Why Your Hispanic PR Strategy Is Missing 65 Million Potential Clients
In today's increasingly diverse marketplace, incorporating Hispanic outreach into public relations campaigns isn't just beneficial—it's essential for comprehensive impact and maximum return on investment. The Public Relations Review Podcast recently featured Susana Mendoza, a publicist specializing in Hispanic media outreach, who provided valuable insights on effectively engaging Latino communities across the United States.
The economic significance of the Hispanic market cannot be overstated. As Mendoza highlighted, Latinos currently represent approximately 65 million people or 19% of the U.S. population, with projections indicating this number will reach 100 million by 2050. Beyond sheer numbers, the financial impact is staggering—the annual U.S. Latino GDP has reached a record $4.1 trillion in 2023, up from $3.7 trillion in 2022. Perhaps most remarkably, the U.S. Latino GDP has grown faster than that of any top 10 global economy, including powerhouses like China and India. For public relations professionals and businesses, these statistics represent both a responsibility and an opportunity.
One crucial misconception Mendoza addressed is the tendency to view Hispanics as a monolithic group. She emphasized that different Hispanic communities have varying values, political leanings, and
cultural nuances. For instance, Latinos in Los Angeles often have different backgrounds and priorities than the predominantly Cuban population in Miami. Successful outreach requires understanding these distinctions and tailoring campaigns accordingly, rather than applying a one-size-fits-all approach. This cultural sensitivity extends to campaign development, media relations, and event planning.
When designing Hispanic-oriented campaigns, Mendoza recommends several strategic approaches. Events play a particularly important role, as they are highly valued within Hispanic communities, especially those centered around family involvement. Saturday events often draw the largest attendance, allowing entire families to participate. Additionally, partnering with established local Hispanic organizations provides crucial credibility and community connections. These partnerships help companies better understand specific community needs while demonstrating a genuine commitment to engagement rather than appearing as a superficial publicity effort.
The current state of Spanish-language media presents both challenges and opportunities for public relations professionals. Mendoza noted that Spanish-speaking newsrooms face even more severe staffing shortages than their English-language counterparts, often operating with skeleton crews—sometimes just one or two people handling an entire publication or broadcast. Understanding these constraints can help PR practitioners tailor their approach, perhaps by providing ready-to-use content or pre-recorded footage. Despite these limitations, Spanish-speaking journalists are often more accessible than English-language reporters, frequently accepting direct calls or WhatsApp messages, which can significantly increase coverage chances.
Effective Hispanic outreach also requires having the right spokesperson. Mendoza stressed the importance of having Spanish-speaking representatives who can authentically connect with the intended audience. Without this element, campaigns risk appearing insincere or disconnected, regardless of how well-crafted the messaging might be. The language connection forms a critical bridge for building trust and credibility within Hispanic communities.
For public relations agencies looking to expand their offerings, Mendoza recommends proactively incorporating Hispanic outreach options into client proposals rather than waiting for clients to request these services. By educating clients about the substantial benefits and opportunities of engaging Latino communities, agencies can provide more comprehensive service while helping clients maximize their reach and impact across this growing demographic. The potential returns—both in terms of immediate campaign effectiveness and long-term relationship building—make Hispanic outreach a valuable addition to any comprehensive public relations strategy.
