Beyond PR

Apr 15, 2011

The View from Hispanicize: Engaging Hispanic Consumers

Team CaliEnte, winners of the PR Newswire at Hispanicize Engagement Scavenger Hunt with their prizes, Sprint Hotspots and Flip Videos.

If the need to drive Social Media programs from a PR perspective wasn’t evident before, the Hispanic PR & Marketing community surely brought it center stage at the Hispanicize conference last week in Hollywood, CA. Engagement from creating new Hispanic communities via digital platforms including Twitter and Facebook to how broadcast network portals connect with their audiences from TV screen to online screen, were hot topics.

CNN en Español Planning Producer, Felipe Estefan, was awaiting live audience feedback on his Twitter account – while presenting at the Hispanic Media Trends panel – to illustrate how he is using social media to better produce segments that connect with the network’s viewers. Marcella Sarmiento, Partnerships Planning Manager for AOL Latino, discussed how the portal is specifically engaging Latina women through their specialized content area- “Tu Voz en Tu Vida” (website name translates to “your voice in your life”) which aims to enable Hispanic women to connect and help each other locally for positive change.

The engagement theme continued with strong conference focus on the rapidly expanding trend of Latino bloggers as potential “brand ambassadors.” Our PR Newswire Multicultural Markets team tested the Latino marketers’ content engagement interests by creating a Scavenger Hunt during the conference. Participating teams had to search for attendees, speakers and sponsors, take photos or videos and post content to a specially created Facebook fan page. We partnered with Sprint and Casa Cristina to ensure participants had fun prizes as a reward for their engagement. Here is the page link to view all the new content including postings of the Team photos on Reuters’ Times Square sign in New York:!/prnewswireathispanicize2011

The conference also provided us an opportunity to introduce our own Hispanic market engagement platform, ARC Latino. Here’s a peek at our latest client service – we’re pretty excited about it!

Click the image for a demo of ARC Latino

Latinos are online in stronger numbers than ever and driving digital attention. From a practical communications standpoint experts agree that organizational PR strategies will continue needing off and online programs in order to reach the broadest number among your targeted audiences. But the point has now clearly been presented that an actual strategy is needed for Hispanic online communications in Spanish, English, Spanglish or any cross between.

Cristy Clavijo-Kish is Senior Vice President of Multicultural Markets for PR Newswire. Follow her on Twitter via @latinomarketing, connect with her on LinkedIn or send an email to

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