When looking at where HPR stands currently, María Len-Ríos says the number of HPR practitioners is small but growing. Her statistics, derived from the U.S. Census Bureau, indicates that 4.2 percent of managers in marketing, advertising and public relations are of Hispanic origin. The same report shows that Hispanics comprise of 5.5 percent of public relations specialists. These figures have increased from the 1995 annual averages.
So what exactly is HPR? According to James Grunig, "Hispanic public relations exists when any or all of the following are Hispanic -the organisation, the public, or the public relations practitioner". HPR can be any of the following:
- Specifically targeting those within the Hispanic community
- A specialised sector within a public relations department focused on the Hispanic community
- A public relations firm designed specifically to communicate with the Hispanic population.
- News Release Services offering translations and distribution to Hispanic media outlets
Although HPR exists in a variety of formats it still has a lot of growing to do. Jose Nine argues that there is still a lack of understanding regarding the importance of HPR to corporations. He believes that corporate America should follow the examples of major corporations such as McDonald’s and Anheuser-Bush who have already incorporated Hispanic marketing public relations into their strategic marketing communications programs.
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