NEW YORK: Complete results of the US Census rolled out today, reporting that 50.5 million Hispanics are living in the US, accounting for more than 16% of the country's overall population. The numbers are causing PR practitioners to urge companies not to think of the Hispanic population as an after thought.

“Those that haven't ever woken up to this kind of sleeping giant, I think are not going to be in a position to ignore it any longer,” said Mike Valdes-Fauli, ...