[Editor’s Note: To celebrate National Hispanic Heritage Month, we asked Yesenia Reinoso, a 2020 “15 Under 35” honoree (PRSA-NY), to draw parallels between the Month and PR.]
Honesty, transparency, passion, and authenticity are the most important keys to attracting the fastest growing minority group in the United States. While we’re a passionate culture – it’s in our DNA – authenticity could be the biggest key to success in the Hispanic market.
As storytellers, the role of public relations is to build trust and establish reputations, ideas and identity with the press and the public. It is no different in the Hispanic world.
To access the Hispanic market, public relations professionals, and the companies they represent, must educate, collect, and analyze data to understand the behavior and consumption patterns of their audiences.
Speaking of consumerism, with an estimated 60 million Hispanics living in the United States and their purchasing power of $ 1.5 trillion (and growing), PR professionals have a clear need to bond and connect. develop content for the Hispanic audience.
Authenticity
As we know, authenticity is synonymous with public relations. The best communicators tell authentic stories about the programs, services, products, and human interest that shape the narratives.
Hispanic culture relies heavily on authenticity because of its vibrant values and traditions handed down for centuries.
Today, Hispanic youth are often referred to as Latinx. Although our culture transcends ages, this group of Hispanic youth is more knowledgeable than previous generations. To converse with its members, take the time to learn their language and customs. Additionally, be aware of differences in Hispanic culture, such as Afro-Latin traditions.
Next, design a Latinx audience strategy or campaign that includes transparent and authentic cultural insight. Content is monumental in establishing you as a credible source.
If you tell your story in multiple languages, even better. Hispanics love that brands speak to them in Spanish or both. It shows that you have invested the time to communicate respectfully. It matters.
Brand loyalty
Let’s talk about brand loyalty. The Hispanic community is very loyal to the brand when it comes to products and services. In this ever-changing world, it is imperative that public relations professionals understand the types of media platforms Hispanics use to shop, get news, and how to reach them. The more authentic your message, the more inclined we are to stick around and say it to our family and friends.
Another area linking public relations and Hispanics is diversity. Multiculturalism runs deep in our society, and as we continue to amplify the diversity of voices, it is important to create platforms for storytellers, especially under-represented storytellers, to present their messages.
In today’s climate, media companies that cultivate a space for inclusiveness are seen as relevant. The beauty of communication is how we present diversity through different mediums. Hispanics are very proud of their diverse roots.
As a Spanish-American woman, I understand the influence of my heritage and its impact on developing a connection with consumers. When you highlight diversity it creates an authentic perception and representation of what your brand is.
Nothing resonates better than UN voz auténtico, a link between Hispanics and public relations. Either way, he reigns supreme above all.
Yesenia Reinoso is Head of Digital Marketing and Media Relations at Y Communicate. Am here: @ yeseniareinoso4
