New Research Identifies Most Important Issues for Hispanics

Education Leads the Way in Study That Also Reveals Most Trusted Sources for
Information

MIAMI, Feb. 7 /PRNewswire/ -- Education is the No. 1 issue of importance
for Hispanics across the nation, regardless of acculturation, according to a
study released today by FH Hispania(R), the U.S. network of Hispanic
practitioners within global communications powerhouse Fleishman-Hillard. The
study, "Confianza: Hispanic Trust Pulse," also found that teachers and schools
are the leading source of information (trusted by 54 percent) followed by
different sources of media (trusted by a combined 39 percent).
The FH Hispania research, conducted by NuStats, polled 1,000 respondents.
It revealed that issues affecting the family are the most important to
Hispanics, but their prominence varies depending on the respondents' time in
the United States. For first generation Hispanics, education, child care, and
crime and security are the leading issues of importance. However, second
generation Hispanics are most concerned about access to healthcare along with
education and crime and security.
"In general, Hispanic adults are very family-centric, so the focus on
education and childcare is not a surprise. But what is particularly
noteworthy is that the interests of second-generation Hispanics begin to more
closely mirror the interests of non-Hispanics," said Rissig Licha, managing
director of FH Hispania.
For non Hispanics who participated in the study, education, and crime and
security also ranked among the top three topics of interest. Topics such as
access to healthcare, religion, nutrition and fitness, and money and financial
planning figured more prominently than for Hispanics.
The study also uncovered that topic experts, media, friends, and family,
in that order, are the most trusted sources on the top 10 issues of interest
among Hispanics.
"On the issue of greatest importance -- education -- Hispanics
predominately turn to education professionals," said Jorge Diaz de Villegas,
senior vice president, partner and chair of FH Hispania "The media is also
ranked as a trusted source for information, particularly on nutrition/fitness
and environmental issues."

Confianza HispanicTrust Pulse on Top 5 Topics*:

*Top 5 issues among all Hispanic respondents. Survey was conducted by
NuStats and sample consisted of 1,000 participants nationwide: 750
Hispanics and 250 non-Hispanics.

Friends
and Gov. Medical Education First
Top 5 Topics Media Family Agencies Personnel Personnel Responders

Education/
Schools 39% 13% 8% 54%
Child Care 16% 34% 7% 29% 26% 1%
Crime/Security 41% 7% 51%
Access to
healthcare 32% 10% 10% 59%
Emergency
preparedness 33% 8% 19% 48%

When it comes to media consumption, the study also found that there is
significant crossover in use between English- and Spanish-language media among
Hispanic consumers, regardless of their language preference. The research
found that only about one-third of participants who predominantly speak
Spanish at home consumed all of their broadcast media in Spanish. Consistent
with other existing research, the study confirms that TV is the leading media
source among Hispanics, followed by radio. And while language preference
determines whether or not they watch or listen to Spanish-language media, it
is not an influence when it comes to print consumption since 84 percent of
those Hispanics that predominantly speak Spanish in the home indicated that
they read English publications.
"When planning communications programs for our clients, it is important to
know not only what issues matter most to Hispanics but where they go to obtain
information about those topics," said Diaz de Villegas. "This research helps
us identify the role that media and other influencers play in that dynamic."
FH Hispania conducted the study to mark the 5th anniversary of the
creation of Fleishman-Hillard's specialty communications unit that provides
Hispanic public relations and communications services to Fortune 500
companies, and government and nonprofit clients.
About NuStats
NuStats specializes in scientific research on social issues and components
of quality of life, as well as on consumer market behavior. Projects measure
and provide understanding of attitudes and motivations, behavior and
propensity to change it, revealed and stated preferences, and underlying
drivers of opinion and choice. The firm's strategic vision is the fusing of
rigorous survey science and cutting-edge technology to deliver top quality
market research and consulting. A multidisciplinary team of highly
experienced experts employs best-practice analytical methods, customized
tools, and technical infrastructure to deliver data, insights for decision
making, and best value to public and private sector clients. As of June 2006,
NuStats is a wholly owned subsidiary of PTV AG in Karlsruhe, Germany. For
more information visit http://ganymede.nustats.com/nustats_dot_com/.
About FH Hispania
FH Hispania(R) is a one-of-a-kind national network of Hispanic
communications professionals from Fleishman-Hillard, one of the world's
leading public relations firms, which provides clients with unparallel
understanding of the complexities of reaching Hispanics across the country.
FH Hispania's award-winning team consists of more than 25 bilingual and
bicultural professionals living and working in 10 densely populated and
emerging Hispanic communities. The team has proven experience in developing
and implementing creative and results driven media relations, grassroots,
influencer, marketing, corporate reputation, healthcare, interactive, and
employee communications programs. To learn more about FH Hispania, visit
http://www.fhhispaniaplaza.com.
About Fleishman-Hillard
Fleishman-Hillard Inc., one of the world's leading public relations firms,
has built its reputation by using strategic communications to deliver what its
clients value most: meaningful, positive, and measurable impact on the
performance of their organizations. The firm is widely recognized for
excellent client service and a strong company culture founded on teamwork,
integrity, and personal commitment. Based in St. Louis, the firm operates
throughout North America, Europe, Asia Pacific, Middle East, South Africa, and
Latin America through its 80 owned offices. For more information, visit the
Fleishman-Hillard Web site at http://www.fleishman.com.
Fleishman-Hillard is a part of Omnicom Group Inc. (NYSE: OMC)
(http://www.omnicomgroup.com). Omnicom is a leading global advertising,
marketing and corporate communications company. Omnicom's branded networks
and numerous specialty firms provide advertising, strategic media planning and
buying, interactive, direct and promotional marketing, public relations and
other specialty communications services to more than 5,000 clients in more
than 100 countries.
SOURCE Fleishman-Hillard Inc.

Maribel Ferrer Of Fleishman-Hillard, +1-305-933-9081, or +1-305-469-2810,
Maribel.Ferrer@fleishman.com