With more than 65 million Hispanics in the U.S., this is one of the fastest-growing and most influential communities. Yet too often, PR efforts fail by relying on simple translation instead of true cultural understanding.

In this episode, Susana Mendoza, media and PR strategist and head of HispanWire, shares what it really takes to connect authentically. From avoiding “translation traps” to navigating generational nuances, Susana lays out practical strategies for PR professionals ready to build campaigns that resonate instead of backfire.

We also explore the Hispanic media landscape, Univision, Telemundo, Spanish-language radio, and the rise of influencers, and how brands can handle sensitive topics like immigration, healthcare, and public safety without losing trust.