NPRC & NHFA Denounce the Oscars for Hispanic Discrimination in Foreign Language Film Category

The National Puerto Rican Coalition (NPRC) and the National Hispanic Foundation for the Arts (NHFA) today denounce the Academy of Motion Pictures Arts and Science (AMPAS) for discriminating against the Puerto Rico film industry by expelling them from entry into the Foreign Language Film category. In a letter from AMPAS Executive Director Bruce Davis to the Puerto Rico Film Commission, he indicated that Puerto Rican film professionals are considered “home grown” and that by continuing to allow Puerto Rico entry into the category “other filmmakers around the world, as well as audiences, might be inclined to think that favoritism had played a greater role than artistry in the selection.”

“The OSCARS are the standard in motion picture respect and recognition. This misguided decision by AMPAS to expel the Puerto Rico film industry from the Foreign Language Film category after years of inclusion seems to be an attempt to solve a public relations issue unrelated to Puerto Rico,” stated Rafael A. Fantauzzi, President & CEO of the National Puerto Rican Coalition. “We believe this is a typical example of an institution suffering from lack of diversity in its staff and their Board of Governors. We encourage the Academy to enforce its own regulation and not engage in misdirected strategies that can negatively impact foreign language film businesses unable to compete with the big studios.” said Fantauzzi.

“Unless the OSCARS have been granted authority by the U.S. government, to unilaterally proclaim Puerto Rico, the 51st U.S. state, the Academy should review their U.S. history and recognize Puerto Rico’s sovereignty and therefore its right, under established Academy rules, to submit films under the Foreign Language Film category” said Felix Sanchez, Chairman and Co-founder of the National Hispanic Foundation for the Arts, “otherwise this is clearly an action adopted by the Academy specifically to inflict economic damage, equivalent to a trade embargo, against the Puerto Rican film industry,” concluded Sanchez.

NPRC and NHFA encourage inclusion and diversity in the film industry. Sign the petition and join us in support of the Puerto Rico Film industry

radio ink conference

Radio Ink Hispanic Radio Conference Scheduled for San Fran

Groundbreaking conference will empower stations to engage new advertisers and connect more deeply within community

The third Radio Ink Hispanic Radio Conference will bring together leaders in the Hispanic radio community and experts in Hispanic advertising and media for a comprehensive overview of opportunities and strategies within this rapidly transforming sector. The conference will be held March 21-22 at the Hyatt Regency Mission Bay in San Diego.

This conference will inspire stations, brands, advertisers, media companies, and those working in Hispanic radio and inform them about how to best take advantage of the current opportunity provided by new census information. Not only will this conference reveal strategy and tactics to increase investment by advertisers into the Hispanic radio sector, it will empower and arm troops selling Hispanic radio with the data and tools necessary to increase advertising and ensure advancement within this highly regarded demographic.

“From its launch in 2007, the Hispanic Radio Conference has aimed to embrace all of those facets with an agenda that spotlights the opportunities, address the challenges, and unites the leadership of Hispanic radio,” said Deborah Parenti, VP/General Manager of Radio Ink.

Over the past few decades, the Hispanic radio landscape has evolved significantly. No longer a regional specialty, Hispanic radio formats have cropped up nationally as general-market radio companies are recognizing the value of Hispanic programming, and of serving Spanish-language radio in all formats, for all demographics.

New Census Info Underscores Vital Need for Satisfactory Spanish-Language Programming

Between 2000 and 2010, the U.S. Hispanic population grew by 43 percent — more than four times the growth for the population overall.

“This census will turn the tide for Hispanic radio,” said B. Eric Rhoads, Publisher of Radio Ink. “Because of the growth of the Latino population, its importance as a marketing segment will impact all advertisers in America and all radio groups.”

Eight states (California, Texas, Florida, New York, Illinois, Arizona, New Jersey, and Colorado) have populations of over 1 million Hispanics each, and account for almost 38 million Hispanics in total.

34.3 percent of Hispanics are 18 years old or younger, and the median age is just under 28.

Hispanic media will continue to grow as an important outlet for, and servant to, a community that’s young, vibrant, and nationwide. To connect with Hispanic listeners is to connect with the listeners of tomorrow.

“It is my belief that there is a continued need for unity among Hispanic radio operators,” Rhoads said. “This industry within an industry needs unity to strengthen its opportunity with advertisers. By finding a unified way to build Hispanic radio and increase its tools, its opportunities, and its sophistication, we can grow as an industry. ”

Don’t miss this exclusive opportunity to learn about the trends and topics shaping our industry’s future from market leaders and media luminaries.


Yucaipa Launches New Partnership To Target U.S. Hispanics

Billionaire investor Ron Burkle and his Yucaipa Companies are launching a new partnership to back companies targeting the large and growing Hispanic community in the U.S.

Alongside the Miami-based consulting, merchant banking, and private equity firm Garcia Trujillo Holdings LLC, Yucaipa plans to back companies that have Hispanic management teams, are targeting the Hispanic market, or are Central and South American companies looking to enter the U.S.

Founded in 2010, Garcia Trujillo has rallied leading Hispanic business figures around chairman Solomon Trujilo, the former Chief Executive of the Australian telecommunications company Telstra Corp, and Charles P. Garcia, a motivational speaker and the founder and Chief Executive of the financial services firm Sterling Financial Group, which targeted Hispanic customers.

Read the entire article at The Wall Street Journal.

chef pepin

Hispanic Celebrity Chef Pepin Promotes Rumba Meats Sweepstakes

National campaign helps consumers win cash prizes and free products

Hispanic celebrity chef and cultural icon Chef Pepin is this year’s spokesperson for Cargill’s second annual Rumba meats brand on-pack sweepstakes promotion – “Warmth of Home” or “Calor de Hogar” – which is timed around the holidays when specialty meat consumption is at its highest.

Rumba meats partnered with Chef Pepin to leverage his Latin-influenced culinary talents and create new, flavorful spins on Hispanic dishes featuring Rumba products.  Recipes he created include Menudo, Beef Tongue in Red Wine Sauce, and Pork Neckbone Stew.

Pepin will personally share his recipes with consumers at in-store cooking demonstrations in select markets as well as make them available on the Rumba meats website.  Consumers will also have the opportunity to sample Pepin’s menudo recipe by attending Rumba meats food truck events in select markets.

The sweepstakes gives consumers a chance to win a $10,000 grand prize, one of 20 $500 prizes, or one of 80 free Rumba products.  Consumers can enter during the promotional period from October 17, 2011 through January 15, 2012 by texting, entering online at, or visiting us on Facebook at

To help build awareness of the sweepstakes among consumers and drive traffic to retail customers, Chef Pepin is appearing in news media interviews, radio ads, outdoor advertising, in-store events, point-of-sale signage and online initiatives.

“The Rumba® meats team is thrilled to continue the holiday promotion not only for consumers but for our retail customers as well,” said Rumba meats Brand Manager Uzma Powell.  “The holiday season is typically a significant time for consumers to buy Rumba meats since they are commonly used in many traditional holiday meals.  We believe that adding Chef Pepin to the promotion will drive additional traffic to our customers’ stores.”


Hoy Chicago Wins José Martí Outstanding Hispanic Daily Award from NAHP

Hoy Chicago is honored to win 5 of the 2011 Publishing Awards given by the National Association of Hispanic Publications (NAHP). The accomplishment, including the top award for a daily newspaper, was announced during the non-profit’s annual convention in Las Vegas last weekend.

  • Gold for Outstanding Hispanic Daily
  • Silver for Outstanding Publication Website (30,000+ circulation)
  • Bronze for Most Improved Publication of the year (30,000+ circulation)
  • Bronze for Outstanding Front Page Design
  • Silver for Outstanding Inside Design Spread

“The biggest honor is when recognition like this comes from within our industry peers, and to receive not one but five awards is remarkable” said John Trainor General Manager / Publisher of Hoy Chicago, “I am very proud to lead such a high-performing and talented team and humbled to accept these awards as validation to keep pushing forward”

Brad Moore, Vice President of Targeted Media for Chicago Tribune Media Group commented, “The Hispanic market is vital to our community and our diverse media company.  These awards underscore Hoy’s position as a market leader and innovator.”

Rosanna Fiske

PRSA Chair Named to Hispanic Business Magazine’s Most Influential List

Rosanna Fiske

Rosanna M. Fiske, APR, chair and CEO of the Public Relations Society of America (PRSA), has been named by Hispanic Business magazine as one of the 100 most influential Hispanic business executives. The list is published in the magazine’s October 2011 issue.

Fiske is among 30 Hispanic executives selected for the “Corporate Influential” category. Other categories ranked by the magazine include: Academic; Arts and Entertainment; Diversity; Government; and Miscellaneous.

“I am honored to be selected by Hispanic Business magazine as one of the leading Hispanic business leaders,” said Fiske. “Diversity is one of the core tenets of PRSA’s mission, and this recognition reflects the significant strides the Society and the public relations profession have made toward incorporating more diverse practitioners and executives within its ranks.”

Hispanic Business magazine says of Fiske:

“Ms. Fiske has more than 20 years of experience in communications. She began her career as a journalist and has held senior communications counsel, marketing and management positions in agency and corporate settings. In addition to her role with PRSA, she is director of the Global Strategic Communications master’s program in the School of Journalism and Mass Communication at Florida International University in Miami.”

The Lure of the ‘Big Name Client’

The past few months have witnessed increased media interest in the motivations of public relations professionals when it comes to accepting consulting opportunities with governments whose actions are, at best, questionable.

The focus has been primarily aimed at the former Libyan government’s ham-handed efforts to spruce up its image while it was under the control of deposed dictator Moammar Gadhafi.

This first came to my attention after The Boston Globe revealed in March that Cambridge, Mass.-based consulting firm Monitor Group had previously provided the Libyan government “consulting services” designed to present a more “humane” side of the dictatorship — at fees ranging in the hundreds of thousands of dollars.

While principals of the firm claimed innocence, sadly the appearance of questionable motivation — reinforced by exorbitant consulting fees — smudged the firm’s previously shiny reputation.

Subsequent articles in PR Week UK, The New York Post, HolmesReport and The Hill have drawn even more attention to the Gadhafi regime’s attempts to secure public relations counsel.

The Libyan government, acting through an intermediary, solicited bids from several large public relations firms, both in the U.S. and abroad. Among the services sought were “image management, public affairs and comprehensive media outreach,” according to the HolmesReport.

Further mainstream media reports have highlighted the increased interest among foreign dictators at using public relations firms to spread their own brand of questionable messaging. In August, reporter Justin Elliott highlighted the willingness of those whose business it is to provide advice and counsel to accept less than upstanding clients who are able to pay substantial fees for these services.

Read the entire article at PSRAY.

Part I: Culture Shock

During a recent trip, I gathered a collection of basic Greek phrases that were supposed to help me secure the elemental needs in life. I also felt confident that my ability to speak English and Spanish could come to the rescue if needed.

After being in Athens for less than an hour, I was given the opportunity to test my vocabulary. A sign at the airport stated that for a flat fee of €35, a taxi could take me to any destination in Athens. However, upon arrival at my hotel, the cab driver demanded “Saranda Pende Evros.” In my rudimentary Greek, I tried to find out why the overcharge, to which he simply replied in English, “45 euros.” “But the sign at the airport said 35 euros,” I protested in English. He continued to state, “I don’t speak English, 45 euros.”

SOURCE MediaPost

It became clear that language was going to be an issue and that a strong grip on cultural insight was a necessity.

Shortly after, I began to recognize words in street signs and billboards as well as the sound of certain words. These were the etymological ancestors of expressions I commonly use in my mother tongue and in English. But, what I never suspected was that another Greek story, one that Guy Deutscher presents in his extraordinary book, Through The Language Glass: Why The World Looks Different In Other Languages, would tie in so well with what I wanted to explore in this column.

As it turns out, in the mid-1800’s an Englishman named William Ewart Gladstone made an incredible discovery. He realized that in The Iliad and The Odyssey, despite Homer’s rich descriptions of landscapes and accounts of events, there was a remarkable deficit of detail regarding the color of those landscapes and events.

After much pondering, Gladstone concluded that the human eye had not evolved enough by Homer’s time to perceive all the shades of color that Europeans did in the middle of the 19th Century.

This caused much debate, but eventually led to the conclusion that there was nothing wrong with Homer’s eyes and, more importantly, to the discovery that many “primitive” cultures, even as late as the dawn of the 20th Century, did not have names for colors beyond black, white and red. They somehow didn’t need three names to define the color of grass, which according to the season, can be green, yellow or brown. To them, the color of grass was just that, undefinable, thus not in need of an unique term.

However, when the inhabitants of Murray Island, at the eastern edge of the Torres Straits, were exposed to more “civilized” cultures, they adopted terms like bulu bulu (obviously borrowing from the English word “blue”) to describe blue objects. Their language and perception of the world and the structure of their knowledge were modified. In essence, their culture changed.

Then there is the Spanish language. The Spanish spoken by Latin American immigrants and their U.S.-born children, and their children’s children, is a perfect contemporary example of how a language is constantly in flux. The language is constantly adapting to, and from, other cultures and idioms as it grows. But Spanish is not the only language we express ourselves in, we’re also fluent in our own version of: “The visual language, which can be as unique as the spoken accent of a country, the style language, the music language and the countless other codes, clues and signals that contribute to the incredible complexity of human communication.”

So the question begs to be asked. Does language reflect the culture of a society in any profound sense? And even more contentiously, can different languages lead their speakers to different thoughts and perceptions? And if so, should advertising be multicultural? Or multilingual? Or perhaps something else… What do you think?

SOURCE MediaPost

Marketers Seek to Better Measure Social Media Success

Fan figures leave marketers at a loss when judging campaign effectiveness

Companies and marketers realize that amassing fans and followers is not the be-all, end-all of social media marketing. Yet the challenge remains how to measure success beyond counting these metrics.

Data from the August 2011 Chief Marketer “2011 Social Marketing Survey” found that only 26% of marketing professionals saw amassing total followers as an aim for social media marketing. More popular goals included driving traffic to a website (66%), generating sales or leads (48%), and identifying and addressing brand fans (47%).

So what have marketers been doing to reach these goals for social media outreach? The most popular tactic among survey respondents was including a social sharing button in emails or on a company website, with 69% of respondents saying they did that. Additionally, 59% offered unique content for social media fans and followers, 58% had a Facebook “like” button on their websites and social pages, and 54% posted videos to social video sites.

Leading Social Media Tools/Tactics Used by US B2C and B2B Marketers, Aug 2011 (% of respondents)

Despite the fact that the goals and tactics used by marketers focus on engagement, measurement tactics still focus on numbers. Chief Marketer found that 60% of respondents counted the number of friends, followers and likes as a leading method of measuring social media marketing success. Additionally, 39% highlighted sharing, forwarding, retweeting and posting brand content, while 35% said they track qualified leads from social media.

Leading Methods of Measuring Social Media Marketing Success According to US B2C and B2B Marketers, Aug 2011 (% of respondents)

The way marketers measure doesn’t quite match up with their goals for social media, and the Chief Marketer study touched on that. The data found that only 13% of respondents thought they were very effective at measuring social media campaigns, while 47% said somewhat effective, 28% said not very effective and 12% said not at all effective.

By looking at the specific tactics marketers are using, they can measure consumer engagement with content by tracking sharing activity. By monitoring brand sentiment and CRM activity, they can see how social activities impact business results. These social tactics can give insights into how to rate social media marketing efforts without relying on just counting fans.

SOURCE eMarketer

cultur health

New Hispanic Health Communication Service Launched by the vox collective & Cooney/Waters Group to Help Companies Reach Major Growth Market

  • New business service with focus on Hispanic health communications launches website
  • Hispanics at greater risk for many treatable diseases; lack of awareness is a major obstacle to prevention and care
  • Major business opportunity for clients to reach “untapped” health care market

A new Hispanic health care communications service, Cultúr Health, was launched today by the vox collective and Cooney/Waters Group. Cultúr Health combines the vox’s deep experience in Hispanic and cultural marketing with Cooney/Waters’ more than 19 years of health care communications service for nonprofits, pharmaceutical and biotechnology companies.

Cultúr Health offers strategic, culturally resonant communication programs to help health care industry clients reach the more than 50.5 million Hispanics living in the U.S. This unique growth segment is increasing by more than 1 million per year and is now the second largest consumer group after non-Hispanic whites. By the year 2050, 1 out of every 4 Americans will be Latino.

“Hispanics are emerging as the most sought after consumer target and are rapidly replacing baby boomers as the new, profitable growth opportunity for health care companies,” said Roberto Ramos, the vox collective’s president and CEO. “The vox collective and Cooney/Waters have merged our respective specialty areas in Hispanic marketing and health care public relations to help clients reach this critical ‘untapped’ market.”

U.S. Hispanics are at significant risk for many treatable diseases, yet there is a significant lack of educational programming that specifically targets Hispanics. Some of the leading causes of illness and death among Hispanics include heart disease, cancer, stroke, and diabetes. Other health conditions that significantly affect Hispanics are asthma, chronic obstructive pulmonary disease (COPD), HIV/AIDS, obesity and liver disease.

“Many Hispanics are largely unaware about their increased risk for chronic diseases, and how these diseases can be prevented or treated.  Yet, research shows that 80 percent of Latinos are hungry for information about medical innovation and health care,” said Fred Lake, executive vice president of Cooney/Waters. “Cultúr Health designs and executes fully integrated programs that feed this hunger for health care information, and motivate Hispanics to act on health care messages.”

The name, Cultúr Health, helps convey the multicultural focus and its special emphasis on Hispanic communications services exclusively for the health care industry. Cultúr Health builds on the already established partnership between the vox collective and Cooney/Waters, which has produced multiple award-winning national, regional and grassroots programming to reach Hispanics. For more information visit

Totality Helps with New Hispanic PSAs to Kickoff Lead Poisoning Prevention Week [VIDEO]


Campaign’s Social Media Channels Raise Awareness of Importance of Getting Children Tested for Lead Poisoning

The Coalition to End Childhood Lead Poisoning, U.S. Environmental Protection Agency (EPA), and U.S. Department of Housing and Urban Development (HUD) have  joined the Ad Council to unveil a new series of national public service advertisements (PSAs) to raise awareness about childhood lead poisoning. The PSAs are being distributed to kick off National Lead Poisoning Prevention Week (NLPPW). Additionally, the campaign’s social media presence through Facebook and Twitter will reinforce to parents, caregivers and pregnant women that if their home was built before 1978, they should have their child tested for lead poisoning.

Created pro bono by New York-based ad agency Merkley+Partners and Totality, the new television, radio and digital PSAs emphasize that lead poisoning is 100% preventable. All of the PSAs direct caregivers, parents and pregnant women to visit and or call a toll-free number, 1-800-424-LEAD, for tools and resources about lead poisoning. Spanish-language PSAs are also available.

“It was a pleasure to have been able to work with the Ad Council in this very important campaign,” said Leo Olper, CEO of Totality. “As marketers and advertising agencies we have a responsibility to use our expertise and vehicles to inform and educate our consumers. The Hispanic consumer and their children will greatly benefit from this message as it will arm them with information, educate them and potentially save their kids’ lives.”

Childhood lead poisoning is considered the most preventable environmental disease among young children, yet an estimated 1 million children are affected. A simple blood test can prevent permanent damage that will last a lifetime. If lead poisoning is not detected early, children with high levels of lead in their bodies can suffer from damage to the brain and nervous system, behavior and learning problems (such as hyperactivity), slowed growth, hearing problems and aggressive behavior.

Launched in April 2010, the Lead Poisoning Prevention campaign aims to raise awareness of the consequences of lead poisoning to children among parents, caregivers and pregnant women who are at the greatest risk for lead poisoning. The campaign’s objective is to educate parents about the dangers of lead poisoning so they can take immediate action to safeguard their children.

The most common pathway for lead poisoning is caused by deteriorating lead-based paint (on older windows, doors and trim, or walls) or through improper renovation, repair and painting activities that cause paint to chip, peel, or flake. Children are frequently poisoned by ingesting lead dust that has accumulated on their hands, fingers, toys, or clothing from lead hazard sources like floors and windowsills.

First observed in 1999, the goal of NLPPW is to eliminate childhood lead poisoning in the United States by:

  • Raising awareness about lead poisoning;
  • Stressing the importance of screening the highest risk children younger than 6 years of age (preferably by ages 1 and 2) if they have not been tested yet;
  • Highlighting partner’s efforts to prevent childhood lead poisoning; and
  • Urging people to take steps to reduce lead exposure.

To date, the campaign has received more than $28 million in donated media. The new PSAs are being distributed to more than 33,000 media outlets nationwide this week. Per the Ad Council model, the PSAs will run and air in advertising time and space that is donated by the media.

Hispanicize & Univision Invite Los Angeles Non-Profits to FREE Social Media & Communications Training on 11/3 [SAVE THE DATE]

Training is part of the “Latino Social Media for Social Good” Program Aimed to Empower the Non-Profit Community

WHAT:          Non-profit organizations serving Latino and multicultural communities in the Los Angeles area are invited to participate in a full day, free social media and communications training. The unprecedented free training, a partnership of Univision Communications and the Latino social media platform Hispanicize, is part of a multi-city national program called “Latino Social Media for Social Good.”

WHEN:          Thursday, November 3, 2011 – registration at 9 a.m.; workshop from 9:30 a.m. to 5 p.m.

WHERE:       Univision Los Angeles – 5999 Center Drive – Los Angeles, CA 90045

RSVP:            Reservations are on a first-come, first-serve basis exclusively for the non-profit community in the Los Angeles area. Attendees must RSVP by emailing their full contact information to Mayola Delgado at by Tuesday, Nov. 1.


Hispanicize, the complete resource for Latino social media marketers and bloggers, and Univision Communications Inc., the leading media company serving Hispanic America, have joined forces to provide free in-depth communications training to non-profits serving Latino communities through an unprecedented program: “Latino Social Media for Social Good.” The initiative consists of free Hispanic social media and communications trainings – taking place in Chicago, Dallas, San Antonio, San Diego, Miami, New York and Washington D.C. – that will help non-profits harness the power of Facebook, Twitter,’s social platforms, blogs, press releases and traditional media relations.


Univision – Carolina Valencia – (212) 455-4712,

Hispanicize – Katherine Johnson – (786) 624-1864,