In August 2018, Ad Age released its yearly Hispanic Fact Pack, which revealed that advertisers spent over $9 billion in 2017 to reach Hispanic consumers in the U.S. ― all 59 million of them. As the nation’s largest minority group continues to grow in numbers and new generations move toward adulthood, the U.S. Hispanic population gives new shape to the country’s consumer market.
At Fort Lauderdale and Aspen PR Agency Durée & Company, we recognize these ongoing shifts as well understand the complexities ― and subtleties ― of the culture. Hispanics are not only racially diverse, but their identities are not the same for all. Some may identify themselves as Colombian, Dominican, Mexican, Nicaraguan, Peruvian or Puerto Rican, to name a few, while others may see themselves as simply Americans. Cultural traditions, as well as language preference, can also change by generation. Some segments may deeply embrace the Spanish language, while others may consider English their first language.
Because Hispanics are such an intricate group, we ensure our strategies are crafted in such a way that we speak to them all. First of all, we work with media that speaks English and Spanish. Our team includes PR professionals who hail from Spanish-speaking countries, and who feel at ease communicating with multicultural media representatives in both languages. This makes it convenient to share clients’ news.
Secondly, we take advantage of the fact that many leading Spanish-language newspapers and TV and radio stations, such as Caracol 1260, Diario Las Americas, El Nuevo Herald, El Sentinel, NTN24, Telemundo and Univision, are headquartered or have a presence in Florida. We are located in a state that is home to the third-largest Hispanic population in the U.S., and consequently has a rich media landscape.
In addition, Durée & Company approaches each media outlet with the appropriate angle ― the one that their viewers or readers want ― and tailors its approach to the needs of the medium. We also media train our Spanish-speaking spokespeople to be ready to talk about their news in both languages. We provide Hispanic media outlets with the names and faces which they find relatable.
It is undeniable that Hispanics have a significant impact on the U.S. market, as they are one of the nation’s largest consumer groups. This is why we feel it is key to communicate those clients’ stories that are relevant to this community. As the Hispanic market continues to evolve, we at Durée & Company continue to reshape our strategies and tactics, so we work with the appropriate messaging and engage in the right ways through suitable platforms and media outlets.
If you are searching for an experienced PR, marketing and special events firm that knows how to effectively and efficiently reach the Hispanic market, contact us at 954.723.9350 in Florida or 970.452.2195 in Aspen.
About Durée & Company
Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estate, public relations for restaurants, public relations for law firms, public relations for charities, public relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.