The melting-pot theory behind American culture does not translate into the PR profession's vernacular, but it's time to acknowledge the country's changing complexion. According
to the cover story in DiversityInc's September issue, "Generation N: The Latino Market Sweet Spot - Focus on an Untapped Market," the 21st century finds second-generation
Latinos playing a seductive role in the marcom field, but they require senior PR execs to rewrite the courtship rules.
"Latinos are a very important segment," says Luke Visconti, partner and founder of DiversityInc (New Brunswick, N.J.). "There are several areas that you really should
be aware of. Number one: First, second and third generations behave very differently. You have to be aware of the psychographic and demographic realities of marketing, and
tailoring a pitch to them."
Senior PR execs need to become more attentive to second-generation Latinos who are increasingly bilingual and who have more buying power than their antecedents. But to tap into
this market effectively, it first is necessary to get the experts in the room to nuance strategies, because this demographic, like most, is not one-size-fits-all.
"The Latino market isn't cohesive. There are big differences between Caribbean Latinos and Mexicans, for example," Visconti says. "And why should you think that your white
approach is going to work with a Latino from Puerto Rico?"
Another disconnect between PR practitioners and the 12 million second-generation Latinos is the overwhelming lack of diversity in the profession itself. Cultivating in-house
diversity specialists - especially workers who are Latino - gives PR pros a jump-start in monitoring demographics and populations that can open up new areas of communication for
the PR field.
"Facts and figures are what business decisions are made on," Visconti adds. "If you're going to go into the CEO's office, have a very clear and concise view of the marketplace
and what it means to your firm. That's where you're going to get the block on the corner office."
Once a working plan for targeting the Latino population is in place, look to the markets that have high concentrations of Latinos (see map). You also must understand that
wooing Latinos doesn't just mean speaking Spanish, because the second generation is almost always fluent in English. Rather, it's a matter of reflecting the appropriate culture in
marketing strategies. Both Kraft and Pepsi, for example, are corporations that do this well, and it shows in their continued success in the marketplace, according
to Visconti.
PR departments ignore Latino buying power at their own peril. "The bottom line is that companies that are flat-footed about change like this end up being upended by more nimble
competitors," Visconti says. "This is something that is not only an opportunity - it's a threat."
Contact: Luke Visconti, 732.509.5202, [email protected]