Frequently Asked Questions

Question 1

Do I need PR if I already have an in-house marketing team?

Accepted Answer

Yes, and most marketing teams will tell you the same. Marketing drives demand. PR builds the credibility that makes marketing work harder. A potential customer who has seen your brand covered in a trade publication, heard your CEO on a podcast, or noticed your work cited in an industry report arrives with greater confidence in your brand than someone who clicked an ad.

Additionally, an in-house team knows your brand deeply but may have limited media relationships and bandwidth. A PR agency brings an established network, fresh perspective, and the ability to scale efforts quickly, giving your brand access to opportunities that would take years to build on your own.

Question 2

What does a PR agency actually do day-to-day?

Accepted Answer

On any given day, a PR team is pitching story angles to journalists, building and nurturing media relationships, drafting thought leadership content, monitoring brand mentions and industry conversations, preparing spokespeople for interviews, identifying speaking opportunities, and managing the overall narrative around your brand.

But the work also goes deeper. A good PR agency is constantly thinking about how your brand is perceived, who is talking about you and where, and how to position you as a credible, recognizable voice in your industry.

Question 3

What is public relations, and how is it different from advertising?

Accepted Answer

PR is about managing and shaping how your brand is perceived by the public, your industry, and your target audience. That includes earned media coverage, thought leadership, spokesperson positioning, community engagement, crisis communications, and narrative building.

Unlike advertising, where you pay for placements, PR is about getting journalists, editors, and media outlets to cover your story because it's worth telling. When a reporter writes about your brand, a podcast invites your CEO to speak, or a publication features you in an industry roundup, that's earned media, and it carries a level of credibility no paid ad can match.

Simply put: advertising buys attention while PR builds authority, and this authority is what converts skeptics into customers.

Question 4

Which Hispanic markets does Twin Minds Media serve?

Accepted Answer

We serve clients across the U.S. Hispanic market and Latin America. In the United States, we specialize in reaching bilingual and Spanish-dominant Hispanic communities across major metro markets.

In Latin America, we have experience working across Mexico, Central America, South America, and the Caribbean. Our bilingual team operates entirely in English and Spanish, and because we're based in Miami, the international commerce hub of the Americas, working across cultures is simply part of what we do every day.

Question 5

What makes Twin Minds Media different from a general-market PR agency?

Accepted Answer

Twin Minds Media has extensive experience and knowledge about the Hispanic market and media landscape.

Both founders, Yaneiza Echezarraga and Claudia Solis, are Latinas who spent their careers in Hispanic journalism and communications before launching the agency in 2015. Yaneiza worked in Hispanic television stations before transitioning to a career in PR. Claudia was chief editor at EFE News Agency, the world's largest Spanish-language news agency.

This background means we don't consult on Hispanic media; we came from it. We know how Hispanic newsrooms think, what stories they'll run, and which pitches get ignored. That knowledge isn't something a general-market agency can replicate by adding a Spanish-speaking account manager.

Question 6

Why should my brand invest in the U.S. Hispanic market?

Accepted Answer

With roughly 68 million people and more than $4 trillion in buying power, the U.S. Hispanic population represents one of the largest and fastest-growing consumer segments in the country.

Hispanics also over-index in social media engagement, streaming consumption, and mobile usage, making them highly reachable through digital channels. Despite this, the market has historically been underfunded: industry data shows only about 4% of total U.S. ad spend targets Hispanic audiences. That gap is an opportunity for brands willing to show up authentically and consistently.

Question 7

What is Hispanic PR and why does it require a specialized approach?

Accepted Answer

Hispanic PR is public relations strategy designed specifically for U.S. Hispanic and Latin American audiences.

The U.S. Hispanic market comprises about 68 million people from dozens of countries of origin, each bringing distinct dialects, cultural references, media habits, and values. A Mexican-American audience in Los Angeles and a Cuban-American audience in Miami may speak the same language but respond to very different stories and trusted voices.

Effective Hispanic PR requires fluency in those nuances, relationships with the right media outlets and influencers, and a genuine understanding of how Hispanic consumers build trust with brands.

Question 8

Where is Twin Minds Media located?

Accepted Answer

Twin Minds Media is based in Miami, Florida, a city that is genuinely cross-cultural by nature and serves as the gateway between the United States and Latin America. Miami gives us proximity to Hispanic media outlets, influencers, brand partners, and communities that are central to the work we do. We serve local clients throughout South Florida and across the United States.

Question 9

How do I know if Twin Minds Media is the right fit for my brand?

Accepted Answer

The clearest fit is a brand that wants to build real, earned credibility with Hispanic audiences - not just translate existing campaigns. If you're looking for a high-touch agency relationship where senior strategists are involved in your work, and you see the Hispanic market as a growth priority rather than an afterthought, we're likely a strong match. The best starting point is a discovery call where we can understand your goals and tell you honestly whether we're the right team for them.

Question 10

Do you work with bilingual and Spanish-language content?

Accepted Answer

Yes. Both founders are bilingual, and bilingual content creation is core to how we work. We write, pitch, and produce in English and Spanish. This matters because culturally effective Hispanic PR isn't just about translation; it requires understanding how to frame messages, choose spokespeople, and select media outlets in ways that resonate with the specific community you're trying to reach.

Question 11

Do you work with Hispanic influencers and content creators?

Accepted Answer

Yes. Through our Influencers division, we help brands identify, vet, and manage partnerships with Hispanic influencers across categories such as lifestyle, beauty, technology, finance, food, parenting, entrepreneurship, and entertainment.

Our network includes English-speaking, Spanish-speaking, and bilingual influencers who connect with diverse Hispanic audiences across the United States and Latin America.

We focus on finding influencers whose audiences, values, and content align with a brand's goals, then building campaigns that feel authentic and drive measurable results.

Question 12

What industries does Twin Minds Media work with?

Accepted Answer

We've worked with clients across technology, fintech, media and entertainment, consumer packaged goods, education, immigration services, and the nonprofit sector. Our work spans global brands like Amazon and WorldRemit to mission-driven organizations like Latinas in Tech. The common thread isn't industry; it's the desire to build authentic credibility and meaningful visibility with Hispanic audiences. If your brand is trying to earn trust in the U.S. Hispanic or Latin American markets, we're built for that.

Question 13

What services does Twin Minds Media offer?

Accepted Answer

Twin Minds Media operates across five divisions: PR (media relations, editorial outreach, thought leadership, press strategy), Influencers (influencer strategy and campaign management for brands), Social (social media management), Experiences (community events, corporate experiences, brand activations), and Studios (video production, podcast production, content strategy). Clients can engage one division or build an integrated program across several.

Question 14

What does it mean to work with a boutique PR agency?

Accepted Answer

At a large agency, you might meet the senior team during the pitch and then rarely again. Day-to-day work gets handed to junior staff. At Twin Minds Media, you work directly with our senior team on every engagement, not a rotation of account coordinators.

Our boutique size is a deliberate choice. It keeps the work sharper, the communication cleaner, and the results more consistent. Clients tell us this is one of the most meaningful differences they notice after switching from a larger firm.

Frequently Asked Questions

About Pr

About Hispanic Pr

Working with TMM

We know
Hispanic

Frequently Asked Questions

About Pr

About Hispanic Pr

Working with TMM

We know Hispanic

We know
Hispanic