The Dark Side of Hispanic Media and PR

*I like this piece. Cesar Vargas stops, takes a step back and iterates the obvious, becasue apparently, in Spanish and many other places in Latino media, the obvious needs to be pointed out: “Folks in Hispanic PR agencies and media need to consult with someone who knows the American historical, political, and cultural landscape … ” VL

By César Vargas, Uplift

Rodner Figueroa’s faux pas with the first lady, Michelle Obama, is a clear example of the huge cultural disconnect between Americans and Latin Americans who work in the media and Hispanic PR agencies. This is not an isolated incident.

Most brands that work with them are oblivious of how they operate because most of them work mostly targeting the Hispanic market. The way Mr. Figueroa’s PR folks are handling this debacle is a testament of that. They had Rodner offer a non-apology for the racist remarks he made in the form of “you misinterpreted me” and “I’m sorry you were offended.” Which pretty much puts the onus on the receiver of the offense instead of the offender. That’s how they’ve been dealing with Afro-Latinos, women, and Indigenous folks for eons, but now they’ve touched someone with more power than them and they’re feeling the heat.

Click HERE to read the full story.