Reaching niche audiences with culturally appropriate messaging is our area of expertise. The Latino/Hispanic/Latinx market, in particular, is often mistargeted by organizations or brands that hope to reach a large audience with a single strategy. And more often than not, the approach is to translate (and sometimes mistranslate) campaigns into Spanish, entirely missing the various cultural nuances that appeal to specific segments of this diverse population.
Our approach to public relations and community outreach to the Latinx/Hispanic market is based on solid research and effective listening that will allow us to deliver culturally-relevant strategies, utilizing language, and nuance, both in English or in Spanish depending on the assimilation level of the targeted group.
In order to secure media coverage, we first develop interesting and relevant stories that highlight the human impact of our initiatives. Throughout our 20+ years working with local media and focusing in Austin’s Hispanic communities, we have developed solid relationships with Spanish language TV, radio, print and online reporters, editors, and producers. We know what are their beats, their deadlines and work time frames and we adjust our pitch to each particular outlet to assure maximum coverage.
Through our work with the community and nonprofit organizations, we have been able to earn the trust and open direct channels of communications with community groups and activists. This allows us to capitalize on this relationship and deliver targeted coverage that is relevant to our sought after audiences.