Susana Mendoza on Cultural Sensitivity & Smart Strategies for Brands

Insights from an Interview with the PR Expert on Reaching Spanish-Speaking Audiences

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In today’s diverse market, understanding cultural nuances in public relations is crucial. We recently spoke with Susana Mendoza about the intricacies of Hispanic PR, and it’s much, much more than just direct translation. Many of the same demographic concerns, such as religion and values, are still at play, regardless of the language. With many Americans now bilingual, there are also considerations about consistent messaging across the linguistic divide. Mendoza shares a clear, thoughtful, and nuanced approach that can yield significant results.

Five Key Takeaways:

• Beyond Translation: Simply translating English copy is often insufficient. As Mendoza says, “That doesn’t always work. and you have to look at first of all the demographics that you’re reaching out to and then where is that demographic based.” Cultural context is vital.
• Cultural Sensitivity Matters: Understanding local cultural aspects, such as holidays and values, can make a significant difference in campaign effectiveness. Tailoring approaches to specific Hispanic communities, like Cubans in Florida versus Mexicans elsewhere, shows respect and builds connections.
• Avoiding Assumptions: There’s a common misconception that all Hispanics are Democrats. “That’s not true,” she says, “That couldn’t be further from the truth.” Political and social diversity within the Hispanic community must be acknowledged.
• Consistent Brand Voice: Maintaining a consistent brand voice across both English and Spanish campaigns involves tweaking strategies while respecting cultural differences. It’s about adapting, not just translating.
• Community Engagement: Partnering with local organizations is key to building trust. She takes diapers as an example, “If the brand of diapers starts calling around the media or sending the press release, there’s a big chance that they will be ignored because it sounds too ad-like.” An alternative approach, she says, would be to partner with local community organizations for new mothers and expectant mothers, as authenticity and community support are critical.

One point is the varied levels of Spanish language use within Hispanic communities. Some individuals are native Spanish speakers, while others are second or third generation. This affects their consumption of Spanish-speaking media and products. Understanding this spectrum is crucial for targeting campaigns effectively and determining appropriate spokespeople.

While AI can assist with crafting stories, the human element of understanding and responding to cultural differences remains irreplaceable. Having local connections and genuine community engagement cannot be fully automated. She stresses building relationships through cultural understanding and appreciation.

Effectively reaching Hispanic audiences requires moving beyond basic translation. It involves cultural sensitivity, understanding community nuances, and engaging with local organizations. By recognizing the diversity within Hispanic communities and adapting strategies accordingly, brands can build trust and achieve better results. Incorporating Hispanic PR campaigns alongside regular campaigns is not just beneficial but increasingly necessary in today’s market.