Cracking the Code:

Unlocking the Latino Vote in 2024

With Latinos poised to be a pivotal force in the 2024 election, CBS News’ Mark Lima, Ed O’Keefe, and Fin Gómez offer an inside look at what it will take for campaigns to authentically connect with this diverse electorate. From representation in media to policy priorities, these seasoned journalists break down the factors that could sway the Latino vote.

Words by Frannie Sprouls    Photo + Video by Cass Davis

The key battleground states where the Latino vote will decide the 2024 US election: Arizona and Nevada. But other states with growing Latino populations—North Carolina, Wisconsin, Pennsylvania, Georgia—should not be discounted by either party as they target their messaging to earn the Latino vote. More Latinos are coming of age, forming their political views that will make an impact in the voting booth, and reaching them now can lock in a lifelong voter.



As vice president and Washington bureau chief, Mark Lima oversees the newsgathering and management of CBS’ largest bureau, which includes CBS Evening News with Norah O’Donnell and Face The Nation with Margaret Brennan. Lima joined CBS News in 2020 as its West Coast bureau chief after seven years at Univision/Fusion and fifteen years at ABC News.

More than 36 million Latinos are eligible to vote in November, and it’s a diverse community that requires different approaches to engage voters. There’s a linguistic challenge, where older generations are more comfortable consuming news in Spanish compared with the younger generations. Media organizations must think outside the box as more voters consume their news digitally and be as diverse as the communities they want to reach.

For Mark Lima, Fin Gómez, and Ed O’Keefe, pursuing journalism was a way to bring stories to all corners of the world and make a difference through storytelling. Being a journalist is not just a job but also a vocation.



Ed O’Keefe is CBS News’ senior White House and political correspondent for all CBS News platforms. He was the lead correspondent for the Biden-Harris campaign and presidential transition, as well as for the 2020 Democratic National Convention. Prior to joining CBS in 2018, O’Keefe reported on congressional and presidential politics for the Washington Post. O’Keefe is a member of the National Association of Hispanic Journalists.



Fin Gómez is the political director at CBS News, stepping into the role after serving as White House producer. He joined CBS News in 2018 after working at Fox News for more than ten years, and he began his career at ABC News’ Washington bureau. He is the first Latino journalist on the board of the White House Correspondents’ Association, and a former national board member of the National Association of Hispanic Journalists.

From left: Fin Gómez, Ed O’Keefe, and Mark Lima.

CBS News, more than any previous election cycle, understands the significance of the Latino vote through the journalists it employs—bilingual political reporters who have been on the ground providing coverage on issues to the communities they want to reach. These journalists have the ability to provide understanding and nuance to important policy issues such as the economy, education, and immigration.

It has never been more important for a newsroom—from reporters to producers to executives—to reflect the audiences its serves. This allows for more nuance in coverage on issues important to the Latino community as well as advocating for those stories to be told. It doesn’t just stop at hiring Latino journalists, either. Media organizations have an obligation to ensure everyone in the newsroom is asking questions and increasing their awareness of issues across communities.

Watch as Ed O’Keefe goes live for CBS News in Washington

Step behind the camera to see how the April 25, 2024, America Decides broadcast comes to life.


Frannie Sprouls

contributing Editor
Nichole Shaw

photo + video
Cass Davis

CBS News Washington DC
Video Production Team:
A2 Live Studio Tech
Cathy Murphy
Live News Production Supervisor Paul Corum
Robo Camera
Anthony Miller
Operations Manager
Brian Houseman
Senior Communications Manager Hugo Rojo
Hair and Makeup Ally Castillo and Maurcell Littleton
Broadcast Associate Alexandria Johnson
Courtesy of CBS News (America Decides broadcast footage)

Arturo Magallanes

web development
Jose Reinaldo Montoya