Last week we reported on PRNewsire's acquisition of Hispanic PR Wire.

This week, Manny Ruiz, President of Hispanic PR Wire, spoke with PRNewser about the acquisition, how he grew his company into the #1 Hispanic wire service and how all PR pros can "Hispanisize" their story. Read on for the complete interview.

How important are press releases these days?

Some folks in the PR world are wondering if the press release will survive because of the Web. The fact is that the press release is the most efficient way to quickly and massively alert multiple audiences of news and information. The only thing the Web has done, from the point of view of wire services, is that it has actually helped us significantly enhance the way the press release looks and acts. Ironically the Web is making the press release thrive like never before because now wire services like ours can help clients create and distribute multimedia versions of press releases that in addition to text include photos, logos, video, audio, hyperlinks, Web site previews, PDF attachments and more. The press release in 2008 is a multifaceted communications tool that is fully interactive and wire services are simply helping clients multiply the ways media and consumers alike access their content.

What do you think about the social media release?

The social media release is in the spirit of what a wire service does. It's about giving all kinds of audiences, not just media, access to your text, photo and video content and allowing them to also spread that content to other readers. These are exciting times for wire services because we are now distributing to media and non media audiences in all platforms possible, including email, rss feeds, Xml, video feeds, audio feeds, fax and more.

In terms of Hispanic PR Wire, we've been focused on content platforms in the digital space for four years. We did something that's kind of weird, in a cool way. Four years ago we took our own technology and we decided to give it away to Hispanic media. We approached scores of Hispanic media outlets and said to them, "Listen, we'll provide you with our web technology and an online ad platforms if you in return give us the following, 1) a guaranteed spot on your news website where our content can appear and, 2) a way to resell your online ad inventory for network buys." The first one is extremely relevant. Today, thanks in large part to these agreements, Hispanic PR wire has a network of 101 news partners that for the most part exclusively allows us to post our clients press releases, photos and videos. This is an almost nuclear capability in our space and it's what we continue to build on.

What are some of those sites?

Yahootelemundo.com, hispanicbusiness.com, Terra.com and DiarioLasAmericas.com are just some of the partners we have. This also includes dailies, top weeklies and magazines like Siempre Mujer, LATINAStyle and Catalina. We have been building very aggressively on the digital side of our business. This aligns perfectly with PR Newswire and its Multi Vu broadcast PR services.

What are the biggest differences working with Spanish media compared to English media?
The most important thing when communicating to Hispanic media is to provide them with relevant content that is in culture (Hispanic) and in language (meaning Spanish). The other difference is working with Hispanic media for content is that they want to feel like they are looking at a story they feel has a Spanish angle. "Hispanisize" your story whenever possible. It may sound simplistic, but it makes a big difference. Have a Hispanic spokesperson or someone with a Hispanic surname when ever possible. Include facts about the Latino population, a photo with a release that may have Latinos in it. These are all very basic, elementary steps that can be taken to make content more relevant for Hispanic media.

Who are your targets? Big name brands that want to reach Hispanic media? Hispanic companies who don't have a grip on digital content?
Our clients include major corporations, private companies, PR agencies, non-profit and government orgs that are trying to disseminate info to US Hispanics. We will accommodate anybody that needs to reach the Hispanic community.

When will you be fully integrated with PR Newswire?
Integration is going fast and smooth. Clients can access our services through both PR Newswire and Hispanic PR Wire.

What is your experience with both the challenges and opportunities that arise from joining PRNewswire?
The challenge is that I work in a field that is quickly changing. Fortunately, Hispanic PR Wire is in great hands because we are now part of PR Newswire, the company that literally invented the press release wire. PR Newswire is a company that is progressive, visionary and has a track record of buying companies like ours and growing the business. When we grow, they grow. Our challenge is not bigger than PR Newswire's ability to execute.

Anything else you'd like to add?
I'm a PR guy too, they say this is the time where you should add your key points. First of all we are going to be continually focused on developing more and more platforms that meet the evolving needs of PR pros. When it comes to communicating, the press release is not passe, it is new and invigorating it is just constantly changing. The press release is not in its last leg, it is in its best light ever.