Spanish-language content reimagined
Translations and projects that are findable, nostalgic and long term will win
It’s time for good news.
Public media is witnessing a fascinating evolution as organizations increasingly actively discuss and even venture into Spanish-language content. It is a quiet movement—showing up in translations, social media engagement, WhatsApp communities and internal dialogues.
Even in the political climate, such is being seen as a business strategy rather than one about diversity. And that flip represents a big shift in how public media conceptualizes its relationship with its local communities.
Some are leading lights (with many covered in OIGO) and they’re great. But as I talk with more organizations thinking about it; wanting to try small projects; or at least have a base awareness of this need locally, I am inspired. Many efforts, while still in their formative stages, herald promising new directions for our collective mission.
Translation work has emerged as the cornerstone of these initiatives, perhaps due to its accessibility as an entry point. We as public media already have the English-language content, after all. How can you make yours successful?
What distinguishes exceptional public media organizations is their commitment to transcending simply linguistic conversion. The most compelling examples in our field demonstrate a deep engagement with local writers, community leaders and cultural stewards who infuse authentic regional character and cultural resonance. This approach yields content that is not only precise, but is genuinely engaging.
Nonetheless, a persistent challenge remains: achieving meaningful reach and generating the metrics that validate these investments.
For those already engaged in translation efforts—a commendable undertaking—I suggest contemplating two additional dimensions. First, consider the discoverability of your Spanish content within your broader media ecosystem. If it’s on your website, how can I find it? How many clicks does it take to get there? Is it findable via search? Making this onramp as smooth as possible is essential. Check out how New Hampshire Public Radio places translation on their front page as an idea. You see Noticias (Spanish for news) on the first menu, top fold.
Let’s go a little deeper on the topic of websites. Embracing Spanish-language verticals necessitates a least some consideration of product strategies. Rather than positioning translations as what can seem to be peripheral afterthoughts, public media can develop dedicated content areas that can house your content translations, with a name and an identity the community knows. It can also be the start to a place where you can further experiment: finding ways to address the specific needs, interests and cultural contexts of Spanish-speaking communities. Inspiration: WNIJ’s Hola is a hub for news and events.
Second, and perhaps more profoundly, explore the opportunity to craft a distinctive voice that authentically resonates with local Spanish-speaking communities—one that reflects and celebrates the vibrant cultural tapestry these communities contribute to our shared civic life. Not unlike what KUER is doing, in branding its Spanish-language station Avanza.
A recent American Press Institute essay offers illuminating perspectives on developing deeper community connections. Local identity flourishes when media institutions showcase narratives that honor neighborhood histories and traditions.
The power of collective nostalgia should not be underestimated in this process. Community members develop more profound connections when their shared past and lived experiences find representation in content. And nostalgia is a public media superpower. Applying what we already know, public media organizations can leverage familiar cultural narratives to cultivate trust and seamlessly integrate into audiences' daily lived experiences. Another idea from a 2022 KQED podcast.
Do you already have such journalism that you now consider evergreen? Great! As we understand, news consumption is evolving from a transactional experience into an immersive cultural experience, to which community traditions are part. By reimagining evergreen content into updated cultural guides or community-centered narratives, you can repurpose this work while responding dynamically to local interests.
One more thought on branding and identity for your Spanish-language initiatives.
At its essence, developing authentic local identity for Spanish-language content represents an exercise in relationship building. It means looking at the act of translation as an art of storytelling—creating narratives that speak directly to the lived experiences of local residents.
You occupy a unique position locally. You can align content creation with local cultural interests. Strategic collaborations with community institutions—museums, cultural centers, educational establishments—create many engagement channels. These partnerships can enable you to extend your influence by making you contributors to the local cultural ecosystem.
And it’s valuable to say that such initiatives can reveal revenue streams beyond our traditional funding models of memberships and underwriting. When audiences experience more culturally resonant media, organizations may discover new paths to institutional vitality. Thus jumping into Spanish-language content with authentic local identity becomes a fundamental reimagining of public media's relationship with the communities it serves. 🟢
Cafecito: stories to discuss ☕
Public media growth. Connecticut Public is expanding bilingual programming for K-12 children. Details via the News Times. 🗣️
Immigrants rising. Pew Research Center has published new assessments of political leadership in the U.S. Immigrants and children of immigrants now represent 15 percent of legislators in Congress. 💼
New Latino attention. The streaming channel for Black voices, In The Black, has launched a Latino division to expand its programming. More at MSN. 🎚️
Latine political realignment. The Hill has a deep analysis about how changes in Hispanic voter preferences is remaking politics and party. 👀
El radar: try this 📡
Cover ongoing community organizing. Some stellar public media examples, as well as nonprofit newsrooms like the Florida Phoenix, are spotlighting local discussions about immigration crackdowns. ⚖️
Highlight Afro-Latinidad. AltLatino released a new program on Afro-Latino artists and their contributions to Latin music. Such a valuable story for Black History Month, and beyond. 🎷
Note the post-Affirmative Action period. WBEZ’s Chicago Sun-Times has a thoughtful story looking at the data related to Latine and Black enrollment in area medical schools. 🩼
See how Latinos on teams create ‘a clubhouse in a clubhouse.’ Team sports foster connection among players and the Baltimore Sun has a piece that feels like it could be told in many cities from my angles. When teams welcome Latinx players from around the world, how does this shape team belonging and connection among athletes? 🥎
Share stories of local community centers. Connecticut Public highlighted a nonprofit that is building community centers in the state, aimed at the Hispanic community. I would guess such openings are happening elsewhere too. 🏘️
The next OIGO arrives March 14. Your next newsletter is going to be a fun departure.
KUER just launched Avanza, its new Spanish-language noncommercial station. I’ve been a supporter since talking with KUER leader Maria O’Mara early on, as well as helping out at various moments. Next OIGO features two interviews — one with O’Mara and one with Program Director Edgar Zuniga about the station and what they’re learning. If you have questions I should ask them, let me know!
You can buy me a coffee to support OIGO. 💸