The Inauguration of a New Age:
Maximizing Your Multicultural
Initiatives in 2010
Christine Clavijo-Kish
Senior Vice President, Multicultural Markets
Co-Founder, Hispanic PR Wire

Why Multicultural Outreach?
• Because BRANDS have to go further to
connect with their consumers
• Strong brand awareness and support
• Consumer Messaging
• More commercial than ever
• Culturally relevant messaging can differentiate
• Targeted outreach initiatives directly impact sales
• Corporate programs resonate in local communities

Latino Magazine Media Kit * 2000 U.S. Census

www.lanuevamia.com
www.latinosmagazineonline.com www.elsoldecleveland.com

Weekly African American news reporting
business for more than 85 years

Which media do various U.S. ethnic groups rely on more heavily for
information on their communities?
Mainstream Media Ethnic Media
90%
82%
80%
70%
60%
60%
54% 49% 53%
50%
38% 41% 41%
40%
35%
30%
20%
14%
10%
0%
Hispanics Arab Americans Asian Americans Native Americans African Americans

U.S. HISPANIC MEDIA
3,000+ Hispanic Outlets
GROWING DAILY
Print: 1,500
3000
2500 1,500 Radio Outlets &
Shows: 1,000
2000 TV Outlets &
1,000
1500 Shows: 725
Internet-Only:
1000 725 205
500 205 Wires: 30
0 30
1. 2. 3.

AFRICAN-AMERICAN MARKET 101
• 40.2 million AAs in the U.S. (13.4%)
• Purchasing Power 2006 = $852.8 billion
• Purchasing power estimate for 2010 = $981 billion
• Prefer to consume media that is culturally relevant
• Cultural diversity growing
*Sources: U.S. Census Bureau, Selig Center, Packaged Facts, Black Enterprise and
EEOC Diversity Media Study

AFRICAN-AMERICAN MEDIA TRENDS
• Black-owned media remains among the primary
media consumed
• More than 10 million AAs are online
• TV One, the cable network targeting AAs,
is the fastest growing cable network
in the country
• Increase in number of AA media
• More people are sending messages to the
media for coverage- rise of social media
Sources: Newpaper Assocation of America, Nielsen/NETRatings and Media Economics Group

Sample Urban MNR
• General Mills Connecting with Urban
communities - a new initiative to connect brands
in personal ways
– General Mills – Feeding Dreams Program 8-07-09
– http://multivu.prnewswire.com/mnr/generalmills/3
9425/

ASIAN-AMERICAN MARKET 101
• 14.4 Million Asian-Americans (5%)
• 15.7 Million population by 2011
• Buying Power by 2011: $622 Billion
• Median Household Income $65K+
• Earns 28% more than U.S. national average
• Highest median home value of $396,000+
• 63% of the population (ages 5+) speak
ONLY English
• Chinese Americans are the largest segmented
population, followed by Filipinos and Asian-Indians
• Asian Americans are the heaviest daily internet
users
Sources: Selig Center Report, PEW Internet Study and U.S. Census Bureau

5 TIPS TO INCREASE PICK-UP
1. News is news, whether its Multicultural or not
2. Adapt your release where appropriate
3. Secure a spokesperson who speaks
Spanish or an Asian language Fluently
4. Think search-engine optimized (SEO) & Visuals
5. Most popular story ideas:
Family/Children
Healthcare
Education/Social & Govt. Issues

Get out there...
• Start picking up or
subscribing to key titles
serving the community
– Get to know the
media angles
– Get to know what
matters most
– Build relationships,
conduct site visit
– Invest time
• Research: benchmark
pre and post brand
cues

PR in a Web 2.0 World
• Search-engine optimized (SEO) Releases; Visuals
• Multimedia: logos, photos, links, additional materials,
videos, podcasts, RSS feeds
• Social bookmarking:
Key for sharing stories
through the Web

Blog, blog, blogs- who’s sayin’ what?
Top 10 Black Blogs Key Hispanic & Asian blogs
• The Bossip: www.Bossip.com
• Pam Spaulding: www.pamshouseblend.com
• http://www.HispanicTips.com –
• Angel Laws: www.ConcreteLoop.com
Hispanic news aggregator
• ESKAY: www.NahRight.com/news • http://www.hispanictrending.net/ -
• Oliver Willis: www.OliverWillis.com Juan Tornoe
• Fresh Crunkjuice • http://felipekorzenny.blogspot.com
www.crunktastical.blogspot.com / - Felipe Korzeny
• Natasha Eubanks: www.theybf.com
• La Shawn Barber: www.LaShawnBarber.com • http://www.hispanicad.com/blog/ -
• Jack Turner and Jill Tubman: Gene Bryan + experts
www.jackandjillpolitics.blogspot.com • http://www.miamiherald.com/leona
• Wayne Bennett: www.field-negro.blogspot.com rd_pitts/ - Leonard Pitts, Miami
Herald columnist
• http://globalvoicesonline.org/ - US
Asian community forum
• http://www.sfgate.com/columns/as
ianpop/archive/ - San Francisco
Chronicle’s Asian blog
Source: Black PR Wire

Diversity PR Resources
• Key Portals:
HispanicPRWire.com Ebony.com
HispanicOnline.com IWGroup.com
HispanicBusiness.com PR Week - Multicultural
Hispanicmarketweekly.com AdvertisingWeek- MCultural
• Organizations:
– National Association of Minorities in Communications
– National Urban League
– Asian American Justice League
– Asian Professional Exchange
– US Hispanic Chamber of Commerce
– National Council of La Raza
• Multicultural Marketing Conference- Invest

THANK YOU!
PR Newswire Multicultural Contacts
multicultural@prnewswire.com
Cristy.clavijo-kish@prnewswire.com
www.prnewswire.com
www.hispanicprwire.com
1-877-882-2254
@LatinoMarketing
@PRnewswire
@HDNweb