B2B/B4B PR and Business Marketing in the US Hispanic Market

Over the past 17 years we have published HispanicAd.com and have launched several supplements with key partners as well.  Where we produce not only a daily online news and information website dedicated to the US Hispanic Market advertising, marketing, media, public relations and research industries, but also the Hispanic Market Guide with AHAA – the voice of Hispanic marketing, Adam Jacobson’s Hispanic Market Overview, the Hispanic TV Upfront Guide, and the HispanicCMO.

We enjoy a large readership base and all of our platforms are category leaders, with daily readership Monday-Friday of +10,000 readers and our supplements enjoy each over +6,000 download annually.

This is a business.  We have a duty to our readers to curate the right content to help them in their business or careers.

To be able to produce these platforms requires constant contact with Industry players and a lot of searching for great content.  A never-ending search.

One element in finding great content is through relationships and contacts in the Hispanic Public Relations Industry, this is not to minimize agencies, media outlets and our unique relationships with clients direct.

Our job is not always easy, since many times we need to manage the public relations process in the US Hispanic Market, which is solely Business to Consumer (B2C) driven.  

Some of the PR agencies get miffed with our approach to not just rolling over and accepting the messaging they send over or that we accept their alliances that are not performance based in delivering for their clients.  Clients lose when you do not use the top players in the business.

We understand our readers and the trade marketing environment and we require a different approach.  

WE make no excuses for our actions.  

It is just not sending over a press release designed for a B2C profile that you want a newspaper or B2C outlet to cover and repurpose it for B2B.  It is a lot more and a phone call helps to better understand our needs and position, not just sending an email.

Most of the time, a very junior person is assigned to the task of managing a trade marketing relations or B2B effort in our Industry.  

Big Mistake!  

You should worry if you do not have either a direct link or cell phone number to have access to your industry trade journal(s), owners or top editor.

Do not get mad if we go around you to your client directly and bypass you if you are not serving our needs or your clients needs.

We are running a business.  Our needs are just as important as yours.

There are exceptional PR executives that have well honed B2B/B4B skills, we work with them very well and we deliver for them, their clients and ourselves.

Earned media is exactly that, earning it.

We have a business to operate with readership interest, goals and revenue expectations based on our position in the marketplace, that WE have worked hard to attain and earn.

The ad agencies, public relations agencies, the media and clients alike need to better understand how to market themselves and their clients in an environment with media and messaging savvy executives and a variety of news outlets vying for their attention.

We can help.  Have a true relationship with us, WE would welcome this partnership.

There is a need for PR and ad agency executives in the US Hispanic market that really get this process, the goals and how to communicate and manage a B2B relationship.

Don’t hate the game if your are not a good player.  Work at becoming a great player.

Opportunities

There are professionally organized conferences in our industry that are business focused that deliver executives, networking and “Thought Leadership”.

We happen to work with the “Best of the Best” on a daily basis and are aligned with them to promote their agendas and content offerings.  We are the primary US Hispanic focused trade journal for the top conferences.  Punto.

If you need a list, ask.

Conferences are not enough for an effective US Hispanic Market B2B trade strategy.  Continuity of process and efforts for your company and your clients delivers results.

Excellence is not optional.  

PR is not only B2C, it also encompasses B2B or as we like to call it B4B.. It is a fine art and needs a little training.

• Hopefully, we can have a more open conversation about US Hispanic B2B/B4B efforts, strategies.
• Hopefully, the Hispanic Public Relations Association (HPRA) will be motivated to help their members better understand the B2B/B4 discipline.

With this in mind, we submit the following articles for training needs:

B2B PR – Sell the company first

Marketing for B2B vs. B2C – Similar but Different

Is B2B PR for you?

We wrote this piece in the hopes that you see the possibilities of delivering for your clients and your company as well.

Gene Bryan
CEO
Hispanic Media Sales, Inc.

HispanicAd.com, Hispanic market Guide, Hispanic market Overview, Hispanic TV Upfront Guide and Hispanic CMO