Hispanic PR Update May 2025

Agency News

Awards

HPRA National ¡BRAVO! Awards return for 2025

The Hispanic Public Relations Association announced that entries are now being accepted for the 2025 HPRA National ¡BRAVO! Awards — the premier celebration of excellence in multicultural communications, marketing and public relations. The early bird deadline is June 6.

📅 Saturday, May 31 · 2:00 - 5:30 p.m. PDT

📍Heritage Farm, 1336 Gladys Ave, Long Beach, CA 90804

PRSA Los Angeles presents At Breakfast With…, a virtual event spotlighting entertainment journalists and producers based in Los Angeles. As the media landscape continues to evolve, entertainment coverage is expanding beyond red carpets and premieres to include deeper narratives around culture, identity, social impact, and brand values. This timely conversation will explore how publicists can navigate today’s competitive media environment and craft compelling entertainment pitches that break through.

PR Spotlight

Meet Erika Mayor, Founder of GrupoMayor Consulting/ Adjunct Professor, University of Miami

1. What is your experience in PR? I have 20 years of experience in public relations, marketing, and social media, which have shaped my unique approach to the industry. I started my career in journalism before transitioning into PR, working for some of the most well-known non-profit organizations in the country, including the American Red Cross and St. Jude Children’s Research Hospital. In 2013, I founded GrupoMayor Consulting, a boutique PR firm that focuses on providing hands-on, strategic solutions for clients. Consulting with various PR firms has given me the opportunity to work with a wide range of clients, including nonprofits, which are especially close to my heart.

2. What do you love most about your job? What I love most about my job is the ability to seamlessly integrate within PR firms and become an extension of their team. Every day brings something new, from organizing impactful campaigns to orchestrating red-carpet events. I thrive on the dynamic nature of public relations and the creativity it demands, allowing me to help clients reach their goals through storytelling, media relations, and strategic marketing.

3. As an adjunct professor, what is the most important lesson you teach your students? The most important lessons I teach my students are adaptability and the power of networking. The PR industry is constantly evolving, with new trends, media platforms, and technologies emerging. Whether working with traditional outlets or navigating the fast-paced world of social media, it's critical to stay ahead of the curve and remain flexible in your approach. I encourage students to stay informed about current events and continuously sharpen their skills through courses and certifications. I also emphasize that networking and putting yourself out there are key to getting your foot in the door.

4. What PR or business books would you recommend to your colleagues? I encourage colleagues and incoming professionals to read books that shape who they are as leaders and professionals. Some of my favorites include “48 Laws of Power”by Robert Greene, an ideal book for leadership. For team building, “The Five Dysfunctions of a Team”, which was recommended by a close colleague and it really changes the way you look at team dynamics. Lastly, I highly recommend “How to Win Friends and Influence People” by Dale Carnegie — a timeless classic that remains highly relevant.

5. What do you think are the biggest challenges the industry is facing today? One of the biggest challenges facing the PR industry today is the rapid pace of change in both traditional and social media. As platforms evolve, so must our strategies for reaching audiences effectively. The rise of misinformation and media fragmentation make gaining and maintaining public trust more difficult than ever. Additionally, with the increasing influence of digital creators and influencers, the lines between advertising, PR, and content creation are becoming blurred, making it crucial to approach PR with a strategic, well-rounded perspective. While it takes effort to stay on top of trends, it’s essential in our field.

Connect with Erika Mayor:

Website: GrupoMayor.net

Instagram: @grupomayor

In Depth

Getting Hispanic PR Right: 5 Must-Haves When Marketing to Latinos

by Yaneiza Echezarraga, Partner, Twin Minds Media

Are your PR campaigns effectively reaching the dynamic and diverse Hispanic market? U.S. Hispanics comprise about 17.4% of the total U.S. population and represent $1.5 trillion in purchasing power. 

‍Understanding the nuances of Hispanic public relations is essential for any successful marketing campaign, especially in today’s multicultural landscape. The Hispanic market is diverse, dynamic, and incredibly influential, making it crucial for brands to approach it with precision and cultural sensitivity. 

‍Here are five essentials for getting Hispanic PR right and effectively marketing to Latinos.

1. Know Your Target Audience: When it comes to Hispanic PR, one size does not fit all. The Hispanic community is a mosaic of regional and ethnic differences, with varying nationalities, language dialects, and preferences. Understanding these distinctions is critical. For instance, preferences in media and cultural references can differ greatly between Mexican-Americans, Puerto Ricans, Cubans, and other Hispanic groups. Tailoring your message to resonate with specific subgroups within the Hispanic market can enhance the effectiveness of your campaign.

2. Authenticity is Key: Authenticity in Hispanic PR means going beyond simply translating or adapting your general market content. It requires creating culturally relevant messages that resonate on a deeper level. Hispanics can easily spot a translated message that lacks genuine cultural insights. Investing time in understanding the cultural context and crafting messages that reflect the Hispanic community's values, traditions, and unique experiences will build trust and loyalty.

3. Think Social: Latinos over-index in social media usage, making it a powerful platform for Hispanic PR campaigns. Hispanic adults are the most active group on social media sites, with 72% participation compared to other ethnic groups. Additionally, 52% of Hispanic adults spend at least one hour per day on social media sites, compared to 38% of non-Hispanic whites. Hispanics are also five times more likely to share a post on social media than non-Hispanic whites. 

   Beyond traditional PR points, integrating social media strategies can amplify your reach and engagement. Platforms like Facebook, Instagram, and TikTok are popular among Hispanics of all ages. Leveraging these platforms to share culturally relevant content, engage with the community, and create interactive experiences can significantly boost your campaign’s impact.

4. Consider Generational Gaps: Generational differences within the Hispanic community influence media consumption habits and preferences. Older generations tend to be more traditional, favoring Spanish-language media and conventional communication methods. In contrast, younger generations, including Millennials and Gen Z, often navigate the world in Spanglish, balancing their Hispanic roots with a preference for English. Understanding these generational nuances allows for more targeted and effective communication strategies.

5. Think Mobile: Hispanic consumers are highly engaged on mobile devices, making mobile-friendly content necessary. From mobile-optimized websites to SMS marketing and app-based interactions, ensuring that your PR efforts are accessible and engaging on mobile platforms can enhance your campaign’s reach and effectiveness.

‍Conclusion

‍Mastering Hispanic PR involves more than just linguistic translation; it’s about cultural translation and genuine connection. By understanding your audience, being authentic, leveraging social media, considering generational differences, and prioritizing mobile, you can create impactful PR campaigns that resonate with the Hispanic market. Embrace these essentials to not only reach but also connect with this vibrant and influential community.