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Marketing to Hispanics in Spanish remains the most effective way to reach them

By Helena Poleo, President Influence Communications

Is it really necessary to have a Spanish-language campaign to reach Hispanics when considering marketing and public relations?  As one of the premiere public relations and marketing firms focusing on the Hispanic market, we get this question from clients all the time.

And the answer is, quite simply: Yes!

As this article in Forbes magazine highlights, although Hispanic immigration has slowed down, and we all have seen several data points demonstrating that more young Hispanics are speaking more English and consuming media in English, the fact remains that to reach these consumers and voters effectively, marketers and PR specialists must target them with tailored campaigns in Spanish.

The article points to a “Facebook IQ” study conducted by Latinum Network, which, amongst other findings, states that ads targeting Hispanics in Spanish significantly increase their interest in purchasing products. Also, 58% of Spanish-dominant Hispanics and 48% of bilingual Hispanics think that brands that reach out to the segment in Spanish demonstrate they value the Hispanic community.

But just translating an English campaign to Spanish doesn’t work, which is one explanation as to why some Spanish language campaigns don’t seem to bring such a robust ROI as English-language campaigns.

The Facebook IQ study points out that “Hispanic consumers don’t want to be exposed to mere translations of messages from English to Spanish; they want to receive messages that reflect their culture, and this message should also be reflected when casting actors who speak Spanish, with the usage of humor, and in situations that consumers can relate to from a cultural standpoint.”

Therefore, to reach Hispanics effectively, clients must invest in a separate, tailored marketing campaign for Hispanics, and possibly for each different nationality of Hispanics they are hoping to reach.

Influence Communications specializes in creating tailored campaigns to reach the growing Hispanic demographic in South Florida and nation-wide. If you would like to find out how Influence can take your marketing efforts to the next level, please contact us.

We also encourage you to read the Forbes article here:

Influence Communications Celebrates Florida Bike Month

Photo credit Liam Crotty Photography

Photo credit Liam Crotty Photography

March is Florida Bike Month! Everywhere else in the country, bicycling is celebrated in May, but because of our year-round sunny weather, Floridians have chosen to honor two-wheeled transportation in the Spring.

Every year brings new opportunities to ride for fun, fitness, and transportation. The Influence Team encourages you to join us: dust off your bicycle or pick up a CitiBike and check out these free, family-friendly events.

On Friday, March 3rd, celebrate Bike to Work Day! Meet up with elected officials, public health advocates, and members of the Miami-Dade County Policy bicycle patrols for a fun ride from the Coconut Metrorail Station (US-1 & SW 27 Avenue) into Downtown Miami. Free refreshments, giveaways and bicycle checks start at 7:15 and the ride leaves at 8:45am.

This is a special opportunity to connect with local officials and let them know your feelings about transportation policy.

On Saturday, March 11th, Bike The Underline with the Baptist Health Underline Cycling Club! Suitable for all ages, the ride ends in a festival of fitness and public space including ‘live bike art’, live music, food trucks and more.

When completed, together with the Ludlam Trail, the Underline will connect ‘The Miami Loop’ with over 15 miles of off-street bicycle paths. How cool is that?

The City of North Miami Beach is joining the open streets revolution! On Sunday, March 19th, the city will designate a section of NE 19th Ave at 169th Street as park space. Closed to cars, the street will be transformed into a temporary linear part for walking, playing, and bicycling!

Did you know that Influence principal Kathryn Moore has organized more open streets than anyone else in Florida? If you’d like to bring a ‘ciclovía’ to your community, contact us here.

For more ways to participate in Florida Bicycle Month, as well as a list of local bike shops and organizations, visit

To support a local nonprofit working to making bicycling more accessible to kids and adults, regardless of income, visit the Recyclable Bicycle Exchange at

Influence principals recognized for their work in the community

Influence Communications founders Helena Poleo and Andre Sebastian Rodriguez were honored by the Toys for Kids Miami Foundation for their philanthropy.

Influence Communications founders Helena Poleo and Andre Sebastian Rodriguez were honored by the Toys for Kids Miami Foundation for their philanthropy

Doral Councilwoman Christi Fraga and Influence Communications President Helena Poleo during the TFKM Annual Gala

Influence Communications President, Helena Poleo, and CEO, Andre Rodriguez, were recognized by the Toys for Kids Miami Foundation (TFKM) for their leadership, dedication and support for education and the community during the organization’s Annual Benefit Gala held on November 18 in Doral, Florida.

“It is an honor to be recognized by an organization such as TFKM, which helps thousands of families in our community,” said Poleo.

Through community events such as backpack giveaways and toy drives, TFKM strives to help disadvantaged children in our community and their families. The events also foster an atmosphere of community that many of these kids have never experienced before. Having someone who believe in your ability to succeed is paramount to a child’s development. TFKM Supports over 3000 needy children, students and their families.

“We look forward to continuing our work with TFKM to help families all over our county who depend on this organization to make ends meet,” said Rodriguez.

Visit Toys for Kids Miami Foundation to learn more.

Kathryn Moore, Andre Rodriguez, Helena Poleo and Oscar Musibay at the Toys for Kids Miami Foundation Annual Gala

Art of Black Miami Launches at Barlington Group Headquarters in Little Havana

Art of Black Miami Reception at Futurama 1637 Galleries

The third annual Art of Black Miami event series, opening in tandem with Miami Art Week and Art Basel, was officially launched on Tuesday, November 15 in Little Havana, a neighborhood that has drawn significant artistic influence from the African diaspora.

The reception was hosted by Viernes Culturales, Barlington Group and The Greater Miami Convention & Visitors Bureau (GMVCB) at Futurama 1637 Galleries. At the gallery, guests of all backgrounds explored the importance of black art in the diverse mélange of art genres in Miami.

The event was also a preview of the upcoming Umbrellas of Little Havana Art Festival to be held Dec 2 – 4 at the Futurama 1637 Art Galleries, 1637 SW 8th St. The exhibition will showcase 36 beautiful patio umbrellas hand painted by local artists, an initiative of Viernes Culturales.

Carole Ann Taylor, founder of the Art of Black Miami series, introduced it as a vehicle to, “make sure we are represented in our art and in our culture.” President and CEO of GMCVB, Bill Talbert and Connie W. Kinnard, Vice President of Multicultural Tourism & Development at GMCVB echoed her message.

Attendees enjoyed Azúcar ice cream, scrumptious hors d’oeuvres, and vodka watermelon cocktails as they mingled with exhibiting artists at Barlington Group’s headquarters.

While Art of Black Miami features internationally renowned artists, it also showcases the work of local artists from historic neighborhoods including Little Haiti, Overtown, Coconut Grove, Wynwood and Opa-Locka. “We believe that great art transforms the world and the communities we live in; it is up to us to bring Art Basel into our neighborhoods and our neighborhoods into Art Basel,” said Graylyn Swilley-Woods, interim Vice President of the Multicultural Tourism Department at GMCVB.

The second event of the series, titled ‘Sustaining Local Art Institutions and Initiatives,’ will be moderated by Art of Black Miami curator Ludlow Bailey and will take place Friday, December 2nd at Yeelen Gallery.

Visit Art of Black Miami to learn more.

Ludlow Bailey, Graylyn Swilley-Woods, Dexter Bridgeman and Connie Kinnard pose with other Art of Black Miami creators

Ludlow Bailey, Graylyn Swilley-Woods, Dexter Bridgeman and Connie Kinnard pose with other Art of Black Miami creators

Editor de El Nuevo País denuncia que Nicolás Maduro busca cerrar su periódico

Contacto de Prensa: Helena Poleo,, (954) 559-3079

Nota a la prensa: Francisco Poleo, director de El Nuevo País, está en Miami y disponible para entrevistas.

El presidente Nicolás Maduro ordenó el sábado 9 de octubre del 2016 en Caracas, a su ministro de Petróleo y presidente de PDVSA, Eulogio Del Pino, demandar a los dueños de un periódico venezolano, al que no citó, pero al que se refirió como “dirigido desde Miami” por difundir información que considera falsa sobre la petrolera.

El editor de El Nuevo País, Rafael Poleo, aclaró que Maduro se refiere a su periódico, El Nuevo País, diario al que busca cerrar y que el mismo día de la denuncia del Presidente de Venezuela publicó un informe de Bloomberg sobre el fracaso de Petróleos de Venezuela (PDVSA) en conseguir financiamiento extranjero. Esa información de la cadena estadounidense dio pie al titular principal del periódico venezolano.

La familia Poleo se encuentra exiliada en Miami a raíz de la persecución en su contra por el gobierno chavista.

Poleo aseguró que “Maduro llama la atención mundial sobre la situación de PDVSA” al escoger “cerrar El Nuevo País” y agregó que la “polémica internacional” por el cierre del diario “será el relato de como el madurismo acabó con la industria petrolera venezolana”.

Maduro indicó, por su parte, que el periódico a demandar es parte de una “campaña contra Venezuela” que, asegura, busca “destruir las posibilidades financieras y de desarrollo de PDVSA” y dijo que no tolerará que “se siga conspirando con la mentira para dañar” al país, por lo que se deberá “aplicar la justicia para dejarlos (al periódico) en el hueso”.

Tras el anuncio de Maduro, el ministro de Petróleo publicó un mensaje en su cuenta de Twitter en el que reiteró que iniciará “medidas legales contra información de prensa que inventa infamias contra PDVSA”.

Esa misma semana, el lunes 3 de octubre, el presidente venezolano arremetió contra El Nuevo País, blandiendo una edición del diario, acusándolos de ser “el periódico de la derecha y de (Henry) Ramos Allup”. El presidente de la Asamblea Nacional respondió “claro que es mi diario oficial. Ahí escribo y opino sin censura y no lo ha podido acallar ni comprar el régimen”.

Los ataques del chavismo contra El Nuevo País se remontan a principios del actual régimen, en 1999, y han recrudecido este año, volviéndose uno de los blancos favoritos del Presidente de la República. Jesús Torrealba, secretario ejecutivo de la Mesa de la Unidad Democrática, colocó en su cuenta en Twitter la primera página de El Nuevo País que enfureció el sábado a Maduro y dijo “por esta primera plana Maduro ordenó demandar a El Nuevo País. No tiene con qué discutir y esgrime el garrote judicial. No callarán a Rafael Poleo”. Mitzi Capriles de Ledezma, esposa del Alcalde Metropolitano de Caracas y preso político, puso en la misma red social un par de primeras páginas polémicas de El Nuevo País junto al siguiente mensaje: “Es muy grande el miedo a Rafael Poleo y El Nuevo País porque dicen la verdad de lo que pasa en Venezuela y no se rendirán jamás”.

Ante la arremetida, Poleo respondió a Maduro:

“Desgraciada evolución de PDVSA indujo a perspicaces tituladores de El Nuevo País a abrir con que perdimos única fuente de ingresos significativos. Podría discutirse si, como titula El Nuevo País hoy (sábado 8 de octubre), perdimos a PDVSA, o es que PDVSA simplemente murió. Por eso, el presidente Nicolás Maduro, en cadena nacional, ordena a Eulogio Del Pino, presidente de la estatal petrolera, demandar a El Nuevo País por reproducir informe de Bloomberg sobre colapso de PDVSA. Informe, por cierto, publicado por una cadena internacional y reproducido en la prensa mundial, pero por el cual solo se nos ataca a nosotros. Es decir, Maduro mueve sus jueces para cerrar El Nuevo País. Hace unos días Maduro ya asomó su intención de cerrarnos cuando al mostrar una edición del diario por televisión lo llamó ‘el periódico de la oposición’. No seríamos el primer periódico cerrado por una dictadura. La operación contra El Nuevo País es uno de los últimos actos de gobierno de Nicolás Maduro”.


El Nuevo País publisher announces Nicolás Maduro seeks to shut down his newspaper

Media Contact: Helena Poleo, 559-3079

Note to press: Francisco Poleo, El Nuevo País director, is in Miami and available for interviews.

President Nicolás Maduro ordered on Saturday, October 9, in Caracas, his oil minister and president of PDVSA, Eulogio Del Pino, to sue the owners of a Venezuelan newspaper, which he did not cite, but he referred to as “directed from Miami” for spreading information on oil he considers false.

El Nuevo País publisher, Rafael Poleo, said that Maduro refers to his newspaper, which he seeks to shut down. Poleo also said that the same day of the accusations by the President of Venezuela, the paper had published a Bloomberg report on the failure of Petróleos of Venezuela (PDVSA) to obtain foreign financing. The US outlet’s information was the subject of the front page headline as well.

The Poleo family is exiled in Miami due to persecution from the Chavez government.

Poleo said that “Maduro called the world’s attention on the PDVSA situation” by choosing to “close El Nuevo País,” adding that the “international controversy” by the closure of the newspaper “is the story of how madurismo ended the Venezuelan oil industry.”

Maduro said, meanwhile, that the newspaper is part of a “campaign against Venezuela,” which, he says, seeks to “destroy the financial and development possibilities of PDVSA,” and said he will not tolerate “the continued use of lies in conspiracy to destroy” the country, so “justice will be applied to leave them (the newspaper) in the bone.”

Following Maduro’s announcement, the PDVSA minister tweeted that “legal action will be taken against press inventing lies about PDVSA.”

A few days before this incidents, on Monday, October 3, the Venezuelan President lashed out against El Nuevo País, brandishing an edition of the newspaper, accusing them of being “the newspaper of the right and (Henry) Ramos Allup (president of the National Assembly and leader of the opposition).” The President of the National Assembly replied, “of course it is my official gazette. There I write and opine without censorship and the regime has not been able to silence or buy it.”

The chavismo attacks against El Nuevo País date back to the beginning of the current regime, in 1999, and have intensified this year, becoming one of the favorite targets of the President of the Republic. Jesus Torrealba, executive secretary of the Democratic Unity Roundtable, tweeted the front page of El Nuevo País, angering Maduro on Saturday. He said, “Maduro ordered a lawsuit against El Nuevo País because of this front page. He has nothing to discuss and wields the legal club. They will not keep Rafael Poleo silent.” Mitzi Capriles Ledezma, wife of the Metropolitan Mayor of Caracas and political prisoner, posted in the same social network a pair of first controversial pages of El Nuevo País accompanied by the following message: “There is very big fear of Rafael Poleo and El Nuevo País because they tell the truth about what is happening in Venezuela and will never surrender.”

In the face of the attack, Poleo responded to Maduro:

“The unfortunate evolution of PDVSA led perspicacious editors at El Nuevo País to open by saying that we have lost a source of significant income. It could be debated that, as entitled on El Nuevo País today (Saturday, October 8), we lost PDVSA, or that PDVSA simply died. So President Nicolas Maduro, on national television, orders Eulogio Del Pino, president of the state oil sue El Nuevo País for reprinting the Bloomberg report on the collapse of PDVSA. The report, by way, was published by an international chain and reproduced in the world press, but for which only we are receiving attacks. That is, Maduro moving his judges to shut down El Nuevo País. A few days ago, Maduro announced his intention of closing the newspaper by presenting an edition of the newspaper on TV calling it ‘the newspaper of the opposition’. We would not be the first newspaper closed by a dictatorship. The operation against El Nuevo País is one of the last acts of Nicolas Maduro’s government.”
You can read El Nuevo País by visiting

Influence Communications is the LBA Marketing firm of the Year

Thanks to your vote, we were named Marketing Firm of the Year at the 36th Annual LBA Awards Ceremony, held at the Hilton Downtown Miami on Friday, September 30th. It is the second time we have received the award in five years. Here at Influence Communications, we are passionate about the work we do, and are grateful to know our efforts are appreciated.

“We appreciate our clients’ and partners’ support that helped us win this award. We thank the Latin Builders Association, the largest Hispanic construction association in the United States, for continuing to be such a forward-thinking force in the business community in South Florida,” said Andre Rodriguez, CEO of Influence Communications.

Check out some of the coverage of the awards by renowned journalist Oscar Haza, who was named Media Personality of the year during the ceremony:

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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.