Estilo Communications

AUSTIN, TX – Houston based Spanish-language newspaper Buena Suerte has started an Austin edition. The family-owned weekly publication is hoping to tap into a growing Hispanic population in Central Texas and cater to the need for Spanish classifieds.

The newspaper, which has opened an office in Austin with four full-time staffers, has setup news bins throughout Austin, and has an initial circulation of over 10,000 with plans to expand to 15,000 soon. The long-running Houston operation boasts a circulation of 120,000 a week.

Despite the hard economic times, the ownership of Buena Suerte is seeking to expand its operations around Texas. “We know times are tough for a lot of businesses,” said Buena Suerte Vice President of Sales Carlos Martinez, “but if there is a service that people really need, you can succeed in any environment.”

The newspaper is a strong player in the traditionally underserved Hispanic market. While primarily Spanish-speaking residents are a significant purchasing power, not many publications have classified sections geared toward them. “With as many Hispanics shopping and doing business in Texas, it’s hard to pass up the opportunity to serve them” Martinez said, “many of them speak English, but feel more comfortable doing business in their native language.”

Although only a month old, the paper is already getting good a response from the community, “We’ve had people stop our drivers to thank them for providing the services,” Martinez said, “numbers can tell you a lot, but reactions like that really show we are on the right track.”

Martinez hopes that Austin will serve as a springboard into other markets throughout Texas. “As we develop, we are hoping that Austin proves that even in these tough times, there is still room for businesses to grow.”

About Buena Suerte:

Buena Suerte is a weekly, family-owned Spanish language newspaper founded in 1986. The company has a staff of 65, with an Austin office of 4. The Houston edition has a circulation of 120,000, and the new Austin edition has started with a circulation of 10,000.

Crisis Communication: Minimizing the Risk of a PR Meltdown

By: Philip Jones, Public Relations Coordinator

Being prepared for an unexpected crisis can help you minimize or prevent damage to your hard earned reputation.

While you cannot always foresee what crisis you will face (and how they might affect your image,) there are many steps you can take to react as effectively as possible and contain the damage. As with most emergency situations, preparation is the key. Here are some suggestions on how to have a crisis communications plan in place:

• Designate a crisis communication manager: This person will be the point of contact with the media and keep the flow of information accurate and under control.
• Be transparent: Be forthright with the media, and provide the information that is pertinent. It’s essential to be out ahead of the story, lest it grow into something far worse than it what it began as.
• Minimize the impact: The less you are caught of guard, and the more up front you are with the media, the less likely there will be prolonged negative coverage.
• Know your contacts: Having appropriate contacts within in the media and being able to get the right information to them quickly will help you keep some handles on the story.
• Anticipate problems: The more you can predict and prepare for potential problems, the less you have to react to when the pressure is on and time is of the essence. Preparation will allow you to maintain poise and confidence in a tense situation.

The preparation and anticipation of crisis communication can help you maintain your hard fought image in the face of adversity. These suggestions will help you get started, but if you would like help developing a complete crisis communication plan, feel free to contact Marion at marion@estilopr.com or call her at 512.477.1018.

Local Elections Provide Austin Voices

By Marion Sanchez

It’s hard to believe that we are back on the campaign wagon with Austin City Council elections on May 10, 2008. Elections are an exciting time for me. Growing up in Venezuela, we took our campaigns very seriously -with a twist of fun and danger.

I remember driving to downtown Caracas and meeting other supporters of our party making long lines of cars with flags, maracas, and confetti, just to find the opposition party at the end of the road and creating the same chaos only possible in the unplanned urban sprawl of a South American metropolis. Of course music, dancing and name calling was part of the festivity; but we always needed to be careful as the celebrations could become discussions and discussions could end in heated fist-fights.

I come from a family that has always been involved and proud to participate in politics. When my daughter, Vanessa turned 18 this year, having her registered to vote was the first item on our agenda.

Austin also has a very distinct and fun flavor to its celebration of politics, choice, and elections. We host coffees with the candidates, open forums and networking opportunities. One big positive difference between the politics in Caracas and Austin is that in Austin, and probably all over the United States, we the people have many opportunities to meet the candidates up close and personal. This distinction provides us the opportunity to ask specific questions, get a feel of the candidates and make up our own mind based on the information received.

With that in mind I encourage all of you to take the time to learn about the issues, participate in the process and bring others along with you to vote. Politics is a subject that can be close to your heart or as far away as your worst enemy. But in the end, your vote counts. Only when you take action can you make a change.

Here is an easy way to get started: the following is the list of the candidates running for City Council on May 10, 2008:

Place 1

· Lee Leffingwell (incumbent)

· Allen Demling

· Jason Meeker

Place 3

· Jennifer Kim (incumbent)

· Randi Shade

· Ken Weiss

· Trevor Titman

Place 4

Seeking to replace the seat being vacated by Mayor Pro Tem Betty Dunkerley:

· Robin Cravey

· Cid Galindo

· Laura Morrison

· Sam Osemene

For more information logon to http://austin.about.com/od/politics/tp/Austin_City_Council_Race.htm

Estilo has relocated to the heart of East Austin. We are now located at 1715 E. Seventh Street. Feel free to stop in and see the exciting things happening with Estilo as we continue to grow and make our mark on the Austin community.

Members of the East Austin Community will be gathering to celebrate the closure of the East Austin Holly Plant on October 1, 2007. The event, hosted by Austin Energy, will feature a BBQ dinner. The event begins at 6 PM at the Holly Plant. Guests are asked to use the Riverside entrance. Please contact Melissa Westmoreland at 512-322-6015 by Monday, September 24 to RSVP.

The People Organized for the Defense of the Earth and her Resources (PODER) will be hosting a fundraiser dinner and dance on September 20th, from 6-10 at the Conley-Guerrero Senior Activity Center at 808 Nile St. Music will be provided by Johnny Delgado y su Conjunto. For details on attending, call 512-472-9921 or email Poder@austin.rr.com.

Agency Principal Marion Sanchez performed at the Austin City Limits music festival that took place from September 14-17 in Zilker Park. Marion, an accomplished Salsa dancer, helped teach children how to dance and enjoy latin music.

Estilo Communications will be moving soon to a new office in East Austin! Our new address is 1715 East Seventh Street, Austin TX, 78702. Please contact us with any questions regarding the move.

Community Outreach.