The Great Hispanic, Diverse, Multicultural Web

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When we think of multiculturalism in terms of public relations, expert Stephen Banks has summarized the concept as “the management of formal communication between organizations and the general public to create and maintain communities of interest and action that promote organization, taking full account of the normal human variation in the sense systems by which groups understand and perform their daily lives.

In other words, multicultural public relations is synonymous with diversity. It is an integral part of external and internal communications that can align with the overall company DNA. To develop key messages, a strategic approach is needed to cultivate meaningful connections with different groups and understanding their culture cements the legitimacy of these brands. It’s very complex.

The purchasing power of America’s diverse Hispanic population is hugely influential due to their cultural and heritage roots. More than a third of the Latin American population is multicultural. There isn’t just one group that the majority automatically associates with Latinos. But there is a whole unique and diverse ethical pot of nationalities.

Mexicans. Puerto Ricans. Dominicans. Colombians. Panamanians. Ecuadorians. Peruvians. Chileans. Costa Ricans. Cubans. Argentinians. Brazilians. Bolivians. Hondurans. Nicaraguans. Venezuelans. Paraguayan. Uruguayan. El Salvadoran. Spanish.

For brands, targeted messages specific to certain groups connect the conversation. Whether written or spoken, companies need to adjust their style to reflect exactly what their audience is thinking. In other words, you have to immerse yourself and be part of the culture. An example of this is dialect. If you travel to any region of Central America, South America or the Caribbean and see people conversing in different dialects, you will recognize how different people communicate with each other.

Language is a key link to culture and identity Organizations can generate campaigns, advertisements, face-to-face interactions or events to inspire audiences to engage. Remember that brand loyalty is important to Hispanics when looking for products or services that meet our daily needs. Brands need to organically adjust their storytelling to match demographic sentiment without feeling forced.

If you look at the marketing and communications campaigns from these regions, there are high doses of the following common themes Hispanics connect:

  • Family
  • Religion
  • traditions
  • Diversity
  • Inheritance
  • Genre
  • Health
  • Education
  • Socioeconomics

When crafting your strategy, you need to produce a shapeshifter mindset where you constantly reinvent and monitor how your story is told, why should it be told, and what mediums your audience uses the most. Due to ever-changing demographics within multicultural Hispanic communities, content must have unique value and knowledge that promotes inclusivity and cultural relevance.

Today, Hispanic Americans, who combine both their American and Latino heritage, are drawn to brands that mesh perfectly with their culture and influence. It is at the very heart of our identity. As it evolves, organizations can call on experts who have a deep understanding of demographics as well as ongoing analysis of your audience.

As a vast and diverse canvas, each Hispanic nationality demonstrates its perfect blend of history, tradition, culture and values, all different and complex in their own way. When you investigate through a deeper lens, multiculturalism is simply too dynamic and powerful to resist. That’s the beauty of Hispanic diversity.

Yesenia Reinoso is a 10-year award-winning transformative bilingual storyteller, content creator, public relations practitioner and entrepreneur. Yesenia has worked in for-profit and non-profit industry sectors. She is also a member of PRSA, contributor and co-host of the marketing and public relations podcast “Market or Pitch”.

LinkedIn- Yesenia Reinoso; Instagram- @y.communicate

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