Advice From a Reader ...

Louis Constancio, a PR guru from Texas, sends us this advice on garnering Latino support:

Matt:

If we're going to be effective we must start with three F's:

Faith - Most Latinos, whether Catholic or not, retain a strong connection with their religious beliefs. In fact, among the may codes of communication within the Latino community, their religous beliefs are intertwined with culture.

Family - As most people know, family is the base foundation of the culture. Family to Latinos is just as or more sacred as their religous beliefs...even to the death. As generations evolve however, Latinos are starting to leave the "nest" for education and more profitable lifestyle, but if a parent is at risk for dying or very ill, life stops and returning home is almost 100 percent.

Fiesta - Celebrating is a deep embedded communication code for Latinos. In fact, it is the very passion for this culture. Most introductions of marriages, friends and any family subjects are brought to the table during this time. If a friend is introduced at a celebration, most of the time, acceptance is normal. But, if any member of the family has a problem with an "outsider," then they may not be accepted within the circle of the family. Once accpeted however, its like removing a tenure-track professor from his/her job. They are loyal to the core.

I hope this gives you some sense of what your up against. The key is knowing how, when and where to communicate effectively. That's where I can assist you. I know this because I am a Latino. I look forward to working with you!