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LGBT Latinos: Why Smart Marketers Get It and Which Brands Are Doing it Best
    Tuesday April 10, 2012 9:00am - 10:00am @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)



    - Gabriel Reyes, Principal, Reyes Entertainment


    - Monica Trasandes, Director of Spanish-Language Media, GLAAD

    - Brian Pacheco, Spanish-Language Media Strategist, GLAAD

    George Carrancho, Manager of Diversity Markets, AmericanAirlines


    Studies and polls show that Latino support for LGBT issues and people is growing. This is, in part, because many Latinos know LGBT people who are family, friends or co-workers. The LGBT movement among Latinos in both the U.S. and worldwide is also growing—in the US and Latin America, people are coming out and speaking out in media. Smart marketers have noticed: LAN Chile in 2010 was a supporter of the Pride March in San Francisco. American Express, IBM, Levi Strauss, Delta and many other corporations now advertise in LGBT media in the U.S. and internationally. This session will focus on trends in LGBT support and how to successfully communicate with these media consumers.


    In this session you will learn:

    ·         What studies and polls say about Latinos’ attitudes toward LGBT people and issues

    ·         What is happening in key LGBT movements in Latin America

    ·         How media portrayals have evolved along with public opinion

    ·         How social media platforms like Facebook and Twitter are connecting people and creating activist communities online.

    ·         What brands are targeting LGBT consumers and which stand out.


    President, Reyes Entertainment

    Type Advertising, PR


Hispanic Media Relations In 2012: How PR Pros are Using Traditional and Social Media Tools to Tell Stories and Generate Coverage
    Tuesday April 10, 2012 1:35pm - 2:35pm @ Met 6 (3rd Floor) (J.W. Marriott Marquis Miami)


    - Pilar Portela, Media Relations Supervisor, Business Wire

    Mari Santana, Disney Destinations
    Jorge Ortega, President, Newlink Americas


    The age of social media is increasingly disrupting the way Latinos consume media but despite that most Hispanics are still largely dependent on traditional media outlets and most PR pros are still being measured by their ability to help clients secure coverage with them.   

    In this annual favorite session you’ll discover how the function of Hispanic media relations is evolving with the times and how PR pros are adjusting their strategies, tactics and tools to achieve outstanding media relations results in the age of social media.

    In this session you will learn:

    -        Key facts and figures about Hispanic media including traditional, broadcast and online

    -        Top trends in Hispanic media and how it impacts the way PR practitioners work in 2012

    -        Best practices on hosting Hispanic press events

    -        Who some of the top Hispanic media today are – some folks you’ll recognize and others you won’t

    -        The cultural nuances of working with the Hispanic press

    -        Tips on working with Hispanic spokespersons

    -        Corporate best practices for Hispanic media relations

    President, Newlink Americas

    Disney Destinations

    Type PR


Boring Not Allowed: How to Make Your Business and Personal Branding Stand Out
    Tuesday April 10, 2012 4:00pm - 5:00pm @ Met 7 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Branding


    - Rosie Taylor, Principal, Rosie Media


    Nobody talks about a boring business. 

    In this session, the audience will learn the importance of crafting an authentic and powerful brand story that will help differentiate you from your competition. A memorable brand story makes an emotional and personal connection with its audience and it inspires interaction. Consequently, good storytelling in business communications takes a different tone than the traditional 'sell'; it takes the audience on a journey with the brand.

    I. Learn how to differentiate your brand so you can take price out of the equation.

    • Learn how to differentiate so you can take price out of the equation.
    • Understand why a customer experience is important part of creating a memorable brand
    • Learn the 7 Stages of Creating the Ultimate Customer Experience

    II. Use storytelling to help you build your brand and a brand experience.

    • Focus on Goals, Values, Purpose to Build a Story
    • Customers Become Brand Ambassadors
    • What Problem Do You Solve

    III. Learn how to effectively deliver your social brand

    • Turn your story into Visual Content for Your Social Brand
    • Enhance Brand Engagement with Your Online Community
    • Consistency Creates Flawless Recall

    Type PR



Coming of Age: The Latino Electorate in 2012 and the Challenge to Win their Vote ( Sponsored by Nuestro Rio)
    Wednesday April 11, 2012 12:45pm - 1:45pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Age


    Mike Valdes Fauli, President, JeffreyGroup


    • David Puente, CNN, AC360° Producer and curator of “Latino in America” blog at CNN
    • Verena Sisa, VP/Chief Strategy Officer ofConill/Saatchi & Saatchi
    • Freddy Balsera, Principal, Balsera Communications and Hispanic strategist for Obama 2008 and 2012
    • Carlos Curbelo, Republican strategist and Miami-Dade County School Board Member
    • Karl Weiss, President, Market Perceptions & Latino Perceptions


    The exponential growth of the U.S. Hispanic market has produced a community with increased political clout.  Latinos are registering in greater numbers and representing a critical voting bloc across the country.  In many states, such as Florida, Latinos are often the element which tips the scales in major elections, and the 2012 Presidential contest will prove no different.   Both Republicans and Democrats understand this, battle lines have been drawn and the political stakes for the Latino vote grow stronger. In this context and despite economic hard times, Latinos are transforming the fabric of America and their influence will be felt come November.

    A panel of experts who understand the nuances at the intersection of Hispanics and politics will delve into a wide range of issues, and also discuss the results of Conill’s proprietary study exploring perceptions of Hispanics and non-Hispanics, Influencers and followers, Democrats, Republicans and Independents across a myriad of political themes.

    In Part One of this session you will learn:

    - The impact Latinos are having in the U.S. and how that is being perceived across all demographics (Hispanics/non-Hispanics, age cohorts, political affinity segments, gender, etc)

    - The hot button issues that are keeping Hispanics and non-Hispanics up at night and what they dream of: their concerns and aspirations

    - The formidable challenges that both Republicans and Democrats face in trying to woo Latino voters and how those factors differ from the last presidential election in 2008

    - How the Tea Party is influencing the way Republicans – and Democrats – message for the Latino vote.

    - How Latino media – and especially social media – is being leveraged during this election cycle


    Type PR


Civic Advocacy: How to Mobilize Latinos to Rally Around Grassroots Civic Causes and Issues (Sponsored by Plus Three)
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #civic



    Juan Proano, Co-Founder, Plus Three


    Midy Aponte, Interim ED of the American Latino Heritage Fund

    Maria Machuca, Communications Director at United Farm Workers of America, United Farmworkers


    As the Hispanic population continues to become a larger force in U.S. American society it becomes increasingly important for Latinos to integrate and embrace traditional values and habits about civic responsibility and awareness.  Increasingly Latinos are being mobilized to become civically engaged in issues and grassroots causes and initiatives that have nothing to do with politics or voter registration.

    In this session you will learn how three organizations take their civic-related tactics to the grassroots level to meaningfully engage Latinos about their causes and to ultimately make them care about promoting good causes and habits that can help build a better American society.

    In this session you will learn:

    • How marketing civic causes differs from creating political-related campaigns
    • How marketing civic causes and issues to Latinos differs from other mainstream audiences
    • The Do’s and Don’ts of engaging Latinos for civic causes
    • How language preferences impact civic related topics and issues being marketed
    • Examples of recent civic-related programs that took off among Latino audiences


    Type PR


PR CASE STUDY: The Award-winning ‘Suave Professionals Desfilando Contigo’ Campaign
    Wednesday April 11, 2012 3:15pm - 4:15pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #suave

    - Sabrina Macias, Edelman, Vice President.
    - Julie Mendez, Edelman, Senior Account Supervisor

    Unilever’s beauty brand Suave® won this year’s Hispanic Public Relations Association’s PRemio Award for Fashion and Beauty with an amazing campaign that helped Latinas look and feel as red-carpet-ready as the stars they emulate every day.  The “Suave Professionals® Desfilando Contigo,” which literally means “Suave Professionals®, Parading with You” in English, was built on the premise that Latinas do not walk, but rather have a uniquely confident strut.

    As such, Suave Professionals® paraded with them during each of their red carpet moments by offering ways to reproduce celebrity hairstyles in a more attainable, accessible and achievable manner. The campaign ultimately resulted in successful media coverage, increased consumer engagement, improved sales, and heightened recognition as a salon-proven brand among Latinas.

    The campaign spearheaded by Edelman allowed Suave Professionals® to reach Latinas in a meaningful way, allowing them to “rethink Suave” as a brand that truly indulges their red carpet desires into their everyday realities.

    In this session you will learn:

    • The objectives of this campaign
    • The research/planning that was conducted for this campaign
    • The strategy, execution and evaluation of success for this campaign


    Type PR



A Matter of Life and Death: Best Practices and Case Studies to help Latinos Improve their Health Literacy
    Thursday April 12, 2012 10:30am - 11:25am @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #HLit


    - Dr. Aliza A. Lifshitz, M.D., Health specialist “Dra. Aliza”

    - Jeanne Stitt, Vice President, Marketing at UnitedHealth Group 

    - Russell Bennett, Vice President, Latino Health Solutions, UnitedHealthcare

    As a major report about Hispanic health issues once observed, Latinos are disproportionately affected by some of the most serious health problems facing the nation. Health conditions such as tuberculosis, depression, asthma, HIV, and certain cancers disproportionately affect Latinos and require targeted, culturally appropriateinterventions at the individual, institutional and community levels.

    In this in-depth session with UnitedHealthcare’s Russell Bennett and celebrity doctor Dra. Aliza you will discover how to create marketing programs that are culturally and linguistically effective to help Latinos achieve strong literacy about health.

    In this session you will learn:

    - The common cultural barriers and beliefs about healthcare impact how Latinos view their health

    - Case studies and ideas to help Latinos improve their “health literacy”

    - How education and prevention, lifestyle and health behaviors impact the health status of Latinos

    - How to Inform and empower Latinos to be better healthcare consumers

    - How to partner with Latino communities to enhance the planning, production and cost-effective delivery of health promotion, preventive and curative health services


    Type PR


Closing the Gap: How the Lance Armstrong Foundation is Serving Hispanics Affected by Cancer
    Thursday April 12, 2012 12:45pm - 1:40pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Gap


    - Katherine McLaneSenior Director of Communications and External Affairs, Lance Armstrong Foundation      

    - Jackie Aker, Senior Vice President, Edelman

    Session description: 

    Cancer rates for Hispanics are projected to increase by 142% by 2030, compared to 45% for the overall U.S. cancer incidence.  Hispanics, who as a demographic tend to have lower incomes, less education and less insurance, have lower survival rates for most cancers, which may reflect less access to timely, high-quality treatment.

    Learn how the Lance Armstrong Foundation is working to reverse these trends by implementing programs aimed to increase Hispanic awareness and access to culturally and linguistically appropriate resources and how their award-winning multimedia campaign has more Hispanics accessing their services than ever before.

    Type PR


The Digital Transformation of Traditional Hispanic Media: How TV, Radio, Print and Even Online are Changing in the Age of Social Media
    Thursday April 12, 2012 1:45pm - 2:45pm @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #HispTV

    Maribel Ferrer
    , SVP, Fleishman Hillard and Co-Chair FH Hispania


    • Borja Perez, Vice President of Digital & Social Media for Telemundo and Co-Chair Interactive Advertising Bureau
    • Albert Rodriguez, Chief Revenue Officer & EVP, Spanish Broadcasting Systems
    • Monica Lozano, CEO, ImpreMedia
    • Paul Meyer, Director of Digital Media Operations, Televisa Publishing & Digital Intl S.A. 
    • Univision 

    Some of the nation's most influential and powerful Hispanic media executives in the nation share how they are transforming their TV, radio, print and online platforms to embrace the age of social media.

    Type PR, Advertising


Are Your Videos Getting Viewed? Top Tips to Video Success
    Thursday April 12, 2012 3:10pm - 4:10pm @ Met 4 (3rd Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Vid


    • Alvaro Cabal, Ford
    • David Henry, President & CEO, TeleNoticias
    • Ariel Coro, President, Tu Tecnología

    Session Overview:

    Video is one of the hottest tools for marketers now.  We all know that YouTube is the #2 search engine, but what does that mean for the companies and PR Pros?  The answer is simple.  If you’re not on YouTube, you’re not being seen.

    Yet, most people aren’t using video properly.  They make mistakes that prevent their videos from being seen,getting views, and getting results.  And it’s not ALL about content (thought that is certainly part of it).  Proper keyword research and video SEO are critical to success.

    We will get into common mistakes, factors that impact whether people view and share your video, and information on keywords, SEO and more.  We will use client examples to show examples the successful use of video.

    In this session you will learn:

    • Why video is so important now and why it will continue to be more so in the future
    • What to do and how to make your video work for your PR programs
    • What kinds of stories to tell (and you MUST be telling a story!)
    • Why YouTube is essential to success
    • Keys to a successful YouTube channel
    • Other points of distribution and how they work to support you YouTube channel
    • An overview on keywords
    • An overview on video SEO
    • Client case studies / successes



    Type PR



Meet the Latino News and Culture Sites: Huffington Post Latino Voices, Univision, Being Latino, FOX News Latino and NBC Latino
    Friday April 13, 2012 10:00am - 11:00am @ Junior Ballroom B & C (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #LNews

    Audrey Ponzio
    , Senior Vice President, Edelman

    - Chris Peña, Executive Editor, NBC Latino
    - Alberto Vourvoulias, Managing editor of FOX News Latino
    - Lance Rios, Founder and CEO, Being Latino Online
    - Miguel Ferrer, Managing Editor, Huffington Post LatinoVoices
    - Fernando Vila, News Editor, Univision News 

    In the past year a new crop of national, blog-style, English-language Latino news and community portals have riden the wave of social media to launch their content platforms: Being Latino Online, Fox News Latino, the Huffington Post LatinoVoices, NBC Latino and more.  These Hispanic-focused blog and news portals cover a wide variety of topics from culture and family to politics, education, immigration, celebrity news and health. In this session you’ll meet four of these top news portals and you’ll discover how each of these Latino platforms differentiate themselves in an increasingly competetive marketplace for content and readers.

    In this session you will learn:

    • The content, focus and style differences between the major Hispanic news portals
    • How to collaborate with each platform to either contribute or generate content through them
    • The plans each platform has to capture Hispanic audiences
    • The Do’s and Don’ts for pitching them on potential story ideas
    • How these platforms differentiate themselves from the older Hispanic portals like Terra, Univision.com and Yahoo en Español


    Type PR


Yo Decido: How Latino media will cover the 2012 elections (Sponsored by VOXXI)
    Friday April 13, 2012 11:00am - 12:15pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Dcdo


    • Rudy Fernandez, Vice President of Government & Community Relations, University of Miami, former Special Assistant to President George W. Bush in the White House Office of Intergovernmental Affairs and former Deputy Assistant Secretary for Governmental Affairs at the U.S. Department of Transportation


    • Elaine del Valle, Founder of Political Cortadito, Pulitzer Prize-winning journalist, and former Miami Herald staff writer
    • Ruben Navarette, Syndicated Columnist, CNN.COM Contributor, Voxxi.com contributor, USA Today Board of Contributors, NPR Commentator
    • Emilio Sanchez, President and CEO, Voxxi.com, former US Hispanic Managing Editor at EFE News Agency 


    Latinos are projected to make up nearly 10 percent of the electorate in November, a 26 percent increase over the 2008 figure. Time’s February cover ‘Yo. Decido. Why Latinos will pick the next President’ discussed how Latinos have grown significantly in many parts of the country and this may determine our President in the 2012 elections. Time's cover is historic it is not unprecedented. 

    This session will provide an overview of what the real issues are for this election year and how they will be covered by the Latino media. Latinos are not a homogenous group and candidates need to engage on the issues including – jobs, education, healthcare, and the economy, among others – same issues that are important to all voters.

    In this session you will learn:

    • What are the real issues at stake for our community and which are not?
    • With GOP approval rating low among Hispanics, explore the Republican party’s platform surrounding immigration, Dream Act, and other topics and what will it take to grow the party through Hispanic inclusion.
    • Will Latinos support Obama despite his record on deportation and the broken promises?
    • In the states that really matter with respect to the electoral vote, and how much influence do Latinos have.  The county with the largest Latino population is Los Angeles, CA, followed by Harris, TX, and third is Miami-Dade, FL. 
    • Anti-immigration legislation in Arizona, Alabama and Georgia


    Type PR


A Model for Hispanic CSR Initiatives: McDonald’s 27-Year Legacy of Serving Hispanic Students
    Friday April 13, 2012 1:30pm - 2:30pm @ Junior Ballroom A (5th Floor) (J.W. Marriott Marquis Miami)



    Cristina Alfaro, Manager, US Communications, McDonald’s
    Jennifer Gonzalez-Stansfield, Vice President, VPE Public Relations

    This session will present a case-study on McDonald’s award-winning Hispanic Education Initiative that has been recognized by the Hispanic Public Relations Association (HPRA), the Public Relations Society of America (PRSA), PR Week and others as a model of corporate social responsibility.  Established in 1985, the initiative has positioned McDonald’s as a corporate leader in Hispanic education and has helped solidify relationships with Hispanic consumers.

    The session will explore the steps McDonald’s has taken to keep the program fresh and vital after 27 years by utilizing public relations, marketing and social media strategies and partnering with Hispanic non-profit organizations.

    In this session you will learn:

    - How the McDonald’s education initiative has grown from a small local scholarship program to a comprehensive national initiative
    - How McDonald’s has successfully worked with Hispanic non-profit organizations
    - How the program is integrated into all the company’s Hispanic outreach programs
    - How the initiative marshalls the resources of the company’s Communications, Marketing and Charitable departments towards a common goal
    - How McDonald’s measures success for the program


    Type PR


A Holistic Approach to Engage Influencers, Manage Reputations and Deliver Results for Advocacy and Public Affairs Programs in Latin America
    Friday April 13, 2012 3:30pm - 4:30pm @ Plaza 4 & 5 (5th Floor) (J.W. Marriott Marquis Miami)

    SESSION HASHTAGS:  #Hispz12  #Hlst


    - Kety Esquivel, Vice President, Digital Influence
    - Felipe Benitez Account Director, Public Affairs

    Creating comprehensive public affairs and advocacy communication strategies for international audiences requires a multi-faceted approach that combines digital and traditional media tactics.  These kinds of tactics are needed to maximize visibility, foster audience engagement, create and deliver compelling messages that influence perceptions and enhance reputations.

    The session will provide tools to companies, non-governmental organizations and government agencies an overview of effective tools and approaches to develop synergies among digital and traditional media communication tactics.

    In this session you will learn:

    • The marketing formula behind the COP 16 (Climate Change Conference) Mexico Stop Belo Monte Campaign , which included the participation of movie director James Cameron Indigenous rights movements in Latin America
    • Principles of the strategic communications planning
    • Principles of Influencers Mapping and engagement
    • Best practices in blogger engagement
    • Best practices in traditional media relations
    • Create synergies between digital and traditional media outreach


    Type PR


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