Archive for the ‘Uncategorized’ Category

Advertising Execs Are Hypocrites

Friday, April 21st, 2006

by Simon Sinek

As published in April 17th, 2006 issue of BrandWeek

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Simon Sinek, founder and CEO of SinekPartners

Photo courtesy of Simon Sinek

If advertising is so effective, why don’t ad agencies advertise? PR firms tout themselves in releases. Event planners throw their own parties. E-marketers use the Internet. These folks all believe in the effectiveness of their disciplines. Do ad agencies disagree?

In an increasingly cynical age of advertising and mass marketing, modern ad agencies work hard to reinforce the value of their product with their clients. “Studies” are whipped up to prove the effectiveness of the medium. And when client budgets are tight, agencies will provide data to show the importance of advertising in a down market. But this “do as I say, not as I do” mentality raises a suspicious eyebrow.

More than advertising, agencies rely quite heavily on pr. Getting mentioned or singled out in Brandweek, Adweek and other prominent newspapers and magazines supports an agency’s ability to drum up business.

When Donny Deutsch took over leadership of the agency his father started, he tried to drive new business with a full page ad in the New York Times. The ad was ineffective at helping Deutsch attract clients. Deutsch abandoned his own product and hired high-priced pr mavens at Rubenstein Associates to raise his profile. And it worked.

In their own defense, agencies may point out that they operate in a business-to-business environment and their product is more effective in a business-to-consumer landscape. But the argument holds no weight because agencies routinely pitch and promote the value of ads to b-to-b clients, too.

If agencies hype the importance of branding campaigns for public companies to enhance their image among investors, why is it that Interpublic, Omnicom, Publicis and WPP don’t support their brand images on Wall Street?

According to Nielsen Monitor-Plus, the four holding companies spent a total of $3.7 million to promote themselves in the U.S. in 2005, down 15% from the $4.4 million they spent in 2004.

Considering that agencies recommend their clients spend 10% of their revenues on marketing, the big four are spending .01% of their combined $29.3 billion in global revenue. Mull that for a second or two.

David Ogilvy once admitted, “99% of advertising doesn’t sell much of anything.” He was right. Fact is, most ads today are ineffective. “Effective” advertising can communicate the relevance of a company or product in a buyer’s life, resulting in a visceral response to the message. Most advertising, however, does not create such value (there is some truth behind the old CFO joke that advertising is always on the “L” side of the P&L).

Companies that can quantify a rise in sales when they advertise and a decline when they don’t aren’t necessarily producing effective long-term value. A large contributor to such a correlation between ad spending and sales is based simply on raising awareness. Fact: consumers are more likely to buy a product they’ve heard of vs. one they haven’t. Politicians know this and work hard to build better name recognition.

So if agencies aren’t advertising, why should anyone else? Deutsch built his business without an ad campaign spare that one ad. So have Starbucks, Google and countless others. Two years ago 1-800-GOT-JUNK?, one of America’s fastest growing franchises, relied heavily on pr to sell 50 franchises. They spent only $1,800 in ads versus the hundreds of thousands of dollars other franchisors spent to accomplish the same results.

In truth, it’s what’s in the advertising that is not working. Ad agencies are doing a poor job creating messages that affect long-term value for their clients. Along with the media in which it exists, advertising has been commoditized. Most agencies struggle to justify their own value in a sea of sameness. While they try to sell their clients on their “unique perspective” and their ability to balance “creative and strategy,” other marketing tactics like buzz marketing and targeted pr are delivering long-term, measurable results for marketers and further eroding any perceived value advertising enjoyed.

Competition and apathy have left agencies struggling to define themselves. That’s ironic for an industry that claims to be full of creativity and objective perspective. Their Faustian resistance to use their own product contributes to the slew of press predicting the fall of advertising and the rise of pr, buzz marketing, product placement or whatever fad is next in line to steal some of advertising’s once mighty thunder.

Agencies should ask for help to get that message out and inject a spark back into the business. That would help build far more credibility with clients to use the product they sell. If you disagree, feel free to take out an ad to convince your clients I’m wrong.

Sinek is founder and CEO of SinekPartners, a New York consultancy that helps companies inspire employees and customers to action. He also teaches at Columbia University’s graduate program in strategic communications. Contact: simon.sinek@sinekpartners.com.

Elena del Valle to speak at Miami Herald 2006 travel conference

Thursday, April 6th, 2006

Hispanic marketing & public relations book editor, Hispanic advertisting expert to speak at Miami Herald travel conference*

 Elena del Valle Amy Rodriguez

Elena del Valle, editor, Hispanic Marketing & Public Relations, and Amy Rodriguez, principal, Volverde & Rodriguez Advertising

Photos: LNA World Communications and Amy Rodriguez

Elena del Valle, editor and contributing author of the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95), and Amy Rodriguez, principal, Volverde & Rodriguez Advertising will speak on April 7 at the Miami Herald Travel Experience and Tourism Industry Conference 2006. Del Valle and Rodriguez will address travel industry professionals during a 90-minute presentation entitled “Defining the Hispanic Travel Market.”

The Conference, offered for the first time this year as part of the fourth annual Miami Herald Travel Show, will provide travel professionals, national and international tour operators and regional associations information on the latest trends and travel industry news. Other presenters include Peter Greenberg, Today Show travel editor; Arthur and Pauline Frommer, guidebook authors; Paul Prudhomme, chef; and Doug Duda from A&E Well Seasoned Traveler.

Del Valle is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations. She is the director and host of the Hispanic Marketing & Public Relations website and podcast.

A 21 year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. Prior to founding her own marketing and public relations firm nine years ago, she was a key member of the health care team and headed the Hispanic practice at the largest independent public relations firm in Florida. Before that, she attended law school nights while she was in charge of domestic and international Hispanic marketing and public relations for a major private South Florida health care company. She is the recipient of the 2004 D. Parke Gibson Pioneer Award Multicultural Communications Professional Interest Section of the Public Relations Society of America (PRSA) and the 1988 Up & Comers Award in Public Relations.

Rodriguez has more than 17 years of experience in the U.S. Hispanic market and Latin America. Her focus is on analyzing client needs and providing insightful, highly researched strategic solutions that are culturally relevant to Hispanic consumers; and creating enduring relationships with Hispanic consumers, to fuel long-term growth for brands and services.

She began her career managing national and international efforts for American Airlines in the Caribbean, Latin America and U.S. Hispanic markets. Rodriguez was tapped as vice-president, strategic planning for Accentmarketing, guiding large regional accounts such as Physician Healthcare Plans, and launching Chevrolet’s first major effort in the U.S. Hispanic market. She returned to V & A in 1994, later named The Rodriguez Group, and became partner in 1998 when the company was named agency of record for Visit Florida for the U.S. Hispanic and Latin American markets. Rodriguez considers herself an expert at navigating local clients through the complete Latino Universe. She completed her Bachelors in Business from Marymount University and her MBA in International Business from George Washington University in Washington.

*Original article published on HispanicMPR.com. Reprinted with permission from the publisher.

Del Valle keynote presentation subject of NaplesNews.com article

Thursday, March 2nd, 2006

A NaplesNews.com article centered on LNA principal Elena del Valle was published under the title "County economy has untapped market among Hispanics," written by Tracy X. Miguel. To read the article visit NaplesNews.com

Elena del Valle to Discuss Hispanic Market in Naples, Florida

Saturday, February 11th, 2006

Elena del Valle

Elena del Valle, principal, LNA World Communications

Elena del Valle, editor and contributing author of Hispanic Marketing & Public Relations, will be the keynote speaker of “Hispanic Market: What’s in it for You?” a lunch presentation taking place Wednesday, March 1, 2006 in Naples, Florida. The event, sponsored by Fifth Third Bank, Naples Sun Times, The Greater Naples Chamber of Commerce and Edison College was organized by Eyes Wide Open and will take place at the Edison College Conference Center from 12 to 2 p.m. 

Elena is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations. She is the director and editor of Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95). A 20 year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. Prior to founding her own marketing and public relations firm nine years ago, she was a key member of the health care team and headed the Hispanic practice at the largest independent public relations firm in Florida. Before that, she attended law school nights while she was in charge of domestic and international Hispanic marketing and public relations for a major private South Florida health care company.  Details and regsitration information are available at (239) 775-6080 ext. 305.

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To read a related Spanish language article entitled "Experta en mercado hispano se presentará en Collier" visit Tiempos del Sol

Hispanic Marketing & Public Relations Editor, Hispanic Market Experts to Participate in Hispanic Market Audio Conference

Tuesday, December 27th, 2005
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Photos: Elena del Valle, principal LNA World Communications and editor Hispanic Marketing & Public Relations; Manny Ruiz, president and CEO, Hispanic PR Wire;  Ray Durazo, president, Durazo Communications; PRSA Fellow and chairman, Latin Business Association; Armando Azarloza, president, Axis, The Multicultural Agency and Brian Pittman, content director for Bulldog Reporter’s PR University.

Four Hispanic market experts will discuss "Tapping the Explosive Latino Media Market: Experts in Hispanic PR Reveal How to Reach Over 43.5 Million Americans" during an upcoming national audio conference presented by PR University on January 5, 2006. During the conference a panel of leading Hispanic public relations experts will discuss key DMAs, what journalists in these areas want, how they want it, and what steps practitioners should take to successfully add multicultural outreach to their public relations mix.

Conference attendees will have an opportunity to speak with Manny Ruiz, president and CEO, Hispanic PR Wire; Elena del Valle, president, Hispanic Marketing & Communication Association; principal, LNA World Communications; editor, Hispanic Marketing & Public Relations; Ray Durazo, president, Durazo Communications; PRSA Fellow; chairman, Latin Business Association and Armando Azarloza, president, Axis, The Multicultural Agency.  Conference details and registration at http://www.infocomgroup.net/hispanicpr/

Manny Ruiz is the CEO of Hispanic PR Wire, a leading Hispanic press release wire service and a major partner in several Hispanic marketing communications companies. In addition to his duties at HPRW, Manny is a managing partner of Hispanic Market Pro, Hispanic Digital Network, and ConTexto Latino. Manny also co-publishes one of the nation’s only monthly Hispanic public relations newsletters, The Hispanic PR Monitor. Prior to HPRW, Manny was a founder and media relations director of the national Hispanic market practice of Porter Novelli.

Elena del Valle is principal of LNA World Communications, a marketing and communications company, where she is responsible for media training, strategic planning and client relations.Elena is editor of Hispanic Marketing & Public Relations, the first title published on this topic, and author of the first chapter on Hispanic media training. A 20-year marketing and public relations veteran, she has worked extensively in health care and with U.S. and international Hispanic markets. 

Ray Durazo, a Public Relations Society of America fellow, is president of Durazo Communications and chairman of the Latin Business Association. Ray is a 25-year advertising and public relations veteran and a nationally-recognized authority on Hispanic marketing. Prior to forming his own firm, Ray spent three years as a partner in the public relations firm of Moya, Villanueva & Durazo. Before that, he headed the Los Angeles office of Ketchum Public Relations.

Armando Azarloza is president of the Axis Agency, Weber Shandwick’s multicultural marketing partner. Armando is responsible for all day-to-day operations of the agency as well as leading the teams to provide clients with the best insights into the U.S. multicultural markets. He has handled assignments for Azteca America, Univision, Nintendo, U.S. Treasury, Latin Grammy, Kohl’s, Absolut Vodka, Islands of the Bahamas, M&Ms, Dulce de Leche, Los Angeles Police Department and Philip Morris.

Brian Pittman is content director for Bulldog Reporter’s PR University and the weekly email newsletter Journalists Speak Out. Previously, Brian served as editorial director at Infocom Group, where he edited, reported for and launched titles such as Media Relations Insider, PR Agency Insider, Ad Agency Insider and Managing Partner. Prior to that, he served as editor of Utah Business magazine. He is a seasoned reporter with extensive experience interviewing such personalities as Steve Forbes, Bob Edwards and Margaret Thatcher.

Hispanic Media Relations Training: What to Do When Hispanic Media Call by Elena del Valle

Tuesday, August 16th, 2005

You are a spokesperson for your company, representing it for public speaking and media interviews. You are going about your everyday affairs, granting media interviews on a new product or service your company launched or a timely topic of general interest. All is going well and a Hispanic media representative calls. What should you do?

                                    

Should you respond to the request as you do with other general market requests? If you are wondering about the reach and importance of Latino media and Latino audiences nationwide, note that Hispanic buying power is estimated at around $600 billion a year and increasing rapidly. At the risk of stereotyping, remember Latinos are loyal buyers, especially for high ticket items, spend more than mainstream and other minority market buyers on basic products and like to purchase the best they can afford.

Is there a significant Latino media presence? Yes! Familiarize yourself with major media outlets such as Univision, one the largest which includes TV, radio, cable and online coverage; Telemundo, the second largest TV network; El Nuevo Herald in Miami, the highest circulation Spanish language newspaper; and Terra.com, one of the Latino market web portals. A useful resource with detailed information on Hispanic media and Hispanic media training is Hispanic Marketing & Public Relations (Poyeen Publishing, $49.95).

Deciding whether to accept the media interview opportunity will depend on a number of factors including your goals, the type of product or service to be discussed during the interview, your media interviewing abilities and Spanish language proficiency (if the interview is in Spanish). Keep in mind that many Latinos are English dominant (their only or preferred language is English) and a number of Hispanic media are in English or bilingual. This means your interview could be in English. Should you prepare your interview responses as you do with general media interviews? What steps should you take to get ready for the interview?

As with any other media interview make sure to practice, prepare and rehearse; don’t “wing it.” The viewers can tell when you are prepared. Unprepared speakers often leave the audience with a disappointing impression. As part of your preparation, find out as much as you can about the media outlet and the audience of the interview.

To make the best impression consult a Hispanic market expert and/or a Latino media relations coach. He or she can help you position your product or service among Hispanics. Make sure you craft your message with the specific audience you are addressing in mind, review the information for the interview, and develop Hispanic relevant message points (a reminder of the key points you want to emphasize). Make sure your company is equipped and ready to respond to any Latino market responses resulting from the interview. 

Following are links to some Hispanic media websites (in Spanish), to visit if you speak or read Spanish and want to learn more about Latino media http://www.univision.com/portal.jhtml., http://www.telemundo.com/index.html, http://www.terra.com/ , http://www.miami.com/mld/elnuevo/

Elena del Valle is a 20-year marketing and communications veteran. She is editor and contributing author of Hispanic Marketing & Public Relations (Poyeen Publishing $49.95). Additional information is available at  http://www.hispanicmpr.com/?page_id=25

 

Insights on Effective Hispanic Media Training

Monday, July 11th, 2005

Insights on Effective Hispanic Media Training
By Elena del Valle
President LNA World Communications

As of the 2000 Census, Latinos are America’s largest minority, representing even by conservative estimates 13-15 percent of the overall market. Although many Hispanics are Spanish dominant, a significant percentage of the Latino population is highly acculturated and English dominant or bilingual. This makes for a complex Hispanic media mix.

There are hundreds of U.S. based newspapers, magazines, television and radio programs and online websites targeting Hispanic consumers in the U.S. and beyond. In addition, because Latino consumers spend a high percentage of their disposable income on food, transportation, clothing and housing, an increasing number of communicators and marketers are beginning to focus their efforts on them.

Cultural Nuances

There are plenty of examples of Hispanic market campaigns. How can media training help you create a successful Hispanic market campaign? Many of you have heard of the infamous well-known airline that invited travelers to fly ‘naked’. In the same way, the slogan for pork as “the other white meat” which was successful in the general market was meaningless to U.S. Hispanics.

The Nova was met with less than enthusiastic reactions because in Spanish “no va” means does not go. Somebody did not do his or her homework. In an effort to promote their new business class leather seats, an airline invited passengers to fly “en cuero.” It was not until they had launched the campaign that airline executives realized “en cuero” means naked in colloquial Spanish. Oops!

Any PR practitioner can attest to the challenges of setting up a meeting with an executive producer of a major television show. Years ago, I found myself in that position. At the time, I was working at one of the city’s premier teaching hospitals. Knowing how important meeting colleagues in person is among Latinos; I endeavored to always meet reporters, producers and editors at least once in person before we began a professional collaboration. For months, I tried to meet with one of the executive producers of a top rated Spanish language international TV show with a reputation for a choosy production staff.

Finally, he agreed to join me for lunch at a local restaurant on Thanksgiving Day. A meeting on Thanksgiving with a mainstream producer would have been unlikely. Because of hectic multi-location schedules, this producer was only able to spare time for lunch on Thanksgiving.

He was three hours late! Many communications professionals in my position, including my boss, would have left. I waited. My patience was rewarded. When he arrived, he was courteous and apologetic. I minimized the importance of his tardiness; after all, no self respecting polite Latino would leave a woman waiting by herself or stand her up, so it must have been unintentional. We had a productive meeting, which opened the doors of cooperation. From that moment on, the producer’s staff called me with confidence when they needed Spanish speaking health care experts. Thanks to the initial Thanksgiving Day meeting, over the years a number of the hospital’s experts and later my clients, were invited to the highly coveted show.

Media Training

Thorough media training provides the spokesperson with an understanding of how and why media interviews can be worth their time; describes basic media types; outlines possible interview formats; and conveys the importance of matching the messenger, the medium and the target audience using a well designed and culturally sensitive message.

It is important to explain how producers, reporters, editors and other media representatives behave and what they expect from a spokesperson. Once experts understand their role in a media interview, they are better able to decide if a particular media opportunity is appropriate for them; or if they are willing to dedicate the time to it. This is especially relevant when the spokesperson’s time is particularly valuable.

High profile spokespersons are accustomed to special treatment. Though media representatives may address them as experts during an interview, they usually treat them like regular guests when they arrive at a TV or radio station. If the interview relates to a sensitive issue, the experts may find themselves in a defensive position; or they may have to dedicate more of their time than they anticipated to the interview process. Public relations practitioners should explain to their clients what is expected of them; and what they should expect during the interview process.

Another way to make the spokesperson aware of what to expect is to examine media types including online, broadcast, and print media. Describing interview formats (e.g. news, entertainment, and talk-show) and their characteristics expands the expert’s understanding and equips him or her to respond appropriately to the situation.

What makes Hispanic media training different you ask? In some cases, everything. How can Hispanic media training support your efforts to create a successful Hispanic market campaign? By understanding the unique aspects of language, culture and economic issues of this valuable target market, your Hispanic market spokesperson will be more effective and your campaign will be more successful.

Beyond Language

Hispanic media is about much more than just language. Some Latino programs and publications are in English or bilingual. Even though some of the programs may be in English, successful interactions with Hispanic media require an understanding of and sensitivity to the Latino audience they reach.

Understanding the media outlet is a first step. Knowing how to deal with and approach the producers and reporters is another. Even if you are successful so far, the message and the messenger have to fit the audience and the medium. That was the case with the pork example earlier. Before launching a translation of the English language campaign, the pork association representatives learned that Latinos were concerned about health related issues; they had no objections to dark meat.

Because in their countries of origin eating pork that was not fully cooked was dangerous and unhealthy, many Latinos were hesitant to cook pork at home. “The other white meat” slogan was irrelevant to Latino women. To reach the Hispanic community effectively, in whatever language, the campaign would have to address Latinos’ pork related health concerns.

To be effective and avoid frustrating and costly mistakes, smart public relations professionals and interviewees do their homework before addressing the public. There are often cultural, political, socio-demographic, historical, and linguistic issues worth considering. In the same way, Hispanic media training must take into account cultural and linguistic nuances to be effective.

What does that mean in practical terms? Different experts, media outlets and target audience combinations require different approaches. There are eight main possible scenarios, including one discussed here, the Cultural Sensitivity Model. These vary depending on three basic factors; person being interviewed; media where they will be interviewed; and the target audience.

It is important to know as much as possible about the target audience. Mainstream viewers might consider an interviewee dressed in solid black stylish. Older Latinos may perceive the person wearing that attire to be in mourning or luto. Younger bicultural and bilingual Latinos may have a different perspective. The speaker’s demeanor can also affect the public’s perception. For example, when addressing a mainstream audience with a mainstream message, a speaker would do well to keep use of his or her hands to a minimum. At the same time, facial expressions and emotions should be discreet. Latinos might perceive someone who behaves this way as cold and unfeeling.

Under the Cultural Sensitivity Model a non-Latino expert must be aware of cultural issues to ensure a successful interview, from a Hispanic market perspective, during a general market media opportunity. A non-Hispanic expert addressing a general audience with a general message can end up on the wrong side of an issue without meaning to, if he or she is insensitive to Latino hot buttons. Such was the case of a magazine columnist who responded to a reader’s letter in a way Latino readers found offensive. Though she was non-Hispanic, writing in a non-Hispanic magazine to a general market audience, there were Latino readers in her audience who found her comments insulting. Because of her remarks, several Latino leaders called for a boycott of the magazine, which in the end lost credibility and Hispanic readers.

Think Global, Act Local

Each interview requires an understanding of the particular characteristics of the audience. As the diversification of America continues, it becomes increasingly difficult to create one message to reach everyone effectively. Among U.S. Latinos, this diversification is also a factor. The challenge is that because the market is made up of a number of small groups rather than one single Latino group, there is no one approach or cookie cutter formula. An identical approach could have opposite effects in two different Latino groups. For example, a speaker reaching out to New York Latinos would not necessarily use the same language, media outlet or message as a speaker addressing Los Angeles, El Paso, Chicago or Miami Hispanics. When in doubt, consult a Latino market expert, preferably one specializing in Hispanic media training.

No single media training, regardless of the language, can address all potential situations and solve all possible problems. It can convey some of the critical issues and challenges to the spokesperson making them more effective and sensitive to Hispanic market nuances. It can help them avoid the pitfalls of cultural misunderstandings and improve the chances of success of your Hispanic market campaign.

Elena is a 20-year marketing and communications veteran specializing in Hispanic media training, health care and Hispanic markets. She has provided media training in English and Spanish to hundreds of professionals, including executive, physicians, medical staff and health care executives in the public and private sectors in the U.S. and Latin America. Part of this article is derived from the Hispanic media training chapter in the upcoming Hispanic Marketing & Public Relations (Poyeen Publishing $49.95).

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Are you getting your share of U.S. Hispanic markets?

Tuesday, March 1st, 2005

What
Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority
Edited by Elena del Valle, a soon to be published book for marketing professionals and students

Who
Latino market experts including:
• Derene Allen, Senior Vice President Santiago Solutions Group
• Jonathan R. Ashton, Vice President of Quantitative Research Cultural Access Group
• Deborah Charnes Vallejo, Vice President Managing Director Bromley/Manning Selvage & Lee
• Christine Clavijo-Kish, Partner LatinClips Inc.
• Heidi Eusebio, Vice President Edelman
• Madalyn Friedman, Associate Consultant The Santiago Solutions Group
• Miguel Gomez Winebrenner, Senior Analyst/Hispanic Marketing Specialist C&R Research
• David Henry, President and Founder TeleNoticias
• Richard Israel, Vice President – Hispanic Marketing Solutions comScore Media Metrix
• Tony Malaghan, Chief Executive Officer Arial International, LLC
• Cynthia Nelson Chief Operations Officer TodoBebé™, Inc.
• Dalia Paratore Salazar, Partner LatinClips Inc.
• Diana Rios, Associate Professor Department Communication Sciences and Puerto Rican/Latino Studies Institute (PRLS), University of Connecticut
• Claudia Santa Cruz Santa Cruz Communications Inc.
• Roger Selbert, Ph.D. Principal, The Growth Strategies Group
• Federico Subervi, Director The Latinos and Media Project
• Dora Tovar, M.P.A., President and Managing Parter The Tovar Manriquez Group
• Michele Valdovinos, Vice President, Research & Marketing Cultural Access Group

Endorsed:
• Hispanic Business, Inc.
• Hispanic Marketing & Communication Association
• Hispanic PR Wire
• National Multicultural Professional Interest Section, Public Relations Society of America
• Portada
• Ralph McElroy Translation Company
• St. Thomas Univesity Department of Business Administration
• Valassis
• Walters Media Group Inc./Carmen’s Cupones y Consejos

Benefits
Proceeds benefit the Hispanic Marketing & Communication Association, HMCA, a Florida based volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence.

How
Complete this form to receive updates and special prepublication offers. There is no cost to sign up. You will be among the first to receive information on promotions and the release date of the Hispanic Marketing & Public Relations: Understanding and Targeting America’s Largest Minority. To sign up, mail or fax this form to the publisher (electronic fax and voicemail 561-892-0494) or email your request including name and email address to promotion@poyeen.com . Write Hispanic Marketing & Public Relations in the subject line.

Sign up today for free pre-publication information and promotional offers on the soon to be published Hispanic Marketing & Public Relations!

PRSA ANNOUNCES D. PARKE GIBSON PIONEER AWARD WINNER

Monday, February 28th, 2005

Contact:
Cedric L. Bess
212-460-1495
cedric.bess@prsa.org

To read article on PRSA website: http://www.prsa.org/conf2004/gibson.html

PRSA ANNOUNCES D. PARKE GIBSON PIONEER AWARD WINNER
Elena del Valle Honored as 2004 Recipient
NEW YORK (October 25, 2004) – The Multicultural Communications Professional Interest Section of the Public Relations Society of America (PRSA) announced today that Elena del Valle, president, LNA World Communications, Miami, Fla., is the recipient of the 2004 D. Parke Gibson Pioneer Award.

“Elena del Valle’s career clearly reflects the progressive thinking and inclusion advocated by D. Parke Gibson,” said Gail Baker, APR, Fellow PRSA, vice president, public relations, University of Florida, Gainesville, Fla., and 2004 chair of PRSA’s Multicultural Communications Section. “She is an ideal choice for this award and the Multicultural Section is proud of her past efforts. We look forward to benefiting from her future contributions to the field of public relations.”

Established in 1990 by the PRSA Multicultural Affairs Committee, the D. Parke Gibson Pioneer Award is PRSA’s highest individual award presented to a public relations professional that has contributed to the increased awareness of public relations within multicultural communities and participated in the promotion of issues that meet the special informational and educational needs of these diverse communities. The Award is named for D. Parke Gibson, APR, a pioneer in multicultural public relations who founded the first African-American-owned public relations firm.

This year’s recipient, Elena del Valle, is being recognized for her outstanding contributions to the field of multicultural communications. A founding member and past chair of PRSA’s Multicultural Communications Section, del Valle has made her mark not only in the South Florida community, but nationally and internationally as well. Prior to establishing LNA Communications, del Valle – a multilingual public relations professional with more than 20 years experience – oversaw the Hispanic and Latin Market communication efforts for major corporations as an account supervisor with Rubin, Barney & Birger, Florida’s largest independent public relations firm.

A past chairwoman of the Greater Miami Chamber of Commerce Hispanic Business Group, del Valle is also founding president of the Hispanic Marketing & Communication Association (HMCA), a Miami-based organization that focuses on marketing and business communications related to Hispanic markets. She is a member of the PRSA Counselors Academy and co-founded the Miami Chapter’s Hispanic Market Section (one of the first in the nation). She has served on a number of community boards including: the Greater Miami Chamber of Commerce Board of Governors, the Health Council of South Florida, the Alliance Francaise de Miami, the SEFLIN Free-Net Miami Advisory Board, STARS/H.O.P.E., the National Association of Women Business Owners and Carrfour Corporation.

A published author, del Valle is a graduate of Leadership Miami, the Center for Creative Leadership, the National Hispana Leadership Institute, the Embassy of Spain Young Hispanic Americans, the Cuban American National Council and the Harvard John. F. Kennedy School of Government leadership programs. She was the 1988 recipient of the Up & Comers Award in Public Relations.

Past recipients of the D. Parke Gibson Pioneer Award include: Terrie Williams, owner, Terrie Williams Agency, New York; Ofield Dukes, APR, Fellow PRSA, owner, Ofield Dukes and Associates, Washington, D.C.; Lyria F. Howland, APR, owner and president, Howland PR Inc., Dallas; Rosanna Fiske, APR, principal & partner, Communiqué Group/Rise Strategies; and most recently, William B. Marks, APR, president, GCI-Atlanta, who was the 2003 honoree.

About the Public Relations Society of America (PRSA)
The Public Relations Society of America (www.prsa.org), based in New York City, is the world’s largest organization for public relations professionals. The Society has more than 28,000 professional and student members. PRSA is organized into 114 Chapters nationwide, 18 Professional Interest Sections along with Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 255 Chapters at colleges and universities throughout the United States.

HMCA President Receives PRSA D. Parke Gibson Pioneer 2004 Award

Monday, February 28th, 2005

FOR IMMEDIATE RELEASE Contact: HMCA
(305) 648-2848
hmca#@hmca.org

HMCA President Receives PRSA D. Parke Gibson Pioneer 2004 Award

Miami, FL (November 10, 2004) – The Hispanic Marketing & Communication Association, HMCA, announced today that HMCA President Elena del Valle, M.B.A., J.D. is the recipient of the 2004 D. Parke Gibson Pioneer Award of the Multicultural Communications Section of the Public Relations Society of America (PRSA).
Established in 1990 by the PRSA Multicultural Affairs Committee, the D. Parke Gibson Pioneer Award is PRSA’s highest individual award presented to a public relations professional that has contributed to the increased awareness of public relations within multicultural communities and participated in the promotion of issues that meet the special informational and educational needs of these diverse communities. The Award is named for D. Parke Gibson, APR, a pioneer in multicultural public relations.
This year’s winner Elena del Valle is being recognized for her Hispanic market and multicultural understanding and expertise, and professional involvement in U.S. Hispanic public relations. Her 20-year career has spanned the public and private sectors, including in-house and agency employment and the establishment of LNA World Communications. The founding president and leading force behind the Hispanic Marketing & Communication Association, del Valle was also cofounder of the first Hispanic Market Section of a PRSA chapter (Miami). A past chairwoman of the Greater Miami Chamber of Commerce Hispanic Business Group, she has served on a number of community boards, including the Greater Miami Chamber of Commerce Board of Governors, the Health Council of South Florida, the Alliance Francaise de Miami , the SEFLIN Free-Net Miami Advisory Board, STARS/H.O.P.E., the National Association of Women Business Owners, and Carrfour Corporation. She is also the project director and editor of the multiple author book on U.S. Hispanics entitled Hispanic Marketing & Public Relations:
Understanding and Targeting America’s Largest Minority scheduled for publication in 2005.
Multilingual and a published author, she is a graduate of Leadership Miami, the Center for Creative Leadership, the National Hispana Leadership Institute, the Embassy of Spain Young Hispanic Americans, the Cuban American National Council, and the Harvard John. F. Kennedy School of Government leadership programs.
The Public Relations Society of America is the world’s largest professional organization for public relations professionals, with nearly 20,000 members organized into 117 chapters nationwide. The Hispanic Marketing & Communication Association (www.hmca.org) is a volunteer driven nonprofit professional association dedicated to Hispanic marketing excellence.
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