Tapping Into the Hispanic Market

Sonia Sroka

The Hispanic population is the fastest growing demographic in the United States.

As this market continues to grow, so does its impact on production consumption. In response, organizations and its PR pros are faced with the challenge of creating campaigns and sales pitches that will directly impact that target audience.

But how? To make this happen, a change in organizational thinking must take place. In a recent PR News Multicultural webinar examining PR tactics aimed at tapping into the buying power of the U.S. Hispanic market, Sonia Sroka, senior VP and director of Hispanic marketing at Porter Novelli, outlined the following tips for organizations looking to bridge the cultural gap:

Develop a clear understanding about diversity and inclusion in your organization
It’s about a diversity of ideas and experience, not just race, ethnicity or gender
Efforts should be driven by executives and not housed as HR function
Consider it not just a feel-good effort

The important step for PR pros is to understand the statistics that reflect the trends of the Hispanic audience. According to Sroka, it is key for PR pros that are looking to expand their client’s or product’s audience to follow these steps:

Conduct appropriate research
Educate yourself on the target market
Immerse to avoid stereotypes
Establish clear metrics
Be consistent

The Hispanic market presents great opportunities for brands. If the right steps are taken, a plan to reach this demographic can be integrated in your organization’s business plan, which will pay dividends in the long run.

Follow Jamar Hudson: @jamarhudson

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