First National Bank's Centro Latino Educating Consumers source article: prnewswire posted: Jan. 11, 2008 "More than 3,900 people have participated in free bilingual financial and academic education classes since Centro Latino de Educacion Financiera opened its doors in 2005" read the full release here

Commentary on FNB's Centro Latino
by Ricardo González

Ok, I admit this is a press release and I don't normally comment on press releases but this one bears some comment, and yes, some press!

Most banks in the United States now offer bilingual client care. This is different in that they are actually offering classes to educate their consumers. Classes are held in higher regard among the Latino populace. Whereas many Anglos would prefer to simply have their individual banker, many Latinos, especially those on the lower end of the socio-economic spectrum hold the idea of going to a class as something formal, something, well, official.

One thing I did notice when I clicked on their web site is that there is no Spanish language area of their website. I also could not find any mention of Centro Latino on their website. I am curious as to their reasons for this omission. In the actual press release it clearly says, "For more information on First National Bank's Centro Latino de Educacion Financiera, contact (402) 633-3541 or log on to
http://www.firstnational.com." I am pretty Internet savvy, speak both Spanish and English on a professional level and I couldn't find anything on the Centro Latino.

I guess that's a good lesson, if you are going to put out a press release then make sure you at least check to make sure that what you say is there is really there. I would think that would be pretty important in a matter like banking that requires a high level of exactness and trust.

By the way, a seminar is a one-time event. Classes are based on a curriculum and a schedule. It appears they are offering more than just financial education and have also moved into the English language training area, albeit in a cooperative with another organization.

I have a pet peave with businesses offering English classes to the public. Churches do this a lot, and now banks? Here's the problem. What do banks and churches (sorry to include them but they made this popular and they are as much a business in American culture as any other I know of) know about effectively training English? Not very much. I think if you are going to hold some classes to teach Latinos, stick to your area of expertise.

If you try to train, let's say English, which even most language schools do not do very well to be honest, you risk your reputation. If the person takes your English class and doesn't learn, what does that say about the quality of your classes, and by extension, organization.

I just re-read my commentary and it sounds like I am picking on the bank. Actually, I applaud the bank for what they are doing. They have identified a need for education in the Latino community and have acted on it. Good for them and good for the Latinos' they serve! I just think they should tie up a few loose ends.

Adelante,


Ricardo González