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The Latino population is growing faster than any other group in Sonoma County with a growth rate of 8% per year -(La Verdad Marketing & Media 2005) comprising almost 23% of the county’s residents. This guide was developed to enable you to reach the Latino community with your message, e.g. a job opening, a new program, seeking committee or board members, announcements of upcoming events or fairs. These simple guidelines are applicable to any audience. (This document is not for solicitation purposes)
-Model diversity by employing bicultural and bilingual staff.
-Staff should be culturally sensitive, non-judgmental, and supportive.
-Staff should have an understanding of the Latino culture.
-Conduct programs utilizing Spanish language speakers or hire a translator.
-Recognize cultural values regarding gender roles.
-When considering location, think of transportation and comfort level of the target audience.
-Create materials in the Spanish language. Depending on the intended audience, use graphics, visuals, using fewer words, omitting jargon.
-Always consider audience literacy level.
-Use more than one medium to get your message out, i.e. newspaper, radio, agencies, school flyers, and churches.