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Engaging en Español: Telling the Story Beyond Translation

November 5, 2013

By Alicia Argiz-Lyons, Director of Development and Marketing at Shriner’s Hospitals for Children

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Alicia Argiz-Lyons

In case you missed October’s program on October, 24 – a panel discussion about diversity and what messages resonate, here’s a little of what you missed.

One of the panelists, Tony Morejon, Hispanic Affairs and Community Affairs Liaison for Hillsborough County since 1994, spoke about reaching out to the Hispanic community and how it goes beyond a Spanish translation. He is well-known in the local Hispanic community serving as a member of the Moffitt Hispanic Advisory Council, Former President and current member of the Sheriff’s Hispanic Advisory Council, Board Secretary of Ybor City Saturday Market and many other local organizations. He is the host and co-producer of Informes Latino – Hillsborough County’s longest running television show as well as Vistas – Hillsborough County’s national, award-winning television show about Hispanic culture. Tony is the co-founder of the popular Flan Fest, a family event featuring Hispanic food and culture. He also developed and implemented the first bilingual Hurricane/Disaster Preparedness Seminar in 2005 and received national recognition for his efforts.

He said it’s important to be sensitive to the diverse cultures by researching how to communicate effectively with Latino audiences on their level with the right bilingual messages in a Spanish specific to their countries. Tony also covered the importance Latino families play in the purchase/participation decision-making and how that would affect a communicator’s strategy to effectively reach the Hispanic household. He also stated that young Latinos were one of the more social media savvy groups.

LatinoWire, a division of Business Wire, providing visibility and media placement with Hispanic media and audiences sponsored the program. LatinoWire representatives provided a summary of their unique access to major Hispanic media and their effective coverage and translation capabilities.

To learn more about the event and other events the chapter offers, click here.

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