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Hispanic Market

As the oldest public relations firm in South Florida, ECA has observed the nation's fastest growing minority group evolve into an affluent and powerful demographic. ECA has built strong relationships with the Hispanic community as well as with its media.

The firm has a multi-ethnic staff of professionals who have significant expertise in relationships with the media and a global network of contacts as well as strong local and regional contacts. In addition, our executives and support staff are fully bilingual in English and Spanish. In most instances, press releases are distributed in both languages to accommodate the bilingual press.

REACHING OUT TO THE NATION'S FASTEST GROWING MINORITY GROUP
While arranging media tours 20 years ago for clients of MS&L, ECA staff would encourage companies such as Allied Signal, General Foods, GTE, Mitsubishi, Nike, Northern Telecom, Pampers and Quaker Oats to send a Spanish-speaking spokesperson along with the company's English-speaking representative. Many times they had no Hispanic spokesperson. Today, each of those companies has a specialized Hispanic division marketing geared to reach the nation's fastest growing minority.

THE BENEFITS OF ECA'S HISPANIC REACH
For Tenet Healthcare, ECA implemented a News Bureau, which involved serving as the facilitator for all media stories for Tenet's 14 South Florida hospitals. During October to December 2002 alone, 43 print stories were placed in Spanish-language publications for Coral Gables Hospital, Florida Medical Center, Hialeah Hospital, North Shore Medical Center, Palmetto General Hospital, Parkway Regional Medical Center and West Boca Medical Center. Numerous television stories were also set up by the News Bureau featuring Coral Gables Hospital and North Shore Medical Center.

While managing the public relations for Miami Children's Hospital, ECA served in the capacity of both internal and external public relations and secured extensive national and local print as well as broadcast press coverage in the Hispanic market.

For example, ECA secured Hispanic coverage for major press announcements such as the first tracheal transplant, Radio Lollipop, cardiac breakthroughs and funnel chest surgery. Additional Hispanic television coverage, which ECA initiated, included stories regarding ear surgery, asthma, toy safety during the holidays, a cardiac team mission in Colombia, seat belt safety, stress management, poison prevention, skin cancer and ITB Therapy.

ECA also secured Hispanic press coverage for the Dan Marino Center, which reached national and international audiences. Univision aired stories such as adaptive karate featured on Primer Impacto and music therapy on Despierta America. For print, stories included local Hispanic coverage of Info ALLEY and kangaroo care was featured in Ser Padres, a Hispanic magazine.

ACROSS INTERNATIONAL BORDERS
ECA coordinated and implemented international press conferences regarding lawsuits involving the Republic of Cuba case (Brothers to the Rescue Shootdown) and foreign countries suing Big Tobacco. In addition to extensive local and national press, ECA secured coverage and developed strong contacts which resulted from stories at the BBC, BBC-Latin America, as well as Notimex and EFE news services, reaching all of Latin America and Mexico. With the filing of the Brazilian lawsuit against U.S. tobacco companies, ECA again utilized its international contacts to secure coverage in several Brazilian publications and broadcast outlets in South Florida.

EXTENSIVE VALUE-ADDED RESULTS
ECA's expertise in the Hispanic market helped The Home Depot reach Spanish-speaking audiences all over North America. Firm executives secured a weekly segment for The Home Depot on Telemundo Network International's morning show "de mañanita." The three-hour show, which has a "Good Morning America" format, reaches more than six million viewers in 18 countries including Puerto Rico, Mexico, Latin America, the Caribbean and the United States. The network expanded the segment into a regular, twice- a-week appearance. The advertising value would have exceeded $400,000 annually if the spots had been purchased.


Case Studies
 The Home Depot Celebrates Hispanic Culture Through Color and Paint
 Red Bull Flugtag Miami Targets the Hispanic Media
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