U.S. HISPANIC
The Future of Hispanic PR: A Conversation with Sonia Díaz at FIAP Face to Face
16 de abril de 2025
Sonia V. Díaz, president of HPRA USA and Zaid Communications
In a recent edition of FIAP Face to Face webinar, Sonia V. Díaz, president of HPRA USA and Zaid Communications, led an insightful conversation on the evolving challenges and opportunities in Hispanic public relations. Moderated by Mara Fernández, Chief Transformation Officer at PRODU, the webinar explored the shifting dynamics of media consumption and the urgent need for brands to embrace strategic, culturally relevant outreach.
Díaz emphasized that understanding the Latino audience requires more than language targeting. “We’re spending too much time debating language and not enough time recognizing the power and diversity within our community,” she stated. She encouraged brands to focus on local relevance, community nuances, and real representation, warning against overused cultural stereotypes like the ‘chancla’ or ‘Fabuloso’ tropes.
As media becomes more fragmented, Díaz highlighted the importance of investing in strong journalist relationships and diversifying outreach through niche media, podcasts, and Substacks. “You have to take extra time to understand what matters locally. If you can’t explain why a story matters to a specific audience, it won’t land.”
The conversation also addressed the underrepresentation of Latinos in PR. With Latinos making up nearly 20% of the U.S. population but only 6% of PR professionals and 2% in executive roles, Díaz stressed the need for mentorship, board participation, and visibility. “Representation matters in the decision-making room. We can’t advocate for our communities if we’re not present.”
She also spoke on the role of AI in communications, describing it as a tool that, when used strategically, can streamline PR processes. However, she warned against relying on automation without expertise, stating that “AI is only as good as the person using it.”
Díaz concluded by urging brands to modernize their PR assets, use press releases as SEO tools, and repurpose them into blog posts, LinkedIn articles, and other formats. Her advice was clear: a thoughtful, multi-channel approach rooted in cultural understanding is essential for impactful communication.
The session offered actionable insights for brands, agencies, and communicators looking to connect meaningfully with the U.S. Hispanic market.
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