Strategies for
Engaging Latino/Hispanic
Audiences
Cintia Aguilar
Extension Latino Affairs Facilitator
North Carolina State University
Frida Bonaparte
Cross Cultural Communicator
Mississippi State University
Dr. Andrew Behnke
Professor and Extension Specialist
North Carolina State University
Outside of the Box…
“When reaching out to new
audiences, we must take the
time to fully understand the
dynamics involved and be
prepared to set aside egos and
traditional ideas. ‘The way
we've always done it’ does not
mean that's the way it always
should be done” (Bairstow, Berry & Driscoll,
2002).
Communicating Across
Cultures
Listen to ideas, viewpoints and
experiences
 Respect for others
 Don’t judge
 Be open minded
 Focus on relationships
 Build trust

Who are
Latinos/Hispanics?

Commonalities and Diversity

Not all Latinos fit into one
category: birth country,
language skills,family history,
immigration status,
acculturation, generation
status,etc.
Which Countries Do
Latinos/Hispanics Come From?
Caribbean
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
Antigua & Barbuda
Aruba
Bahamas
Barbados
Cayman Islands
Cuba
Dominica
Dominican Republic
Grenada
Guadeloupe
Haiti
Jamaica
Martinique
Puerto Rico
St. Kitts & Nevis
St. Lucia
St. Vincent and the
Grenadines
Trinidad & Tobago
Turks & Caicos Islands
Virgin Islands
Central America
South America
North America
1.Belize
1.Argentina
1.Mexico
2.Costa
Rica
3.El Salvador
4.Guatemala
5.Honduras
6.Nicaragua
7.Panama
2.Bolivia
3.Brazil
4.Chile
5.Colombia
6.Ecuador
7.French
Guiana
8.Guyana
9.Paraguay
10.Peru
11.Suriname
12.Uruguay
13.Venezuela
Latinos or Hispanics?
•
Difficult to be politically correct
Each country/person might
have own preference
Identify by country of origin
Latinos: Language origin.
Hispanics:Geographic origin.
•
In U.S. the term Hispanic was introduced
•
•
•
•
as a “census category” by the Nixon
administration in 1970 to identify people
with Spanish heritage. It has been used
as the “official” government term.
Challenges

What are some of the Challenges of
you’ve faced in working with this
population?

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Understanding the
Latino/Hispanic Culture
Relationships: Personalismo
Personal relationships are
more important than
institutional relationships
 Trust is placed in individuals,
not in institutions
 Preference for collaborative
rather that competitive
activities.

Etiquette



Firm handshake, hug and light kiss
Use of titles of respect before first
names (Don and Doña)
More relax and flexible about time


Religion is very important


Don’t stress about planning and focus
on day to day concerns
“Sí Dios quiere”
Holidays
Language and
Communication

Respeto/humildad is shown by
listening when a person is talking,
by following his/her advice.


Respect for authority and elderly
Personal Space - Affection

Tap on the shoulder
 Listen to what they want to say
even if it not related to the task.
 Don’t feel you have to answer all their
questions or resolve their needs.
Language and
Communication

Individuals may not give you a
direct/ straight answer


Tend to elaborate a lot in
responses to questions
Some Hispanics don’t take
criticism well; they react as if it is
directed at them rather than the
action performed

Hard to say “No” - avoid
confrontation
Family Values /
Familismo
 Family: most important social unit
 Machismo: father as head of the
family (dominant figure)
 Marianismo: place of mother in
the home
 Moral responsibility: help other
members of the family
 Family ties: very strong
 Families gather together
Family Values…cont’d

Hispanics who immigrate to
U.S. may lose the support
provided by the extended
family.

This can at times cause a shift
in gender roles and a change in
roles of parents and children.
Connecting with the Hispanic
Community and Building Trust
Slow process
 Listening and observing
 Attending fiestas, events
 Talking with members of the
community

Knowing their concerns
 Knowing their differences
 Knowing their skills

How Do We Get Started?

Establish a presence in the
Hispanic community



Attend cultural events in your
community, such as festivals and
soccer tournaments
Develop personal connections with
Hispanic community leader: Hispanic
organizations/ churches/ schools/
directors/ restaurants
Learn about the community and
context in which people live,
and get to know people as
individuals
Building Community
Partnerships

Involve Hispanics in the Planning
- “funds of knowledge”

Brainstorm as a group

Think what talents and abilities do
we lack to serve Hispanics?
Recruiting
“Latinos are not looking for a
handout but for a handshake”
 Personally
extend invitations
through visits or phone calls.
 Use (Spanish) radio spots to
announce the meeting and/or
program.
Recruiting
 Do presentations or hold
information meetings at
churches, other community
organizations’ meetings, school
parents’ nights:
 Introduce your organization’s
mission and goals and how they
benefit families. They may have
never heard of Cooperative
Extension.
 “Word of mouth” better than
flyers
Engaging Programs
Choose the topics based on
their interests
 Consult the group about best
time to meet
 Be flexible
 Evenings and weekends
might be best.
 Remember fútbol (soccer),
telenovelas, local events,
religious festivals, etc.

Engaging Programs

Make things less Formal

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Fun activities: role plays, handson activities, drama, video, use
of personal history, culturally
relevant materials.
Find out the Spanish literacy
level and English proficiency
level of the families you are
working with.
Engaging Programs
Allow them to interact
 Make a comfortable
environment
 Written material a supporting
player
 Extend the invitation to all
family members. Appeal to
parents and to children


If possible provide childcare.
Engaging Programs
Hang signs in Spanish
leading to the meeting room,
restrooms, and other needed
facilities.
 Serve food and/or snacks.
 Offer door prizes.
 Consider transportation
needs. If possible, provide
transportation options.

Engaging Programs
Use Spanish DVD’s instead of
lecturing
 If you need an interpreter, look
for a bilingual volunteer known
by the community.
 If you don’t speak Spanish, try
to learn and use common
phrases.

Remember…

Do not get discouraged if
outcomes are not what you
expected, try again!
 Building
trust is a process that
takes time
Remember…
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Make a firm commitment
Employ bilingual outreach staff
Emphasize relationships over
tasks
Create a welcoming Extension
office
Involve youth and families
Offer separate volunteer training
Work with community partners
Any Questions?
Feel free to email us for more
information or a copy of
these slides
¡ Gracias y
Buena Suerte!