PR knows no borders, including those of language.
If you’re working on a national-headline news story, why not add Univision’s newscast to your outreach list? If lifestyle is the coverage you seek, don’t forget People en Español.
A 2015 study revealed that the United States now has more Spanish speakers than Spain and in the next 30 years, it will become the largest Spanish-speaking nation on Earth. Chances are that for every media outlet you have on your pitch list, there’s a Spanish-speaking counterpart that’s never heard from you.
Photos of serving as impromptu reporter for Univision while securing coverage for client.
Being originally from Texas, this was second-nature for me due to the bilingual nature of the region but after a few years of working in the Northeast I realized that not everyone is familiar with the US Hispanic market. Recently I penned my thoughts to PR Daily including three reasons your PR strategy should include Hispanic-target news media outlets. You can check out the original piece here.
1. The opportunities are huge.
The Hispanic market is often perceived as minor in mainstream media outlets, but the latest census indicates that one in every five U.S. residents is Hispanic. By 2050, that number is expected to become one in every three. PR is about getting ahead of the trends, so why not be proactive about reaching this demographic?
2. Hispanic media outlets in the U.S. work largely in English.
There’s a misconception that members of U.S. Spanish-speaking media outlets operate in Spanish, such as French radio in Bordeaux or Portuguese TV in Rio. Though local-based media outlets in Latin America often work primarily in Spanish, reporters in Hispanic U.S. news outlets often publish stories interchangeably in English and Spanish.
There are reporters and producers who prefer to be contacted in Spanish, but that should not deter PR pros from pitching them if they’re the right vessel for a story. Don’t be afraid to hit “send” on a pitch, regardless in which language it’s written. As Telemundo’s President Luis Silbawasser said at the 20th Latin American Conference in Boston, there’s a large demography in the U.S that work in English during the day but after work they live in Spanish at home. ‘Bilingual’ is the name of the game.
3. Hispanic media outlets reach far beyond the U.S.
A major bonus of Hispanic media outlets in the U.S. is that although publications and broadcasts physically operate in the U.S., their reach is borderless—often reaching the eyes of millions of Spanish people across the world. The same way a CNBC article might be relevant for readers in both the U.S. and Australia, a six-minute segment on Univision might be viewed by someone in Boston as well as a consumer in Buenos Aires.
Post-segment photos from Telemundo’s Un Nuevo Día set.
Not knowing Spanish or being familiar with Spanish-based media outlets is not an acceptable reason to neglect this growing list of media relations opportunities. The more you dabble in any media market, the better you can know its rules and guidelines.
If you’re a Spanish speaker it’s a no-brainer, but to PR pros with little-to-no Spanish language experience: Think back to your old foreign language courses. At first, it took hard work, but it came down to practice and persistence (in PR terms: following up). You probably know more than you think.