Habla Self-Storage? Industry Operators and Vendors Go Bilingual

By Teri Lanza

Over the past several weeks, I’ve noticed several self-storage companies—some facility operators and some vendors—have launched Spanish versions of their U.S.-based websites. It’s not surprising. Spanish speakers represent significant buying power, and self-storage operators want to tap this burgeoning consumer segment. Here are some facts you should know:

The Hispanic population of the United States was 50.5 million as of April 1, 2010, making people of Hispanic origin the nation’s largest ethnic or race minority. Hispanics constituted 16.3 percent of the nation’s total population. (Source: The Hispanic Population: 2010, 2010 Census Briefs)

The U.S. Hispanic population increased 43 percent between April 1, 2000, and April 1, 2010. That’s four times the nation’s 9.7 percent growth rate.

The Hispanic population of the United States is expected to reach 132.8 million by July 1, 2050, constituting 30 percent of the nation’s population. (Source: U.S. Census Bureau News Room, An Older and More Diverse Nation by Midcentury)

As of 2010, only Mexico (112 million) had a larger Hispanic population than the United States (50.5) million. (Source: International Database)

As of 2009, 35 million U.S. residents age 5 and older spoke Spanish at home. At the time, that number constituted 12 percent of U.S. residents. (Source: U.S. Census Bureau, 2009 American Community Survey: Table B16001)
The trends suggest the Hispanic community is growing and will continue to represent a larger portion of your target market. Can you afford to leave money on the table by failing to communicate in a way that attracts this audience? Some of your colleagues and competitors have already answered this question for themselves, responding in Spanish!

Read more here.

CVS/pharmacy’s “Project Health” Bringing Free Health Screenings to Multicultural Communities in 10 Cities

Throughout the month of August, which is National Immunization Awareness Month, CVS/pharmacy’s Project Health (“Proyecto Salud” in Spanish) is offering free health screening events focusing on vaccination reviews, vision acuity, glucose, blood pressure and BMI (Body Mass Index) for individuals in multicultural communities who have difficulty accessing preventive care.

Along with these free health screening events, CVS/pharmacy designated Project Health store locations are also holding “Flu Voucher Fridays” each week during the month of August. Qualifying Project Health attendees who complete the entire health screening process and identify themselves as not having health insurance will be eligible to receive a voucher redeemable for a flu shot at CVS/pharmacy or MinuteClinic this flu season.

More than 200 Project Health events will take place during the month of August in the following cities: Atlanta, Chicago, Dallas-Fort Worth, Detroit, Houston, Los Angeles, Miami, New York City, Philadelphia and Washington, D.C.

Parents are encouraged to bring their children’s immunization records to the events in preparation for school. Although children age seven and older can participate in only two screenings – vaccination reviews and vision acuity – they are eligible to qualify to receive a flu shot voucher. The minimum vaccination age at CVS/pharmacy will vary based on the state in which they are being offered.
Project Health was launched in February and is expected to deliver more than $21 million worth of free health screenings to multicultural communities by the end of 2012. The program will focus on dental hygiene in October and diabetes in November.

Dominican American National Roundtable Inductee, Actress Isabella Wall on the list of Influential Dominicans in the United States

Isabella Martinez Wall, Actress, Author, Producer and Philanthropist, born and raised in the Dominican Republic, and credited as an emerging key figure among the young generation of Latinas in the US, has made the official list of the “100 most influential Dominicans in the United States for the past 50 years” published by the Dominican American National Roundtable (DANR) and the Nacional Dominican American Council (NDAC) in Washington, DC.  Wall was recognized for her contributions in television and radio to promote the Dominican Republic and Latino cultural traditions, like the coming of age celebration of the Quinceañera. “According to the 2010 US census bureau, the Hispanic population counts with 1,414,703 Dominicans, of which 11,000 are in my state of California, many are in the entertainment and sports industries. It’s exciting to see that Dominicans are integrating to the economic power of the Latino influence in so many areas in this great country. Already there is even a specific “Dominican” category for us actors in Hollywood, just like with Mexicans and Cubans. I recently went to an audition for an all-Dominican cast for a Wal-Mart commercial… It doesn’t get any more American than that,” said Isabella Wall at the DANR event in Washington, DC.

Isabella Wall has had roles in the award winning television series, ER, Nip Tuck and Days of Our Lives. Her commercial personality and presence have made her a recognizable Latin face and spokesperson of national campaigns like McDonalds, Burger King, Revlon, Milk, Ford, American Express, Payless shoes and more.

“The Dominican List” recognizes individuals who get nominated by the public. The inductees are successful in the areas of Politics, Community, Media, Arts, Sports, Literature, Science, Fashion, Finances and Entrepreneurs, among others. The National Dominican American Council (NDAC) is the first Dominican-American forum, with members in 20 states and Puerto Rico. It advocates for the more than 1.4 million Dominicans that reside and contribute to the socio-economic development of the United States of America.

PRSA Announces Nominees for 2013 Leadership Positions

The Public Relations Society of America (PRSA) has nominated nine PRSA members for officer and board of directors positions that will become open in January, 2013.

Candidates for the officer positions are:

Chair-Elect: Joseph E. Cohen, APR, senior vice president, MWW Group, New York;
Treasurer: Blake D. Lewis, III, APR, Fellow PRSA, principal and senior consultant, Lewis Public Relations, Dallas; and
Secretary: Kathy Barbour, APR, public affairs manager, Mayo Clinic, Jacksonville, Fla.
Nominees for the board of directors positions are:

East Central District Representative: Sonja Popp-Stahly, APR, communications manager, Lilly Bio-Medicines, Eli Lilly and Company, Indianapolis;
Mid-Atlantic District Representative: Felicia Walker Blow, APR, vice president for institutional advancement, Paul D. Camp Community College, Franklin, Va.;
Tri-State District Representative: Anita Ford Saunders, APR, manager, communications, Yankee Gas, Berlin, Conn.;
Western District Representative: Marisa Vallbona, APR, Fellow PRSA, president, CIM Incorporated, San Diego;
Director At-Large: Kelly J. Davis, APR, president and CEO, Davis Public Relations and Marketing, LLC, Columbia, S.C.; and
Director At-Large: Susan Walton, APR, vice president for university and public affairs, University of North Dakota, Grand Forks, N.C..
The PRSA Nominating Committee was led by 2010 PRSA Chair Gary McCormick, APR, Fellow PRSA.

Each candidate now must be confirmed by a majority vote of the PRSA Leadership Assembly at its annual meeting on Oct. 13, 2012, which coincides with the opening of the PRSA International Conference in San Francisco.

“The Nominating Committee has done a yeoman job at identifying and selecting candidates from across the Society who have the talent and drive to help PRSA advance the public relations profession and professional,” said PRSA 2012 Chair and CEO, Gerard F. Corbett, APR, Fellow PRSA. “I congratulate this passionate group of public relations professionals and salute their enthusiasm and willingness to serve our members and the industry.”

Candidates for PRSA officer and board of directors positions also may be made by petition. Article VII, Section 5 of PRSA’s Bylaws states that (a) nominations may also be made by petition by at least 10 Leadership Assembly delegates and filed with the secretary of the Society at the PRSA headquarters at least 30 days prior to the annual meeting of the Leadership Assembly and (b) immediately upon receipt of any such nominations, the secretary shall send a notice of such nominations to all members. For more information on petitioning for a ballot position, send a request to the Nominating Committee.

Petitioning candidates, like nominees, must be confirmed by a majority vote of the PRSA Leadership Assembly, at its annual meeting in October.

Bud Light Renews Partnership With International Superstar Pitbull


Bud Light today announced it has renewed its partnership with worldwide hit-maker Pitbull. As part of the partnership, Bud Light plans to highlight Pitbull on bilingual print, TV, radio, outdoor, digital and point-of-sale materials. Bud Light will also sponsor Pitbull’s new music video “Get It Started” with international superstar Shakira, which is the first single from his upcoming fall album, Global Warming. The music video will exclusively premiere across VEVO, the world’s leading all-premium music video and entertainment platform, on August 2. VEVO is available at VEVO.com, mobile & tablet apps and connected TVs as well as syndication partners’ web sites including AOL, Facebook, Yahoo! Music and YouTube.

Global music sensation has taken the world by storm since the release of his critically acclaimed album Planet Pit. The album sold over 1.3 million albums and 18 million singles worldwide and includes the worldwide #1 smash “Give Me Everything,” plus “Rain Over Me” featuring Marc Anthony, “International Love” with Chris Brown and T-Pain feature “Hey Baby.” Following the path of hits is Pitbull’s 2 million selling single “Back In Time,” the chart-topping anthem from the action adventure comedy Men In Black 3. Pitbull embarked on the U.S. leg of his Planet Pit World Tour on July 26th in Chicago at the Charter One Pavilion with dates confirmed through August 12th at the Bill Graham Civic Center in San Francisco before bringing the party to Japan and Australia later this year.

“Bud Light’s partnership with Pitbull is an ideal fit that combines one of today’s most exciting recording artists with the beer that’s always at the center of good times, and we look forward to continuing it throughout 2012 and beyond,” said Mike Sundet, vice president, Bud Light. “Pitbull’s energetic performances embody the fun, spirited personality of Bud Light, and our sponsorship of his new music video provides us the opportunity to connect with his passionate, diverse fan base.”

“It’s exciting to be involved in a second run with Bud Light,” says Pitbull. “Goes to show how two global brands understand each other and have fun being creative – the public loves our partnership – Look forward to having more fun this year. DALE!”

Comcast Cable To Be Honored With The 2012 Award for Leadership in Hispanic Television

Two leading television industry publications, Broadcasting & Cable and Multichannel News have announced that Comcast Cable will be the first-ever recipient of their new award for Leadership in Hispanic Television. This recognition will be presented to leading executives of Comcast Cable during the Awards Luncheon at the Tenth Annual Hispanic Television Summit, to be held at the Marriott Marquis Hotel in Times Square of New York City on Wednesday, October 3, 2012.

Louis Hillelson, the Group Publisher for the two publications said, “Comcast has long demonstrated a remarkable tenacity toward an on-going commitment to effectively serve Hispanic customers. The management and employees of Comcast are well-deserving of this recognition because they continue to innovate and re-invigorate their efforts to provide exceptional programming, promotions, technology, and customer service for the Hispanic consumer base within the company’s market areas.”

Hillelson went on to mention, “We are very happy to be able to recognize Comcast as the first recipient of this note-worthy acknowledgment.”

The award for Leadership in Hispanic Television is being introduced in celebration of the tenth anniversary of this signature conference for those in the business of television for Hispanic viewers. The award acknowledges a single company or organization for their extraordinary efforts to serve Hispanic viewers. This is one of two recognitions to be made at the Awards Luncheon. The other award to be presented will go to an individual who has demonstrated their ability to support the growth and development of the Hispanic television industry. This other award has traditionally been presented annually and is called the Award for Outstanding Achievement in Hispanic Television.

“Meeting and exceeding the needs of the Hispanic market is a high priority for Comcast,” said Marcien Jenckes, Senior Vice President & General Manager of Video Services for Comcast. “We are honored to accept this award as a testament to the outstanding work of our dedicated multicultural team who continue to find ways to deliver compelling new products and the best content lineups for current and prospective Hispanic customers every day.”

Op-ed: Paying Homage to ‘El Diario,’ the Oldest Spanish-Language Daily in the U.S.

Written by Angelo Falcon

When earlier this year the Argentinian newspaper, La Nación, bought ImpreMedia, the publisher of El Diario-La Prensa, La Opinión and other US-based Spanish-language newspapers, they made assurances, like most buyers initially do, that not much would change. However, recent changes they have announced for their new properties seem to point to the real possibility that El Diario-La Prensa’ s days may be numbered. The city’s Latino community may have to speak up now if they want to see this historic paper (and now news site) to continue to operate.

With its famous motto, El Campeón de los Hispanos (“the Champion of the Hispanics”), El Diario will be marking its 100 anniversary next year, making it the largest and oldest Spanish-language daily newspaper in New York City (and the oldest in the United States). However, all of that history may soon itself be history as a result of the increasingly pervasive process of media consolidation, this time under the control of a foreign corporation.

US Hispanic Media Inc., a subsidiary of Argentina’s S.A. La Nación, bought a 90% stake in ImpreMedia in March, the latest development in the changing ownership of El Diario since it was created in 1913. The current incarnation of the newspaper was the result of a 1963 merger between La Prensa (established in 1913 by Rafael Viera. a Spaniard) and El Diario de Nueva York (established in 1947 Porfirio Dominicci, a Dominican doctor), when they were purchased by the now legendary O. Roy Chalk, who, among other things, founded and owned Trans Caribbean Airlines. In 1981, Chalk sold it for $10 million to Gannet.

Read more here.

Hispanic National Bar Association Names Interim Executive Director

District of Columbia attorney Antonio “Tony” Arocho has been named the interim executive director for the Hispanic National Bar Association (HNBA). Arocho had served as the executive director of the HNBA from 2006 to 2008. He will be based in Washington, D.C. and direct operations for the HNBA.

Arocho’s experience includes working with many nonprofit organizations as counsel, board member, and part of the management team. He has successfully raised funds for diverse causes from private sources, private foundations, individuals, and government grants. He is the founder of the Arocho Law Office ( http://arocholaw.com ) in Washington, D.C. that is focused on providing legal services to nonprofits and businesses. In addition, he has provided legal representation to migrant and seasonal farm workers, one of the poorest groups of working people in the United States.

Before moving to the Washington, D.C. area, Arocho served as an Assistant U.S. Virgin Islands Attorney General, Director of Labor Relations for the U.S. Virgin Islands, and as a special assistant to the U.S. Virgin Islands’ Delegate to U.S. House of Representatives. Arocho received his undergraduate degree in business administration from Rider College and his law degree from Seton Hall University School of Law. He is a member of the District of Columbia and U.S. Virgin Islands bars.

HNBA National President Benny Agosto stated, “We are delighted to have Antonio Arocho return to the HNBA on temporary basis as our interim Executive Director. Antonio is the right person to manage this organization while we search for a new Executive Director. Antonio’s broad experience and his proven dedication and understanding of the Hispanic community and the nonprofit sector come in handy during this transition period.”

Cristina Saralegui to receive Ultimate Latina award at USHCC’s Los Angeles Convention

The United States Hispanic Chamber of Commerce (USHCC) is proud to announce talk show host, author, actor and entrepreneur Cristina Saralegui as the recipient of the 2012 Ultimate Latina Award. Saralegui will accept the award at the Ultimate Latina Luncheon on Monday, September 17th at the USHCC 33rd Annual National Convention in Los Angeles, CA.

“We are always eager to honor the work and contributions to society of remarkable Latina entrepreneurs,” says USHCC Chairman, Nina Vaca. “As the 2012 Ultimate Latina, Cristina Saralegui is a living testament to the unyielding perseverance and resourcefulness that characterizes the Latina business community – the fastest growing entrepreneurial segment in America.”

Saralegui’s star began to rise when she became Editor-in-Chief of ‘Cosmopolitan en Español’ in 1979. Saralegui leveraged her experience in journalism to become Executive Producer and host of her own highly-rated TV talk show, “The Cristina Show” which ran for a total of 21 years on Univision. The show was heralded for being the first of its kind to offer millions of viewers an award-winning discussion platform in a television market lacking in Spanish-language options. With 12 Emmys to her name, she is also the first Spanish-language television personality to receive a star on the Hollywood Walk of Fame.

Pete Cento appointed SW Florida Lead for PR Daily of South Florida Public Relations Network

The South Florida Public Relations Network (SFPRN) continues to grow from 200 members in 2006 when it was founded to over 1,700 recipients of the PR Daily Digest in July 2012.

Pete Cento, an experienced, multilingual PR, Marketing, Social Media & Disaster Preparedness consultant based in Naples, FL, was designated as the west coast chapter co-moderator of the PR Daily Digest in January 2011.

Cento has invited PR, Communications, Marketing, Public Affairs & Disaster Preparedness practitioners in Southwest Florida to sign up for the PR DailyDigest and contribute news releases about their clients, best PR practices, job openings and other industry info about the PR industry in Naples, Fort Myers and Cape Coral, FL.

“SFPRN attracts interest because of its unique niche in providing local industry focused news,” said Cento. “What used to be found in the newspaper as weekly columns is no longer available. It was important to founder Linda Hamburger to preserve this type of industry round-up.”

“SFPRN is an umbrella, providing a one-stop-shop and resource of PR jobs boards, groups, resources and news for PR & Marketing pros on both sides of America’s Everglades,” said Cento.

“I try to stay aware of new groups and organizations forming in Southwest Florida,” said Cento. I am currently involved as a member of the Florida Public Relations Association (FPRA), Southwest Florida Chapter; The Hispanic Institute at Hodges University; Univision SW Florida; Southwest Florida Hispanic Chamber of Commerce; Telemundo WWDT Fort Myers; Bonita Springs Chamber of Commerce and FGCU Small Business Development Center, Lutgert College of Business.

“I expect that new groups will continue to be created in Southwest Florida as diversity and minority groups continue to gain strength and are appointed to local boards, convention and visitors groups and local chamber of commerce,” added Cento.

Corporate sponsors include Business Wire; O’Dwyer’s, an industry publication; Dine Magazine; and PR News.

For more information about the South Florida Public Relations Network, PR DailyDigest Newsletter and to become a new sponsor, visit the web site at www.sfprn.com.

Alison Brod PR launches multicultural division; appoints Maria Ramirez multicultural PR accounts supervisor

New York-based Alison Brod Public Relations has launched a multicultural division that the firm says stems from the rapidly growing interest in culturally relevant communications from a diverse portfolio of its clients.

As part of its multicultural PR expansion, the agency has hired Maria J. Ramirez as Supervisor to lead the division for key beauty, lifestyle and fashion clients. With a background in developing and implementing integrated communications programs, Maria has extensive knowledge of the multicultural landscape in addition to a comprehensive understanding of the unique needs of this marketplace.

Maria joins Alison Brod Public Relations from Edelman Worldwide, where she played a role in leading multicultural communications for clients such as Dove®, Time Warner Cable and Pepsi. Prior to Edelman, Maria spearheaded public relations efforts for the Latin Music division at Rogers & Cowan where she worked closely with Hispanic top-tier artists such as Juanes, Ricky Martin, and Nelly Furtado.

Multicultural Webinar: PR Tactics for Tapping Into the Buying Power of the U.S. Hispanic Market

Two years ago Hispanics comprised 16% of the U.S. population and represented $1 trillion in purchasing power. The buying power of this growing, social media-savvy population is projected to hit $1.5 trillion sometime this year. At this forward-looking PR News Webinar, you’ll learn how to use your communications skills to build authentic, trusted connections with this powerful, important audience.

At this Webinar, our expert panel will discuss:

    • An overview of the Latino market and trends for the coming year
    • The various Hispanic subgroups, including age and gender, and how to tailor communications for them
    • How to bridge cultural gaps between your organization and customers, clients and stakeholders
    • Which social media channels, including mobile and video, Hispanic populations use most often
    • How to identify the language preferences of your target Hispanic audience
    • How to engage key influencers and build brand loyalty among the Hispanic population
    • How to measure the success of your communications and adjust your strategy according

WHEN: Tuesday, July 31, 2012 1:30 p.m. – 3 p.m. ET
REGISTER: Click here to sign up.