Minority Groups More Likely to Support Online Causes

Significant proportions of African-American (30%) and Hispanic (39%) adults say they are more likely to support a cause or social issue online than offline, according to the results of a new study by Georgetown University’s Center for Social Impact Communication and Ogilvy Public Relations Worldwide. That compares to 24% of white American adults agreeing with the same statement.
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Using Public Relations to Drive Demand

Jill Cartwright hatched the idea for Go GaGa, an online retailer of bags used to tote everything from baby gear to camera equipment, while earning her M.B.A. at Babson. She graduated and started the company in 2007. That fall, she attended trade shows ABC Kids Expo, ENK Children’s Club, and New York International Gift Fair. She emerged with pre-orders and began producing her products, which she says are differentiated by an ergonomically safe strap, in January, 2008.

Ms. Cartwright, 38, learned quickly how to work effectively with the independently owned boutiques that began to carry her bags. “They have a high-touch sales model, walking customers though the store, explaining products, and introducing new brands,” she said. She met with store owners, provided training materials, and sent samples as gifts for staffers. “They all became our brand evangelists and made sure every person who asked about diaper bags saw ours,” she said.

Read the entire article at The New York Times.

Report: Only 16 percent of highly ranked MBA programs offer a PR course

Remember when the chief executives of the Big Three auto companies went to Washington, D.C. in 2008 to ask for cash—and they took private jets?

The media raked them over the coals for it. ABC News said:

“All three CEOs—Rick Wagoner of GM, Alan Mulally of Ford, and Robert Nardelli of Chrysler—exercised their perks Tuesday by flying in corporate jets to DC. Wagoner flew in GM’s $36 million luxury aircraft to tell members of Congress that the company is burning through cash, asking for $10 to 12 billion for GM alone.” What do you these three CEOs have in common—beside their industry and private jets?

What do all three of these chief executives have in common—beside their industry and private jets? They all hold degrees in business or management.

Wagoner, who resigned from his post at GM in 2009, earned an MBA from Harvard Business School; Nardelli, who resigned from Chrysler in 2009, holds an MBA from the University of Louisville; and Mulally, still the CEO of Ford, has a master’s degree from the MIT Sloan School of Management.

Chances are none of them learned a stitch about public relations at those schools.

Read the entire article at PR Daily.

If You’re Puerto Rican, You Must Be From Philadelphia (Maybe)

When I speak at industry conferences, I often joke that I hail from a small Caribbean republic…the Bronx. It still rings true for many folks I connect with on the Latino marketing trail. If you are Puerto Rican, chances are you do come from the Bronx or Manhattan and not the island 1,500 miles south. For whatever reason – historical accident, family migration patterns, or perhaps that crazy rooftop number from West Side Story – for many people, being Puerto Rican and from New York at one time were synonymous. Just ask Jennifer Lopez.

That was a while ago, and things have changed. A new report by the Pew Hispanic Center has lots of data that marketers should find interesting. Based on the recent Census results and the 2009 community survey, the Pew Report paints a picture of the U.S. Latinosphere in motion:

Read the entire article at ClickZ.

Kraft Aims Kool-Aid Ads at a Growing Hispanic Market

In a 2010 report by the Association of Hispanic Advertising Agencies that rated the top 500 American advertisers, Kraft Foods earned the rating of “follower.” Had Kraft, which had spent 3.8 percent of its ad budget on Hispanic media in 2009, spent just 3.6 percent, it would have been rated a “laggard.”

The top rating, “best in class,” went to 40 companies — including State Farm, J. C. Penney and Levi Strauss — that spent more than 11.8 percent on the Hispanic market, which at the time corresponded to the portion of Hispanics in the population.

Read the entire article at The New York Times.

 

Cultivar Relaciones: Connecting With Hispanic Media Today

Not unlike many PRSA members, I, too, got my start in media. Several decades ago, I worked for a Spanish-language television station. Although I met plenty of Latino superstars, it was not a glamour job. I worked back in the days when everything was strung together by hardworking, well-meaning people with no financial or human resources to deliver the equivalent of a “60 Minutes,” “American Idol” or “Sábado Gigante.” Yet, we produced about ten hours of live programming a day from a weathered studio on the 32nd floor of the Chicago Board of Trade Building that gave “Soul Train” its first stage and television audience.

Read the rest of the article at PRSA Diversity.

How Social Shoppers Share Local Deals

Social deal site users ages 25 to 44 share offers most

Growth in daily deal site usage is still rapid, according to April 2011 site rankings from Compete. The analytics firm reported that visits to Groupon rose 5.4% over March and a dramatic 655.8% over the previous April to 24 million uniques. At the same time, competitor LivingSocial increased unique visitors by 32.7% month over month and 418.4% year over year.
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Where Does Multicultural Targeting Fit in a Diverse World?

Advertisers on Facebook can single out profiles of married men who love cats, but what they can’t target is Hispanics. Or blacks. Or Asians.

That’s not to say social networks can’t still arrive at certain conclusions.

When Andrew Speyer got engaged, he and his fiancee didn’t change their relationship statuses on Facebook. But after friends started congratulating them with wall posts, ads began popping up offering the services of rabbis that perform interfaith ceremonies. Somehow, Facebook discerned that, unlike him, his fiancee was Jewish, although that wasn’t explicit in her profile.

Read the entire article at Ad Age.

Get Inside the Mind of Hispanic Media with HPRA-NY & Manny González, Hennessy’s Director of Hispanic Marketing

PR Pros to Meet on Thurs, June 9 at the Offices of Cohn & Wolfe on 5th Ave.

On Thursday, June 9, 2011, the Hispanic Public Relations Association’s New York chapter will launch the first in a series of industry discussions called “Inside the Mind of…” This unique and frank dialogue will reveal some “mysterious” client motivations with Manny González, Director of Hispanic Marketing, Hennessy Brand, for Moët Hennessy USA.

The event will take place from 5:45–7:00 p.m. at Cohn & Wolfe, 200 5thAve, New York, NY. Online registration is available at
http://www.hpra.camp8.org/events.

There is no fee for HPRA–NY members, but registration is required. Non-member registration is $35.

“Inside the Mind of…” is a new series for PR professionals focused on the Hispanic market, designed to uncover the raw and uncensored thoughts of the editor, the brand manager, the blogger and others.

For Moët Hennessy USA, Mr. González manages Hispanic marketing strategy and programming for the company’s flagship brand, Hennessy. He previously served as Vice President and Managing Director of abecé, the Hispanic marketing division of Hill Holliday, managing clients including CVS/pharmacy, Dunkin’ Donuts and Chili’s.

In Honor of Our Troops…

Have a safe and happy Memorial Day!

Here are two great organizations you can support with a donation, or by sending a letter or care package, to a solider serving in our armed services:

Diversity PR pro launches statewide inclusion campaign to help Oklahoma’s bottom line

When she travels out of state, Risha Grant is amazed about the misperceptions of Oklahoma held by other Americans nationwide.

Grant, who owns a boutique public relations firm focused on diversity communications, wants to change that.

“Not because it’s the right thing to do, or it will make people happy,” she said, “but because it will increase the bottom line for business, tourism and commerce in the state.

“Companies that don’t embrace diverse markets now will miss out, while companies that ignore them tomorrow will become obsolete.”

Read the entire article at NewsOK.com.

PR News Facebook Conference

The Only Facebook-Focused Conference Designed for PR & Marketing Professionals

Tuesday, August 9, 2011 | The Westin San Francisco

Join PR News on August 9 for its west coast Facebook Conference—the only Facebook-focused conference designed for PR & marketing professionals. In just one day social media innovators will provide practical lessons on how to use Facebook as a PR tool to build a community of influencers and advocates, forge new relationships with the media and with brand influencers and drive new business for your organization. These digital experts will share in-depth case studies of their Facebook strategies—from concept to creation to execution—and will leave ample time to answer all of your questions. You’ll walk away with tactics to create a Facebook content strategy and assemble the best team to manage it all.

Get more information at PR News.