Jul 18

Creating a Press Release that Speaks Directly to US Hispanics

Posted by Admin

Reaching the Hispanic audience through the distribution of a press release to market a product, event or service is a delicate art. Hispanics, whether native-born, first or second generation, come from many different countries with distinct cultural identities. It is in the U.S. that they must conform to the label Hispanic, forcing them to navigate identifying with a particular country and background and with the Hispanic label that they acquire in the U.S. Successful press releases and marketing campaigns are created considering this information and using it to attract the target audience.

Writing an effective press release means researching the prospective audience minutely in order to understand the content, symbols and images that will most appeal to the audience. This is particularly true for the Hispanic audience. And to attract first and second generation Hispanics, who consume their news and advertising primarily in English or in a mixture of both English and Spanish, this is vital. Though these Hispanics are fluent, native English speakers, as part of the overall Hispanic community, they tend to have strong ties to their individual cultural background and are normally attracted to sensitive press releases that target these ties.

What to avoid when writing press releases for the Hispanic market

It is also important to avoid generalizations and stereotypes when crafting press releases. This has been a mistake made by many businesses that invest little time researching their target audience and fall prey to the obvious, easy images related to the group. This is particularly dangerous with a Hispanic audience made up of many different cultural backgrounds that at the same time identifies as American and English-speaking. Time should be devoted studying the target audience, not just about the proposed product, event or service, but about their lifestyle choices, their behaviors, their goals and their needs. Simply finding and using the obvious cultural associations will not guarantee the Hispanic audience will respond to the press release. Instead, this path can backfire and find the audience feeling offended or rejecting the offer.

Distribute the press releases both in English and Spanish

Additionally, press releases geared toward a Hispanic audience should be distributed in both English and Spanish versions, even when most of the target audience is a native English-speaking group. Many Hispanics tend to consume both English and Spanish content and providing the press release in both languages will provide an additional outlet to reach the audience. One point to keep in mind, however, is that the Spanish version of the press release should not be a straight translation, as meaning could be lost through this. Instead, a native Spanish speaker should translate the press release in a way that the nuances of the language and the true content are maintained in both versions.

Hispanic marketing experts can be used to proofread the press release before it is distributed to the news media. These experts can make sure that the content of the press release is truly effective at targeting the Hispanic audience since they are experts because they have spent a large amount of time getting to know the target audience intimately. The assistance of an expert can be helpful from the planning phase through the distribution to ensure that the content is well-researched and on-target.


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