MIAMI—The Jeffrey Group has launched a new service to manage media relations efforts in the secondary markets of Latin America and the Caribbean. Jeffrey Sharlach, president and CEO, says the move is in response to the current market conditions, which have led many multinationals doing business in the region to concentrate PR efforts in Mexico and Brazil, resulting in a diminished PR presence in the smaller countries of the region.
The agency has established a dedicated team at its Miami headquarters that works daily with editors and journalists at key publications in these smaller countries.
“Through regular contact with this group of journalists over the past 10 years we have developed strong working relationships that would otherwise often require a costly in-country presence to yield a similar level of results,” Sharlach says. “This allows multinational companies and brands to reach a wide geographic area in Latin America with a relatively small budget allocation.”
Among the countries included in The Jeffrey Group’s secondary market outreach program are Chile, Colombia, Peru and Venezuela, as well as most of Central America and the Caribbean.