Beyond Representation: Latino Voices in Public Relations
Hispanic Heritage Month is a time to celebrate the histories, cultures, and contributions of Hispanic and Latino communities. In the public relations industry, it is also an important time to think about how these communities are represented and whose voices are being included in the stories we tell.
As public relations students preparing to enter the industry, we have the opportunity to carry these lessons into our future work. Being open to different perspectives, asking questions, and making sure people feel heard can help us create communication that feels more genuine and representative of the communities around us.
To explore what this means in the public relations industry, we spoke to Emmaeilin Salgado-Diaz, a DePaul Public Relations Alum and PR Professional.
Representation Is More Than a Language
“What does authentic representation of Hispanic/Latino communities in PR and advertising mean to you?” (DePaul PRSSA)
“It means more than just a language. It is not a stereotype like tacos or Cinco de Mayo. It is about understanding the community and the beauty of it. The small details matter, like getting a blessing from your grandma before you leave the house, or the unspoken trauma that stays within generations. Latino is not just one color or one face. It is diverse with the indigenous population, people who are mixed, and people who have a different identity to Mexico, like Mexican-Americans who were raised in the United States but still hold onto Mexican traditions. There is intersectionality in all of it, and the one thing that unites us is a love for our heritage. Real representation ensures we showcase all of it: the good, the bad, and the ugly. It is about understanding the importance of heritage and unspoken truth in an authentic way in PR. It is not about online engagement. It is about being present and understanding the communities you are entering, especially since a lot of Latinos live in multigenerational households. If you ask what that looks like, it looks like hiring Latino voices to make content and asking for their input. It looks like Spanish being used in an authentic way, not just some "hola," but real conversational Spanish. It is about including diversity. Not just one image of what Latinidad looks like. It looks like the authenticity of the community within ours.” (Salgado-Diaz)
Recognizing the Power of Latino Communities
“Is there a brand, campaign, or organization that you think has represented Hispanic/Latino culture particularly well? What stood out to you?” (DePaul PRSSA)
“If we talk about Latino representation in ways that matter, the Little Village Chamber of Commerce is a strong example. People often dismiss Latino-owned mom-and-pop shops as just small operations, but in reality, these are major business enterprises that drive economic development. They form a massive, connected business network. 26th Street alone brings in hundreds of millions in tax revenue for the city of Chicago, second only to the Magnificent Mile, but that kind of economic power is rarely highlighted in mainstream media. Another example is Farmacias Similares. Their mascot, Dr. Simi, started appearing in the United States, and they kept the exact same marketing they use in Mexico. You might not think marketing from one country works in another, but the reality is that many people here miss their home country and cannot return. Seeing a snippet of home in everyday life is powerful. Real representation also looks like following Latino values. A great example of that is businesses who stand against all the immigration attacks that the Latino community has endured. They stay true to that message while still lifting the community up. Beyond that, the same goes for smaller efforts. On the indie side, I really like Ponte Your Moños, as they embody this.” (Salgado-Diaz)
Understanding That Culture Evolves
“What is one thing you wish future PR professionals understood about communicating with Hispanic/Latino audiences?” (DePaul PRSSA)
“One thing I hope future PR professionals understand is that culture is constantly adapting. Some of our old traditions may not be the greatest, like machismo, strict gender norms, or dark parts of our history like grandmothers being taken from their homes and forced into marriages. Those are real stories in our families, and while they are painful, honoring our culture does not mean we ignore or dismiss them. PR professionals need to handle those stories with care and understand the complexity when it comes to Latino identity and heritage. Culture shifts, and identity shifts with it. A clear example is religion: many Latinos are becoming less religious, which is everyone’s right to choose. Moving away from specific beliefs should not lead us to discard our roots or exclude people who do not fit that traditional mold. I hope future communicators approach the community with love and care, both for ourselves and for each other. What Latinidad looks like is going to evolve into so many different forms over the coming years. At the end of the day, it does not matter if you speak Spanish or if you do not, or whether you are deeply plugged into traditional customs. If you are Latino, that is who you are, that is how you identify, and you should be proud of it.” (Salgado-Diaz)
Turning Identity Into Purpose
“How has your Hispanic/Latino identity or background influenced your experience or perspective in PR and communications?” (DePaul PRSSA)
“My identity has influenced my perspective in PR immensely. In my professional work, I have translated very complex technical information, like engineering plans, into digestible, conversational Spanish. That work comes from understanding our community’s reality: not every Spanish speaker has the same literacy level, and many people left school early to migrate here in search of new opportunities. Communicating effectively means meeting people where they are. That perspective comes directly from my father. He is an immigrant from Mexico who lives with a physical disability from polio, a disease many consider a thing of the past, but one that affected him because his family could not afford the vaccine. Living that reality showed me the intersection of disability, economic class, and immigration, and it directly shapes how I approach public relations. Growing up with undocumented family members alongside those born here, I did not have a blueprint or parents who could guide me through the professional world. I had to learn to stand on my own two feet, advocate for myself, and step up for my community. If that means being the only voice in the room speaking up, so be it. It has taught me to be loud and unapologetic when it comes to representation. That is why I chose PR in the first place: I view PR as storytelling, and these are the narratives that need to be told.” (Salgado-Diaz)
(Photo of Salgado-Diaz’s family)
Continuing the Conversation
Salgado-Diaz’s perspective is a reminder of how much our own backgrounds and experiences can shape the way we communicate with others. For public relations professionals, taking the time to listen, learn, and understand different experiences can make a difference in how communities are represented.
As we celebrate Hispanic Heritage Month, conversations like these give us the opportunity to learn directly from Latino professionals in the PR industry and carry their perspectives with us as we begin our own careers in public relations.
