June 2, 2025 • 31 mins
The growing economic power of the Hispanic community in America presents an unprecedented opportunity for savvy PR professionals. When Susana Mendoza joined the Public Relations Review Podcast, with host Peter Woolfolk, she illuminated why reaching this vital demographic isn't just smart business—it's essential strategy.
"Right now, Latinos make up about 65 million people, approximately 19% of the overall population," Mendoza explains, before revealing the projection that truly demands attention: by 2050, the Hispanic population will reach 100 million. With the annual US Latino GDP hitting a staggering $4.1 trillion in 2023—growing faster than China and India—this represents a market segment too powerful to ignore.
Yet many PR agencies still treat Hispanic outreach as an afterthought or special add-on rather than a fundamental component of comprehensive campaigns. Mendoza challenges this approach, advocating for intentional inclusion that recognizes the nuances within Hispanic communities. "The mistake that PR companies make when dealing with Hispanics is thinking they're a monolith," she cautions, noting that cultural differences between Hispanic communities in different regions require tailored approaches.
The conversation delivers practical insights on navigating Spanish-language media landscapes, creating family-centered events that resonate with Latino audiences, and building authentic partnerships with Hispanic community organizations. Perhaps most valuable is Mendoza's insider perspective on the current state of Spanish-language newsrooms, which face even greater staffing shortages than their English counterparts. Her advice on providing ready-to-use content and maintaining direct relationships with journalists offers PR professionals a roadmap for successful media placement.
Whether you're looking to expand your PR agency's service offerings or seeking to connect with the Hispanic market for your organization, this episode provides the cultural context and strategic framework for meaningful engagement. Subscribe to the Public Relations Review Podcast for more expert conversations on maximizing your communication impact.
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Episode Transcript
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Announcer (00:04):
Welcome.
This is the Public RelationsReview Podcast, a program to
discuss the many facets ofpublic relations with seasoned
professionals, educators,authors and others.
Now here is your host, peterWoolfolk.
Peter Woolfolk (00:25):
Welcome to the Public Relations Review Podcast
and to our listeners all acrossAmerica and around the world.
Now, apple has ranked thispodcast among the top 1% of
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number 13 on its top 70 bestpublic relations podcasts in the
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So thank you to all of ourguests and listeners for your
(00:48):
continued support and if youenjoy the podcast, please leave
a review.
Now a question for the audienceAre you including outreach to
the Hispanic community in yourupcoming events or programs?
Does your firm or organizationhave the skills to effectively
engage the Hispanic media?
Now, how does your firmaccurately turn an
(01:10):
English-speaking campaign into aculturally adjusted
Spanish-speaking campaign?
Well, my guest today notes theimportance of companies and
public relations agenciesincorporating Hispanic-oriented
campaigns to the work theyalready do.
Public relations agenciesshould not have to wait for
clients to come ask them toinclude these campaigns.
(01:31):
They should already be offeringit to companies.
When they don't, they arelosing out on 65 million
potential clients or buyers.
Today we will cover what works,what doesn't work and what are
the benefits for agencies andcompanies who incorporate
Hispanics into their campaigns.
So joining me today, fromJersey City, new Jersey, is
Susana Mendoza.
(01:52):
She is a publicist specializingin Hispanic media outreach.
She helps companies and publicrelations agencies deal with
Spanish-speaking media to reachmillions of Latinos in the
United States.
So, susan, welcome to thepodcast.
Susana Mendoza (02:07):
Hi Peter, thank you so much for having me.
I appreciate it.
Peter Woolfolk (02:11):
Well, look, why don't we begin by having you
give us sort of an overview ofthe benefits of having, or
involving Hispanic population inlocal and state and national
events?
Susana Mendoza (02:21):
and national events.
Yeah, absolutely.
I always advise any PR company,or also a company where I'm
consulting, to definitelyinclude this huge segment of
population that won't stopgrowing.
Right now, latinos make upabout, I think it's 65 million
people in the population.
(02:41):
I think it's like 19% of theoverall population.
I mean, this is something thata lot of people know, but by
2050, they will reach 100million Hispanics in the US.
That is a very big figure.
So involving them in any eventnot only any event on a local or
national level we're talkingalso about PR campaigns that can
(03:03):
deal politics definitelyinvolve Latinas, because they're
a big you know, they have hugevoting demographics as well but
also, for example, campaignsthat deal with health, also
education.
They're great to have that.
I mean, hispanics are eager toalso be part of this kind of
campaign.
(03:24):
So it's usually a win-win.
It's a win for the PR agencybecause it's a benefit that
they're offering for theirclient.
Obviously, it's also aneconomic plus because you're
adding an extra to that campaign.
It's also a great win for theclient because the client can
reach more people for theircampaign.
(03:44):
But they can also createcredibility amongst that
population so that next campaignit's even easier to talk
directly to Hispanics, becausethey've already created this in
the community.
And obviously for the peopletargeted by this campaign,
because Latinos also want to bepart of this campaign.
They don't want to be part ofthis campaign.
(04:04):
They don't want to be, you know, like forgotten.
They definitely want to be partof any campaign and any
political, whether it bepolitical, whether it be
educational.
Yeah, they definitely want tobe part of the conversation and
obviously we're not talkingabout, you know, the economic
return on investment that thiscan be as well If you want to
(04:27):
sell a product, a service.
Let's not forget, like what Isaid before, that they're almost
20% of the population.
So I don't I sometimes don'tunderstand why PR agencies are
not already incorporating thisinto any offering that they make
their clients.
Clients are free to say no, butI think that once PR agencies
(04:47):
can help them understand allthese benefits that including
Hispanic-oriented PR campaignscan have on top of their
English-speaking campaigns, Ithink a lot of clients would
actually want to include them.
Peter Woolfolk (05:02):
Let me just add this, because you're talking
about the economic impact.
I just happened to look this up, since I knew you were coming
on board, and it basically saysthis the annual US Latino GDP,
or total economic output, orbasically how much money they
spend of Latinos in the UnitedStates, hit a record high
reaching $4.1 trillion, and thiswas in 2023.
(05:26):
And that was up from $3.7trillion in 2022.
So obviously 2024 has not.
They haven't added up all thenumbers yet, but when we talk
about money in the trillions,that says to me that you need to
pay attention to thisparticular group.
Susana Mendoza (05:43):
Yeah, absolutely I agree.
I think it's a mistakesometimes that people tend to
think that you know a percentageof Hispanics that they're not
worth targeting, depending onthe product, because they may
not have the economicwherewithal for that said
product or service.
But in many cases it's not true.
Hispanics are a growingdemographic, but also their
(06:04):
spending capability is alsogrowing.
Hispanics are a growingdemographic.
That also their spendingcapability is also growing.
Hispanics are not stagnant.
They're not, you know, ademographic that just stays in
one place or, in general,hispanics are entrepreneurs.
Peter Woolfolk (06:15):
There are people who really want to, you know,
advance in life and in manycases you know their economic
capability goes along with thatlet me just add to that, because
I'm here in Nashville, one ofthe things I was able to do I
met some people and I wasinvited to, and did join, the
first chamber of commerce herebecause they wanted to obviously
(06:36):
begin to let folks know andhave Hispanics get involved in
some businesses and other thingsgoing on in the city and they
asked me to give them a hand atthat.
Now let me also say that fromsome of the people that I met,
we had people that were making,had running companies, that
Hispanic folks that were runningcompanies that were bringing in
(06:57):
a million dollars a year inearnings from their particular
company.
So there's a wide range ofpeople involved in this.
When Obama was president, hecame to Nashville and where did
he choose to go?
To make some presentations Tothe Hispanic Civic Center here.
So that says to me thatHispanics have a lot of
(07:17):
horsepower in a lot of differentcities and people need to make
sure that they don't take theireye off of that ball.
Susana Mendoza (07:22):
Absolutely, that's true.
I mean there's significantgrowth as well.
The US Latino GDP has grownfaster than the GDP of any of
the world's top 10 economies,including China and India.
So definitely companies shouldinclude Latinos in I'm not going
to say all of their campaigns,but definitely worry something
(07:43):
relevant and that the companythinks that they can have some
relevance.
So I think honestly, I thinkany campaign should incorporate
Spanish-speaking campaign gearedtowards Latino.
I can't think of anything thatwouldn't you know where Latinos
would also.
Peter Woolfolk (07:59):
Well, why don't we start with something like
this and say, okay, fine, thecompany has decided they're
going to put on a particularcampaign and let's, for sake of
our conversation, talk about,maybe some health campaign?
I was involved in one of those.
What are you going to suggest,and how would you get involved,
to have the organization that'sdoing it begin its outreach to
(08:22):
the Hispanic community to engagethem to help support this
health campaign that's comingforward?
Susana Mendoza (08:27):
Yeah, I mean that's going to depend on a
series of factors and, like withany campaign, I would have to
look at specifically is it alocal campaign?
Is it a national campaign?
You know what kind?
Also, because amongst, evenamongst the Hispanics, there's
also some differences, and thisis something that I also talk
about a lot, that sometimes themistake that PR companies make
(08:49):
when dealing with.
Hispanics is thinking thatHispanics are a monolith, that
all Hispanics think the same way, that all Hispanics vote the
same way.
It, no, no, it's not true.
Right, definitely.
So this is something that I hadto correct, you know, quite a
few times, because differentHispanics have certain moral
(09:11):
values, or some are morereligious, some are more liberal
, so you cannot reach all ofthem using the exact same
strategy.
So that's something I wouldhave to look at.
So, for example, latinos in LAare sometimes not the same as
Latinos in Miami, which arepredominantly Cuban, at least
for now.
So you know, depending on yourdemographics, that's how you
(09:33):
tweak your campaign as well, ifit's tweakable.
So, after that, whether it'slocal, national, I would also
say what is the budget for this?
Do we have budget for events?
Events are great in any PRcampaign, in any language, but
when it comes to Hispanicdemographics, it's always
(09:55):
something I think it creates.
It's more conducive to a moresuccessful PR campaign, because
it's very valued in the Hispaniccommunity If you do, for
example, an event that helps thecommunity.
So, for example, if you're doinga health campaign, a vaccine,
for example, so you want toreach out to Hispanics in a
(10:15):
certain city, so it's so muchmore valuable to reach out to
Hispanics in a certain city.
So it's so much more valuableif you do an event where you're
teaching about, let's say,healthy eating, you're giving
away also fruits or vegetables,you're teaching how to cook in a
healthy way and people can usethe vegetables and you're giving
them for free.
So it's kind of somethingthat's built around the
(10:38):
community and then you're alsoletting them know about a
certain vaccine or a certainproduct or service for their
health.
But you're involving thecommunity, you're giving
something back and this wayyou're going to have a lot more
interest also from local mediaand I would say that in general
(10:59):
for Hispanics that's also veryimportant.
You're going to get a lot ofpeople attending the event and
you're also going to get greatcoverage in general because,
like I said it's very valued.
Now we don't always have thebudget to do an event in every
city or be able to organizesomething of that magnitude.
So then I think it works reallywell.
(11:22):
For example, you have to takeinto consideration that when it
comes to Hispanic newsrooms, youknow we all know that
journalism is not going throughthe best time, so when it deals
with Spanish-speaking newsrooms,it's even worse.
We're talking about newsroomsof two people.
Sometimes it's just one personwriting the entire online
(11:46):
newspaper, and if it's TV, I'veseen TV stations with two
producers, one news writer andone cameraman.
So you know you have to alsokeep this in mind that they're
completely depleted.
So it works really well if youcreate a thoughtful news article
that they can use and they canput up on their website, because
(12:10):
they don't have the time and alot of times they don't have the
resources to actually do aninterview or go cover an event.
So if you already facilitatethis for Spanish-speaking online
media, you're going to get alot of coverage.
And when we're dealing with TVstations, it's a little bit of
the same.
If you can provide them withthe footage, something that's
(12:33):
canned, chances are that if theycan't cover it, they may air it
.
It's never a given, obviously,but just make things easier.
Make their lives easier in thatregard.
And when I say make their liveseasier, it's not because they
don't want to cover it, it'sbecause a lot of times they
don't have the resources rightnow.
(12:54):
It worries me a lot because,obviously, as an ex-journalist
and also because I am currentlya publicist, empty newsrooms
they're always bad news, notonly for me as a publicist but,
for everyone, yes, in anylanguage.
So this is something also thatwe should take into account,
because I also had, you know,different campaigns that didn't
(13:16):
understand this.
English-speaking newsrooms arealso being depleted, but in
Spanish it's almost a tragedy.
So what I usually say is if youcan make their lives easier,
chances are that they're goingto publish this if you send it
to them.
Oh, and also one great thingthat you have with
(13:37):
Spanish-speaking media not onlyonline, also TV, radio is that
you can call the reportersdirectly if you have their
numbers.
This is something that I really, really like when I work with
Spanish-speaking journalists.
You can send them a WhatsApp ora text message or call them up,
and nobody gets upset.
(13:59):
Now, I understand journalistsare very busy and obviously they
don't want publicists callingthem all day long, but with
Hispanics it's just a differentculture, so people don't mind as
much if you call them, and onceyou have a reporter or a
producer on the phone, chancesthat they will publish your
story are bigger.
(14:20):
That's a given than just sendingan email.
So these are things that Iwould tell people who are
looking to incorporate aSpanish-speaking PR campaign to
take into account.
Peter Woolfolk (14:33):
Let me add to that, because I was involved in
something similar to what youwere saying, that because I was
involved in something similar towhat you were saying.
A couple of years ago,Nashville opened up its brand
new convention center and themayor wanted to have some way of
saying to the city weappreciate what you did by
supporting this.
So when we were asked to getinvolved in coming up with
(14:55):
something, I split it out intotwo things, you know, for the
city and for the Hispaniccommunity.
Well, for the Hispaniccommunity, what we wanted to do,
because there was going to befood served I went to the same
civic center where Obama hadgone, the Casa Azafran, which is
the heavy hitter here, andasked them to be involved and we
, you know, brought them on as apartner.
(15:16):
The biggest thing we had todecide is what were we going to
serve?
Because, as you said, there area lot of different
nationalities of Hispanics.
So we let them decide what thefood should be and how it's
going to be cooked, and so forthand so on, and we had the event
at the Hispanic Civic Center ofCasa Azufran.
(15:36):
The other thing that they alsolet us know is that we're going
to have it.
The best time to have it is ona Saturday.
Why is that?
Because Hispanics like to bringtheir families and do things in
a family way, that way the kidscould participate.
So I mean, we're learning thesethings, you know, as we go
along.
We did that.
(15:56):
The Hispanic organizationreached out to the Hispanic
radio station.
They came and broadcast livefrom the event.
So it's all these kinds ofthings that you learn by
involving the people that you'retrying to reach, involving them
at the planning stage of it.
It goes exceedingly well.
The mayor was happy with it.
(16:17):
We had city council people upthere.
We've got photos of thefamilies with balloons.
We had folks there to, you know, deal with the kids to make
balloons and do other things.
So that went exceedingly well.
So that's why I said to youearly on I'm fully on board with
how to and the importance ofengaging and being engaged with
(16:37):
the Hispanic community, becausethey have an awful, awful lot to
offer.
There's no question about it.
Susana Mendoza (16:43):
Yeah, no, absolutely I think that.
Yeah, what we were talkingabout before, like when dealing
with PR campaigns that want tobring on board Hispanics,
definitely family plays a hugepart.
Peter Woolfolk (16:57):
Absolutely.
Susana Mendoza (16:57):
Absolutely huge.
If you involve the family inwhatever it is that you're doing
, it can increase attendance toyour event exponentially.
But regarding what you weresaying about the Saturdays, I do
agree with you that because ofthe depletion of the newsroom,
(17:18):
we had great attendance butmedia couldn't go and cover them
because they had no journalistson the weekend.
Go figure.
Well, yeah, I changed my mindon that.
I used to think that Saturdayswere the best day for events
also, but I think Saturdayafternoons slash evenings are
(17:43):
the best now, I'm sorry, go on.
It's such a shame.
Yeah, so many newsrooms justdon't.
They just slashed their weekendcrew.
Peter Woolfolk (17:50):
Well, on this particular event, what had
happened?
Because we did involve theradio stations and they
basically let the community knowthat it was going going to
happen.
And uh, but it was the advisorof the hispanic uh civic center
that said you know, that way youcan get the entire families
there if you have it on asaturday, so that would be the
(18:11):
pre, yeah, the pre, so thatpeople know that it's going to
happen right and then the actualcoverage of the event right and
they said one of the stationswas there and they broadcast
live and interviewed and allthose other sort of things and
it was basically almost standingroom.
Only we actually had to hire atraffic director because so much
(18:31):
traffic came in.
Susana Mendoza (18:35):
Wow, it sounds like it wasn't like a smash.
Peter Woolfolk (18:39):
Oh, there is no question about how successful
that thing was, because one ofthe things that I've learned in
the public relations business,and particularly in planning,
and that is any and everybodythat has anything to do with the
event has to be at the table,because it does not work when
(19:01):
you say, well, fine, we'll do A,b, c and D.
Oh, and, by the way, write thisdown and give this to Sam and
tell him here's his part.
Well, wait a minute, sam willread it.
And it's ongoing.
He said wait a minute.
And you call him up and sayokay, sam, I'm coming to your
party.
He said well, wait a minute,this doesn't work because the A,
b, c and D is wrong.
Well, now the thing has to stop.
(19:22):
So the point simply is any andeverybody who's involved in any
planning, they all need to sitat the same table at the same
time.
Susana Mendoza (19:31):
Definitely Planning events.
Oh my God, time definitelyplanning events.
Peter Woolfolk (19:38):
Oh my god, it's so difficult, so many moving
parts.
Well, well, you know the otherthing, that part of my
background is that I uh, Iworked in the uh, I handled
communications for uh billclinton up in the state of
delaware when he was running acampaign up there.
And, believe me, one of thethings in in terms of being
accurate and precise in terms ofthings is because both the
First Lady and the VicePresident came up and you've got
(20:01):
to deal with the Secret Serviceas well as the advance team and
there's so much detail involvedin things up there that that
has always carried through withme about making sure I have
answers to as many details aspossible, because it pays and it
pays handsomely to know what itis you're doing and it also
(20:22):
avoids mistakes.
Susana Mendoza (20:23):
Yeah, no, of course.
Peter Woolfolk (20:25):
So what are some of the other things that we may
not have touched on in terms of, you know, outreach and having
a Hispanic population involvedin civic events or reaching out
to the media?
Susana Mendoza (20:35):
Well, other than to keep in mind, you know, the
current state of the news mediain Spanish.
I would say that another thingthat has worked really well for
me has been when we're talkingabout events and being on the
ground, which works really,really well with Hispanics.
Another winning strategy whendoing this kind of event is to
(20:58):
partner up with a localorganization.
So let's say that you're in LAand you want to do an event
about I don't know car seats.
You know your client sells carseats for cars for babies, so
you can partner with a localhealth maternity, you know,
(21:20):
health, something like that, orlike babies, health like
Hispanic, that helps youngmothers, young families, and
then they can do a smallworkshop about how to put on a
car seat.
And something this simple canreally help you get a lot of
attention, because peopleunderstand the necessity, the
(21:40):
need to learn more aboutsomething so important.
And if you partner with a localorganization, it also gives you
even more credibility in theHispanic community, in the
community that you want totarget, because they already
know them.
And also this organization canalso help you, you know, by
letting you know the specificsof that community.
(22:02):
Maybe they're doing somethingthat won't appeal to that
particular community or theyknow something that you don't
know that can help you.
You know, get even more peopleto the event, get even more
media.
So I would always say, as muchas possible, always partner with
local organizations, becauseyou know they will help you so
(22:23):
much.
Reach to a wider audience, forpeople to go to the event.
And also, you know it won't beseen as some kind of publicity
stunt by news media, seeing assome kind of publicity stunt by
news media.
Peter Woolfolk (22:41):
You know, let me just join again because, again,
I support exactly what you said, because we had a contract here
with the health department andone of the things that the
health department wanted to dowas have this massive outreach
to the entire city of Nashvilleabout the various programs that
were available, and part of ourjob was to produce a video of
the head of that, and it wouldtalk about the various and
(23:03):
sundry programs.
Well, we did, and in terms ofproducing that video, one of the
places that we stopped was oneof the health service centers
that also catered to Hispanicsand we had a Hispanic woman to
speak.
She spoke in English, but shewas Hispanic.
What happened was, after thevideo was produced, we also then
went back and had the entireaudio part of it, the verbiage
(23:27):
part of it, what people weresaying written in Spanish and
crawled along the bottom of thescreen, so that way they could
take it into the Hispaniccommunity and everybody would
fully understand what was beingsaid and how to take advantage
of the various and sundrybenefits.
So I certainly agree with youWhoever's involved in the
project needs to be involved inthe planning of that project.
Susana Mendoza (23:51):
Yeah, absolutely .
I would also advise not only PRagencies but also companies who
want to do, who want to reachout what Hispanics need.
You need to understand what themedia that you want.
(24:19):
You know you want media tocover your press release.
You want media to talk aboutyour company, about your product
, but they're not going to do itunless you are appealing to
their audience.
Peter Woolfolk (24:28):
Right.
Susana Mendoza (24:29):
Exactly, and to do that you need to understand
what their audience wants, like.
What do they need?
What would they like?
So you know, that's not.
It sounds easy, but it's notwell, yeah, I agree with.
Peter Woolfolk (24:43):
I've been down that road a number of times.
Uh, you know one of the thingsthat, matter of fact, I came up
with the idea.
This was way back in 2010, whenwe had the uh, the census
coming down the pike and I wasstill part of the Hispanic
Chamber of Commerce and what Isuggested is to the Chamber of
Commerce.
So why don't we, the HispanicChamber I shouldn't say we, but
the Hispanic Chamber of Commerceput on some information that
(25:07):
people can use as to how thecity can benefit, or Hispanics
can benefit, from thisinformation?
So we decided on things likehealth, education and business,
and we had Hispanicrepresentatives from local
hospitals, from businesses andso forth to talk about the
things that we can do withinformation and how it can be
done, and one of the leaders ofthat we found a Hispanic woman
(25:30):
who was headed up one of thedepartments at Vanderbilt
University to be a speaker.
That went over exceptionallywell.
As a matter of fact, we gotnational coverage on that, just
bringing the people in who knowhow to.
Oh and sorry, the guy who wasthe keynote speaker I forget, he
was the associate director of Iforget the name of the Hispanic
(25:52):
center up in Princeton, newJersey.
I forget the name of it rightnow.
Up in Princeton, new Jersey.
I forget the name of it rightnow but because they provide so
much information, it'll come tome.
But he was the keynote speakerand we wound up getting national
coverage on that and greatparticipation in the event.
Susana Mendoza (26:09):
Also, honestly, you were asking me before other
things that I would suggest, andit may come as a bit of a shock
, but I've done PR campaigns inSpanish where they didn't have a
Spanish spokesperson.
Peter Woolfolk (26:23):
Oh, no, oh no, yes.
Susana Mendoza (26:26):
So you know it was like well, how do you want
me to do this?
Because, yeah, they usuallydon't interview people in
English, especially in TVstations.
It would have to be somethingof such a magnitude that they
wouldn't mind interviewing somesomeone in English, but it has
to be someone in Spanish, if not, you don't really have anything
(26:48):
.
You don't have someone to goand tell the story, because
they're not going to want tocover someone in English,
because that's the whole deal.
They're, you know, mute inSpanish.
And this is something thatwould seem so obvious, but it's
not always that obvious.
I had to work around that.
Peter Woolfolk (27:05):
Sometimes I still make it, but well, you
know, it's always good to havesomebody that fully understands
what the issues are, what theproblems are and basically how
to actually solve those problems.
Because you know, you'reabsolutely right.
I've actually seen people whosay, well, you know, so-and-so
took Spanish in high school.
Have them translate it for you.
Well, I mean, that's a hugemistake.
Susana Mendoza (27:28):
So, you know, hopefully, Because Hispanics see
through that you know, and theyknow that it's you know.
Like no one's made an effort inthat regard, and they may
understand in Spanish whateverit is that they're saying, but
they're not going to bond withthe message if it doesn't appeal
to them.
Peter Woolfolk (27:48):
I agree with you .
Well, susan, you know this hasbeen very, very informal.
I'm just wondering if there'sanything you think that you can
add to our conversation abouthaving folks make sure that they
reach out to the Hispaniccommunity and planning for
events.
Susana Mendoza (28:04):
Yeah, I think we've covered most of it, Peter,
but I would just reiterate onthe message that, yes,
definitely, PR agencies should,if not always 90% of the time,
include at least the option ofgiving this to their clients for
them to understand what theymay be missing out on if they
(28:27):
don't include Hispanics in theconversation.
Peter Woolfolk (28:31):
Well, let me say thank you, sue.
I very, very much appreciate it.
My guest today has been SusanMendoza.
She's a publicist out of theNew Jersey area and is giving
some guidance so that you canmake sure that your involvement
with the Hispanic communityworks well and goes like it
should go, because now you'vegot great advice and know what
(28:52):
to do and do it the right way.
This is again Peter Woolfolk.
I've enjoyed having you as thelisteners here and don't forget
to give us a review and join usfor the next edition of the
Public Relations Review Podcast.
Announcer (29:09):
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Thank you for joining us.
Welcome.
This is the Public RelationsReview Podcast, a program to
discuss the many facets ofpublic relations with seasoned
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Now here is your host, peterWoolfolk.
Peter Woolfolk (00:25):
Welcome to the Public Relations Review Podcast
and to our listeners all acrossAmerica and around the world.
Now, apple has ranked thispodcast among the top 1% of
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So thank you to all of ourguests and listeners for your
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continued support and if youenjoy the podcast, please leave
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Now a question for the audienceAre you including outreach to
the Hispanic community in yourupcoming events or programs?
Does your firm or organizationhave the skills to effectively
engage the Hispanic media?
Now, how does your firmaccurately turn an
(01:10):
English-speaking campaign into aculturally adjusted
Spanish-speaking campaign?
Well, my guest today notes theimportance of companies and
public relations agenciesincorporating Hispanic-oriented
campaigns to the work theyalready do.
Public relations agenciesshould not have to wait for
clients to come ask them toinclude these campaigns.
(01:31):
They should already be offeringit to companies.
When they don't, they arelosing out on 65 million
potential clients or buyers.
Today we will cover what works,what doesn't work and what are
the benefits for agencies andcompanies who incorporate
Hispanics into their campaigns.
So joining me today, fromJersey City, new Jersey, is
Susana Mendoza.
(01:52):
She is a publicist specializingin Hispanic media outreach.
She helps companies and publicrelations agencies deal with
Spanish-speaking media to reachmillions of Latinos in the
United States.
So, susan, welcome to thepodcast.
Susana Mendoza (02:07):
Hi Peter, thank you so much for having me.
I appreciate it.
Peter Woolfolk (02:11):
Well, look, why don't we begin by having you
give us sort of an overview ofthe benefits of having, or
involving Hispanic population inlocal and state and national
events?
Susana Mendoza (02:21):
and national events.
Yeah, absolutely.
I always advise any PR company,or also a company where I'm
consulting, to definitelyinclude this huge segment of
population that won't stopgrowing.
Right now, latinos make upabout, I think it's 65 million
people in the population.
(02:41):
I think it's like 19% of theoverall population.
I mean, this is something thata lot of people know, but by
2050, they will reach 100million Hispanics in the US.
That is a very big figure.
So involving them in any eventnot only any event on a local or
national level we're talkingalso about PR campaigns that can
(03:03):
deal politics definitelyinvolve Latinas, because they're
a big you know, they have hugevoting demographics as well but
also, for example, campaignsthat deal with health, also
education.
They're great to have that.
I mean, hispanics are eager toalso be part of this kind of
campaign.
(03:24):
So it's usually a win-win.
It's a win for the PR agencybecause it's a benefit that
they're offering for theirclient.
Obviously, it's also aneconomic plus because you're
adding an extra to that campaign.
It's also a great win for theclient because the client can
reach more people for theircampaign.
(03:44):
But they can also createcredibility amongst that
population so that next campaignit's even easier to talk
directly to Hispanics, becausethey've already created this in
the community.
And obviously for the peopletargeted by this campaign,
because Latinos also want to bepart of this campaign.
They don't want to be part ofthis campaign.
(04:04):
They don't want to be, you know, like forgotten.
They definitely want to be partof any campaign and any
political, whether it bepolitical, whether it be
educational.
Yeah, they definitely want tobe part of the conversation and
obviously we're not talkingabout, you know, the economic
return on investment that thiscan be as well If you want to
(04:27):
sell a product, a service.
Let's not forget, like what Isaid before, that they're almost
20% of the population.
So I don't I sometimes don'tunderstand why PR agencies are
not already incorporating thisinto any offering that they make
their clients.
Clients are free to say no, butI think that once PR agencies
(04:47):
can help them understand allthese benefits that including
Hispanic-oriented PR campaignscan have on top of their
English-speaking campaigns, Ithink a lot of clients would
actually want to include them.
Peter Woolfolk (05:02):
Let me just add this, because you're talking
about the economic impact.
I just happened to look this up, since I knew you were coming
on board, and it basically saysthis the annual US Latino GDP,
or total economic output, orbasically how much money they
spend of Latinos in the UnitedStates, hit a record high
reaching $4.1 trillion, and thiswas in 2023.
(05:26):
And that was up from $3.7trillion in 2022.
So obviously 2024 has not.
They haven't added up all thenumbers yet, but when we talk
about money in the trillions,that says to me that you need to
pay attention to thisparticular group.
Susana Mendoza (05:43):
Yeah, absolutely I agree.
I think it's a mistakesometimes that people tend to
think that you know a percentageof Hispanics that they're not
worth targeting, depending onthe product, because they may
not have the economicwherewithal for that said
product or service.
But in many cases it's not true.
Hispanics are a growingdemographic, but also their
(06:04):
spending capability is alsogrowing.
Hispanics are a growingdemographic.
That also their spendingcapability is also growing.
Hispanics are not stagnant.
They're not, you know, ademographic that just stays in
one place or, in general,hispanics are entrepreneurs.
Peter Woolfolk (06:15):
There are people who really want to, you know,
advance in life and in manycases you know their economic
capability goes along with thatlet me just add to that, because
I'm here in Nashville, one ofthe things I was able to do I
met some people and I wasinvited to, and did join, the
first chamber of commerce herebecause they wanted to obviously
(06:36):
begin to let folks know andhave Hispanics get involved in
some businesses and other thingsgoing on in the city and they
asked me to give them a hand atthat.
Now let me also say that fromsome of the people that I met,
we had people that were making,had running companies, that
Hispanic folks that were runningcompanies that were bringing in
(06:57):
a million dollars a year inearnings from their particular
company.
So there's a wide range ofpeople involved in this.
When Obama was president, hecame to Nashville and where did
he choose to go?
To make some presentations Tothe Hispanic Civic Center here.
So that says to me thatHispanics have a lot of
(07:17):
horsepower in a lot of differentcities and people need to make
sure that they don't take theireye off of that ball.
Susana Mendoza (07:22):
Absolutely, that's true.
I mean there's significantgrowth as well.
The US Latino GDP has grownfaster than the GDP of any of
the world's top 10 economies,including China and India.
So definitely companies shouldinclude Latinos in I'm not going
to say all of their campaigns,but definitely worry something
(07:43):
relevant and that the companythinks that they can have some
relevance.
So I think honestly, I thinkany campaign should incorporate
Spanish-speaking campaign gearedtowards Latino.
I can't think of anything thatwouldn't you know where Latinos
would also.
Peter Woolfolk (07:59):
Well, why don't we start with something like
this and say, okay, fine, thecompany has decided they're
going to put on a particularcampaign and let's, for sake of
our conversation, talk about,maybe some health campaign?
I was involved in one of those.
What are you going to suggest,and how would you get involved,
to have the organization that'sdoing it begin its outreach to
(08:22):
the Hispanic community to engagethem to help support this
health campaign that's comingforward?
Susana Mendoza (08:27):
Yeah, I mean that's going to depend on a
series of factors and, like withany campaign, I would have to
look at specifically is it alocal campaign?
Is it a national campaign?
You know what kind?
Also, because amongst, evenamongst the Hispanics, there's
also some differences, and thisis something that I also talk
about a lot, that sometimes themistake that PR companies make
(08:49):
when dealing with.
Hispanics is thinking thatHispanics are a monolith, that
all Hispanics think the same way, that all Hispanics vote the
same way.
It, no, no, it's not true.
Right, definitely.
So this is something that I hadto correct, you know, quite a
few times, because differentHispanics have certain moral
(09:11):
values, or some are morereligious, some are more liberal
, so you cannot reach all ofthem using the exact same
strategy.
So that's something I wouldhave to look at.
So, for example, latinos in LAare sometimes not the same as
Latinos in Miami, which arepredominantly Cuban, at least
for now.
So you know, depending on yourdemographics, that's how you
(09:33):
tweak your campaign as well, ifit's tweakable.
So, after that, whether it'slocal, national, I would also
say what is the budget for this?
Do we have budget for events?
Events are great in any PRcampaign, in any language, but
when it comes to Hispanicdemographics, it's always
(09:55):
something I think it creates.
It's more conducive to a moresuccessful PR campaign, because
it's very valued in the Hispaniccommunity If you do, for
example, an event that helps thecommunity.
So, for example, if you're doinga health campaign, a vaccine,
for example, so you want toreach out to Hispanics in a
(10:15):
certain city, so it's so muchmore valuable to reach out to
Hispanics in a certain city.
So it's so much more valuableif you do an event where you're
teaching about, let's say,healthy eating, you're giving
away also fruits or vegetables,you're teaching how to cook in a
healthy way and people can usethe vegetables and you're giving
them for free.
So it's kind of somethingthat's built around the
(10:38):
community and then you're alsoletting them know about a
certain vaccine or a certainproduct or service for their
health.
But you're involving thecommunity, you're giving
something back and this wayyou're going to have a lot more
interest also from local mediaand I would say that in general
(10:59):
for Hispanics that's also veryimportant.
You're going to get a lot ofpeople attending the event and
you're also going to get greatcoverage in general because,
like I said it's very valued.
Now we don't always have thebudget to do an event in every
city or be able to organizesomething of that magnitude.
So then I think it works reallywell.
(11:22):
For example, you have to takeinto consideration that when it
comes to Hispanic newsrooms, youknow we all know that
journalism is not going throughthe best time, so when it deals
with Spanish-speaking newsrooms,it's even worse.
We're talking about newsroomsof two people.
Sometimes it's just one personwriting the entire online
(11:46):
newspaper, and if it's TV, I'veseen TV stations with two
producers, one news writer andone cameraman.
So you know you have to alsokeep this in mind that they're
completely depleted.
So it works really well if youcreate a thoughtful news article
that they can use and they canput up on their website, because
(12:10):
they don't have the time and alot of times they don't have the
resources to actually do aninterview or go cover an event.
So if you already facilitatethis for Spanish-speaking online
media, you're going to get alot of coverage.
And when we're dealing with TVstations, it's a little bit of
the same.
If you can provide them withthe footage, something that's
(12:33):
canned, chances are that if theycan't cover it, they may air it
.
It's never a given, obviously,but just make things easier.
Make their lives easier in thatregard.
And when I say make their liveseasier, it's not because they
don't want to cover it, it'sbecause a lot of times they
don't have the resources rightnow.
(12:54):
It worries me a lot because,obviously, as an ex-journalist
and also because I am currentlya publicist, empty newsrooms
they're always bad news, notonly for me as a publicist but,
for everyone, yes, in anylanguage.
So this is something also thatwe should take into account,
because I also had, you know,different campaigns that didn't
(13:16):
understand this.
English-speaking newsrooms arealso being depleted, but in
Spanish it's almost a tragedy.
So what I usually say is if youcan make their lives easier,
chances are that they're goingto publish this if you send it
to them.
Oh, and also one great thingthat you have with
(13:37):
Spanish-speaking media not onlyonline, also TV, radio is that
you can call the reportersdirectly if you have their
numbers.
This is something that I really, really like when I work with
Spanish-speaking journalists.
You can send them a WhatsApp ora text message or call them up,
and nobody gets upset.
(13:59):
Now, I understand journalistsare very busy and obviously they
don't want publicists callingthem all day long, but with
Hispanics it's just a differentculture, so people don't mind as
much if you call them, and onceyou have a reporter or a
producer on the phone, chancesthat they will publish your
story are bigger.
(14:20):
That's a given than just sendingan email.
So these are things that Iwould tell people who are
looking to incorporate aSpanish-speaking PR campaign to
take into account.
Peter Woolfolk (14:33):
Let me add to that, because I was involved in
something similar to what youwere saying, that because I was
involved in something similar towhat you were saying.
A couple of years ago,Nashville opened up its brand
new convention center and themayor wanted to have some way of
saying to the city weappreciate what you did by
supporting this.
So when we were asked to getinvolved in coming up with
(14:55):
something, I split it out intotwo things, you know, for the
city and for the Hispaniccommunity.
Well, for the Hispaniccommunity, what we wanted to do,
because there was going to befood served I went to the same
civic center where Obama hadgone, the Casa Azafran, which is
the heavy hitter here, andasked them to be involved and we
, you know, brought them on as apartner.
(15:16):
The biggest thing we had todecide is what were we going to
serve?
Because, as you said, there area lot of different
nationalities of Hispanics.
So we let them decide what thefood should be and how it's
going to be cooked, and so forthand so on, and we had the event
at the Hispanic Civic Center ofCasa Azufran.
(15:36):
The other thing that they alsolet us know is that we're going
to have it.
The best time to have it is ona Saturday.
Why is that?
Because Hispanics like to bringtheir families and do things in
a family way, that way the kidscould participate.
So I mean, we're learning thesethings, you know, as we go
along.
We did that.
(15:56):
The Hispanic organizationreached out to the Hispanic
radio station.
They came and broadcast livefrom the event.
So it's all these kinds ofthings that you learn by
involving the people that you'retrying to reach, involving them
at the planning stage of it.
It goes exceedingly well.
The mayor was happy with it.
(16:17):
We had city council people upthere.
We've got photos of thefamilies with balloons.
We had folks there to, you know, deal with the kids to make
balloons and do other things.
So that went exceedingly well.
So that's why I said to youearly on I'm fully on board with
how to and the importance ofengaging and being engaged with
(16:37):
the Hispanic community, becausethey have an awful, awful lot to
offer.
There's no question about it.
Susana Mendoza (16:43):
Yeah, no, absolutely I think that.
Yeah, what we were talkingabout before, like when dealing
with PR campaigns that want tobring on board Hispanics,
definitely family plays a hugepart.
Peter Woolfolk (16:57):
Absolutely.
Susana Mendoza (16:57):
Absolutely huge.
If you involve the family inwhatever it is that you're doing
, it can increase attendance toyour event exponentially.
But regarding what you weresaying about the Saturdays, I do
agree with you that because ofthe depletion of the newsroom,
(17:18):
we had great attendance butmedia couldn't go and cover them
because they had no journalistson the weekend.
Go figure.
Well, yeah, I changed my mindon that.
I used to think that Saturdayswere the best day for events
also, but I think Saturdayafternoons slash evenings are
(17:43):
the best now, I'm sorry, go on.
It's such a shame.
Yeah, so many newsrooms justdon't.
They just slashed their weekendcrew.
Peter Woolfolk (17:50):
Well, on this particular event, what had
happened?
Because we did involve theradio stations and they
basically let the community knowthat it was going going to
happen.
And uh, but it was the advisorof the hispanic uh civic center
that said you know, that way youcan get the entire families
there if you have it on asaturday, so that would be the
(18:11):
pre, yeah, the pre, so thatpeople know that it's going to
happen right and then the actualcoverage of the event right and
they said one of the stationswas there and they broadcast
live and interviewed and allthose other sort of things and
it was basically almost standingroom.
Only we actually had to hire atraffic director because so much
(18:31):
traffic came in.
Susana Mendoza (18:35):
Wow, it sounds like it wasn't like a smash.
Peter Woolfolk (18:39):
Oh, there is no question about how successful
that thing was, because one ofthe things that I've learned in
the public relations business,and particularly in planning,
and that is any and everybodythat has anything to do with the
event has to be at the table,because it does not work when
(19:01):
you say, well, fine, we'll do A,b, c and D.
Oh, and, by the way, write thisdown and give this to Sam and
tell him here's his part.
Well, wait a minute, sam willread it.
And it's ongoing.
He said wait a minute.
And you call him up and sayokay, sam, I'm coming to your
party.
He said well, wait a minute,this doesn't work because the A,
b, c and D is wrong.
Well, now the thing has to stop.
(19:22):
So the point simply is any andeverybody who's involved in any
planning, they all need to sitat the same table at the same
time.
Susana Mendoza (19:31):
Definitely Planning events.
Oh my God, time definitelyplanning events.
Peter Woolfolk (19:38):
Oh my god, it's so difficult, so many moving
parts.
Well, well, you know the otherthing, that part of my
background is that I uh, Iworked in the uh, I handled
communications for uh billclinton up in the state of
delaware when he was running acampaign up there.
And, believe me, one of thethings in in terms of being
accurate and precise in terms ofthings is because both the
First Lady and the VicePresident came up and you've got
(20:01):
to deal with the Secret Serviceas well as the advance team and
there's so much detail involvedin things up there that that
has always carried through withme about making sure I have
answers to as many details aspossible, because it pays and it
pays handsomely to know what itis you're doing and it also
(20:22):
avoids mistakes.
Susana Mendoza (20:23):
Yeah, no, of course.
Peter Woolfolk (20:25):
So what are some of the other things that we may
not have touched on in terms of, you know, outreach and having
a Hispanic population involvedin civic events or reaching out
to the media?
Susana Mendoza (20:35):
Well, other than to keep in mind, you know, the
current state of the news mediain Spanish.
I would say that another thingthat has worked really well for
me has been when we're talkingabout events and being on the
ground, which works really,really well with Hispanics.
Another winning strategy whendoing this kind of event is to
(20:58):
partner up with a localorganization.
So let's say that you're in LAand you want to do an event
about I don't know car seats.
You know your client sells carseats for cars for babies, so
you can partner with a localhealth maternity, you know,
(21:20):
health, something like that, orlike babies, health like
Hispanic, that helps youngmothers, young families, and
then they can do a smallworkshop about how to put on a
car seat.
And something this simple canreally help you get a lot of
attention, because peopleunderstand the necessity, the
(21:40):
need to learn more aboutsomething so important.
And if you partner with a localorganization, it also gives you
even more credibility in theHispanic community, in the
community that you want totarget, because they already
know them.
And also this organization canalso help you, you know, by
letting you know the specificsof that community.
(22:02):
Maybe they're doing somethingthat won't appeal to that
particular community or theyknow something that you don't
know that can help you.
You know, get even more peopleto the event, get even more
media.
So I would always say, as muchas possible, always partner with
local organizations, becauseyou know they will help you so
(22:23):
much.
Reach to a wider audience, forpeople to go to the event.
And also, you know it won't beseen as some kind of publicity
stunt by news media, seeing assome kind of publicity stunt by
news media.
Peter Woolfolk (22:41):
You know, let me just join again because, again,
I support exactly what you said, because we had a contract here
with the health department andone of the things that the
health department wanted to dowas have this massive outreach
to the entire city of Nashvilleabout the various programs that
were available, and part of ourjob was to produce a video of
the head of that, and it wouldtalk about the various and
(23:03):
sundry programs.
Well, we did, and in terms ofproducing that video, one of the
places that we stopped was oneof the health service centers
that also catered to Hispanicsand we had a Hispanic woman to
speak.
She spoke in English, but shewas Hispanic.
What happened was, after thevideo was produced, we also then
went back and had the entireaudio part of it, the verbiage
(23:27):
part of it, what people weresaying written in Spanish and
crawled along the bottom of thescreen, so that way they could
take it into the Hispaniccommunity and everybody would
fully understand what was beingsaid and how to take advantage
of the various and sundrybenefits.
So I certainly agree with youWhoever's involved in the
project needs to be involved inthe planning of that project.
Susana Mendoza (23:51):
Yeah, absolutely .
I would also advise not only PRagencies but also companies who
want to do, who want to reachout what Hispanics need.
You need to understand what themedia that you want.
(24:19):
You know you want media tocover your press release.
You want media to talk aboutyour company, about your product
, but they're not going to do itunless you are appealing to
their audience.
Peter Woolfolk (24:28):
Right.
Susana Mendoza (24:29):
Exactly, and to do that you need to understand
what their audience wants, like.
What do they need?
What would they like?
So you know, that's not.
It sounds easy, but it's notwell, yeah, I agree with.
Peter Woolfolk (24:43):
I've been down that road a number of times.
Uh, you know one of the thingsthat, matter of fact, I came up
with the idea.
This was way back in 2010, whenwe had the uh, the census
coming down the pike and I wasstill part of the Hispanic
Chamber of Commerce and what Isuggested is to the Chamber of
Commerce.
So why don't we, the HispanicChamber I shouldn't say we, but
the Hispanic Chamber of Commerceput on some information that
(25:07):
people can use as to how thecity can benefit, or Hispanics
can benefit, from thisinformation?
So we decided on things likehealth, education and business,
and we had Hispanicrepresentatives from local
hospitals, from businesses andso forth to talk about the
things that we can do withinformation and how it can be
done, and one of the leaders ofthat we found a Hispanic woman
(25:30):
who was headed up one of thedepartments at Vanderbilt
University to be a speaker.
That went over exceptionallywell.
As a matter of fact, we gotnational coverage on that, just
bringing the people in who knowhow to.
Oh and sorry, the guy who wasthe keynote speaker I forget, he
was the associate director of Iforget the name of the Hispanic
(25:52):
center up in Princeton, newJersey.
I forget the name of it rightnow.
Up in Princeton, new Jersey.
I forget the name of it rightnow but because they provide so
much information, it'll come tome.
But he was the keynote speakerand we wound up getting national
coverage on that and greatparticipation in the event.
Susana Mendoza (26:09):
Also, honestly, you were asking me before other
things that I would suggest, andit may come as a bit of a shock
, but I've done PR campaigns inSpanish where they didn't have a
Spanish spokesperson.
Peter Woolfolk (26:23):
Oh, no, oh no, yes.
Susana Mendoza (26:26):
So you know it was like well, how do you want
me to do this?
Because, yeah, they usuallydon't interview people in
English, especially in TVstations.
It would have to be somethingof such a magnitude that they
wouldn't mind interviewing somesomeone in English, but it has
to be someone in Spanish, if not, you don't really have anything
(26:48):
.
You don't have someone to goand tell the story, because
they're not going to want tocover someone in English,
because that's the whole deal.
They're, you know, mute inSpanish.
And this is something thatwould seem so obvious, but it's
not always that obvious.
I had to work around that.
Peter Woolfolk (27:05):
Sometimes I still make it, but well, you
know, it's always good to havesomebody that fully understands
what the issues are, what theproblems are and basically how
to actually solve those problems.
Because you know, you'reabsolutely right.
I've actually seen people whosay, well, you know, so-and-so
took Spanish in high school.
Have them translate it for you.
Well, I mean, that's a hugemistake.
Susana Mendoza (27:28):
So, you know, hopefully, Because Hispanics see
through that you know, and theyknow that it's you know.
Like no one's made an effort inthat regard, and they may
understand in Spanish whateverit is that they're saying, but
they're not going to bond withthe message if it doesn't appeal
to them.
Peter Woolfolk (27:48):
I agree with you .
Well, susan, you know this hasbeen very, very informal.
I'm just wondering if there'sanything you think that you can
add to our conversation abouthaving folks make sure that they
reach out to the Hispaniccommunity and planning for
events.
Susana Mendoza (28:04):
Yeah, I think we've covered most of it, Peter,
but I would just reiterate onthe message that, yes,
definitely, PR agencies should,if not always 90% of the time,
include at least the option ofgiving this to their clients for
them to understand what theymay be missing out on if they
(28:27):
don't include Hispanics in theconversation.
Peter Woolfolk (28:31):
Well, let me say thank you, sue.
I very, very much appreciate it.
My guest today has been SusanMendoza.
She's a publicist out of theNew Jersey area and is giving
some guidance so that you canmake sure that your involvement
with the Hispanic communityworks well and goes like it
should go, because now you'vegot great advice and know what
(28:52):
to do and do it the right way.
This is again Peter Woolfolk.
I've enjoyed having you as thelisteners here and don't forget
to give us a review and join usfor the next edition of the
Public Relations Review Podcast.
Announcer (29:09):
This podcast is produced by Communication
Strategies, an award-winningpublic relations and public
affairs firm headquartered inNashville, Tennessee.
Thank you for joining us.
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