Roberto Lara, ’21SPS, is the Chief Communications and Development Officer of the ELCA Metropolitan New York Synod, and Officer for Communications and Media of the Latino Association of the ELCA. He is pursuing his Executive M.S. in Strategic Communication from Columbia University.
September marks the middle of the storm season in Miami-Dade County, Florida. Due to the geographic position of this county, effective crisis communication practices are vital for the well-being of the Miami-Dade population. By keeping in mind that 72 percent of the community identifies as Hispanic or Latinx, it is clear that the best communication practices will involve Latin spokespersons who are highly involved in the community. Decision-making practices to develop said proactive crisis-management plans should also include Latin communication professionals who understand the culture beyond translation capabilities.
And — according to the 2020 United States Census — there are 179 counties in the U.S. with a similar Latin minority-majority situation.
The issue is that the public relations and communications field remains a highly white profession. According to the U.S. Bureau of Labor Statistics, minority ethnic groups are grossly underrepresented in the PR industry, with 95 percent of total people employed identifying as white and only a staggering 7.6 percent identifying as Hispanic or Latino. If we consider that by 2050, Hispanics will represent nearly 30 percent of the total population and that the United States will become a white minority nation, it is critical for leaders in PR and communications to aggressively improve diversity numbers, especially at executive levels, where these differences tend to be greatly amplified.
September is also part of National Hispanic Heritage Month. This is a celebratory time that runs from September 15th to October 15th. It encompasses the observance of Independence Day for several countries in Latin America (and no, Mexico’s Independence Day is not Cinco de Mayo!) and is an opportunity to elevate the talents and gifts that Latinx people contribute to the empowerment of America every day.
Latin Heritage Month could be a good reminder for leaders in the PR industry to take a closer look at internal systems that might be creating barriers that prevent inclusive working practices. The following recommendations are some initial steps that private and non-governmental organizations can take to begin their journey toward more inclusive methods.
#RepresentationMatters
The number of times I have been invited to marketing strategy meetings targeting the Latin market just before the plan is about to be implemented is, unfortunately, higher than I feel comfortable admitting. In those personal experiences, it was clear that the marketing team was just looking for “ethnic” approval to feel at peace with itself (this tactic also allowed them to have a target to blame if the campaign was not received favorably by its intended audience). These unfortunate practices are very common in our industry, however.
BIPOC representation in the media not only affects how other groups perceive a particular group but also how members of that group perceive themselves. Just this past month, Tony Award-winner Matthew López stated that “Latiné people currently represent 19 percent of the population of the United States, but only two percent of the playwrights have had plays on Broadway in the last decade.” The power of media is vast and can and should be used to amplify and elevate Latin voices while carefully avoiding the reinforcement of damaging stereotypes.
Inviting diverse voices to the decision-making table is not enough to actively dismantle organizational power systems that constitute barriers to more robust diversity, equity and, inclusion (DE&I) practices. Leaders need to intentionally design systems to empower those voices and open spaces where those voices can be heard. Mentorship structures, education opportunities, and support networks are some initial strategies that—when cultivated with care—could provide extraordinary benefits to your organization’s leadership ecosystem and a more respectable representation of the Latin community.
A Diverse Market
Brands that are looking to make an impact in the Latin market need to embrace the diversity within this group (the controversy regarding the use of Hispanic versus Latino or Latiné versus Latinx are just a couple of examples of their different preferences and identities). Fifty-four percent of Latinos usually say they identify with their family’s cultural background from their country of origin, like Mexico or Cuba. This self-identified practice also translates into culturally charged brand preferences in several industries, such as food, fashion, tech, and more.
Brands need to embrace, understand, and respect these cultural nuances to effectively target and engage with the diverse segments of the Latin public. Even brand preferences among U.S.-born Latinos are highly influenced by cultural forces from their families’ country of origin—an observation that continues to contradict the mainstream idea of a homogenous evolution of this market in the U.S.
Beyond Translation
Offering a website in Spanish is efficient, but only if your translation is accurate and neutral enough to captivate the attention of this audience. (Needless to say, Google Translate will never capture the complexities of the Spanish language and its different accents.) The cultural affinities of this audience should also be reflected in your brand’s content, and this is just the beginning.
As reported by NBC News, Latinos use social media platforms at a higher rate than the general U.S. population, but capitalizing your brand’s social media platform with this audience will only be successful if your brand is able to speak English, Spanish, and Spanglish and create authentic conversations that keep in mind the cultural backgrounds of the people involved. Influencers, celebrities, and spokespersons should also be carefully selected, taking this cultural background practice in mind.
Making an effort to attend to the needs of this market sure sounds daunting, but the payoff is worth it. Since 2019, Latin brand loyalty has grown, with Latin consumers being the most loyal of all ethnic groups, according to Customer Communications Group’s Retail Customer Loyalty Study. Just like any other market, Latinos should be approached with respectful practices that take into account their cultural preferences and not be treated as a secondary market that receives the leftovers of our English-speaking marketing strategies. A brand that understands and authentically creates a relationship with the fastest-growing market in the U.S. will be compensated with loyalty, advocacy, and an emotional bond, which will ultimately translate into the brand’s long-term profitability, longevity and success.