Client: CNN en Español
Project: US-Market Public Relations Agency
Industry: Media & Broadcasting
Location: United States
CNN en Español, a leading Spanish-language news channel owned by Warner Bros Discovery, delivers comprehensive news coverage across the Americas. Despite its strong presence, the network sought to enhance its visibility and influence within the U.S. Hispanic market. To achieve this, CNN en Español partnered with HILO to develop and execute a strategic public relations campaign aimed at amplifying its reach and solidifying its position as a must-watch news channel for U.S. Hispanic audiences.
An Inside Look
Objectives
- Expand Media Presence: Increase coverage of CNN en Español's television shows, presenters, and executives in both national and regional media outlets.
- Enhance Brand Positioning: Establish CNN en Español as a premier news source within the U.S. Hispanic market.
- Develop Strategic Content: Create compelling press materials and social media strategies to engage target audiences.
Approach
- Strategic PR Planning:
- Collaborated closely with CNN en Español's Marketing & Communications Department to align on goals and messaging.
- Developed a comprehensive PR strategy tailored to the U.S. market, focusing on key regions with significant Hispanic populations.
- Content Development:
- Crafted detailed biographies for on-air talent to humanize and highlight their expertise.
- Authored engaging press releases and news releases to announce new shows, special segments, and executive insights.
- Devised targeted Twitter strategies to increase social media engagement and real-time interaction with viewers.
- Media Outreach and Relationship Building:
- Engaged with a diverse array of media outlets, including consumer media, specialized press, general news, business, technology, entertainment, international platforms, relevant trade media, and opinion leaders.
- Organized media events to provide firsthand experiences of CNN en Español's offerings, fostering deeper connections with journalists and influencers.
- Monitoring and Reporting:
- Implemented a robust system to monitor media coverage and measure the effectiveness of PR initiatives.
- Provided regular reports to CNN en Español, offering insights and recommendations for ongoing strategy refinement.
Approach
- Strategic PR Planning:
- Collaborated closely with CNN en Español's Marketing & Communications Department to align on goals and messaging.
- Developed a comprehensive PR strategy tailored to the U.S. market, focusing on key regions with significant Hispanic populations.
- Content Development:
- Crafted detailed biographies for on-air talent to humanize and highlight their expertise.
- Authored engaging press releases and news releases to announce new shows, special segments, and executive insights.
- Devised targeted Twitter strategies to increase social media engagement and real-time interaction with viewers.
- Media Outreach and Relationship Building:
- Engaged with a diverse array of media outlets, including consumer media, specialized press, general news, business, technology, entertainment, international platforms, relevant trade media, and opinion leaders.
- Organized media events to provide firsthand experiences of CNN en Español's offerings, fostering deeper connections with journalists and influencers.
- Monitoring and Reporting:
- Implemented a robust system to monitor media coverage and measure the effectiveness of PR initiatives.
- Provided regular reports to CNN en Español, offering insights and recommendations for ongoing strategy refinement.
Through our dedicated efforts, CNN en Español experienced a significant boost in its U.S. media presence:
- Increased Media Coverage: Secured prominent features in top-tier national and regional outlets, elevating the profiles of the network's shows and personalities.
- Enhanced Brand Recognition: Positioned CNN en Español as a trusted and essential news source among U.S. Hispanic audiences.
- Strengthened Media Relationships: Built and maintained strong connections with key media figures and outlets, ensuring sustained coverage and support.
Our strategic partnership with CNN en Español successfully amplified the network's visibility and influence within the U.S. Hispanic market. By delivering tailored PR strategies, compelling content, and proactive media engagement, we reinforced CNN en Español's standing as a leading Spanish-language news channel, fostering a deeper connection with its target audience.
