Blurred Lines

I love the fact that the lines are blurring between digital marketing, advertising, and PR. Blurred lines are nothing new to me – in fact, I feel like I’ve made a career out of them. I started as a programmer with a creative background – my formal education was in architecture. Then I became a web designer that knew how to program sites, taking user experience into account before user experience was a “thing.” I became a graphic designer that loved helping brands tell their stories through presentations and infographics, and that opened the door for new business development through visual story-telling. The lines between creative, business development, and digital strategy are blurred as well, and combined, all these skill sets prepared me to assume my current role as StudioB Lead at Burson-Marsteller Miami.

StudioB is our data-driven digital content, creative, and video production team. The full team works out of the Miami office, which allows us to support our existing clients with a robust digital offering that augments their traditional PR efforts, while allowing us to build a full-service communications practice that provides digital-specific services to clients beyond our PR portfolio. While there are smaller, dedicated digital shops out there, it’s this truly integrated approach to digital and PR that sets Burson-Marsteller apart and proves to be most valuable to our clients.

In my role as StudioB Lead, I manage a group of strategists and creative professionals that support a client roster across a variety of practices locally in Miami, regionally in LATAM, as well as in the US Market. The team is comprised of digital and content strategists, community managers, data-analysts, designers, and video editors.

It is a really exciting time to be working at Burson-Marsteller to witness first-hand the convergence between digital marketing, advertising, and public relations. The lines are blurring more each day, and as the digital team here in Miami, our goal is to keep our fingers on the pulse of all of these emerging trends, and share these observations with all of you.

StudioB’s dynamic team will take charge in covering relevant and engaging stories that past, current, and future clients will be interested to hear. We hope you enjoy the articles as they are published over the coming weeks, and encourage you to reach out If there are any topics you would be interested in hearing about from the StudioB team at Burson-Marsteller Miami.

Posted by Ivan Ruiz, Senior Digital Strategist at Burson-Marsteller Miami/StudioB Lead

Burson-Marsteller @ CES

I hope your 2017 is off to a great start and the year will be filled with health, happiness, and prosperity. At Burson-Marsteller Miami, we are in the midst of developing our road map for the year to ensure we continue to deliver excellent service for new and prospective clients, forge partnerships that will add new tools and services to our current offering and provide insightful thought leadership content on a variety of topics relevant to our industry.

First in the spotlight is our Global Technology Practice that recently attended the 50th edition of the Consumer Electronics Show® (CES) in Las Vegas, NV to provide on-site communications support to some of our top clients. They witnessed the unveiling of the latest tech trends, products and consumer campaigns from the most renowned technology companies around the world, and shared key takeaways on what lies ahead for the industry from different perspectives, including communications.

Our Worldwide Chair and CEO Don Baer presented a new survey, “The Burson-Marsteller Age of Trump Technology Policy Survey”, conducted in partnership with Penn Schoen Berland, which tests the views of Tech Elites and the General Public in the U.S. about what the new Trump administration could mean for technology.

I invite you to check out this event recap video prepared by our StudioB Live team featuring Rodrigo Castro, a Director in our Global Technology Practice, who was on hand to share the following observations:

  • The biggest trend is Internet of Things – the merger between hardware, software and data which is paving the road for how technology companies address business and consumers around the world.
  • According to Gartner, by 2021 there will be 21,000 million devices with IOT connection.
  • What value does big data, which captures consumer behavior, bring to companies and how will it drive innovation and collaboration?

Rodrigo joined other Burson-Marsteller colleagues from around the network supporting their clients, including Sheena Lakhani, who helped introduce Nixplay’s latest wireless photo frame, and Jamie Dowling, who chimed in on the latest augmented and virtual reality trends.

If you would like to learn more about our experience at CES or need additional information about our Technology and Innovation resources and capabilities, please feel free to email me.

Posted by Jorge Ortega

Launch of “30 Qs With…” Blog Series

We are excited to launch the first installment of the all new blog series, “30 Qs With…”. Every month we invite you to get to know Burson-Marsteller Miami’s talent from a different perspective – these 1:1 interviews will reveal personal anecdotes from their lives in and out of the office. First up is Maria Isina Areco, Manager in our Global Technology Practice.

During her 10 years at Burson-Marsteller, Maria Isina has worked on a wide range of branding initiatives, helping companies define and reposition their brand. Prior to joining the Miami team, she led Brand Communications efforts in our Buenos Aires office for a variety of clients in the technology and healthcare industries.

Check out her interview here. Enjoy! #30Q’sWith #BursonPersons

Latinos: The New Mainstream. What a year!

From social influencers to politics, music to the economy, Latinos have consumed our news cycles and demanded our attention in 2016.

We have had a great year at Burson Latino, having leveraged our experts, their experience and Burson-Marsteller’s strategic communications approach and innovative tools to help more clients connect and engage with U.S. Hispanic audiences. Just this month, our colleagues led media relations efforts and generated millions of impressions with this Fortune article and CNBC segment, for the just released “Making America Rich Again: The Latino Effect on Economic Growth” study, which demonstrates the strength of the Latino economic power and confirms they are driving America’s New Mainstream Economy.

This year we also partnered with the Center for Multicultural Science to launch our first online research study on the role of Latinos in the 2016 U.S. Presidential Election, highlighting key issues and important causes relevant to our community. The poll, which surveyed more than 1,300 registered Latino voters, was widely covered by English and Spanish language media, as well as digital influencers.

In the spring, we continued to build momentum at the Seventh Annual Hispanicize conference in Miami, the nation’s largest gathering of Latino trendsetters in marketing, digital content creation, journalism, entertainment and tech entrepreneurship. During the five day showcase, we produced more than 50 hours of continuous coverage, livestreamed the Tecla Awards through Facebook Live, moderated notable industry panels and interviewed dozens of speakers and event attendees.

As election fever rose, we realized we needed to capture and curate all online conversations surrounding Hispanics and the election, and created Latinovoicesandvotes.com, the only digital hub that aggregated all social commentary and news content by the most active and trending journalists, influencers, high profile community and business organizations, and political experts. The hub captured more than 15,000 total posts, with more than 24 billion impressions, while our Burson Latino analyst commentary video segments generated more than 600 page views during the last 100 hours prior to the election.

Most recently, our team joined Sony Pictures Television and Sony Music at the live taping of a new pilot titled Tres Noches, which documents the journey of top Latino talent at the 17th Annual Latin GRAMMY Awards in Las Vegas. Together with clients and other agency partners, we outlined strategic approaches for brand and campaign integration with Sony content and talent.

I invite you to review our new Burson Latino capabilities video and infographic, which showcase our evidence-based approach to creating and carrying out effective and authentic Hispanic communications programs that drive business results for clients. It also introduces our new Community Communications Partners (CCPs), an exclusive network of local public relations and public affairs professionals in key Latino markets that provide clients deep and authentic contacts and connections at the grassroots level.

We are excited for new and exciting collaborations in store for 2017. The first comes in January, when we announce our Hispanic market research partnership which will allow us to provide clients and the industry with an endless amount of thought leadership content across a variety of industries. Initiatives like this – along with access to the latest trends, newsmakers and market studies – are our value added differentiating factor.

Lastly, our commitment to the U.S. Hispanic market is reinforced with our board involvement. Burson-Marsteller supports my active participation on the advisory board of the Center for Hispanic Marketing Communication at Florida State University and the corporate advisory board of ALPFA, the Association of Latino Professionals for America, the largest group of 75,000 Latino students and professionals nationwide.

We are proud of the work our team has done this year growing our practice footprint, business and client roster. Thanks to Eva Mejicanos and Stephanie Carrizales in New York and Abril Barba, Ivan Ruiz and Monica Mora in Miami, along with the dozens of other colleagues throughout the Burson U.S. network who support and allow us to exceed our clients’ expectations. Cheers to an exciting 2017 as we look forward to growing partnerships, delivering excellence and continuing success.

Feliz Navidad, and Happy Holidays to all!

Posted by Jorge Ortega

Burson Latino Hosts LATINOVOICESANDVOTES.COM

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My friends,

These are exciting times here at Burson-Marsteller, and across the USA these days. According to the Pew Hispanic Center, 27 million Latinos are eligible to cast ballots this year.

Burson Latino is proud to be partnering with TINT, a social media marketing platform that connects brands and fans to create www.latinovoicesandvotes.com; a bilingual social hub for Latino-focused news, content  and online conversations in the last 100 hours of the 2016 U.S. presidential election. Latinovoicesandvotes.com will go live at 7 a.m. EDT tomorrow, Friday, November 4, and provide approximately 100 hours of real time social content, news and live video coverage.

With Hispanics over-indexing on digital channels and devices, we wanted to build a platform that will contain all relevant Latino news and online election chatter. TINT is the perfect partner to help us create this social media hub that will serve as a resource for media, clients, marketers, influencers and others who are following the election. This exciting partnership will give everyone following the election access to our team’s real-time analysis and point of view—in both Spanish and English. We anticipate intense and insightful social commentary and engagement on the candidates and issues, and our social media hub will display these for 100 hours.

Burson-Marsteller used proprietary digital data analytic tools to identify Hispanic news sites, digital influencers and Hispanic business, political, and community organizations that are most active vocally on both the election and Latino issues, and we will curate content generated by them. In addition, our team will produce real-time video commentary and analysis throughout the 100 hours of coverage. Our Burson Latino team will be monitoring these exchanges and creating a platform for engagement between the visitors and content to the social media hub.

Please join the conversation, and don’t forget to get out and vote!

Sincerely,

Jorge A. Ortega

#BursonCheersHavanaClubRum

bm-cheers-havana-club-rumAs a token of appreciation for our long-standing relationship with Bacardi, Burson-Marsteller Miami hosted a cocktail reception on Thursday, October 20th, to celebrate the 2016 U.S. debut of HAVANA CLUB Añejo Clásico in Florida, and its continued U.S. expansion. Cuba’s cultural resurgence has fueled nostalgia and piqued the interest of all across South Florida, and this reception served as a platform to refresh the community on the Company’s expansion plans including new bottle packaging, the introduction of the dark rum variant to complement the existing HAVANA CLUB Añejo Blanco offering, and “The Golden Age, Aged Well” brand campaign.

Our clients and leadership team joined Bacardi executives and members of the South Florida business community to toast this milestone at our office overlooking Miami’s scenic skyline. Guests enjoyed authentic Cuban hors d’oeuvres, hand rolled cigars and live traditional Cuban jazz by ABWSax Productions.

A special thanks to our sponsors Gilbert’s Bakery, Oliva Cigar Co. and the South Florida Dominos Association (SFDA), who were on hand to help guests brush up on their domino skills as they sampled signature Havana Club cocktails. Their contributions helped make the evening a success. Cheers!

Click here to relive a night in Havana.

Click here to view photos.

 

COA Symposium and 22nd Bravo Business Awards

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As a longtime member of the Council of the Americas (COA), Burson-Marsteller is thrilled to share that we have been selected as PR and communications partners for their upcoming Symposium and 22nd BRAVO Business Awards, taking place October 28 in Miami.

The annual symposium gathers more than 400 CEOs, senior government officials, and other high-level decision makers to discuss economic and social development issues that are transforming the Americas.

This year, our very own Ramiro Prudencio, President and Chief Executive Officer, Latin America, will moderate the CEO Roundtable Breakfast, a by invitation only meeting that will bring together CEOs from major multilatinas and multinationals to discuss how Latin American companies and institutions are building an innovation mindset and agenda for the region.

We are glad to be a part of this time-honored event that has recognized excellence and leadership in the Americas for more than two decades. This year’s BRAVO awards recognize eight leaders from the public and private sectors including:

  • Fernando Henrique Cardoso, former President of Brazil
  • Marcos Galperín, CEO and Founder of Argentina’s MercadoLibre
  • Francisco Garza Egloff, CEO of Mexico’s Arca Continental
  • City of Medellín (Accepted by Mayor Federico Gutiérrez Zuluaga)
  • José Antonio Meade Kuribreña, Mexico’s Secretary of Finance and Public Credit
  • Ali Moshiri, President of Chevron Africa and Latin America Exploration and Production Company
  • Patricia Villela Marino, President of Brazil’s Humanitas360 Institute
  • Eduardo J. Padrón, President of Miami Dade College.

Padron’s recognition marks the first occasion the BRAVO Awards recognize a local leader for their contributions to the region. What a milestone!

If you are interested in being a part of this exciting event, you will join sponsors including HSBC, Bank of America Merrill Lynch, Burson-Marsteller, AES, CAF – Development Bank of Latin America, The Boston Consulting Group, Bombardier, Chubb, Emerson, Microsoft and Softtek. Partners include CNN, The Financial Times, ProMéxico and the Inter-American Development Bank.

Should you have any questions or need additional information feel free to contact me.

I look forward to seeing you there!

Posted by Jorge Ortega 

Big Data PR: The Numbers Don’t Lie

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Traditional public relations professionals have always used data to measure reach through media impressions, ad equivalency, message effectiveness, and perception change. Today, in addition to its traditional uses, data also needs to be the starting point of creative storytelling.

Burson-Marsteller is leading our industry in using Big Data Analytics to help our clients better understand target audiences, influencers, and media behavior. As a result, we are able to develop strategies grounded in evidence-based insights rather than speculation, and creative expressions that help build brands, protect corporate reputation, position executives, defend an issue, or launch products and services.

We have the distinct advantage of leveraging our global strength to access dozens of cutting-edge tools and resources that allow us to segment and analyze large amounts of structured and unstructured data generated on the Internet. This intelligence helps us answer common client questions such as:

  • How do I reach a specific target audience, not just a general one?
  • What platforms and applications does my audience use most?
  • Which media and opinion leaders carry the most clout?
  • Are there gaps between the messages we want to communicate and how the audience receives them?
  • Are we using the same vernacular as our audience?

Big data allows us to create campaigns that influence not only audiences, but behavior. Here are some examples we have executed recently for our clients:

  • Analyzed the media preferences of a major automotive manufacturer’s target audience beyond traditional automotive and invited a select group of journalists focused on technology, innovation and design to the Paris Auto Show, resulting in optimized coverage angles and wider reach.
  • Identified online media and news consumption habits of small business benefits decision makers for a financial services firm to create relevant media partnerships, allowing us to showcase thought leadership content and nurture relationships with key reporters.
  • Built creative and customized editorial and native advertising content on relevant channels aimed at Millennials for a leading brewing company at the center of conversations on responsible consumption by promoting its Hero global campaign.
  • Conducted a Big Data Brand Audit, providing a major appliance manufacturer with customer insights, audience profile and segmentation, market trends and analysis to support strategic communications and marketing plans while prioritizing key investment areas.

Burson-Marsteller boasts dozens of top notch digital strategists across the network, newest among them Ivan Ruiz, who joins us as Senior Digital Strategist, to develop fully integrated, real-time, data-driven solutions for our Miami-managed clients.

Please contact me if you want to learn how Big Data Analytics can help ground your PR or brand communication strategy and fuel creativity to maximize impact. Numbers don’t lie!

Posted by Jorge Ortega

The Harold Burson Summer Apprenticeship Program

Burson-Marsteller Miami is proud to offer apprenticeship opportunities throughout the year for undergraduate college students seeking to gain hands-on experience in the public relations and strategic communications field. This summer, we welcomed students from Florida International University, Boston College and Wake Forest University to work on client engagements and special projects, with our Burson talent across the network to apply their skills, bring unique perspectives and learn the Burson Way—all invaluable assets as they build their careers.

Our apprentices got a taste of Burson Miami, whether it was through monitoring media coverage and social conversations to gain insights on current brand perceptions for our clients, participating in creative brainstorming sessions for new business presentations, developing content for Burson Miami social media channels, or coordinating special events for clients and staff.

 

intern1Tayler Alvarez
Florida International University
New Business Development

 

intern2

Catherine Kriendler
Boston College
Technology and Innovation

 

INTERN3Luciana Sabillon
Wake Forest University
Public Affairs

 

intern4

Kurk Anton
Florida International University
Human Resources

 

We are extremely proud of all they accomplished and wish them success in their future endeavors. We are always looking to nurture and develop talent that will one day be leaders in this industry, encouraging them to remember their time as a Burson Person and strive to Be More.

Click here to meet our apprentices as they reflect on their favorite Burson moments and experiences.

Studio B & Burson Latino Support ALPFA’s 44th Conference

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The Association of Latino Professionals For America’s (ALPFA) commissioned Studio B Live and Burson Latino, Burson-Marsteller’s Hispanic practice, to produce a series of videos for the organization’s 44th annual convention that brought together thousands of Latino students and professionals for learning,  leadership and networking opportunities in Dallas, TX.  Enjoy the videos the team produced for ALPFA 2016 honorees Blanca Blanco, John Ramirez, and Maity Interiano. In addition, StudioB Live produced the grand finale video that announced the location of the 45th convention, “The New Latino Paradigm”, taking place in Las Vegas, Nevada in 2017.

MDC Anniversary Recognition

Burson-Marsteller Miami continuously looks to establish positive and long lasting relationships within the South Florida community. This month, we celebrate a year-long partnership with the Miami- Dade Community College School of Entertainment and Design Technology (SEDT), created to give students studying digital/media production the opportunity to support our StudioB Live! Team, and gain hands on experience in their field.

Notable projects to  highlight include their role working side by side with our Burson Latino team at this year’s seventh-annual Hispanicize conference, the largest gathering for Latino trendsetters in marketing, digital content creation, journalism, entertainment and tech entrepreneurship, capturing footage, broadcasting the second-annual TECLA Awards live, and producing daily recap videos. Their expertise also proved to be an asset working with clients including FedEx, Oracle, and ALPFA, and producing compelling, storytelling content and videos for use during new business presentations.

We would like to officially welcome Anthony Fleites, an SEDT alumnus and an example of the talent we hope to discover, to the Burson-Marsteller Miami family! Anthony was instrumental in spearheading production elements on all projects through our partnership, and currently serves as StudioB Live! Production Coordinator.

We would like to thank the faculty and staff at SEDT for allowing us to tap into their network of talented, dedicated students and providing access to their state of the art tools and equipment. Here’s to growing our partnership in 2017 and beyond!

mdc

 

The Game Is Changing

By Rodrigo Castro, Innovation and Technology Director Burson-Marsteller

In the past few years, there has been an increase in video game movie adaptations. While many gamers are excited to see their favorite game come alive on the big screen, there are nervous fans expecting to see the film adaptation completely fail their expectations. Since the early 1990s, video game films have earned the notorious reputation of being box office flops. Disappointing scripts, low budgets, and clueless direction seem to comprise every adaption. Production companies seem to misunderstand the material and lose focus of the video game’s primary objective. What seems at first like a rewarding investment for video game companies, usually results in a brand image catastrophe. Video game companies need to start taking a better approach when promoting their films to the audience.

While the Pokémon and Resident Evil series are a few of the lucky ones that dodged the “adaptation curse,” many others have gone downhill. In 1993, Super Mario Bros proved to be a major failure with a mediocre story line leaving many gamers completely unsatisfied. Hollywood Pictures had the film budgeted at $48 million dollars but in the end, the movie only made revenue of $21 million.  In 1999, Origin Systems’ Wing Commander was also given a movie adaptation that failed in the box office. The film had a budget of $30 million and it only brought in $11.5 million for the studio. In 2008, Uwe Boll decided to bring Gas Powered Games’ Dungeon Siege to the big screen for yet another video game adaptation. This movie had a $30 million budget, and was followed by disappointing revenue of $30 million.

The United States is not the only country with movie failures. Overseas, the Latin American region is experiencing the same issue when it comes to video game movie adaptations. Sony Pictures’ Pixels, premiered in Brazil on July 2015 with $11,849,499 (+8.2%) in its first week. On July 31st the movie did not surpass its opening week numbers and only made a sum of $9,268,713 (-21.8%).  In 2014, DreamWorks Pictures, The Need for Speed was a flop in Colombia. The movie only had revenue of $3,404,084.

Now the question is, why do these movies fail? For starters, a movie doesn’t offer the same kind of immersive experience as a video game. A game has a straightforward story, the player interaction is what determines how much fun it is and the level of enjoyment comes out of the game as opposed to a movie where the user has no control over the outcome whatsoever. A game is meant for users to become emotionally involved resulting in a highly unique experience. Grasping the concept of the video game is necessary for a successful movie. Hollywood still hasn’t found a way to fully understand how to adapt the game’s story line in a film. When these issues start to arise video game companies and production companies need to find a medium that in the end will satisfy the audience.

Video games are the defining medium of the twenty first century, like cinema was for the twentieth century. It is one of the biggest cultural shifters in the world today. It has changed the way we think about other mediums, including movies, TV, or art. The idea of making a video game into a movie is not a bad idea, but is imperative for brands to strategize a more approachable way when promoting a film. The industry is in need of a game changing mentality (pun intended).

In the industry, companies hire agencies to promote their films, and agencies have been known to create intimate trials offering gamers a “one on one” experience playing the game. Allowing gamers to preview the film is another simple method when promoting it that allows the consumer to have a unique experience that will hopefully translate into video game sales and success at the box office. Understanding and respecting video game culture is key to any brand that wants to connect with millennials and younger audiences (and not too-young audiences: average gamer age today is 35).

In an industry where so many adaptations have not seen any favorable results, a change must be instilled. Let an agency that respects the gaming culture be the bridge between this relatively new medium and the audiences it deserves. Let an agency that knows what people want tackle the behemoth that is the video game adaptation industry. Let an agency be your game changer.

 

 

This Week At Burson-Marsteller Miami


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It was a great week for Burson-Marsteller Miami. On Wednesday, our corporate practice leader, Karen Guggenheim, had the opportunity to speak at the Public Affairs Council conference. Karen spoke about the importance of handling issues, crisis and reputation management. On Friday, the students of Tecnológico de Monterrey visited our office to learn about the importance of public relations, taught by our Technology and Innovation practice leader, Rodrigo Castro. We are very proud of our leaders taking the initiative to share knowledge unto other organizations.

 

Latinos Demand Más: Pushing the Limits of Traditional Public Relations to Effectively Reach Hispanics

The following article was featured in O’Dwyer’s June multicultural issue.

By: Jorge Ortega, Executive Vice President at Burson-Marsteller, Leader of Burson Latino

BursonLatino_Logo-01

When I first began in the Hispanic communications field more than 25 years ago, Hispanics were considered a niche market, and targeting them was far less sophisticated and complex than it is today. Today, the 2016 Hispanic market has burgeoned into a large, diverse audience that has a significant impact on companies’ bottom lines, demanding much more from communications professionals than in years past. Be it content, channels for engagement or community connections, in this increasingly digital world, and with Hispanics over-indexing on digital channels and devices, today’s Hispanic marketer has to employ a much broader depth and breadth of assets than days past to communicate effectively with this audience. Now, more than ever, brands need to connect with Hispanics- which means communications agencies must have capabilities far beyond a well-connected, bilingual media relations team.

English? ¿Español?                                    

Speaking of bilingual media relations, this is not to say that bilingual media specialists aren’t essential to our agencies any longer. They are. However, the way our strategic communications plans approach traditional media relations has become much more complex. English or Spanish? Or do we shake things up with Spanglish content? There is a multitude of studies circulating on the benefits of Spanish verses English to connect with different Hispanic generational levels – but that’s not to mention the young, powerful Millennial generation. Good luck with them, fellow marketers. A difficult audience to categorize, Hispanic Millennials demand much more from marketers, and are hyper-connected to online media. While many of them speak Spanish as their first language, they may be equally strong in English and prefer to communicate in their Anglo tongue. Buzzfeed and Elite Daily may reach these audiences just as effectively in English, while Telemundo and Univision are now scrambling to better connect with the trendy Millennial population.

Digital or Digital, spelled the same in both languages 

Arguably the best means of reaching Hispanics, digital is, by its interactive nature, demanding of marketers. Latinos are now famous for their penchant for digital media, over-indexing on digital usage. Nielsen recently found that Hispanic consumers in the U.S. tend to stream more online video and were more likely to use mobile devices as second screens. This is not breaking news to Hispanic marketers, however it does increase what is asked of brands. Across segments, brands are expected to interact with their audiences, not just market to them.

Brands need to create engaging videos and content, and with public relations budgets significantly smaller than those for general market clients, they need an affordable way to create fast, creative content that will resonate with their audience across social media channels. Agencies must be able to provide this now, and even more so in the future. This could change the way that a traditional public relations agency is structured. Creating engaging content requires a talented creative team, and speedy graphic designers and video editors who can work hand-in-hand with a communications team to generate content quickly that is in line with the brand’s messaging and will cause digital Hispanic audiences to take note, rather than continue scrolling down their newsfeeds.

My comunidad 

Scan through any trending Hispanic influencer’s account, and you’re bound to come across a meme related to having a large, extended Latino family. It’s no secret that Hispanics place great emphasis on the value of family and community relationships. However, this builds expectations for brands to integrate seamlessly into the Hispanic culture. Think a Cinco de Mayo sponsorship at a local Mexican restaurant is enough? Think again. While some brands are leading the pack at infusing their brand narrative with Latino values, this requires more of a strategic communications campaigns than a presence at large, must-have events. The U.S. Hispanic population is a powerful network, reflected in the strength and influence of its organizations. Strong relationships with Hispanics begin with strong relationships with appropriate organizations within this network. Would you like to connect with young, business-minded Hispanics? Connect with ALPFA, the Association for Latino Professionals? Does your brand support entrepreneurship and small and medium-sized businesses? Maybe you should connect with the Stanford Latino Entrepreneur Initiative. Want to understand where Latino voters stand on certain issues? You can meet Latino appointed and elected officials through NALEO (National Association of Latino Elected and Appointed Officials).  A successful Hispanic communications agency needs to have the connections to get your brand’s foot in the door across a variety of organizations and chambers.

Are you ready to succeed in this market?

As the entire public relations industry continues to evolve with the advance of digital media, Hispanic-facing efforts are changing even more quickly. Agencies specializing in the U.S. Hispanic market must now provide more capabilities for their clients, which requires a significant change in traditional public relations approaches. Brands needs to connect with audiences through engaging, multilingual content shared across digital channels and interact meaningfully with the community in order to deliver measurable business impact. Hispanic marketers must strengthen and diversify their communications capabilities in order to rise to this challenge.

Great Place to Work Latin America 2016 Conference

 

Burson-Marsteller Miami had the opportunity to support our friends at the Great Place to Work 2016® conference in Mexico. Their goal is to inspire organizations and leaders to produce and maintain a great workplace by providing strategies that are innovative and maintain a high-trust culture. The conference was filled with organizations and leaders ready to learn how to improve their workplaces. Many leaders also took the stage to share a few insights of their own, including Michael C. Bush, Thine Thygensen and our Burson-Marsteller Latin America CEO, Ramiro Prudencio.

Michael C. Bush, CEO of GPTW, presented a few action steps to the conference attendees that can make companies a great place to work. He  his beliefs on how people and society are better when there is a great place to work making an individual proud of what they do and their team. He mentioned a few key points for companies to achieve a successful workplace, such as leaders encouraging respect, credibility and fairness and to always provide positive feedback individually, thanking people for their effort and performance. Bush also added to his lecture the most common reasons why companies receive a low position in the Great Place to Work® ranking. These detrimental issues may include the arrival of a new CEO that caused damage, exponential growth of the company, layoffs and merging and acquisition of other companies.

Burson-Marsteller Miami also participated on the expert panel with our Latin America CEO and President, Ramiro Prudencio. Ramiro was accompanied by Germán Dyzenchauz, CEO of GOintegro Latin America, and Dr. Carlos Delgado Planás, Founder and President of Delgado de Compensa Capital Humano. The expert panel focused on different ways of communicating internally for companies in a digital age. Throughout the conversation between the panelists and the moderator, Ismael Cala, they highlighted the importance of internal communication saying, “communicating to your employees is not a chore, it is a commitment.” Dr. Delgado and Ramiro touched on how the establishment of new goals and strategies of the company should be communicated to all levels in order to succeed in the globalized world in which we all operate.

Burson-Marsteller Miami is proud to support our friends at Great Place to Work, and we thank them for an amazing time and interesting conference. Until next year!