Hispanic market public relations overview

1. Hispanic Market
Public Relations
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

2. Public relations for the Hispanic market is like P.R. to any other market.
What are the P.R. fundamentals?
How do these differ for ethnic
markets?
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

3. Most important in any kind of P.R., but especially
P.R. to specific ethnic groups, dig deep and beyond
your perceptions.
Your perceptions do not matter. Even if you are
of that ethnic group. What matters are the numbers, the facts.
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

4. Strategy based on facts, not perceptions,
will lead you to success.
What are some of the facts you
want to look at?
- Acculturation
- Technology adaptation
- Demographics
- Purchase behavior
- Attitudinal dimensions/personal perceptions
- Hispanic cultural practices
- Trends
Why? Because these factors determine how you
communicate with your audience.
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

5.  So what are some of the
misconceptions about the Hispanic
market?
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

6. Misconceptions:
• All Hispanics are Mexican. If they’re not Mexican, they’re Puerto Rican
or Dominican
• All Hispanics are the same, they are one people.
• All Hispanics have had a hard-knock life
• All Hispanics are poor or come from low-income families
• Hispanics speak broken English
• All Hispanics are foreign-born or are immigrants
• Hispanics are poorly educated
What are some of the facts?
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

7. Hispanic Market Facts: The Basics
•Over 50 million Hispanics, 40% of the U.S. population
•Hispanics are not one people, they are identified as a market
1) Spanish-speaking
2) Self-identify (U.S. Census Bureau)
3) Ibero-American
•The word Latino is used interchangeably with the word Hispanic
•Young Hispanics are now the largest minority on the nation's college campuses.
•Middle-class is relatively same percent of group population: 39.2% of all
Hispanics earn b/t $40-$100k vs. 41.7% of Whites (NH)
•“Family” continues to be more important than “self”. The consideration of
extended family is a reality
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

8. Top 10 Countries of Origin: Broad Diversity within Population
The ten largest Hispanic population groups in the U.S., by country of
origin, are:
•Mexicans 31.7 million
•Puerto Ricans 4.4 million
•Salvadorans 1.74 million
•Cubans 1.7 million
•Dominicans 1.4 million
•Guatemalans 1 million
•Colombians 917,000
•Hondurans 625,000
•Ecuadorians 611,000
•Peruvians 557,000
Source: Pew Hispanic Research Center
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

9.  Two Hispanic markets: English dominant and
Spanish dominant.
• Language dominance identifies profile and determines
how you market to them
o General Characteristics:
- Acculturation
- Technology adaptation
- Demographics
- Purchase behavior
- Attitudinal dimensions/personal perceptions
- Hispanic cultural practices
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

10. The Facts: Strategic & Tactical Paths:
2010 English-Dominant Spanish-Dominant
Online 81% 47%
Active Internet Use 87% 36%
Have Cell Phone 86% 68%
Home Broadband 66% 26%
SOTTC* Cell Usage 76% 44%
Source: 1 Pew Hispanic Center, “Latinos and Digital Technology, 2010”
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

11. Strategy
• Determine Spanish-language needs based
on your target market demographics
• Execute dual-language Hispanic strategy
to reach all Hispanics
H1- H3*: English language
H3-H5*: Spanish language
• Audience-tailor messaging and promotions
• Leverage overlap to reinforce messaging
• Develop full, parallel Hispanic program that offers breadth and depth
• Reinforce commitment with Hispanic community outreach
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

12. Cheat Sheet on Hispanic Market P.R.:
• Hispanics are not one people, but they have some things in common
• There are multiple audiences within the Hispanic market
• Determine your strategy on facts not perceptions
• The market is young, fluid and changing. Monitor trends as new
generations of native and foreign-borns arise
• Don’t generalize people or Hispanics, observe trends, perceptions,
and behaviors
• Consider the social needs of the market, and support the community
• Develop programs with breadth and depth to show commitment to the
Hispanic market
Created by: Victoria Osorio | Victoria@SellDirectly.com | @VictoriaEOsorio

13. HISPANIC MARKET
PUBLIC RELATIONS
CREATED BY:
VICTORIA OSORIO
VICTORIA@SELLDIRECTLY.COM