Thinking About Hispanic PR in the US
Recently I have had the pleasure of working on three different Hispanic/Latin American PR assignments. I met some really terrific people and learned a lot about the industry. The importance of marketing to Hispanics has been well established by their population (50,500,000 in the US ) and their purchasing power (estimated to be 1.5 trillion by 2015). But from what I learned during these searches, corporate leadership hasn’t quite woken up to the aroma of their Latin American brew. Right now, Hispanic marketing accounts for only about 5-6% of marketing budgets. But considering that every 60 seconds 2 N on - Hispanics reach retirement age and one Hispanic turns 18, this is sure to change . The business model supporting it has to change as well. For one thing, Hispanic PR executives are clearly earning less than average. Hispanic PR is generally handled outside -- even the biggest companies with mature Hispanic PR campaigns go to an outside firm. In seve