Latino Professionals in Public Relations: More than Meets the Eye.

The article focuses on issues related to Hispanic American public relations in light of growing Hispanic population in the United States. Hispanic consumer spending power in 2001 is projected to have increased 118 percent since 1990, according to the Selig Center at the University of Georgia. In order to build relationships with Hispanic public, companies are implementing Hispanic public relations Companies and organizations are increasingly turning to seasoned multicultural professionals who identify with and understand the United States' Hispanic population. A myth regarding Hispanics is that all of them can understand each other, and therefore, all Hispanic practitioners should intuitively be able to communicate with other Latinos. Multicultural firms are aware of the necessity, to reach Latinos in both English and Spanish. Being Hispanic does matter when communicating with Hispanic public, but it's not because a Hispanic practitioner can intuitively understand all Hispanic public.