Overwhelmingly, PR professionals in the multicultural segment point to one thing that has changed the industry over the past 10 years: the numbers.
 
For example, the US Census Bureau reports that Hispanics and Latinos accounted for 12.5% of the US population in 2000, up from 9% in 1990. With this growth comes increased spending power.
 
“Five years ago, [this market] was something companies were looking at and determining when it made sense [for them],” says Armando ...