At FH Hispania we work closely with our clients on positioning their diversity efforts. In many instances, one element closely evaluated is how much companies spend with Hispanic-owned media — or more precisely, U.S. Hispanic-owned businesses. Many times companies face a predicament, since many of the key media outlets are not minority-owned. Telemundo is owned by NBC Universal and Univision by a private consortium. Hispanic Magazine and Poder Magazine are owned by Mexican company Televisa Publishing and People En Español is owned by Time Warner. This is not to say that all Hispanic media is not Hispanic-owned. We have ImpreMedia and bmp radio too.
However, the media companies that deliver the biggest audiences and reach are not minority-owned, so the majority of the spend is not with Hispanic-owned companies in the U.S. That is why having an integrated approach to Hispanic outreach — in which marketing, supplier diversity and public affairs collaborate — is key. Sometimes companies have to look beyond audience numbers and invest in partnerships with Hispanic-owned media for brand building and public affairs efforts. This also helps with local reputation and local community relations and allows companies to reach influential advocates — the owners and publishers of these media outlets- in turn building important relationships within these communities. We know marketing will always look at ROI in numbers reached and call to action results. As PR practitioners, we need to make the case that as it relates to minority media, quality sometimes is as important as quantity.
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