Archive for “August, 2016”

The Influence Team welcomes Gabriela Polanco

Gabriela PolancoIt is with great pride that we welcome the newest member of the Influence team, Gabriela Polanco. As Communications Assistant, she will work with the media relations team to propel our clients’ projects to meet their goals. She is fluent in Spanish, English and French and her skills include social media management, creative writing and graphic design.

Prior to becoming part of our team, Gabriela interned in the Dominican Embassy in the United Kingdom, TinZi Marketing, a digital marketing startup, and collaborated at her university’s American Marketing Association chapter.

Gabriela is graduating from Florida International University with her bachelor’s degree in marketing and international business in the spring.

She can be reached by phone at (305) 741-3051.

How Hispanics use media differently

Blog HeaderBy Helena Poleo

For those of us in the media world, especially in South Florida, we know we have to reach the Hispanic audience if we want to get our clients’ message out successfully.

The question is, how do we reach them effectively?

Studies show that Hispanics use media very differently than the general population.

As this article in Media Life Magazine explains, Hispanics spend much less time watching traditional television and using tablets but much more time on smartphones and listening to radio.

“One consistent finding over the years is that Hispanics favor mobile over all other demographics, and Nielsen’s report bears this out,” the article reads. According to the Nielsen report, Hispanics are nearly twice as likely to watch streaming video or listen to streaming audio as other demos.

Why? The reason lies in economics: for many Hispanics, who statistically have a lower income level than other groups, mobile phones are their only connection to the web.

Although this article focuses on placed media, this is important information if you’re trying to create an earned media plan that reaches Hispanics specifically, as is often the case in Miami. Finding these outlets to reach Hispanics effectively takes a Media Relations professional that knows the market well, and knows how to reach the right reporters in the right outlet for the demographic.