Beyond Translation: Crafting Culturally Authentic Messaging that Resonates with Spanish-Speaking Communities
Power Lunch Webinar
More than 43 million people across the United States speak Spanish at home, each with unique stories, traditions, and values that shape how they connect with messages. Successful communication with these audiences requires more than direct translation; it calls for understanding culture, emotion, and context.
In this webinar, communicators will learn how to build authentic, inclusive messages that reflect the richness of Spanish-speaking communities. We’ll explore how language choice can influence credibility, how storytelling grounded in shared experiences fosters trust, and which themes such as family, faith, and community hold deep cultural meaning.
Participants will also hear a recent case study from Chino Basin Water Conservation District, which successfully connected with Spanish-speaking audiences through a creative, award-winning Lotería-inspired game that sparked engagement and cultural pride.
Key Takeaways
- Learn how to move from literal translation to culturally authentic communication
- Understand how Spanish diction, tone, and heritage can strengthen credibility
- Identify themes and values that build trust with Spanish-speaking audiences
- Explore creative ways to engage through shared cultural experiences
- Gain practical tips and examples to make messaging not only understood, but truly felt
Speakers:
Date: Dec. 10, 2025
Time: 11 a.m. to noon
Cost: $30 CAPIO + ACWA members/Free for Professional+/$45 non-members
This session is good for:APR Continuing Education Unit
Bios
Gabriela Martínez
Gabriela Martínez is a Communications Specialist for the City of Santa Clarita, where she leads bilingual outreach and community engagement initiatives. A former Telemundo/NBC LX Multimedia Journalist with a background in bilingual journalism, she brings cultural authenticity and storytelling expertise to her role in public service. Gabriela launched the City’s Spanish- language social media initiative, developed award-winning bilingual campaigns, and recently presented at the 3CMA National Conference on strategies for connecting with Spanish-speaking communities.
Elizabeth Willis
Elizabeth Willis is the General Manager of the Chino Basin Water Conservation District in Montclair. She started her service with CBWCD in 2019 and has worked with the team to expand the District’s profile in and engagement with the surrounding community. Prior to coming to CBWCD, Elizabeth worked in Los Angeles City Hall for eight years. Throughout her career, she has been interested in environmentally focused services, with an emphasis on delivering the best value possible for constituents. Elizabeth has a B.A. from Emory University and a Masters in Public Administration from USC
Monica Curiel
Monica Curiel has served as a Community Engagement Specialist II at the Chino Basin Water Conservation District for 7 years. The role has allowed her to teach, develop interactive displays, and create community programming to excite all ages about water, science, and water conservation. She grew up in Pomona, CA before moving to the San Francisco East Bay to complete her undergraduate degree at UC Berkeley in Conservation and Resource Studies with a minor in Geography. Always dedicated to the intersection of human and environmental health, she worked in sustainable agriculture in Brazil, toxics and mercury contamination in Baton Rouge, sustainable ecotourism in Senegal, environmental education in the San Bernardino Mountains, green spaces and community gardens in Los Angeles, and active transportation in the San Gabriel Valley. Monica also holds a Certificate in Spanish Translation and Interpretation and values the accessibility and connection fostered by reaching people in the language they feel most comfortable in.
Monica enjoys being outdoors, languages, and riding bicycles.
