While market demographics detail the continuing growth of diverse segments, there is little research that specifically addresses communications strategies for addressing diverse audiences. This paper evaluates, compares and distinguishes cultural characteristics essential for communicating with the U.S. Hispanic/Latino audience. It looks at available research from marketing, advertising and other fields, including the statistics, analysis, and implications for the public relations practitioner.
Specific recommendations are provided to bolster the role of public relations as a management function striving to communicate with its publics by keeping their interests in mind.
Download PDF: Baseline Study on Diversity Segments: The U.S. Hispanic/Latino Market