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Grassroots Approaches to Reach the Hispanic Audience: Nontraditional Approaches to Measure ROI

Publication Date: 7/2005

Source: SO01 Public Relations Tactics
Product Code: 6C-070510
Organization/Author/Firm: González, Ana Rita
Specialization(s): Multicultural - Diversity / Research - Evaluation / Measurement
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While media relations continues to be a staple of the PR profession, other approaches are often required to effectively reach target audiences and generate the desired impact. This is especially true when the objectives of a program go beyond influencing perception to generating changes in behavior — driving the adoption of new products or services through an experiential approach.

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