HISPANIC PR IS GROWING

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I take exception to Roger Sennott's assertion that "PR's not as well-developed in the Hispanic market because there aren't as many publicity outlets..." (Marketing to Hispanics, AA, Jan. 24).

First, understand that PR is more than just publicity. PR steps in where advertising dares not tread and serves as an effective part of the marketing mix.

Second, how then does he explain the growth of Hispanic PR agencies in Los Angeles, Miami, New York, Chicago, San Antonio and other cities?

Last, look to the examples of McDonald's, Sprint, Bank of America, Anheuser-Busch, AT&T and other major companies that consider PR an important component of a well-rounded marketing program.

As the Hispanic market continues to grow, public relations will continue to grow with it.

John A. Echeveste

Valencia, Maldonada &

Echeveste, Pasadena, Calif.

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