Tuesday, May 25, 2010

Hispanic PR professionals promote inclusion as good business sense

The Hispanic community, and PR around it, is poised for growth as the country waits on the results of the 2010 Census. Expected to be similar to the 2000 Census, when the Hispanic population exploded and corporations took notice, this year's Census will provide another increase to the Hispanic PR, social media, and communications industry.

Leaders from corporate America and the PR industry recently gathered for a roundtable sponsored by The Axis Agency, a Weber Shandwick company, to discuss these issues. As Mike Fernandez, VP of public affairs for insurance company State Farm, explains: “For decades, the general media market has been hailing each new decade as the Hispanic decade, and I think we may have finally arrived.”

The characteristics of the Hispanic community, he continues, vary based on country of origin, whether the consumer is first, second, or third generation, language preference, and more. Many Hispanic consumers go back and forth between speaking in Spanish and English, or even a mix.

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