By John Echeveste/Valencia, Perez & Echeveste Public
Relations
The Hispanic market is probably the hottest segment on the
national public-relations landscape today, and why not? With a
population approaching 40 million and more than $700 billion in
consumer spending power, Hispanics are an economic force larger
than all of Canada, with no end to the growth in sight.
What's especially good news for PR practitioners is the parallel
growth of media outlets serving this dynamic market. As the market
has grown, so, too, have the media to serve it. Today, Hispanics
can choose from at least 63 national television networks; 1,600
print publications; 645 local radio and 80 TV stations; and 50
Internet sites. And like population growth, that's just the
beginning.
It's hard to ignore numbers like that, and many corporations are
surfing on the Hispanic wave with both feet. But before you make
the plunge, here are some key things to consider when selecting an
agency:
- In Hispanic PR, the emphasis is on relationships.
Hispanic PR lives and dies primarily on the strength of
relationships with key gatekeepers: the media, elected officials,
and community and civic leaders. Make sure your agency personnel
are well-connected and can readily access the right movers and
shakers. - The Hispanic market is not monolithic. While most
Hispanics speak the same language, eat rice and beans, love soccer
and belong to the Catholic Church, Miami, Los Angeles and New York
are three distinctly different markets. Don't make the mistake one
marketer did: launch a national campaign around Cinco de Mayo, a
Mexican holiday that holds little relevance in Cuban Miami or in
Puerto Rican New York. If your campaign is local, find an agency
that knows that market best. If it's national, be sure your agency
knows how to speak boriquencubanomexicanospanish - in other
words, it knows and understands all the major Hispanic
sub-segments. - It takes more than language. Be wary of agencies with
staff members who "speak very fluent Spanish." Anyone can learn
Spanish; what's important is understanding and living the market.
That means being actively involved in the community outside of the
office. Translating PR materials into Spanish does not a campaign
make. - Take the plunge or don't. I've encountered too many
companies that want to "test" the market by allocating a limited
budget during a short period of time and then expecting results.
It's not a fair test, and it won't provide you with a reasonable
basis for measurement. Either take the plunge or stand on the deck
and watch your competition grow market share.