2. Who am I?
What do I do?
Victoria Osorio
International P.R. & Marketing
Consultant for:
3. My Clients include:
• Newsweek en Español
• Discover en Español
• Glamour en Español
• Budget Car Rental
• DFW International Airport
• Dallas CVB
• Ft. Worth CVB
• Grapevine CVB
• South Florida CEO
• Solutions WT
• Real Media
• VoIP Group
• Byte
• Among others
Clients
4. What are
those key elements?
In over 15 years of experience,
I’ve learned that there are
key elements to successful
international PR in Latin America:
5. The Five Six Keys to Successful
International P.R.
1)Know your market(s)
2)Speak into your audience’s
listening
3)Be visible
4)Be a resource
5)Be consistent
6)Build relationships
6. KNOW YOUR MARKET…
Critical when working
international.
Country, consumer (b2c),
industry (b2b), and media.
Who are they?
• Demographics, socio-
economic class, educational
level, etc.
What are their tendencies?
What motivates them?
What are they interested
in?
7. Each country is different:
For example, in Latin America:
Chile is very conservative, serious, “by the book,”
large German population, self-reliant, prefer Spanish-
language promotions; 88% of pop is urban
Mexico is more open, consider themselves Mexicans,
but also, North Americans; Spanish-language
promotions preferred, English scene is “chic”; 77% of
pop is urban
Costa Rica, “island” mentality, very relaxed; 63%
urbanization; Spanish preferred, English OK.
Brazil, huge difference between Sao Paulo and Brazil,
speak Portuguese-not Spanish; large Dutch and Asian
populations, Portuguese preferred, English OK, No
Spanish promotions; 82% urbanization
8. SPEAK INTO THEIR
LISTENING…
Because you know the market,
you will be able to speak
into their listening.
What are they listening for?
What are they interested in
learning more about?
What turns them “off”?
9. For example, for my California
Travel & Tourism Commission press
releases in Mexico, I make sure to
almost always include information
on the top travel motivators:
• Shopping
• Visiting/vacationing with friends
& family
• Theme parks
• Cultural activities
SPEAK INTO THEIR
LISTENING…
10. Kids play a leading role
in the decision-making
process in Mexico.
They say where they want to
go, what they want to do,
and what they want to see
and the parents listen.
Since they listened, we
listened.
SPEAK INTO THEIR
LISTENING…
11. As part of an integrated
communications campaign, I created
the California Kids to act as
“ambassadors” and promote all of the
fun things to do and see in
California.
SPEAK INTO THEIR
LISTENING…
17. BE SEEN…
In Latin America, being seen and being
known is very important.
You and your brand have to be visible.
• Out-of-sight, out-of-mind particularly
true .
• Join professional associations.
• Good to sponsor events. (You support
me, I support you.)
• How you present yourself, your image,
your dress is everything. It determines
how you’re looked upon, what you get,
how you’re treated, etc.
18. BE A RESOURCE…
Journalists , producers, media people
need to consistently come up with new
stories—daily, weekly, monthly…
Sometimes, they need new ideas,
information, tips…
Be a resource when they need you, and
you will be rewarded.
Don’t wait to be asked…offer.
19. BE A RESOURCE…
For example, in travel, we frequently
conduct media FAM, or familiarization,
trips.
• Typically twice a year
• Between five or seven journalists
invited
• Usually five days, four nights
• A lot of work
We started doing individual FAMs
Led to over $1 million in Q1 earned
media value
20. BE CONSISTENT…
• Especially important if you are doing PR
for a “foreign” company/entity.
• Many foreign companies come and go.
• Be ever-present. Lightly, don’t push.**
For example, I combine the previous key
element, “be a resource” with this one.
Send out monthly e-newsletter to trade
and media (different key messages) with
updated information, features, news, etc.
Send out monthly press releases
showcasing one major news item
Every month, without fail
*SIDEBAR:Only push when you absolutely have to, not on a regular basis. Break glass in case of
emergency only.
21. Led to a 400% increase in ROI since
I took over the account
Already doubled last year’s ROI, in
this Fiscal Year’s Q1
BE CONSISTENT…
24. BUILD
RELATIONSHIPS…
For yourself and your brand.
In Latin America:
• Face-to-face
• Socializing first, business talk is
second.
• Brand recognition and brand-building
• Proven commitment
• Consistency
• Press releases, email, phone…Not enough.
25. We consistently hold our own events or
sponsor others.
Media breakfasts
Media launch parties
Press room at industry events
BUILD RELATIONSHIPS…
26. Print media still very important
In-country promotions and events are
critical
• Demonstrate presence, commitment, face time
• Can’t be about giving out info & getting coverage
• Have to be about socializing first, business second
Strategic alliances are critical
• You are the company you keep
Be formal first, let them lead into
informality
Word-of-mouth is part of the culture
• Create a unique promotion and people will tell their
friends, family, colleagues, anyone within earshot
Cheat Sheet for P.R. in
Latin America
30. P.R. isn’t just about your company, or
your client, or your product…
It’s also about them, your market.
How they think
What they’re interested in
What’s important to them
The information they need
What they’re motivated by and looking for
Bottom Line…
31. For more information contact:
Victoria Osorio
International P.R. & Marketing
Consultant
i-media-international
917-677-8004, Ext. 842
Hinweis der Redaktion
I began my career early on. Although not that early, but I certainly felt like a baby early on although I acted like I knew it all. And you know what, sometimes you will, too. The key thing will be to keep on moving forward while keeping certain key elements in mind.
Lit & fig: literally in that if they speak French, you or the person calling on them, should speak French. And figuratively, in that if you are pitching stories about technology, you need to “speak tech,” or speak travel, or speak automotive, whatever the case may be.
This is very important. In the case of Latin America, I have had to deal with up to 13 markets at the same time, although there is a priority established based on market size and potential. Primary markets and secondary markets. For the most part, for Latin America, the primary markets are: Mexico, Chile, Argentina, Brazil, Colombia. Venezuela used to always be on the list, but due to the changing political dynamic with Chavez in power, Venezuela is now sometimes dropped from the list.