More than 22% of Florida’s population—about 4.8 million people—speak Spanish at home.
As a Land-grant University, the University of Florida (UF) has a mission to provide research-based information to all of the state’s residents so that they can enhance their farming and business operations as well as improve the lives of themselves and their families. But UF faced a challenge of how to reach an ever-growing Spanish-speaking audience.
While the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) is committed to serving the Hispanic and Latino population in Florida, UF/IFAS recognized that a lack of news and materials available in Spanish created a substantial barrier to reaching this large portion of the state’s population.
“This started more than three and a half years ago, when the UF IFAS Executive Team asked for strategic projects,” said Chris Vivian, associate vice president of UF/IFAS Communications. “With that support, we launched the UF/IFAS Spanish Media Outreach Initiative to expand outreach efforts and improve access to UF/IFAS science-based information to Spanish-speaking communities.”
Lourdes Mederos joined UF/IFAS in 2018 as a bilingual public relations specialist to promote research and Extension programs across southeast Florida. In 2022, she spearheaded the Spanish Media Outreach Initiative. Mederos brought her previous experience as a bilingual journalist and expertise in translations and bilingual media relations to the effort.
“I remember translating for my family,” said Mederos, a first generation Cuban American. “I knew first that we needed to put together a language access plan and to identify what Spanish resources we had.”
The language access plan concentrated on developing a comprehensive understanding of the Hispanic and Latino demographic in all of Florida’s 67 counties. It reviewed existing graphics and content for potential translation into Spanish, and thoroughly researched the Spanish media markets throughout Florida. Using that information, Mederos created a strategic plan for the initiative.
Luz Bahder, a native of Costa Rica, joined the initiative as a Spanish media relations specialist. Bahder combines her training as a wildlife biologist and her translation expertise to ensure the Spanish language resources accurately reflect research-based information.
Mederos and Bahder agree that one reason for the success of the initiative is their understanding that transforming current UF/IFAS resources available in English requires much more than a simple, literal translation. The team calls what they do “transcreation.”
Bahder adds that the team thoughtfully considers what materials are most appropriate and needed for different areas of the state.
“We have to think what content will meet the needs of the most people,” she said. “Sometimes it feels as if I have to rewrite a press release because I have to be careful of word choices.” Bahder said that developing the Spanish language version often requires additional research and conversations with scientists, Extension agents and other communications colleagues as she and Mederos work through the content.
In some cases, transcreation means finding a new focus for a story to ensure it resonates with the Spanish speaking communities. Bahder points to the UF’s Peanut Butter Challenge, which began as a way to raise awareness of peanut farming in the state. The project involves county Extension offices competing to collect the most jars of peanut butter for donation to local food security organizations.
“Peanut butter is not a familiar ingredient or food in most Spanish speaking cultures,” Bahder said. “So, we changed the focus somewhat for the Spanish version putting more emphasis on helping others with food security. That’s something that those communities can identify with.”
As part of the initiative’s strategy, the Spanish language resources are more expansive than simple press releases sent to Spanish language media.
“We try to give them a complete package,” Bahder said. “Our goal is to provide a press release, images, infographics and even an expert who speaks Spanish for them to interview.”
The three agree that relationship development is key to the success of the initiative.
“Building trust in the Spanish-speaking community for UF/IFAS information and resources requires we provide relevant content that is explained by people recognized as a Spanish-speaker,” Mederos said. “It’s a process that takes a lot of time and requires knowledge of the nuances and cultural norms of Hispanics and Latinos.
“We are working in ways that respect the culture,” Mederos added. “When you immerse yourself in the culture, you are appreciated. We are playing by the rules and that is respected.”
That respect of culture is reflected in the success of the initiative’s media placements over the last two years with more than 1,512 news placements from the distribution of 129 news releases and seven news pitches.
Additionally, 58 infographics were translated and distributed with news pitches or as packages with news releases. These infographics ranged in topics including agriculture, family resources, healthy lifestyle, holiday eating, money matters, lawn and garden and disaster preparation and recovery.
“Some media were like it’s about time that this was available,” Bahder said. “While they don’t use everything we send, we are getting very positive reception of what we provide.”
“Much of our news has interest and impact beyond Florida, and we are getting placements in international media.”
The team has leveraged social media on a limited and case-by-case basis depending on the audience and topic. Because of staffing constraints, social posts are selected and posted to promote controlled engagement. The team occasionally translates UF/IFAS blog posts authored by Extension agents when the need arises on topics such as hurricane resources and new initiatives designed for Spanish-speaking communities.
The Spanish Media Outreach Initiative, recognized this year with an Outstanding Professional Skill award from the Association for Communication Excellence, is enabling UF/IFAS to reach more Florida residents with information. Now it is allowing UF/IFAS to gather input from these residents in the language they are most comfortable speaking.
In 2023, the team added Spanish language surveys and support materials for post hurricane damage assessments of agricultural losses and damages. Hurricane Idalia, a Category 4 storm, struck the northern Gulf Coast of Florida in October 2023. In just a few days, the UF/IFAS Spanish media relations team translated the survey, the instructions and all of the allied supporting materials into Spanish to reach this large audience. The team then released the assessment survey and promoted it via press release, social media and local Extension outreach efforts. These efforts were repeated to ensure as great a response as possible from these communities, enabling UF/IFAS to draft a report that more accurately reflected the agricultural losses across Florida. This process has continued in 2024 with hurricanes Debby, Helene and Milton.
Vivian said that the initiative will continue to expand its work and scope as additional resources become available.
“At UF/IFAS, we're dedicated to serving all communities in Florida and beyond,” she said. “We believe in making science-based resources and programs available to everyone.”
Learn more about UF/IFAS Spanish language resources.