The use of a press release designed to reach Hispanics is a complicated endeavor. The Hispanic audience is made up of people from 20 different countries. Every Hispanic country has a distinct cultural identity. There are also subcultures: Native-born individuals have a different cultural perspective that say, first or second generation Americans with a Hispanic heritage. Hispanics in their native land consider themselves Chilean, or Costa Rican--not Hispanic. The label “Hispanic,” is only experienced upon arrival in the U.S. These people are forced to make their way identifying with the background of the country and culture of origination, plus the Hispanic label they received upon arriving in the U.S. Effective press releases and marketing campaigns consider this reality and come with a design that attracts the target audience.
Writing a successful press release requires researching the target audience in detail. The writer must have an understanding of the cultural significance of symbols, images, and other appealing content. First and second generation Hispanics consume their news and advertising in English or a mixture of both English and Spanish. These Hispanics have firm connections to their particular heritage, and although they are native English speakers, they are attracted to marketing strategies that target these cultural ties.
