Celebrating Hispanic Culture in a Divided Landscape: The Role of Public Relations Professionals

This experience led me to reflect on the role of public relations professionals in today’s environment. We are tasked with telling authentic stories and creating opportunities for organizations to connect with communities. Yet, in the United States, conversations around Hispanic culture are now too often overshadowed by narratives of repression, ICE raids, immigration battles, and political division. The challenge lies in how we, as communicators, can celebrate culture without being pulled into political turmoil, while still acknowledging the realities our communities face.

Cultural celebrations should never be controversial. Music, food, dance, art, and language are the threads that bind communities together and give them pride. Yet, in the current U.S. political environment, culture and identity are often treated as battlegrounds. Public relations professionals must understand this tension and navigate it with both sensitivity and boldness.

It is possible (and necessary) to separate cultural celebration from partisan rhetoric. Culture is not about politics; it is about humanity. But ignoring the political climate would be naïve. Instead, PR professionals should focus on highlighting those stories of empowerment, creativity, and resilience—which we see and experience every day—that uplift Hispanic voices without reducing them to political talking points.

Learning and Acknowledging Cultural Movements

Bad Bunny’s residency in Puerto Rico is a perfect example of how culture can become a force of unity. His performances celebrated language, heritage, and community while amplifying Puerto Rican pride on a global stage. Even people who are not Puerto Rican, were singing their hearts out and feeling the immense pride that emanated from that concert. He didn’t need to make a political speech; the celebration itself was the message.

This model can guide PR professionals working with clients who want to connect with Hispanic audiences or authentically join in Hispanic Heritage Month. It is about showing up in ways that honor culture, not commodify it. It is about storytelling that reflects lived experiences, not stereotypes.

Strategic Communications in a Sensitive Climate

So how do we do this responsibly? Here are some principles to put some thought into:

• Center Authentic Voices: Hispanic communities are not monolithic. PR professionals must amplify diverse voices and perspectives within the community rather than relying on generalizations. Highlighting local leaders, artists, and changemakers builds authentic connections.
• Avoid Performative Celebration: Hispanic Heritage Month is not a marketing tactic. Celebrations must go beyond social media posts and token gestures. Authentic engagement means a year-round commitment to inclusivity, representation, and support.
• Lead with Humanity: When issues of repression or inequality arise, PR professionals should not shy away from acknowledging them. However, the focus should remain on the humanity and dignity of those affected, not on partisan divides.
• Find Earned Media Opportunities in Celebration: Journalists are looking for stories that uplift, inspire, and represent community pride. Pitching cultural events, partnerships, or stories of resilience allows clients to engage with Hispanic audiences in meaningful, positive ways.
• Balance Celebration with Sensitivity: PR professionals should prepare clients for potential backlash. The key is to anticipate risks, develop clear messaging, and stay grounded in values. Celebrating culture is a stand-alone act of strength that should not be diluted by fear.

Public relations professionals have the power to shift the conversation. By elevating cultural pride and storytelling, we create space for people to see beyond stereotypes.

As communicators, we are bridges between communities and the broader public. Our responsibility is not only to protect brand reputations but also to honor cultural integrity. In a climate where celebrating Hispanic identity can be seen as political, we must be bold enough to remind our clients—and the public—that culture should always be celebrated, not silenced.

Being Puerto Rican, I know this in my bones and Bad Bunny reminded me (and everyone) that culture itself can be a form of resistance. It is a way to say: We are here. We are proud. We will not be erased. Whether through music, art, or storytelling, cultural expression is a force stronger than censorship.

There is no greater pride than carrying your culture into every room, conversation, and opportunity. PR professionals can—and must—help ensure that this pride is amplified, never diminished.

In the end, it comes down to this: culture is love, community, and connection. And in times of division, those are the stories worth telling.