In its "PR Toolbox" section, PR Week addresses how to market "to the growing Hispanic population." The answer: radio. "There are now approximately 700 Spanish-language radio stations in the U.S." And, according to Rise Birnbaum of the broadcast PR firm Zcomm, "Spanish-language stations are even more receptive than general-market ones" to audio news releases and radio media tours. In a separate article, PR Week further examines Hispanic marketing. Porter Novelli's Fernando Figueredo says, "It wasn't really the 2000 census, it was 2002 that all of a sudden we were the number one ethnic minority. ... Over the past two years, we've seen a lot more attention to the market," including by "many of the major companies." But "in the advertising world they're only spending 2% of the total buy even though [Hispanics account] for 14% of the market. In the PR world ... it's probably less than 2% of the total PR buy."

From an NEI ad

With help from the PR firm Hill & Knowlton, the industry group Nuclear Energy Institute (NEI) launched the "Clean and Safe Energy Coalition." NEI is fully funding the group and paying its spokespeople, former Environmental Protection Agency head Christine Todd Whitman (who now heads the lobbying firm Whitman Strategy Group) and Greenpeace co-founder Patrick Moore (who now heads the PR firm Greenspirit Strategies). NEI's Steve Kerekes said the new group will allow NEI to provide "a unifying platform that supporters of nuclear energy can add their voices to." The group was launched two days before the 20th anniversary of the Chernobyl disaster. Like NEI, the Clean and Safe Energy Coalition says that "nuclear power is clean, emitting none of the greenhouse gases that cause global warming," and "new nuclear plants could provide the 50 percent boost in energy supplies the government projects are needed by 2025 without cramping lifestyles."