Strategies for Engaging Latino/Hispanic Audiences Cintia Aguilar Extension Latino Affairs Facilitator North Carolina State University Frida Bonaparte Cross Cultural Communicator Mississippi State University Dr. Andrew Behnke Professor and Extension Specialist North Carolina State University

Outside of the Box… “When reaching out to new audiences, we must take the time to fully understand the dynamics involved and be prepared to set aside egos and traditional ideas. ‘The way we've always done it’ does not mean that's the way it always should be done” (Bairstow, Berry & Driscoll, 2002).

Communicating Across Cultures Listen to ideas, viewpoints and experiences Respect for others Don’t judge Be open minded Focus on relationships Build trust

Who are Latinos/Hispanics? Commonalities and Diversity Not all Latinos fit into one category: birth country, language skills,family history, immigration status, acculturation, generation status,etc.

Which Countries Do Latinos/Hispanics Come From? Caribbean Central America South America North America Antigua & Barbuda Aruba Bahamas Barbados Cayman Islands Cuba Dominica Dominican Republic Grenada Guadeloupe Haiti Jamaica Martinique Puerto Rico St. Kitts & Nevis St. Lucia St. Vincent and the Grenadines Trinidad & Tobago Turks & Caicos Islands Virgin Islands Belize Costa Rica El Salvador Guatemala Honduras Nicaragua Panama Argentina Bolivia Brazil Chile Colombia Ecuador French Guiana Guyana Paraguay Peru Suriname Uruguay Venezuela Mexico

Latinos or Hispanics? Difficult to be politically correct Each country/person might have own preference Identify by country of origin Latinos: Language origin. Hispanics:Geographic origin. In U.S. the term Hispanic was introduced as a “census category” by the Nixon administration in 1970 to identify people with Spanish heritage. It has been used as the “official” government term.

Challenges What are some of the Challenges of you’ve faced in working with this population? These are a few of the big challenges which families have reported to us about. 7

Understanding the Latino/Hispanic Culture Relationships: Personalismo Personal relationships are more important than institutional relationships Trust is placed in individuals, not in institutions Preference for collaborative rather that competitive activities.

Etiquette Firm handshake, hug and light kiss Use of titles of respect before first names (Don and Doña) More relax and flexible about time Don’t stress about planning and focus on day to day concerns Religion is very important “Sí Dios quiere” Holidays

Language and Communication Respeto/humildad is shown by listening when a person is talking, by following his/her advice. Respect for authority and elderly Personal Space - Affection Tap on the shoulder Listen to what they want to say even if it not related to the task. Don’t feel you have to answer all their questions or resolve their needs.

Language and Communication Individuals may not give you a direct/ straight answer Tend to elaborate a lot in responses to questions Some Hispanics don’t take criticism well; they react as if it is directed at them rather than the action performed Hard to say “No” - avoid confrontation

Family Values / Familismo Family: most important social unit Machismo: father as head of the family (dominant figure) Marianismo: place of mother in the home Moral responsibility: help other members of the family Family ties: very strong Families gather together

Family Values…cont’d Hispanics who immigrate to U.S. may lose the support provided by the extended family. This can at times cause a shift in gender roles and a change in roles of parents and children.

Connecting with the Hispanic Community and Building Trust Slow process Listening and observing Attending fiestas, events Talking with members of the community Knowing their concerns Knowing their differences Knowing their skills

How Do We Get Started? Establish a presence in the Hispanic community Attend cultural events in your community, such as festivals and soccer tournaments Develop personal connections with Hispanic community leader: Hispanic organizations/ churches/ schools/ directors/ restaurants Learn about the community and context in which people live, and get to know people as individuals

Building Community Partnerships Involve Hispanics in the Planning - “funds of knowledge” Brainstorm as a group Think what talents and abilities do we lack to serve Hispanics?

“Latinos are not looking for a handout but for a handshake” Recruiting “Latinos are not looking for a handout but for a handshake” Personally extend invitations through visits or phone calls. Use (Spanish) radio spots to announce the meeting and/or program.

Recruiting Do presentations or hold information meetings at churches, other community organizations’ meetings, school parents’ nights: Introduce your organization’s mission and goals and how they benefit families. They may have never heard of Cooperative Extension. “Word of mouth” better than flyers

Engaging Programs Choose the topics based on their interests Consult the group about best time to meet Be flexible Evenings and weekends might be best. Remember fútbol (soccer), telenovelas, local events, religious festivals, etc.

Engaging Programs Make things less Formal Fun activities: role plays, hands- on activities, drama, video, use of personal history, culturally relevant materials. Find out the Spanish literacy level and English proficiency level of the families you are working with. 20

Engaging Programs Allow them to interact Make a comfortable environment Written material a supporting player Extend the invitation to all family members. Appeal to parents and to children If possible provide childcare.

Engaging Programs Hang signs in Spanish leading to the meeting room, restrooms, and other needed facilities. Serve food and/or snacks. Offer door prizes. Consider transportation needs. If possible, provide transportation options.

Engaging Programs Use Spanish DVD’s instead of lecturing If you need an interpreter, look for a bilingual volunteer known by the community. If you don’t speak Spanish, try to learn and use common phrases.

Remember… Building trust is a process that takes time Do not get discouraged if outcomes are not what you expected, try again! Building trust is a process that takes time

Remember… Make a firm commitment Employ bilingual outreach staff Emphasize relationships over tasks Create a welcoming Extension office Involve youth and families Offer separate volunteer training Work with community partners

¡ Gracias y Buena Suerte! Any Questions? Feel free to email us for more information or a copy of these slides ¡ Gracias y Buena Suerte! 26