Online Public Relations

You can use online PR services such as Marketwire to reach major newspapers, magazines, websites, and news agencies, as well as local, regional, and national television and radio networks in Mexico (see Figure 18.7).

Figure 18.7 Marketwire has proven to be a good resource when sending press releases online to Mexico.

Marketwire includes translation into Spanish. Other similar services are PR Newswire and eNewsPR. In all cases you need to sign up for an account.

Be sure to have your press release written in localized Spanish for maximum impact.

One important issue to have in mind when sending out press releases to Mexican media is the possibility of its being picked up in other Latin American countries. Mexican media and culture are widely recognized across the regions, mainly because of the virtual monopoly exercised by Mexican media conglomerates in literally every country in the Spanish-speaking world. One of the many examples of this is Grupo Televisa (revenue in 2009 was $4.0 billion US), a Mexican multimedia conglomerate and the largest media company in the Spanish-speaking world. It is a major international entertainment business and broadcast media online, with much of its programming airing in the United States on Univision.