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Four Tips to Launch You Into the World of Hispanic PR
By Dalia Paratore, Director, Customer Engagement for Multicultural Audiences,
There are ample statistics on the growing size of the Hispanic population, their political influence and the purchasing power of this market segment, yet many small business brands are still slow to adapt communications strategies that effectively reach this audience. The most common misconceptions are that language barriers might be too difficult to overcome or that Hispanics can be reached via mainstream strategies alone, rendering niche marketing unnecessary. The reality is, a strong relationship with the Hispanic market is a fundamental component of an organization’s overall success, and crafting a strategy to connect with this audience is not as daunting as it seems.
Here are some best practices to keep in mind:
- Don’t let language deter you. It is not necessary for your internal marketing and PR team to speak Spanish to do pitching or respond to calls after a release has been sent out. Hispanic media speaks English too so there is no need to fear any breakdown in communication.
- Be consistent in your messaging. Develop communications as a matter of course and not just during seasonal events such as Cinco de Mayo or Hispanic Heritage Month. Consistency entails always reaching out if there is a new product, a new service or some sort of ‘informative’ piece. By keeping the communication open between your organization and the Hispanic community, you will build credibility and traction.
- Remember to communicate using different types of media as this will more accurately reflect the Hispanic market landscape and the varied types of media consumed. Online and social media is just as important as traditional. According to the Pew Research Center’s Internet Project, 80% of U.S. Hispanic adults use social media, compared to 72% for the country overall. And marketers take note: U.S. Hispanics are also more likely to follow a brand on social media. Therefore, Twitter is just as important and relevant as print or TV. Radio is still another highly relevant medium, according to Nielsen Audio (Arbitron's Hispanic Radio Today 2013), “about 95% of Hispanic consumers in the US tune in to the radio in an average week, underscoring a strong relationship with an important and growing listener segment.” So be sure to be creative and dynamic in your approach.
If nothing else, remember this:
- Engagement is more important than the pursuit of perfection. Outreach to Hispanic audiences doesn’t have to be perfect from the get-go, but there are ways to initiate engagement even without a thorough strategy intact. This can be as simple as sending out your release via Hispanic circuits, which will enable your message to reach Hispanic media and Hispanic consumers in both English and Spanish. If you have the resources and market insights, you can further refine and target your messaging to the multicultural market and niche markets within.
So if you keep these four points in mind you’ll be well on your way to building a sturdy bridge between your organization or brand and the growing Hispanic audience you actually should be trying to reach.
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