Bilingual Benefits: Why Spanish Language Tactics Should Be a Part of Earned Broadcast Strategy
There are presently over 50 million Hispanics living in the United States. Hispanic population growth has hit an all-time high and despite such growth beginning to slow, so has the number of Hispanics who speak Spanish at home. While a large segment of Hispanics are also proficient in English, the language spoken at home correlates directly with the language watched on TV.
General market satellite media tours are an excellent vehicle to reach millions of viewers nationwide in one morning, however, they often neglect to reach this sizable portion of the population. By incorporating Hispanic targeted or bilingual SMTs to your media strategy you not only boost impressions, but greatly expand the reach of your message. Furthermore, bilingual SMTs can be a wonderful way to penetrate the tougher markets. Some top markets are large cities with increasing Spanish-speaking populations – think Los Angeles, Dallas, and Houston.
Understanding why adding Spanish language interviews to your SMT is critical, but there are still other key areas that are of equal importance such as pitch, spokesperson, and tour date. Here are a few things to be mindful of:
Proper pitch angle: Pitching and landing interviews in larger Hispanic markets in states such as California, Texas, New York and Florida require more than simply translating your general market advisory into Spanish. Framing your messaging to impact and resonate with the community is critical. If applicable, provide information relevant to your target audience so your story is even more relatable. Think local!
Spokesperson: Whether you're working with a celebrity, subject matter expert (SME), or a corporate executive, you want to choose someone who can authentically relay your message. Most importantly, make sure your talent is fluent. Sometimes a spokesperson does not have a strong command of the language leaving your message at risk of being lost entirely.
Mindfulness: As you would consider religious and national holidays, big sporting events, and sweeps for the timing of general market SMTs, culturally specific events and holidays should also be considered when adding Spanish language interviews to your schedule. Conducting a tour on personal finances during the height of the World Cup, for example, will likely leave you with a less than stellar schedule or put your story at risk of being bumped for any breaking news coming out of the event.
By 2050 the Hispanic population is projected to comprise 30 percent of the population making them the largest ethnic group in the country; a fact which can no longer be overlooked.
ABOUT THE EXPERT: Roxanne Garcia
Roxanne began her career as a production associate in ABC's Longform Documentary Unit and later at MTV Networks. She served at the Assignment Desk team at WNBC in New York before joining MultiVu in 2014. Roxanne holds a B.A. in Liberal Studies from Florida International University and an M.A. in Media Studies from The New School in New York City.
MultiVu, a Cision/PR Newswire division, produces and places compelling content strategically across multiple channels globally to deliver targeted results and drive desired engagement. Created in 2002 from network news veterans and media relations professionals, MultiVu has grown into a content creation and media strategy company, leading in the broadcast communications industry. More information can be found on www.multivu.com.