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Instead, Latino strategists often find themselves siloed into 'Latino work' - and see Latino work cut off from the rest of the campaign. They hoped other political professionals would be spurred by their success to start learning about Latino outreach and integrating it into all aspects of campaigns. But the aftermath of that election hasn't worked out exactly as Latino strategists hoped. Not only did Obama trounce Romney among Latinos 71 to 27 percent, but a record 11.2 million Latinos turned out to vote - making up 10 percent of the electorate for the first time ever.

The Obama 2012 campaign was a rousing success for them.

Latinos on the inside of campaigns have figured out the challenges with reaching out to Latino voters designed smarter communications and get-out-the-vote campaigns to reach them and, sometimes, fought with (or simply worked around) campaign bureaucrats to execute their plans.

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National candidates in both parties are still trying to figure out how to campaign effectively in the Latino community.Ĭampaigns have gotten a lot better at it over the past decade - but that's largely, if not exclusively, due to the efforts of a group of Latino strategists. If only he'd known to call this fruta bomba. But by Romney's own admission, his operation underinvested in reaching out to Latino voters - a mistake he's called the biggest of his campaign. And if his campaign had been more effective at reaching Latino voters by other means, the candidate himself would have mattered less. The two stumbles might not have made as much of a splash if Romney had been more generous with Spanish-language media in general (earlier in the campaign he'd gotten attention in the English-language press for how little access he was giving to Spanish media).

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One of Romney's major Spanish-language TV interviews, on Univision, turned out similarly badly the audience was more interested in whether Romney had intentionally darkened his skin with makeup than in anything he said. The gaffe turned Romney into a tremendous punch line among Latinos.Ĭould better preparation from a Latino communications team have saved Mitt Romney from his love of tropical fruit? Maybe, maybe not. 'Papaya' is Cuban slang for female genitalia, in the nastiest way. 'And Romney,' she continues, 'is thinking about - he's going to a fruit stand later.' So he told host Carlos Santana, 'I am a big fan of mango, papaya, and guava.' But 'at the end of it,' says Domenzain, 'the guy's like, 'You're in Miami - are you excited? What do you like about being here?' And he got through the policy questions without major error. In August 2012, Mitt Romney gave his only interview on Spanish-language radio of the presidential campaign - with a station Democratic strategist (and Martin O'Malley adviser) Gabriela Domenzain calls 'the most conservative Cuban radio station in Miami.' With only one chance to make a good impression in a swing state - one in which Latinos are a little more open to Republicans than in other states - he just needed not to screw up.

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