Public relations for the Hispanic market requires understanding key facts rather than perceptions. Successful strategies are based on factors like acculturation, technology use, demographics, and purchase behavior for both English-dominant and Spanish-dominant Hispanic audiences. Misconceptions include thinking of Hispanics as one group or that they are all immigrants. In reality, over 50 million Hispanics in the US come from diverse backgrounds and two-thirds are native-born. An effective approach develops dual-language programs to reach all Hispanics while also considering each group's unique characteristics.