Best Practices for Reaching Latinx Media
Understanding what is important to Latinx media and news consumers is essential for anyone looking to engage effectively with this dynamic and diverse audience. Best practices for reaching Latinx audiences involve not only recognizing their unique cultural contexts but also addressing their specific interests and concerns.
In honor of Latinx/Hispanic Heritage Month, Business Wire and Impremedia are pleased to bring together a group of media experts and professionals from around the nation to explore these topics in depth. The event aims to answer pressing questions and share valuable insights on several key areas:
The History of Latinx Media in the United States
The panel explores the rich and complex history of Latinx media, tracing its roots from the early 19th century when the first Spanish-language newspapers emerged to serve immigrant communities. They discuss how Latinx media has evolved over the decades, playing a crucial role in informing, educating, and uniting Latinx populations across the country. Understanding this history is vital, as it highlights the longstanding presence and influence of Latinx voices in American media and underscores the community's ongoing struggle for representation and recognition.
The Current State of Latinx Media
The discussion highlights the contemporary landscape of Latinx media, noting a significant increase in bilingual and Spanish-language outlets across various platforms, including television, radio, print, and digital media. The experts examine current trends, such as the rise of digital journalism, podcasts, and social media influencers who cater specifically to Latinx audiences. They also address challenges facing the industry, such as funding constraints, competition with mainstream media, and the need for more authentic representation in content creation and storytelling.
Predictions for the Future
Looking ahead, the panelists share optimistic predictions about the future of Latinx media. They anticipate continued growth and diversification, with more Latinx professionals taking on leadership roles in media organizations. Technological advancements are expected to further democratize content creation, allowing for more grassroots and community-driven media initiatives. The experts also foresee an increased emphasis on intersectionality, with media content reflecting the varied experiences of Latinx individuals across different genders, sexual orientations, and socioeconomic backgrounds.
Tips for Connecting with Latinx Media and Other Best Practices
The event provides practical advice for businesses and organizations aiming to build relationships with Latinx media outlets. Key recommendations include:
- Cultural Competence: Develop a deep understanding of the cultural values, traditions, and linguistic nuances within the Latinx community. This includes recognizing the diversity within the community, as Latinx individuals come from various countries and backgrounds.
- Authentic Engagement: Foster genuine relationships with Latinx media professionals by participating in community events, supporting Latinx causes, and demonstrating a long-term commitment rather than seeking one-off promotional opportunities.
- Tailored Communication: Customize press releases and pitches to address the specific interests of Latinx audiences. Providing content in both English and Spanish can increase accessibility and demonstrate respect for linguistic preferences.
- Visual Storytelling: Utilize multimedia elements that resonate culturally, such as imagery, music, or symbols that are meaningful to the Latinx community.
- Highlighting Impact: Focus on stories that showcase how your organization positively affects the Latinx community, whether through employment opportunities, community programs, or products and services that meet specific needs.
Details About Latinx Media and News Consumers
The panelists share valuable insights into the behaviors and preferences of Latinx news consumers today. They note that Latinx audiences are highly engaged with mobile technology and are active users of social media platforms like Facebook, Instagram, and TikTok. There is a strong preference for content that is interactive and shareable. Additionally, Latinx consumers value news sources that provide trustworthy information on issues directly affecting their communities, such as immigration policies, education, healthcare, and economic opportunities. They also appreciate content that celebrates Latinx culture, achievements, and contributions to society.
By incorporating these insights and best practices, organizations can more effectively connect with Latinx audiences in a meaningful way. It's important to approach this engagement with sincerity, respect, and a willingness to listen and adapt. Building strong relationships with Latinx media not only expands an organization's reach but also contributes to a more inclusive and representative media landscape. The event underscores the importance of recognizing the Latinx community's significant impact on American culture and the media industry, encouraging ongoing dialogue and collaboration to support its continued growth and success.
Meet the Panelists
Jessica Retis is Professor and Director of the School of Journalism, Director of the Bilingual Journalism M.A., and CUES Distinguished Fellow at the University of Arizona. Jessica has two decades of journalism experience in Peru, Mexico, and Spain and has worked as a college educator for more than three decades in the United States, Spain, and Mexico. She has extensively published research findings in her areas of expertise: Latino/a/x/s and the news media in North America, Europe, and Asia; bilingual journalism education; journalism education; Latin American diasporas and transnational communities.
Carmen Villavicencio is the current Executive Editor of El Diario NY, the oldest Spanish-language daily newspaper in the United States. Under her tenure, El Diario has received several awards from the National Association of Hispanic Publications. Prior to becoming Executive Editor, Carmen served as Managing Editor, coordinating news coverage with editors, reporters, and correspondents. Carmen has also worked for notable Hispanic publications such as Hora Hispana, Noticias del Mundo, Hoy, and El Universo (Ecuador). Carmen lives in Jamaica, Queens, with her two sons.
Currently serving as Executive Editor for La Opinión in Los Angeles, Armando Varela’s commitment to news spans more than two decades, initially in his native Colombia and later on in the US. As a contributor, reporter, columnist, manager, and editor of major publications and news services, he has devoted his career to keeping audiences informed with accuracy and high journalistic standards. A resident of Southern California for more than 10 years now, his experience serves underrepresented minorities in search of a voice and a better future in this country.
Jillian Báez is an associate professor in the Africana, Puerto Rican, and Latino Studies Department at Hunter College, City University of New York (CUNY). She is also an affiliated faculty member at the CUNY Mexican Studies Institute and on the doctoral faculty in Women’s and Gender Studies at the CUNY Graduate Center. Her research expertise lies in Latina/o/x media and popular culture. Her book, In Search of Belonging: Latinas, Media and Citizenship, was awarded the Bonnie Ritter Award from the National Communication Association.