Blue Cross Blue Shield of North Carolina is planning to invest $130,000 in nonprofit El Centro Hispano to boost Latino community health during the pandemic. "We think [there are] three essential things to do in order to maintain the health of our people: one is health equity, the other one is access to care and of course, information," says Gustavo Bernal, who handles multicultural marketing and sponsorship for Blue Cross NC.
A Nielsen study found that TV is the best way to reach Hispanic car shoppers, with 76% of respondents saying they recalled TV ads over other types of media. Digital ads came in next with 38% recall, followed by print media at 34%. "Investing in your multicultural consumers today by communicating more effectively offers a unique opportunity for auto marketers to optimize outcomes in a challenging environment," says Nielsen's Paula Skier.
Latinx creators, who were notably absent in the major Emmy Award nominations announced last week, are asking for a shot in the entertainment business, through representation, recognition and amplification. TV writer Diana Mendez says, "Our purpose is really to get us into the rooms where our voices can be heard, where our unique point of views can be heard, where our experiences can be heard," adding, "And keep us in those rooms and keep us moving up the ranks long enough to take ownership of those stories and be in charge of the rooms."
Communications professionals offer advice on improving financial and economic literacy, including tips on which books to read to gain an in-depth understanding of financial statements, regularly reading financial media and learning financial terms.
INK Communications' Abby O'Connor offers five media relations lessons learned during the pandemic, such as developing empathetic relationships with journalists and providing them with valuable information. O'Connor recommends using Twitter to research specific publications and reporters before pitching and emphasizes the importance of keeping messaging succinct.
The most-used hashtags on LinkedIn globally from May through July, excluding those specifically related to the pandemic, were #marketing, #leadership and #business, the platform reports. The most-shared article was about Black Lives Matter and the top three topics were technology, society and culture, and politics and law.
Twitter has agreed to take steps to protect users' personal data and expects being charged a penalty of up to $250 million after receiving a complaint from the Federal Trade Commission charging the platform used personal information for targeted advertising, according to a recent Securities and Exchange Commission filing. The company said the breach "may have harmed the people and accounts affected by it" and as a result, "people may lose trust and confidence in us, decrease the use of our products and services or stop using our products and services in their entirety."
Max Willens explores how business-to-business media companies are replacing in-person events with virtual and hybrid experiences, but are struggling to monetize them in a way that reflects pre-pandemic event revenue. "You have to deliver premium editorial/content that people will pay for or the whole virtual events model starts to fall apart," says Aging Media's John Yedinak.
Lara O'Reilly reviews the latest earnings updates to take the pulse of leading brands' recent and future marketing plans amid the pandemic. Procter & Gamble is increasing promotional activity to tap consumer stockpiling inclinations, Unilever plans to boost spending to push "purposeful" products, and L'Oreal is increasing allocations amid rising e-commerce sales and product launches.