Home
>
Public Relations
>
Hispanic Media Training: How It Can Benefit You

Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic market campaign? There are plenty of examples of Hispanic market campaigns with a broad range of results. Many of you have heard of the infamous airline that invited travelers to fly 'naked'. In the same way, the slogan for pork as "the other white meat" which was successful in the general market was meaningless to U.S. Hispanics.

To promote their new business class leather seats, an airline invited passengers to fly "en cuero." It was not until they had launched the campaign that airline executives realized "en cuero" means naked in colloquial Spanish. Better to prepare than to do damage control after the fact.

When providing Hispanic market sensitive media training, trainers should explain to the spokesperson, regardless of his or her cultural background, the importance and role media play, how the training can benefit them personally and professionally. If necessary discuss media specifics such as types of media and media stories. America's diverse population makes it almost mandatory for interviewees to consider the impact of their message, the way they convey it and the audience. During media training it is important to match the messenger, the medium and the target audience using a culturally sensitive message.

Public relations practitioners should explain to their clients what is expected of them; and what they should expect during the interview process. A spokesperson should be aware of culturally sensitive issues regardless of the media outlet and language.

Another way to make the spokesperson aware of what to expect is to examine media types including online, broadcast, and print media. Describing interview formats (e.g. news, entertainment, and talk-show) and their characteristics expands the expert's understanding and equips him or her to respond appropriately to the situation.

How is Hispanic media training different? Sometimes the differences are subtle and other times they are easy to spot. How can Hispanic media training support your efforts to create a successful Hispanic market campaign? Understanding the unique aspects of language and culture of this desirable market, can help your Hispanic market spokesperson be more effective and your campaign be more successful.

Beyond Language

Hispanic media issues are about much more than language. Some Latino programs and publications are in English or bilingual. Even though some of the programs may be in English, successful interactions with Hispanic media require an understanding of and sensitivity to the Latino audience they reach.

Understanding the media outlet is a first step. Knowing how to deal with and approach the producers and reporters is another. Even if you are successful so far, the message and the messenger have to fit the audience and the medium. That was the case with the pork example earlier. Before launching a translation of the English language campaign, the pork association representatives learned that Latinos were concerned about health related issues; they had no objections to dark meat.

Savvy public relations professionals and interviewees do their homework before addressing the public. There are often cultural, political, socio-demographic, historical, and linguistic issues worth considering. In the same way, Hispanic media training must take into account cultural and linguistic nuances to be effective.

What does that mean in practical terms? Different experts, media outlets and target audience combinations require different approaches. There are eight main possible scenarios; including the Cultural Sensitivity Model.

Under the Hispanic media training Cultural Sensitivity Model a non-Latino expert must be aware of cultural issues to ensure a successful interview, from a Hispanic market perspective, during a general market media opportunity. A non-Hispanic expert addressing a general audience with a general message can end up on the wrong side of an issue without meaning to, if he or she is insensitive to Latino hot buttons. Such was the case of a columnist who offended Latino readers who read her magazine. Several Latino leaders called for a boycott of the publication, causing it to lose credibility and Hispanic readers.

Each interview requires an understanding of the particular characteristics of the audience. As the diversification of America continues, it becomes increasingly difficult to create one message to reach everyone effectively. Among U.S. Latinos, this diversification is also a factor. The challenge is that because the market is made up of a number of small groups rather than one single Latino group, there is no one approach or cookie cutter formula. When in doubt, consult a Latino market expert, preferably one specializing in Hispanic media training.

No single media training, regardless of the language, can address all potential situations and solve all possible problems. It can communicate some of the critical concerns and challenges to the spokesperson improving their effectiveness and making them sensitive to Hispanic market issues. This can facilitate the success of your Hispanic market campaign.

Elena del Valle is a 20-year marketing and communications veteran. Part of this article was derived from Hispanic Marketing & Public Relations (Poyeen Publishing $49.95). Additional information is available at http://www.hispanicmpr.com/?page_id=25

move in cleaning service Mundelein ..

In The News:

Quick iPhone and Android battery optimization techniques help your device stay powered all day by turning off hidden features that secretly drain power in the background.

Kodiak Driver autonomous truck achieves perfect 98 safety score, matching top human fleets in groundbreaking AI evaluation by Nauto's VERA system.

New 401k catch-up contribution rules in 2026 will change taxes for high earners over 50. Learn how scammers exploit these changes and protect your retirement savings.

Kurt Knutsson's guide covers social media privacy protection through location settings, account privacy controls and two-factor authentication to prevent scams and data breaches.

Revolutionary retinal implant restores central vision in 80% of patients with advanced macular degeneration, offering hope where treatments once only slowed blindness.

Learn how to use passkeys on Windows and Mac computers without cameras or fingerprint readers. Discover secure authentication methods that replace passwords.

Tesla's FSD v14.1.2 update reintroduces Mad Max mode, enabling higher speeds and more frequent lane changes than the standard Hurry profile setting.

A phishing email scam targeting American Express customers shows how cybercriminals use fake urgent messages to steal personal and financial information.

Facebook's new Meta AI feature analyzes your camera roll photos to create polished collages automatically, but requires cloud processing and raises privacy concerns.

A New Jersey teenager filed a major lawsuit against AI/Robotics Venture Strategy 3 Ltd. over ClothOff, an AI tool that created fake nude images from her social media photos.

Microsoft reports Storm-2657 cybercriminals sent phishing emails to 6,000 addresses at 25 universities to steal payroll credentials and redirect funds.

Astronomers have discovered asteroid 2025 SC79, a skyscraper-sized space rock orbiting the sun in just 128 days. the second-fastest known.

The Fox News AI Newsletter delivers the latest developments form the world of artificial intelligence, including the technology's challenges and opportunities.

A cyberattack on SimonMed Imaging exposed personal information of 1.2 million patients, including medical records, financial details and identity papers.

Spotify's managed accounts for kids under 13 now available in at least seven countries, allowing parents to filter and block explicit content and songs.

Friendly text conversations about BBQs and social events can lead to WEEX gold trading scams that target older adults with fake investment opportunities.

California company Skyeports creates self-healing glass spheres from Moon regolith that generate solar power and support plant growth for sustainable lunar living.

Cleafy researchers discover fake VPN streaming app Mobdro Pro that installs Klopatra banking Trojan, giving attackers full control over Android devices.

Police departments across the U.S. and Canada are adopting virtual reality training to better prepare officers for high-pressure, real-world situations.

House Bill 469 would prevent AI systems from owning property, serving as executives, or gaining legal personhood in Ohio under Representative Thaddeus Claggett's proposal.

Public voter records expose retirees' personal details to election scammers who create targeted cons using names, addresses, and voting history data.

Instead of fearing what comes next with artificial intelligence, think outside the box. Here are high-earning AI jobs that don't require a computer science degree.

OpenAI CEO Sam Altman says polite words like "please" and "thank you" cost millions annually, while direct prompts may improve ChatGPT accuracy by several points.

Chattee Chat and GiMe Chat exposed intimate conversations and photos, revealing users spent up to $18,000 on AI companions before the breach.

New Instagram parental controls allow families to manage teen screen time and content limits through the Family Center with stricter safety settings.