National Hispanic Heritage Month, which runs from September 15 to October 15, honors the cultures, influence, and contributions of Hispanic and Latino Americans that speak to the history and achievements of this country. During this time, we often see brands taking advantage of the occasion and using this celebration to leverage their own PR and marketing efforts, some doing it more successfully than others.

If you are thinking about executing a marketing campaign around National Hispanic Heritage Month, here are four common PR mistakes to avoid:

1. Treating Hispanics as a Monolithic Group

One of the most imperative things that agencies, brands, and PR professionals alike should understand is that people in the Latinx/Hispanic community are not a monolith. Oftentimes, the assumption is that all Hispanic people are the same, but that could not be further from the truth. There are more than 20 countries represented during our heritage month, all with different customs, idioms, and colloquialisms. 

Latinx/Hispanic communities are diverse in political ideologies, socio-economic status, education, religion, and gender identification. There should never be a one-size-fits-all audience for any PR campaign.

2. Using Stereotypical Imagery and Messaging

Another huge mistake that marketers and PR professionals make is relying on tired stereotypes and clichés to try to get their message across. From campaigns with mustaches and sombreros to ads with broken piñatas, these are perfect examples of what not to do.

Beware of perpetuating stereotypes and using cultural elements in ways that feel inauthentic and insensitive. Instead, take the time to understand the unique characteristics of Hispanic/Latinx people, including our cultural backgrounds, communication preferences, and values. All of this will help build better relationships with target audiences and create campaigns that are respectful, enlightening, and authentic.  

3. Not Investing In Expertise

Connecting the media and press with any diverse group, Hispanic or otherwise, takes effort, commitment, and follow-through. As professionals in the PR industry, we should look to identify influential voices in the Latinx/Hispanic community who have a message to share. More Latinos should be interviewed and put on record as subject matter experts, for a change. Reporters could also use a shakeup when it comes to the people that often get pitched to them.

Not only should we be identifying Latinx/Hispanic spokespeople to showcase the talent that may not have been found otherwise, but we should also be looking to work with more journalists who are part of the newspapers and magazines that are widely read by the Latinx/Hispanic community.

4. Only Amplifying Hispanic Voices During Hispanic Heritage Month

Perhaps, the single worst mistake that I see brands and companies making is only amplifying Hispanic voices during certain cultural holidays and celebrations. We usually see campaigns around Hispanic Heritage Month, Cinco de Mayo, and Dia de los Muertos. Any other time of the year, however, highlighting voices in the Latinx/Hispanic community doesn’t seem to be a top of the list priority. We must work to continuously diversify our PR and marketing efforts every day of the year, not just when it’s “trendy” or convenient for brands and their profits.