I was at a breakfast the other day and the featured speaker was the station manager for a prominent Latino television station here in Denver. It was surprising to me how few people were at this breakfast. Why were so many people losing out on this opportunity?
Now we got some great tips and advice that I certainly don’t want to share with you (sorry, should have been there), but I don’t want you to leave here empty-handed. Here are four reasons your public relations should be targeting Latino media.
Pitching Latino media has a higher likelihood of success
First of all, don’t get me wrong. Journalists who work for Latino news outlets like Univision or Telemundo have the same strong journalistic standards as reporters who work for your favorite English-speaking news outlet. In fact, this really has nothing to do with the journalists at all.
It’s about odds.
Think about all the times you’ve pitched news stations. How many times have you pitched the Latino stations as well? Certainly not every time, and most of your competition is the same way. Imagine all those pitches sent out everyday to English language news outlets that Latino stations aren’t getting. Why not? Latino stations have daily newscasts similar to English language stations. They are broadcasting to folks who live in the same city and are affected by the same events you see on English news. The only difference is that Latino stations not bombarded with hundreds of press releases daily. Because of this, your press release stands a much better chance of getting a fair look from a Latino station than it does from an English language one. Why aren’t you taking advantage of that?
Pitching Latino media does not take any more time or effort than what you’re doing now.
Here’s a tip. Every English language news station has a different focus for their news, so it makes sense that every press release should be individually tailored to each station. Are you doing that? If you’re not you should probably start. And if you are tailoring each press release to each station, then it should be pretty obvious that tailoring one or two more in order to target the Latino news outlets shouldn’t be that big of a deal. Fifteen more minutes of work just doesn’t seem like it’s “too much to be worth it.” Do you?
You don’t necessarily need to speak Spanish
I want to be clear here. If at all possible, you should give Spanish language news stations something in Spanish. Really look around to see if there is anyone, who speaks Spanish that can help you. Really, really try to do this first.
That said, if you have a compelling story that is important to Latinos, Spanish-speaking stations will likely still look at it, even if it can only be done in English. These stations, after all, understand the realities of working in the United States. They understand that most people speak English, and they might have to translate the stories themselves.
The Latino market is bigger than you think
Look around you. How many people do you interact with on a daily basis who speak Spanish as either a first or second language, or who might have family who came from Latin America? All these people; teachers, restaurant owners, gardeners, car dealers, leaders with the Latino Chamber of Commerce; most of them watch some Spanish language television on a regular basis.
Here in Colorado the latest census puts the Latino population at 20% and rapidly growing. Nationally, Latinos are among the highest expanding demographic in terms of population, and economics. Why would you ignore 20% of your possible audience? Unfortunately, many of us are doing exactly that.
Incorporating the Latino market into your public relations efforts is, frankly, just plain good business sense. Why wouldn’t any PR firm want to increase the chances of successfully placing stories without much extra effort to a segment of the population which is rapidly expanding?
I don’t know the answer, or as the Latinos might say, “No sé la respuesta.”
*Just a note that I will be speaking at the PRSA Western District Conference March 12th and 13th. Hope to see you there.