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Marco Herrera of Grupo Public with Eric Schwartzman at the 2009 PRSA International Conference in San Diego
Overcoming false stereotypes, the impact of the illegal drug trade on Mexican tourism and pitching journalists in a corrupt climate with Marco Herrera, president of Grupo Public in Mexico City, recorded at the 2009 PRSA International Conference in San Diego.
 
00:58 – The state of the public relations business in Mexico City, the types of clients they serve, the number of the PR firms competing for accounts and the number of Mexican citizens employed at these firms, according to the Mexican PR Association.
 
02:57 – Grupo Public’s client base, which includes Harley Davidson, MCI, Palm, the World Economic Forum and local organizations, and the services the firm provides.
 
03:43 – How government relations between the US and Mexico affects his firm’s ability to promote an American brand like Harley Davidson within Mexico, and whether unpopular US foreign policy can negatively impact an American brand’s reputation in Mexico.
 
06:48 – Whether Mexican PR Firms see Mexican expats living in the US as influencers, and try to relay their messages through them to appeal to Mexican nationals.
 
07:35 – Efforts of multinationals to market to Latinos living in the US, the evolving culture of this community and public relations agencies focused on serving this market.
 
08:32 – False stereotypes in the US about Mexican immigrants and Mexican citizens.
 
10:09 – How false stereotypes impact Grupo Public’s ability to serve US companies, lack of international cultural awareness among US citizens and the perception that Mexico is no more developed than Africa.
 
12:34 – News reports of excessive violence by the illegal drug trafficking trade on Mexican tourism and why the rule “if it bleeds it leads” has taken a heftier toll of revenues than warranted, according to Herrera.
 
13:45 – Pushing the Mexican Government to use public relations to be more transparent, as a way of counterbalancing all the illegal drug trade news with positive news as well, so people hear not just bad news about what’s happening in Mexico, but the good news as well.
 
14:48 – Practicing media relations in Mexico, pay for play and whether or not corruption in the news media is a factor in scoring ink.
 
18:27 – The Mexican Government’s President of Deputy Chambers recent decision to cease subsidies to newspapers.
 
19:02 – Best places to stay to Mexico City, the hot new neighborhood to stay in and the best Argentinean BBQs.
 
22:07 -- End
 
Eric Schwartzman (@ericschwartzman) is an independent new media and social media communications consultant, the creator of the top-rated New Media and Social Media Boot Camp, which has been attended by more than a thousand public relations and marketing executives from the private, public, government and nonprofit sectors. In addition to advising clients on best practices for online newsroom design, deployment and management, Schwartzman offers a portfolio of social media training courses to accelerate the acquisition of social media communication skills, as well as social media strategy and campaign support.  Schwartzman is also the founder of online newsroom software as a service provider iPressroom.
 
On the Record…Online is the Official PR Podcast of the 2009 PRSA International Conference.  Subscribe via RSS or follow us on Twitter @ontherecord and get them as soon as they’re released.


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