3 Reasons Your PR Should Speak Español.

PR knows no borders, including those of language.

 

If you’re working on a national-headline news story, why not add Univision’s newscast to your outreach list? If lifestyle is the coverage you seek, don’t forget People en Español.

 

A 2015 study revealed that the United States now has more Spanish speakers than Spain and in the next 30 years, it will become the largest Spanish-speaking nation on Earth. Chances are that for every media outlet you have on your pitch list, there’s a Spanish-speaking counterpart that’s never heard from you.

 

Photos of serving as impromptu reporter for Univision while securing coverage for client.

 

Being originally from Texas, this was second-nature for me due to the bilingual nature of the region but after a few years of working in the Northeast I realized that not everyone is familiar with the US Hispanic market. Recently I penned my thoughts to PR Daily including three reasons your PR strategy should include Hispanic-target news media outlets. You can check out the original piece here.

 

1. The opportunities are huge.

The Hispanic market is often perceived as minor in mainstream media outlets, but the latest census indicates that one in every five U.S. residents is Hispanic. By 2050, that number is expected to become one in every three. PR is about getting ahead of the trends, so why not be proactive about reaching this demographic?

 

2. Hispanic media outlets in the U.S. work largely in English.

There’s a misconception that members of U.S. Spanish-speaking media outlets operate in Spanish, such as French radio in Bordeaux or Portuguese TV in Rio. Though local-based media outlets in Latin America often work primarily in Spanish, reporters in Hispanic U.S. news outlets often publish stories interchangeably in English and Spanish.

 

There are reporters and producers who prefer to be contacted in Spanish, but that should not deter PR pros from pitching them if they’re the right vessel for a story. Don’t be afraid to hit “send” on a pitch, regardless in which language it’s written. As Telemundo’s President Luis Silbawasser said at the 20th Latin American Conference in Boston, there’s a large demography in the U.S that work in English during the day but after work they live in Spanish at home. ‘Bilingual’ is the name of the game.

 

3. Hispanic media outlets reach far beyond the U.S.

A major bonus of Hispanic media outlets in the U.S. is that although publications and broadcasts physically operate in the U.S., their reach is borderless—often reaching the eyes of millions of Spanish people across the world. The same way a CNBC article might be relevant for readers in both the U.S. and Australia, a six-minute segment on Univision might be viewed by someone in Boston as well as a consumer in Buenos Aires.

 

Post-segment photos from Telemundo’s Un Nuevo Día set.

Not knowing Spanish or being familiar with Spanish-based media outlets is not an acceptable reason to neglect this growing list of media relations opportunities. The more you dabble in any media market, the better you can know its rules and guidelines.

 

If you’re a Spanish speaker it’s a no-brainer, but to PR pros with little-to-no Spanish language experience: Think back to your old foreign language courses. At first, it took hard work, but it came down to practice and persistence (in PR terms: following up). You probably know more than you think.

Calvin Klein: A House Full of Popcorn

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Have you ever felt that feeling when you absolutely know you’ll never repeat an experience ever again? I can almost bet my life that I’ll never be surrounded again by three semi-trailers worth of popcorn. If you think I’m wrong and can think of another instance when I will be, please hit me up; we need to chat.

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For the 2018 fall/winter season I joined the Bureau Betak team as a freelance production assistant that saw me enter a post-apocalyptic world on 70’s Americana also known as Calvin Klein by Raf Simons. I’ve worked well over 100 shows throughout the years but this one was definitely in a league of its own. I still have popcorn kernels stuck in my shoes. While the work was all the same as in any other production, the vibe was definitely surreal and I credit that to Raf’s vision. It’s often said that a great organization is run by a great head and you can definitely see that he’s creatively running CK, reinvigorating it with the dose of B-12 we didn’t know the brand needed. Western wear was modern and sleek and Mumford and Son’s sound of silence was uplifting; for not making any sense everything perfectly gelled and made sense.

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If you want to see something you’ve never seen, I definitely encourage you to check out the clip below and see how fun a red barn can be.

Video courtesy of FF Channel.

PS – This all happened inside of the New York Stock Exchange. Makes perfect sense, doesn’t it?

All photos are property of The Running Publicist.

Running to Pitti Uomo

IMG_3052Season 93 welcomed me with open arms as I represented a client’s collaboration with a guest designer. Capturing content; a social takeover and staffing meetings with media; my heart was more than content. Menswear was just an added bonus to the experience.

 

 

Below are a few photo highlights from the experience.

 

 

Want a cherry on top? Working close to Michele Montagne on what will be a show to remember. The dual showing of Undercover and The Soloist was fun and preppy followed by a space odyssey adventure climaxed with an emotionally draining manifesto of black and rebellion that culminated on an angelic note. Who knew fashion could be such a roller coaster ride? Don’t mind me, I’m in line for another go.

 

 

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Video courtesy of Male Model Corp 3.

Cool Cats on Un Nuevo Día

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Y tu experto en accesorios de mascota ha regresado! (Your pet accessories expert is back!) On Wednesday, Oct. 18, I returned to Telemundo’s Un Nuevo Día to talk about what our favorite whiskered friends prefer when playing and why they truly are as lucky, and smart, as we think they are!

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Video and photos courtesy of Telemundo.

Follow your heart, even if you have to pay

I’ve always been a believer of following your heart, from personal to professional, you’re never wrong if you’re true to yourself. At the start of the year I put this theory in action when I decided to enter the agency side of the PR world; a move that I constantly refer as to as one of my best. I’ve learned and grown so much since I transitioned; my brain is constantly fed with new-found wisdom and my heart smiles everyday as I journey into the office. I’m doing what I love but that move did not come without a price; $10,000 to be exact.

Switching jobs came with a pay cut, which for not one split second did I doubt. As a kid I was taught to dream and follow your passion and to not let money dictate your purpose. You can always go out and make some green when you need it but listening to that pulse within is the true compensation. Six months later I continue to stand by my decision. I recently spoke with CNBC to share my story. Below is an excerpt from my article.

Jon Salas, 28, recently took a big pay cut to leave the “cardboard dry culture” at a multinational human resources consulting firm where he felt isolated from bosses and colleagues. He accepted a job at a small public relations agency, where he could be heard by, and learn from, managers and different teams on a daily basis.

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“There wasn’t much opportunity for growth [at the previous employer]. The only way to go up was if someone left a position, and even then, you weren’t guaranteed the position,” said Salas, who now works as an assistant account executive at Hollywood PR in Boston, where the entire firm comes together every other week for strategy brainstorming sessions. Salas decided to take a $10,000 pay cut to go “where growth opportunities are available and attainable, and where the line of work fits into my overall long-term plans,” he said.

You can read the full piece titled “The new generation of employees would take less pay for these job perks,” on CNBC.com. Special thanks to Yahoo! for the additional pick up on this story, which catapulted the impression count to 5.265 Billion.

Cat Gossip on Un Nuevo Dia

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On Wednesday, May 17, yours truly became a pet accessories expert on Telemundo’s live national morning show, Un Nuevo Dia. I participated as part of panel conversation on the importance of adopting cats, common myths, and kitten play; we were certainly dishing about our feline friends. In working with client Catit, the network invited the brand to the studio where they showcased their “Catit Playground” which features a variety of product from their Senses 2.0 line, that when put together create a life-size playground for cats.

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With collaboration from Miami’s The Cat Network, the playground came alive with real adoptable kittens on set that were playing and giving us our daily dose of aww.

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How’s this for proof that I’m crazy about pets? You can watch the full segment below.

Video and photos courtesy of Telemundo.

 

The most important lesson I’ve learned: ‘be you.’

Although last week was nothing short of news, I forwent writing a recap of the week’s PR highlights as my full focus was on mastering my comprehensive exam at Boston University for my M.S. in PR. It’s very bitter sweet as that is it, I’ve reach the culmination of what is undoubtedly one of the best decisions I’ve taken in my life, attending BU. I’ve told my colleagues and friends and I’ll write it in black and white; I thought I was well versed in PR before deciding on grad school and boy, was I so wrong. BU not only kicked my ass but it also served me a double plate and made sure I scarfed it down and asked for more. I can’t possibly imagine my life without going through the program. I realized I was so wrong and whatever I knew before is nothing compared to everything I picked up throughout my time on Commonwealth Ave.

The journey was certainly not easy, balancing a full-time job and tackling on 20-credit hour semesters; add two seasons at New York Fashion Week; what is life? Memories of fun seem very distant, luckily my masochist obsession with the field and love for learning carried me through. I now find myself understanding the Portuguese concept of ‘saudade,’ the pleasure of longing. Two days out and I’m already missing my school, I want more although I couldn’t wait for this moment to arrive; a conflict of emotions is an understatement.

It goes without saying that I learned a plethora of concepts, theories, better communication practices and strategies, however the biggest lesson I learned from BU was the simplest one of all, ‘be you.’

With a tuition rate identical to Harvard’s you’d probably say that you could’ve told me that for six-figures less. To that I answer, you could’ve told me; sure, but could you have shown me? If your answer is yes, I want to meet you.

My time at BU taught me that the key to anything and everything, especially true in public relations, is to be authentic, to be genuine, to be yourself. I think as communicators it can be very easy to mold yourself, your message, your story to fit the needs of your stakeholders and along the way to lose sight of who you are. You begin thinking of the needs and forget about yourself. I remember entering the program and ‘knowing’ what the ‘perfect’ profile of a PR practitioner was, what ‘right’ answers they would say, what ‘right’ behaviors they would do, there was a strategy to it, and ultimately, I was beyond wrong. Being so perfect makes you imperfect for everything. It makes you a robot; you lose yourself, your worth, your thoughts, you become automated; you are no longer a human. No one wants to be around synthetic creatures. As humans we look for others, in the flesh, who are like us and have the same beliefs as us. We seek to satisfy our hearts and by doing so we look for like-minded-and-hearted beings who we can connect with.

This all can be said for the brands and clients we represent, no customer wants to buy from someone or something that they know is trying to be something they are not. When it’s too orchestrated, it comes across as fake, unnatural, deceiving and ultimately you are hurting the cause you are trying to help. Whether it be a project or yourself, when you are anything but true to yourself or your cause, whoever you are talking will notice and will take action to distance themselves. No one wants to be around something that is not real or insincere. I don’t want to be around fake friends, do you? Clients, customers, employers and anything and everything else you can think of that has a soul and a brain feel the same way. If you know someone who enjoys unauthentic relationships, please introduce them to me; my inner psychologist would like to understand them.

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Photo: The Running Publicist.

Back to this past weekend, after I finished my test I walked into the school book store and I saw a mug that literally spelled out my life’s biggest lesson. Painted in red with big bold cap-locked Arial font-styled letters, it read ‘BE YOU.’ It was in that moment as my fingers grasped the cup’s handle that it hit me how powerful these two words are. I’m no longer the same person who entered the College of Communication’s double doors in September of 2015; no, not at all. I’m quite the opposite. I’ve embraced everything that makes me different, my imperfections, my flaws as well as my strengths. As a Libra, you know we have many. I’ve learned to celebrate that I don’t fit in everywhere and that I’m not cookie cut. Rather than trying to fit every mold, I now share how I’m a different type of sweet; a bit spicy with a slight tart. I’ve learned to be okay with who I am, for good and for bad. When I meet new colleagues, I welcome them into my world. Those who find me interesting are welcome for more and those who don’t, well it was still great meeting you and I hope the future gives us a change of heart. In order to please anyone, we need to begin with ourselves. We cannot be successful unless we succeed at being the best us we can be.

When you are truly who you are, you find happiness and balance in your life. Who doesn’t want to be around someone who’s happy? If you know some folks who don’t; I’ll sit this one out; I don’t think I need to meet them. In all seriousness, the takeaway here is that regardless of profession or circumstance, the most useful lesson that I’ve learned to date is the one of being yourself. We’re told this as children and we grow up knowing it but not fully understanding it. For that, I thank you, BU. You didn’t tell me how; you showed me how to ‘be you.’