Reaching niche audiences with culturally appropriate messaging is our area of expertise. The Latino/Hispanic/Latinx market, in particular, is often mistargeted by organizations or brands that hope to reach a large audience with a single strategy. And more often than not, the approach is to translate (and sometimes mistranslate) campaigns into Spanish, entirely missing the various cultural nuances that appeal to specific segments of this diverse population.
Our approach to public relations and community outreach to the Latinx/Hispanic market is based on solid research and effective listening that will allow us to deliver culturally-relevant strategies, utilizing language, and nuance, both in English or in Spanish depending on the assimilation level of the targeted group.
In order to secure media coverage, we first develop interesting and relevant stories that highlight the human impact of our initiatives. Throughout our 20+ years working with local media and focusing in Austin’s Hispanic communities, we have developed solid relationships with Spanish language TV, radio, print and online reporters, editors, and producers. We know what are their beats, their deadlines and work time frames and we adjust our pitch to each particular outlet to assure maximum coverage.
Through our work with the community and nonprofit organizations, we have been able to earn the trust and open direct channels of communications with community groups and activists. This allows us to capitalize on this relationship and deliver targeted coverage that is relevant to our sought after audiences.
Technology has advanced so much, that we want to believe we no longer need human translators. After all, Google Translate is available, free and fast. But should you trust their translations?
Let's use an example:
What would happen if you received a letter from your bank that started with the following paragraph?
“We apologies, for the delay of your payment and all the inconveniences and inflict that we might have indulge you throug. However, we were having some minor problems with our payment system, which is inexplicable, and have held us stranded and indolent, not having the aspiration to devote our 100% assiduity in accrediting foreign contract Payments. We apologies once again.”
Unless your product is going to a national millennial market, you don´t need celebrities. You need very well connected people who can boost your image and give you stellar recommendations.
If you are a small business owner in a local market, let´s say you have a restaurant, and you are trying to expand your market to include events, parties, workshops and corporate meetings, one of your potential goldmines for positive attention and good referrals are in the nonprofit world.
But how can you get to work with them?
That is how I would have handled it if I had been United CEO (or their PR consultant).
In this age in which perception is king, and anyone can be a “reporter”, United should do some soul searching and revise how it handles its image and crisis management.
From a marketing and public relations perspective, this is exactly what your teacher warned you about. But it seems like United CEO Oscar Munoz, who in an ironic twist had been honored as PR Week´s Communicator of the Year just a month ago, didn't pay attention to his PR CRISIS 101 class.
At the time of writing this, United Airlines stock had fallen 1.1% and lost $255 million of the airline´s market. Social media was going crazy with calls for boycotting the company, and meme after meme was eroding the credibility of the brand.
In case you might have missed the scandal (do you live under a rock?), a ticketed customer was forcibly dragged out of a United flight, after the company announced that it was overbooked and 4 crew members needed to board the plane. You can see the videos everywhere.
What do we know about efficient crisis management? Here are the main points to follow: