The XXX Industry Targets the Hispanic Market… But Are We Ready to Help?

You don’t have to work in the Hispanic market to know the impact the 2010 U.S. Census figures have already had on the American landscape. But if you do work in the Hispanic market as I do, you know the buzz is all good! Many optimists believe the census will awake the sleeping beast that is corporate America and result in bigger investments in our industry. Well, from what I have recently witnessed, there is another beast that also seems to have awoke…the adult entertainment category.

In my almost 20-year, diverse career in PR, I can honestly say I have never been approached to do PR for any adult entertainment product. So to get two calls within two weeks got my wheels turning... Are there business categories out there that we have not even considered as viable options as clients? And is the adult entertainment industry even a viable option? Morally, the answer is probably no, but is that reason enough to make a decision about a new business opportunity? Over the years at RLPR, Roxana Lissa and I have established a set of criteria for determining if a new client is the right fit for the agency, and a company’s principles do come into the decision, but so do many other factors. So in fairness to the two companies I spoke with, I put their businesses to the same test we do all potential clients.

Our criteria is rather basic: First off, do they "get it" and are they passionate about the Hispanic market? Is it a brand or product that the team would want to work on? Is the company one which we would be proud to add to our roster? And of course, will the opportunity be a profitable one? Ideally the answers to all of these questions will be Yes! Truthfully the answer to all of these questions is often a combination of Yes and Maybe. If the answer to any questions is a resounding NO then we move on.

The two companies that approached us are a heavily-backed Hispanic-relevant, Spanish-language, adult entertainment production company (i.e. porn), and an established, extra marital affairs website launching a Spanish-language version and Hispanic marketing campaign. After speaking with them both, it was obvious that the answer to the first question - do they "get it"; are they passionate about the Hispanic market - was a resounding Yes. I was impressed by the level of awareness, strategic thinking, comprehensive marketing approach and in general good business sense of both companies. Having spoken over the years with dozens of marketing, PR and brand folk, some of whom don't get the Hispanic market and never will, it was surprising for me to be able to talk so strategically with these two companies. I suppose I, like many people, believed that if you were in a XX or XXX-rated business you were not business-minded. Big misconception.

To answer the second question - how would the team feel - I asked some of them and it was pretty much a NO WAY across the board. But that no came with some interesting commentary... The Hispanic media - at least the more traditional, Spanish-language outlets - are relatively conservative in their views. (It is a fact that one third of voting Hispanics are Republican and the culture has a stronger overall connection to religion and faith then other ethnic populations). The team did not feel comfortable working on these accounts from a moral perspective, but they also did not think their stories would resonate positively with Hispanic media.

The third question – would the company be one we would proud to add to our roster?… not exactly. In an industry where family brands such as Proctor & Gamble and Ford are the biggest investors, having one of these companies as clients would most likely be a no no. And finally, the question that unfortunately guides many companies’ ultimate decision… will we make money? The answer to that one was unfortunately yes: unfortunate because it would be money we were passing on.

One level of criteria that Roxana and I had not defined as part of our filter is would it be a challenge? Would it be exciting and different? If that were one of our questions, the answer would be Yes. Working with either of these companies would be embarking on the unknown, a new frontier. In marketing and PR, you don’t get that opportunity too often. And for this reason alone, I’m actually disappointed that we won’t be supporting these smart, strategic businesses in their efforts. I know there will be other challenges around the corner, but will any of them be pushing us to take risks, risqué or not? And more importantly, will any of them make better cocktail party conversation? I think not.

By Melissa Smith, Executive VP RLPR

Spanish and Hispanic in the U.S.

It is well known that Spain and Latin American countries are very different places, although they do share common cultural roots. I was born and raised in the first, so I always thought I knew what Hispanic culture was. I had also visited a few Latin American countries before moving to the U.S. so I had an initial idea about the Hispanic cultural similarities among those countries. Nevertheless, after spending some time living in the U.S., I can say that I have certainly “rediscovered” what Hispanic culture is.

 It may sound illogical to people from Spain or other Latin countries. You rediscovered Hispanic culture in the United States, really? Well, yes. Perhaps not the most genuine characteristics of each Hispanic identity per se, but the main values or common traits that reflect the essentials of the diverse Hispanic culture. Why exactly? Because working in PR for the Hispanic market made me realize that the U.S. has a strong Hispanic flavor. This is something which might be taken for granted by my fellow U.S. citizens, but the first time I noticed it I was quite amazed. Then I thought: wait a second, how is this remarkable Hispanic existence and heritage so present in America? Instantly, my research hunger led me to a quick search and then I discovered it all. Quoting Wikipedia:

There have been people of Hispanic or Latino heritage in the territory of the present-day United States continuously since the 1565 founding of St. Augustine, Florida by the Spanish, the longest among European American ethnic groups and second-longest of all U.S. ethnic groups, after Native Americans. Hispanics have also lived continuously in the Southwest since near the end of the 16th century, with settlements in New Mexico that began in 1598, and which were transferred to the area of El Paso, Texas in 1680. Spanish settlement of New Mexico resumed in 1692, and new ones were established in Arizona and California in the 18th century.

In addition, if we take into consideration Puerto Rico as part of the U.S. territory, the lineage begins even earlier.

I must say I knew the first settlements in the south of the U. S. were Spanish; basic Spanish history and common sense told me so (San Francisco, Las Vegas, Florida, Los Angeles and San Diego sound pretty Spanish to me!). However digging a little more I found some other information tremendously illuminating: people of Hispanic heritage in the United States have been not just living here since around the 16^th century but actively contributing to the history of this country.  There were Hispanics that supported the U.S. revolution and independence (Jorge Farragut, Bernardo de Gálvez), others that commanded troops during the U.S. civil war (David Farragut) and some that were part of the U.S. army during WWI and WWII (Luis R. Esteves,  Pedro del Valle). There have been Hispanics elected as congressmen or other political positions since the 19th century (Juan Bandini, Octaviano Ambrosio Larrazolo ). And, of less historic value but perhaps more meaningful to the masses, there were actors and celebrities that gave (and give) a Latino touch to the Hollywood hall of fame since its beginning (Rita Hayworth, Anthony Quinn, José Ferrer and Martin Sheen, to name some of the pioneers).

Therefore, Hispanics were always a meaningful part of the U. S. society, not just a “trend” in recent years as some would lead you to believe. The emergence of the Hispanic marketplace or the new “Latino boom” is actually based on a community that is not new; Hispanics were always here.

In my personal experience, I felt it since the beginning of my U.S. adventure and it has helped me learn more about this diverse culture, its customs and similarities to Spain. Thanks to the Latinos in the U.S. I have also understood even better the essence of this country. In the U.S. to be of a different culture is to be part of the U.S. culture itself, because this country has been forged through the conjunction of people from everywhere.