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Hispanic Marketing and PR: It's Time to Challenge the Cookie-Cutter Approach
By Zandra Zuno
zzuno@golinharris.com

Every business has to consider the impact and opportunity of the rapidly expanding Hispanic population. The U.S. Census Bureau predicts that by 2050 one in every four Americans will be of Hispanic ancestry. Hispanics represent both the fastest-growing and largest minority group in the U.S. with an annual buying power of $870 billion—about nine percent of the total current U.S. purchasing power. There is no question that this is an influential market.

The rapid growth and acculturation of Hispanics in the U.S. demands targeted marketing communications programs. The availability of Latin America brands in the U.S. and newly developed "Hispanic brands," coupled with long-standing American brands, offer a broad range of choices for the Hispanic consumer. With more choices than the general market, building brand loyalty among Hispanics is paramount, and public relations becomes a key tool in driving brand preference among these consumers.

Today's Hispanic market is more complex than ever before. Hispanic PR programs deserve a smarter, more comprehensive approach to reaching this critically important audience that goes beyond cookie-cutter tactics. Do PR professionals know what they need to do to effectively communicate and connect with this vibrant group? Let me offer some initial suggestions:

Hispanic PR is strategy not tactic. Long gone are the days of translation-based media relations labeled as "Hispanic PR initiatives." Effectively reaching the Hispanic market requires a strategic approach at the outset of planning and not as an afterthought to the general market plan. It requires everything any other PR plan would entail—clear objectives, research, segmentation, on-target messaging, relevant programming and media outlets, as well as measurement. The practice of "translating" a general market strategy or PR materials for the Hispanic market is truly setting a program up for failure.

The Hispanic market is far from homogenous. The Hispanic market is vastly diverse. First of all, the term "Hispanic" describes an ethnicity, not a race, so Hispanics can be Caucasian, Black or Asian. Secondly, Hispanics come from a number of different countries and while most share a set of interconnected values and motivations, there are vast cultural differences between being Cuban, Dominican, Guatemalan, Mexican, Puerto Rican and so on. Understanding this becomes especially important when developing grassroots community events on a local level. What may work in Chicago's La Villita neighborhood may not necessarily work in Miami's Little Havana.

Acculturation adds even more diversity. Hispanics are more likely to blend and adapt to the U.S. while still maintaining their culture, than to assimilate. With the upward trend of U.S.-born Hispanics, levels of acculturation are also on the rise, giving way to a new culture that balances traditions with a new identity in the U.S. When looking at a particular Hispanic segment, determining where they fall within the acculturation continuum is critical. Attitudes and behaviors can vary from a recent immigrant to someone that is first or second generation Hispanic in the U.S. Understanding the acculturation process and the diversity within the community becomes critical for developing messaging and programming, as well as identifying media outlets.

Español is no longer the norm. The Spanish language is no longer a defining factor for Hispanic identity. Given the diversity of today's Hispanic market, PR practitioners will need to study what language will best resonate with the particular Hispanic audience and thus identify the language preference for particular initiatives. Will your target prefer Spanish-only, Spanish-preferred, Bilingual, English-preferred or maybe English-only? Identifying what segment of the Hispanic population is the ideal target is essential—both from an origin and acculturation standpoint—but understanding what language is most relevant is vital.

Broaden the perspective. Yes, generally speaking, Hispanics love their soccer. But do we need yet another soccer-related program to target Hispanics? Using sports, music and entertainment to get the attention of Hispanics can be very effective. But PR practitioners have the ability to really work beyond and explore programs that are relevant to the extensive interests, needs and motivations of Hispanics. Like most Americans, Hispanics also want a healthy family, quality education for their kids, a home of their own, financial stability and even a business start-up. Tapping into these insights can really broaden the offering toward PR initiatives that educate, inspire and motivate. Showing Hispanic consumers that you "get them" beyond the typecast, can go a long way in developing brand loyalty and preference.


	Hispanic Marketing and PR: It's Time to Challenge the Cookie-Cutter Approach By Zandra Zuno zzuno@golinharris.com Every business has to consider the impact and opportunity of the rapidly expanding Hispanic population. The U.S. Census Bureau predicts that by 2050 one in every four Americans will be of Hispanic ancestry. Hispanics represent both the fastest-growing and largest minority group in the U.S. with an annual buying power of $870 billion—about nine percent of the total current U.S. purchasing power. There is no question that this is an influential market. The rapid growth and acculturation of Hispanics in the U.S. demands targeted marketing communications programs. The availability of Latin America brands in the U.S. and newly developed "Hispanic brands," coupled with long-standing American brands, offer a broad range of choices for the Hispanic consumer. With more choices than the general market, building brand loyalty among Hispanics is paramount, and public relations becomes a key tool in driving brand preference among these consumers. Today's Hispanic market is more complex than ever before. Hispanic PR programs deserve a smarter, more comprehensive approach to reaching this critically important audience that goes beyond cookie-cutter tactics. Do PR professionals know what they need to do to effectively communicate and connect with this vibrant group? Let me offer some initial suggestions: Hispanic PR is strategy not tactic. Long gone are the days of translation-based media relations labeled as "Hispanic PR initiatives." Effectively reaching the Hispanic market requires a strategic approach at the outset of planning and not as an afterthought to the general market plan. It requires everything any other PR plan would entail—clear objectives, research, segmentation, on-target messaging, relevant programming and media outlets, as well as measurement. The practice of "translating" a general market strategy or PR materials for the Hispanic market is truly setting a program up for failure. The Hispanic market is far from homogenous. The Hispanic market is vastly diverse. First of all, the term "Hispanic" describes an ethnicity, not a race, so Hispanics can be Caucasian, Black or Asian. Secondly, Hispanics come from a number of different countries and while most share a set of interconnected values and motivations, there are vast cultural differences between being Cuban, Dominican, Guatemalan, Mexican, Puerto Rican and so on. Understanding this becomes especially important when developing grassroots community events on a local level. What may work in Chicago's La Villita neighborhood may not necessarily work in Miami's Little Havana. Acculturation adds even more diversity. Hispanics are more likely to blend and adapt to the U.S. while still maintaining their culture, than to assimilate. With the upward trend of U.S.-born Hispanics, levels of acculturation are also on the rise, giving way to a new culture that balances traditions with a new identity in the U.S. When looking at a particular Hispanic segment, determining where they fall within the acculturation continuum is critical. Attitudes and behaviors can vary from a recent immigrant to someone that is first or second generation Hispanic in the U.S. Understanding the acculturation process and the diversity within the community becomes critical for developing messaging and programming, as well as identifying media outlets. Español is no longer the norm. The Spanish language is no longer a defining factor for Hispanic identity. Given the diversity of today's Hispanic market, PR practitioners will need to study what language will best resonate with the particular Hispanic audience and thus identify the language preference for particular initiatives. Will your target prefer Spanish-only, Spanish-preferred, Bilingual, English-preferred or maybe English-only? Identifying what segment of the Hispanic population is the ideal target is essential—both from an origin and acculturation standpoint—but understanding what language is most relevant is vital. Broaden the perspective. Yes, generally speaking, Hispanics love their soccer. But do we need yet another soccer-related program to target Hispanics? Using sports, music and entertainment to get the attention of Hispanics can be very effective. But PR practitioners have the ability to really work beyond and explore programs that are relevant to the extensive interests, needs and motivations of Hispanics. Like most Americans, Hispanics also want a healthy family, quality education for their kids, a home of their own, financial stability and even a business start-up. Tapping into these insights can really broaden the offering toward PR initiatives that educate, inspire and motivate. Showing Hispanic consumers that you "get them" beyond the typecast, can go a long way in developing brand loyalty and preference.