8 things PR pros should know about the U.S. Hispanic audience

Cinco de Mayo, for instance, is not a celebration of Mexico’s independence from Spain.

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A friend recently forwarded me a news article touting a Spanish-language TV station as the top-rated outlet in Houston. It is a noteworthy milestone considering Houston is the 10th largest TV market in the country. It now joins Miami (No. 16), where the top rated TV station is also Spanish-language.

Another milestone is the prominence with which Hispanics are practicing politics. The demographic’s 12.2 million voters—a number projected to double by 2030—were a decisive factor, and many say the decisive factor, in Barack Obama’s re-election. And don’t forget Latino buying power. Their spending of discretionary income recently surpassed $1 trillion annually and could include your company’s or clients’ products and services.

All of which leads us to Cinco de Mayo. The celebration of Mexico’s victory over French forces in the battle of Puebla—not Mexico’s independence from Spain—is just around the corner. It is as good a time as any to review or even add a U.S. Hispanic PR strategy to your 2014 public relations plan.

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