Latin American Association
Public Relations
Media Relations
Atlanta
To elevate the visibility and impact of the Latin American Association (LAA)— one of Georgia’s largest Hispanic nonprofit—HBE developed a comprehensive media strategy targeting both Hispanic and general market audiences. This campaign helped position the LAA as a critical resource during the COVID-19 pandemic and beyond, resulting in increased community engagement, media coverage, and donor support.
Summary
Challenge
Despite its long history and expansive services, the LAA was underrecognized among both the Hispanic population it served and the wider donor and support communities. During the pandemic, the stakes grew even higher: misinformation was widespread, vaccination hesitancy was high, and many Latinos were disproportionately impacted due to socioeconomic factors. The challenge was twofold—raise the LAA’s general profile while also executing crisis communication during a public health emergency.
Solutions
HBE implemented a dual-pronged media strategy: Hispanic Media Outreach: Consistent storytelling around the LAA’s services, community resources, and pandemic-related assistance, disseminated through trusted Spanish-language outlets. General Market Outreach: Messaging aimed at raising awareness among potential donors, partners, and policymakers, using interviews, feature stories, and event coverage. Pandemic Pivot: Publicized vaccine education efforts, promoted food pantry services, and facilitated webinars with trusted figures like Dr. Carlos del Rio and state officials to build trust and combat misinformation.
