Hispanic households will soar to over 13 million by 2010, controlling almost $700 billion in personal income by that time.
As the Hispanic market continues to rapidly expand, more clients are looking for effective ways to tap into this affluent community.
zcomm founder and CEO Risë Birnbaum says radio stations are more receptive to broadcast PR tactics than general market stations.
“The reason,” says Birnbaum, “is that Spanish language stations are still not getting the volume of pitches that general market stations receive, and if you pitch a topic or issue that’s important to Hispanics, they’re definitely willing to listen.”
For example, finance, housing, immigration, pharmaceuticals, cars and food and beverage and consumer products are all of interest to Hispanics.
“But to reach them effectively to book an interview, radio news release or PSA, you have to be on the same wavelength,” adds zcomm’s Birnbaum, “and that means using a PR professional who not only knows Spanish but also understands different dialects.”
Another way to reach the exploding Hispanic market is to use bi-lingual spokespeople and book them on both popular Spanish language and general market stations in markets with large Hispanic populations such as Miami, Los Angeles and Dallas.