Why You Need to Include Spanish Media in Your Outreach
From Sept. 15 through Oct. 15, the United States will observe Hispanic Heritage Month. This time period inspires many organizations to explore Hispanic and Latino culture, but that’s where the consideration ends for some. As the Latino population continues to climb and becomes a majority group in many areas, public relations practitioners should integrate Hispanic cultural strategy in their everyday campaigns.
The Importance of Compassion in Communications
Communicators have the power to inform, influence and lead the way with words. What we say and how we say it matters. Sometimes, we forget to be as caring as possible with those words. PR professionals need to acclimate to the rising temperatures of today’s public sentiment.
Rebranding Latino Leadership in PR
My goal is to help tell the Hispanic/Latino story for the PR profession. Through this monthly column, I’m thankful that Strategies & Tactics has given me the opportunity to provide useful, relatable information that could help open the door for Hispanic/Latino PR pros and provide advice on how to tap into Hispanic communities.
Technology and Spanish Translations
PR pros are facing a language conundrum as the United States becomes more Hispanic in numbers. Counties that historically did not have a significant Hispanic population saw huge growth according to the most recent Census. In fact, 517 counties of this makeup reported their Hispanic population grew by 50% or more in the last decade. Consider the undercount the Hispanic or Latino population the Census Bureau also reported. It’s time we all prepare to communicate better with Hispanic communities.
Influencing Culture Through Entertainment PR
Popular culture is a part of how people relate to one another and feel connected to the times in which they live. Popular fashions, music and entertainment changes by decade and can even swing back around. (Scrunchies and high-waisted jeans are back in fashion at my daughter’s high school!)
3 Ways to Avoid Cultural Crises
There’s a big difference between knowing and doing. How many of us PR professionals have advised a client or leader just to have that gold nugget of advice ignored? The gap between hearing and actually listening is wide. The gap between knowing something and taking action is often wider.
Curating Our PR Education
Everywhere I turn I’m hearing about mindsets. Articles and podcasts keep covering the influence our mindset has on our success. There’s the scarcity mindset, an abundance mindset, a growth mindset, or the newest I’ve heard — a scout mindset.
Seeing Is Believing for Latino Candidates
You’ve probably heard a lot about the Great Resignation by now. Perhaps you were one of many workers in the United States who decided to switch jobs or even career paths. If you’re new to public relations, then welcome!
Be Courageous When Communicating
Communicating when the stakes are high or the subject is uncomfortable can be a challenge for PR practitioners. It seems like tactfully sharing hard truths or facilitating sensitive conversations is somewhat a specialty. All PR professionals should become skilled in navigating tricky topics and conversations to be true advisers. Even crisis communication experts may have to overcome fear or anxious feelings that arise before communicating. We may not have that thick skin yet, but we can work to develop it.
Spanish Media Myths and Truths
I began my PR career at a Hispanic boutique agency. I didn’t know the difference between “general market” and Hispanic market media as a new grad, but soon learned about the divide. At a Hispanic or multicultural agency, you’re going to focus on the unique cultural attributes and communication preferences of a niche audience.
Help Tell Latino Stories
Think back to your American history class days. Which races were reflected in the textbook? The hard truth is that they probably weren’t Hispanic. Latinos are not even categorized as a race by the U.S. government. We’re an ethnic version of white. Is there a more symbolic way to explain how the Latino story is missing its rightful place in American stories?
Clarifying Hispanic Heritage Month
Sept. 15 marks the first day of Hispanic Heritage Month. This cultural observance month is the only one celebrated in the United States that starts and ends mid-month, from Sept. 15 to Oct. 15. Día de Los Muertos is celebrated not long after on Nov. 1. This means many areas of the nation may experience some type of Hispanic or Latino cultural expression anywhere between September through November!
Respect Educational Diversity
When is the last time you thought about the education level of your stakeholders? As PR professionals, we may think more about visual indicators of diversity than how people differ in ways we can’t see. The level of education people have can affect all aspects of their life. Have you considered tailoring your PR strategies in relation to educational diversity?
Making Connections with Hispanic Influencers
How do you connect with the Hispanic market? That’s a top question for organizations because Hispanics accounted for 52 percent of the U.S. population growth in the last decade and have an economic buying power of $1.5 trillion. Hispanic consumers are tight-knit networks — we are wired for referral based, word-of-mouth marketing. A primary trust factor is whether a family member or friend has referred us to an organization, product or service.
National Museum Elevates Latino Contributions
My family and I recently explored the first iteration of the Smithsonian’s National Museum of the American Latino in Washington, D.C. As the Smithsonian works to secure a stand-alone museum site, the Museum of the American Latino has been integrated into the National Museum of American History through the construction of the Molina Family Latino Gallery.