DALLAS, TX – The results of the four-month long Hispanic PR Census, an initiative that garnered responses to eight questions from more than 319 marketing professionals who work in Latino PR and/or social media, shows a large percentage feel PR or other fields are better suited to lead social media initiatives in comparison to advertising.  A surprising 76% also said that they have worked on a Hispanic social media-related campaign in the past year.

“Even if you argued that the Hispanic PR Census skewed to attract responses from professionals in PR and social media it is interesting to note how strongly these same professionals feel that social media is best suited for PR and not advertising,” said Manny Ruiz, Hispanic PR Blog publisher and the organizer of the Hispanic PR & Social Media Conference in Dallas where the results were released.  Only seven percent of the respondents said social media belonged in the field of advertising versus 47% for PR, 15% for digital agencies, 21% for a stand-alone social media field and even 10% for none of the above. 

Other highlights from the survey sponsored by RL Public Relations in partnership with the Hispanic Public Relations Association and the Hispanic PR Blog include:

– 87% of the respondents were of Hispanic descent and 13% of non-Hispanic descent.

– 69% were female and 31% were male.

– 46% of the respondents had between one to five years experience in the field, 35% had 11 or more years and 19% had six to 10 years.

– Confirming strong anecdotal evidence, 76% of the respondents said they had worked on one or more Hispanic social media campaigns in the past year.

A PDF copy of all eight questions and their answers are available for download by clicking Hispanic PR Census Results.

The results of the Hispanic PR Census were presented at the Advancing Diversity opening reception of the Hispanic PR & Social Media Conference in Dallas that was sponsored by the Public Relations Society of America (PRSA).  PRSA CEO and Chair-elect Rosanna Fiske, APR, the first Latina president of PRSA, was the opening keynote presenter of the conference.

All conference news will be posted on various social media platforms including the fast growing Facebook group Hispanic PR/Social Media, the Hispanic PR Blog, the conference Twitter hashtag #hprconf , the Twitter name Hispanic PR, YouTube (search for Hispanic PR Blog) and Flickr (search for Hispanic PR Blog).

About the Hispanic Public Relations Association (HPRA)

HPRA was founded in 1984 as a non-profit organization to establish a network of Hispanics employed in the public relations profession. HPRA has more than 250 members representing public relations, marketing and advertising professionals from agencies, government, non-profit and corporate companies. HPRA is dedicated to the advancement of Hispanic professionals and provides educational seminars and workshops throughout the year. The organization has awarded more than $220,000 in scholarships to Latino students pursuing a career in communications during the last 25 years. HPRA strives to be a resource for communications professionals and for those seeking insights into the Hispanic market.

About the Hispanic PR Blog

Founded by multicultural public relations veterans Manny Ruiz, former CEO of Hispanic PR Wire, and Angela Sustaita-Ruiz of Hispanic Media Trainers, LLC, the Hispanic PR Blog is the Hispanic market industry’s top source for news and views focused on Hispanic public relations and social media marketing. The blog and its accompanying daily newsletter, Hispanicize, feature columns, stories, white papers, job postings, calendar events and more.  Hispanic Media Trainers, LLC, is the parent company of the Hispanic Public Relations & Social Media Conference.

Lourdes Rodriguez
Tel: 626.403.3200, x. 211
Email: Lourdes@vpepr.com
Angela Sustaita-Ruiz
Hispanic PR Blog
Tel: 305.321.5002
Email: info@hispanicprblog.com

3 thoughts on “Hispanic PR Census results reveal strong feelings about PR discipline being best suited to lead social media marketing”
  1. “Even if you argued that the Hispanic PR Census skewed to attract responses from professionals in PR and social media it is interesting to note how strongly these same professionals feel that social media is best suited for PR and not advertising.”

    It’s like conducting a travel survey and finding that, of 320 Amtrak employees, taking the train was best-suited than driving or flying, no matter the distance to one’s destination.

    Curious to see what others have to say about this.

  2. Absolutely agree with Jose on this. I think the bigger number is that only 47% of the people who work in PR say social media belongs in it. If only around half of people that work in PR say that they are the experts in social media, then that doesn’t make a great case for PR being the leads.

    Social media has such a variety of uses and aspects, I would have to vote for it being a stand alone. It is changing so rapidly you need to hire experts whose world revolve around staying on top of the changes and how they can affect your brands relationship with the consumer.

    Also, I don’t work for a social media agency and therefore this isn’t some biased comment like the survey.

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