On the issue of greatest importance education Hispanics predominately turn to education professionals
Past News ReleasesRSS
Miami, FL (PRWEB) February 7, 2008
Education is the No. 1 issue of importance for Hispanics across the nation, regardless of acculturation, according to a study released today by FH Hispania, the U.S. network of Hispanic practitioners within global communications powerhouse Fleishman-Hillard. The study, Confianza: Hispanic Trust Pulse, also found that teachers and schools are the leading source of information (trusted by 54 percent) followed by different sources of media (trusted by a combined 39 percent).
The FH Hispania research, conducted by NuStats, polled 1,000 respondents. It revealed that issues affecting the family are the most important to Hispanics, but their prominence varies depending on the respondents time in the United States. For first generation Hispanics, education, child care, and crime and security are the leading issues of importance. However, second generation Hispanics are most concerned about access to healthcare along with education and crime and security.
"In general, Hispanic adults are very family-centric, so the focus on education and childcare is not a surprise. But what is particularly noteworthy is that the interests of second-generation Hispanics begin to more closely mirror the interests of non-Hispanics," said Rissig Licha, managing director of FH Hispania.
For non Hispanics who participated in the study, education, and crime and security also ranked among the top three topics of interest. Topics such as access to healthcare, religion, nutrition and fitness, and money and financial planning figured more prominently than for Hispanics.
The study also uncovered that topic experts, media, friends, and family, in that order, are the most trusted sources on the top 10 issues of interest among Hispanics.
"On the issue of greatest importance education Hispanics predominately turn to education professionals," said Jorge Diaz de Villegas, senior vice president, partner and chair of FH Hispania "The media is also ranked as a trusted source for information, particularly on nutrition/fitness and environmental issues."
When it comes to media consumption, the study also found that there is significant crossover in use between English- and Spanish-language media among Hispanic consumers, regardless of their language preference. The research found that only about one-third of participants who predominantly speak Spanish at home consumed all of their broadcast media in Spanish. Consistent with other existing research, the study confirms that TV is the leading media source among Hispanics, followed by radio. And while language preference determines whether or not they watch or listen to Spanish-language media, it is not an influence when it comes to print consumption since 84 percent of those Hispanics that predominantly speak Spanish in the home indicated that they read English publications.
When planning communications programs for our clients, it is important to know not only what issues matter most to Hispanics but where they go to obtain information about those topics, said Diaz de Villegas. This research helps us identify the role that media and other influencers play in that dynamic.
FH Hispania conducted the study to mark the 5th anniversary of the creation of Fleishman-Hillard's specialty communications unit that provides Hispanic public relations and communications services to Fortune 500 companies, and government and nonprofit clients.
NuStats specializes in scientific research on social issues and components of quality of life, as well as on consumer market behavior. Projects measure and provide understanding of attitudes and motivations, behavior and propensity to change it, revealed and stated preferences, and underlying drivers of opinion and choice. The firm's strategic vision is the fusing of rigorous survey science and cutting-edge technology to deliver top quality market research and consulting. A multidisciplinary team of highly experienced experts employs best-practice analytical methods, customized tools, and technical infrastructure to deliver data, insights for decision making, and best value to public and private sector clients. As of June 2006, NuStats is a wholly owned subsidiary of PTV AG in Karlsruhe, Germany. For more information visit PTV AG.
About FH Hispania
FH Hispania is a one-of-a-kind national network of Hispanic communications professionals from Fleishman-Hillard, one of the world's leading public relations firms, which provides clients with unparallel understanding of the complexities of reaching Hispanics across the country. FH Hispania's award-winning team consists of more than 25 bilingual and bicultural professionals living and working in 10 densely populated and emerging Hispanic communities. The team has proven experience in developing and implementing creative and results driven media relations, grassroots, influencer, marketing, corporate reputation, healthcare, interactive, and employee communications programs. To learn more about FH Hispania, visit FH Hispania Plaza.
Fleishman-Hillard Inc.,, one of the world's leading public relations firms, has built its reputation by using strategic communications to deliver what its clients value most: meaningful, positive, and measurable impact on the performance of their organizations. The firm is widely recognized for excellent client service and a strong company culture founded on teamwork, integrity, and personal commitment. Based in St. Louis, the firm operates throughout North America, Europe, Asia Pacific, Middle East, South Africa, and Latin America through its 80 owned offices. For more information, visit the Fleishman-Hillard Web site.
Fleishman-Hillard is a part of Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to more than 5,000 clients in more than 100 countries.