How to Decide Between Hispanic and Latino Terms

Portrait of multigenerational family on field after daughters soccer game

By Melissa Vela-Williamson, APR

Besides being Hispanic myself, I have researched and worked with the culture since the beginning of my career. 

In San Antonio, Texas, where my firm is located, more than 64 percent of the local population is categorized as “Hispanic or Latino.” However, the business world often still regards these residents as a specialty market. Even in public relations, many practitioners separate general-market media outlets from Spanish-language media…PRSA