April 25, 2015
By Hanah Cho
With a growing Hispanic population in the U.S. and Texas, what are the most effective ways to reach this market? Public relations executive Rosalynn Vasquez offers tips on increasing your messaging and PR efforts to reach the Hispanic audience.
Vasquez is manager of Hispanic public relations for The Power Group, the Dallas-based public relations agency.
Business, then culture
Companies must first understand and engage in meaningful conversations about their business, challenges and overall industry. Every company is different and has a unique set of goals, target audiences and messaging. Once that is established, you can create a plan to be culturally relevant as a complement to the overall business objectives.
Understand your audience
The Hispanic audience has changed tremendously over the last several years, especially due to our country’s growth, levels of acculturation and use of technology. For instance, two-thirds of Hispanics are U.S.-born and 85 percent of Hispanics identify themselves as Hispanic and American. Know who your target audience is and have the research to fully understand and engage.
Know what’s newsworthy
One of the biggest misconceptions is that Spanish media operates with the same mind-set and priorities as English media. Spanish media typically focuses more on education, immigration, food, health and religion. It’s not enough to just create Spanish content. You need to personalize it and make it relevant to your audience.
There are a variety of Hispanic cultures in the U.S. today, and one size does not fit all. It’s important to be aware of cultural values and nuances, along with Spanish-language variations. Therefore, it’s highly recommended to provide a customized and culturally relevant translation, as opposed to automatic, direct translation services.
Know the best tools to reach media
According to a 2015 survey of Hispanic journalists, an overwhelming majority (73 percent) say they still read and use press releases as a source of information for their stories. But 79 percent say they use social media, not just for distribution but as a news gathering source, with 50 percent using Twitter. With continued growth of social media, bloggers and media diversification, it’s important to understand which tools are most effective to reach an increasing bilingual and bicultural community.
Source: The Dallas Morning News