The use of a press release designed to reach Hispanics is a complicated endeavor. The Hispanic audience is made up of people from 20 different countries. Every Hispanic country has a distinct cultural identity. There are also subcultures: Native-born individuals have a different cultural perspective that say, first or second generation Americans with a Hispanic heritage. Hispanics in their native land consider themselves Chilean, or Costa Rican–not Hispanic. The label “Hispanic,” is only experienced upon arrival in the U.S. These people are forced to make their way identifying with the background of the country and culture of origination, plus the Hispanic label they received upon arriving in the U.S. Effective press releases and marketing campaigns consider this reality and come with a design that attracts the target audience.
Writing a successful press release requires researching the target audience in detail. The writer must have an understanding of the cultural significance of symbols, images, and other appealing content. First and second generation Hispanics consume their news and advertising in English or a mixture of both English and Spanish. These Hispanics have firm connections to their particular heritage, and although they are native English speakers, they are attracted to marketing strategies that target these cultural ties.
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Knowing What to Avoid Saves the Day
Making generalizations and stereotyping must be avoided when writing press releases. Businesses that make this fatal mistake have very little time invested in researching the target audience. There are certain obvious and easy images related to the culture; falling prey to these before doing the homework is dangerous. The Hispanic audience is made up of multiple cultures that also identify as American and English speaking. The complexity of the target makes research essential. Devoting time to studying the target audience, including their lifestyle choices, behaviors, goals and needs is worth the effort. Comparing this data as it relates to the proposed product, event, or service helps to avoid using stereotypical cultural associations. A misguided marketing campaign may backfire; an offended audience rejects the offer.
Make it a Bilingual Press Release for Better Coverage
Distributing the press release in both English and Spanish is a good practice. This is true even when the majority of the target audience consists of native English speakers. Lots of Hispanics consume content in both languages. The additional outlet provided by the Spanish version may catch more of the target. Technology is great, but using electronic translators is a mistake. Straight translations tend to confuse the audience and lose meaning. The best approach is an interpretation done by a human being who speaks and understands with native fluency. The strategy maintains the double meanings and other linguistic nuances.
Consider using a Hispanic marketing expert from start to finish. These experts have a lot of personal and intimate experience with the target audience. This level of expertise keeps the project on the right track. Recognizing the downfalls before paying for them has obvious advantages. Do the required research; know your audience and plan the campaign accordingly. Have your Hispanic marketing expert proofread the press release making sure it is truly effective.
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