Much talk has surrounded the 2010 Census numbers, specifically the growth of the Latino community in many states. In Texas alone, the number of Caucasian residents has dropped to below 50 percent.
What does this mean for people in the communications industry? ¡Agárrete los pantalones! In other words, grab on to your pants because we’re going for a ride!
Clients want us to increase awareness about their companies or products, sway attitudes and change behaviors. So how is this possible with such an intricate community?
Here are four of my most important rules to keep in mind before strategizing a campaign that is geared towards a Latino audience:
1) Be a culturally competent communicator: It is a MUST to understand that Hispanics are culturally sensitive. For example, Latinos prefer to be addressed by their country of origin: such as: ‘Puerto Rican,' 'Mexican,' ‘Venezuelan,’ ‘Guatemalan,’ etc.
Having to integrate and assimilate to the American culture does not mean that Latinos leave or ignore their cultural ties to their country of origin, but instead that they adapt to a new culture bringing with them the richness of their own.
2) Speak and write in fluent Español, not Spanglish or Google Translated: Proper translation is critical. My recommendation is to seek a co-worker (or friend) who fluently speaks and writes Español. Also, make sure that your piece flows well, but above all, makes sense, just as you do when you write a news release in English.
Why is this so important? Believe it or not, Latinos connect Español to language, family and friends, and of course, food. In other words, Español is used to identify with culture.
3) Latinos ARE connected: I have family living in remote areas of El Salvador and they manage to connect with me through Facebook! This is astonishing because, in the case of my family, many do not have computer expertise, but they do know how to manage their Facebook accounts.
Social media is revolutionizing how we communicate with those in other parts of the world. Latinos living in America – and other countries – are taking advantage of the many free and easy-to-use networks. ¡Usa el poder de los medios sociales a tu ventaja! Use the power of social media to your advantage! You’ll be surprised of what you find!
4) Get to know them: When dealing with Latino clients and prospects, remember the key to their hearts is by personally engaging with them. A great way to do so is through dining!
Many Latino businesspersons, especially those living in Latin America, enjoy the interpersonal interaction with clients and business partners, as it’s a way of getting to know each other. The key is to utilize these types of opportunities to get to know them and prove that you are genuinely interested in them, their company, and yes…su familia!
With all of this in mind, remember, communicating to the Latino community looks complex and at times impossible. But it is neither! Have your own thoughts?
Email me.