tiki Tiki Blog, a Latina group blog, launched in May 2009 to create the space for sharing the stories about growing up Latino in the United States.  We think of it as a daily fiesta with friends, and encourage contributors to share their stories and videos on the Tiki Tiki.
My Tiki Tiki partner, Marta Darby, of  My Big Fat Cuban Family, is an artist and graphic designer. She is a homeschooling mother of four children, who often writes about Cuban cooking and design. She lives in Southern California and we first met online.   (more…)

PRSA allies with HPRA and Hispanic PR Blog, sponsors Hispanic PR & Social Marketing Conference

NEW YORK, NY — The Public Relations Society of America (PRSA) is partnering with the Hispanic Public Relations Association (HPRA) and Hispanic PR Blog to sponsor the 2010 Hispanic PR & Social Marketing Conference. PRSA, as part of its “Advancing Diversity” initiative, supports the conference’s goals of furthering multicultural communications and achieving greater diversity in the public relations industry.

Through the partnership, PRSA members are entitled to a discounted conference registration rate of $425, a $50 savings off the regular conference fee. Those PRSA members who are Accredited in Public Relations (APR) also may earn maintenance of accreditation points for attending conference sessions.   (more…)

Conference Update: Special rate hotel rooms going fast for Hispanic PR & Social Marketing Conference

If you have not already registered for the Hispanic PR & Social Marketing Conference, May 10-12 in Dallas, you should do so now because the special conference room rates at the Sheraton in downtown Dallas are filling up fast.  

A major industry alliance announcement that’s coming first thing Monday will only make hotel registrations at the conference hotel harder to secure.  If you want to register for the conference go to: https://www.eiseverywhere.com/ereg/index.php?eventid=8866& or visit www.HispanicPRConference.com.

In other conference news, a Twitter hashtag has been established for the conference: #HPRConf.  Conference news is also available through our Twitter address @HispanicPR.

Southwest Airlines Named Official Airline of National Hispanic PR & Social Marketing Conference

Southwest Airlines Named Official Airline of National Hispanic PR Conference 

DALLAS, TX – Southwest Airlines has been named Official Airline of the National Hispanic PR & Social Marketing Conference to be held May 10-12 in Dallas. The gathering of more than 400 public relations professionals hopes to foster discussion of new trends and common needs of Hispanic audiences.

“Southwest Airlines believes this is a great opportunity to openly discuss the emergence of new markets and how to best create effective and relevant communication strategies for those audiences,” said Olga Romero, Bilingual Communications Specialist for Southwest. “We are proud the National Hispanic PR & Social Marketing Conference will be held in our hometown, Dallas, and hope for great conversation not only about the mission of the conference, but also about Dallas as a destination suited for grand events.”

Southwest Airlines’ headquarters in the city of Dallas supports more than 5,000 Employees based in or near Dallas Love Field airport. To register attendance for the conference, please visit www.hispanicprconference.com and for the best deals in travel, visit www.southwest.com.

“Southwest Airlines’ sponsorship of our industry’s first-ever conference is itself an endorsement, not just of the terrific niche work our industry does in Hispanic public relations, but of diversity,” said Manny Ruiz, President of the Hispanic PR Conference. “We’re truly delighted to work with a company that is not only based in Dallas, the home for our first national conference, but that practices what it preaches about diversity.”

After more than 38 years of service, Southwest Airlines, the nation’s leading low fare carrier, continues to stand above other airlines—offering a reliable product with exemplary Customer Service. Southwest Airlines is the most productive airline in the sky and offers Customers a comfortable traveling experience with all premium leather seats and plenty of legroom. Southwest Airlines, the nation’s largest carrier in terms of domestic passengers enplaned, currently serves 68 cities in 35 states. Southwest currently operates more than 3,200 flights a day and has nearly 35,000 Employees systemwide.

State Farm announces new marketing campaign featuring a CSR initiative and Latin Billboard Concerts in select cities

BLOOMINGTON, Ill.– State farm’s Music is My Ticket CSR program will  support music programs in schools by allowing music fans in select cities to make a difference in their communities, while also enjoying musical performances by Latino Billboard 2010 nominated artists.

Through specially-branded, interactive State Farm booths, the Music is My Ticket program will collect donated instruments in exchange for two tickets to private concerts across the country.

The campaign will allow fans that make musical instrument donations to also have special early access to the concert venues through a designated entrance, in appreciation for their commitment to music education.

At the end of donation period, all instruments received will be gifted
to deserving schools in these cities, along with a monetary donation
on behalf of State Farm Insurance to benefit music education.
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Narrowing The Divide

By Alice Gomez and Lucia Matthews
Dialogo PR

Technological competency is the key to professional relevance in today’s society. Unfortunately, citizens are not competing on an even playing field. The digital divide serves as a barrier to success for marginalized groups in the business world. However, Hispanic market trends indicate the U.S. segment is making great strides towards minimizing the gap. These patterns foreshadow a bright future for U.S. Hispanics.

Simply put, the digital divide is a metaphorical separation between the haves and the have-nots. Certain groups are privileged with more access to the tools of the information age than others. Limited access can manifest in the form of economic hardship or cultural inclination. The gap reinforces power imbalances as it restricts crucial skills and knowledge of cutting-edge business practices needed to succeed. Minority groups tend to be the most vulnerable to the inequities of the digital divide.

Over the years, the gap has narrowed. Technology is finally penetrating all population segments. More than 56% of U.S. citizens have access to the Internet — a step in the right direction.   (more…)

UnitedHealthcare to offer seniors Hispanic-centered Medicare education seminars

MONTEREY, Calif. — Starting in April, UnitedHealthcare will offer two free Medicare education seminars aimed at helping Hispanic-American seniors understand the basics of Medicare. Following the seminar, seniors are encouraged to take a free Zumba Gold class, a Latin-infused fitness program that blends the rhythms of merengue, salsa, cumbia, rumba, and tango.

UnitedHealthcare will offer these seminars in Spanish so participants feel comfortable and engaged when learning about their health care options. There are approximately 217,182 Hispanic-American seniors living in Monterey County who are eligible for Medicare.
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