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This essay proposes a research agenda for exploring public relations’ role in ethnic advocacy and activism, as a way to build the field’s knowledge of ethnic public relations. To highlight the potential contribution of public relations to ethnic organizations, and to describe the particular challenges that ethnic public relations faces in societies that sometimes marginalize ethnic groups and issues, this article describes two advocacy efforts by Latino-serving organizations, one in favor of immigration reform and the other in response to the offensive statements against Mexican immigrants stated by politician and entrepreneur Donald Trump. Additionally, the authors propose a research agenda for exploring how public relations is used by ethnic organizations to advance their goals.

This research analyzes Spanish- and English-language news discourses in the United States following the announcement of the Deferred Action for Childhood Arrivals (DACA) program. It identifies how sources quoted by journalists affected framing of stories in five ethnic and general market newspapers. Coverage of Dreamers and DACA was generally positive, especially compared to common representations of undocumented immigrants as criminals and as a threat to the United States. Certain sources were a strong predictor for some frames about DACA, and undocumented people who arrived in the United States when they were children could be analyzed in communication research as a different category of immigrants than other adults.