HPRA hosting 4th annual professional development seminar June 19 with leading PR experts and top journalists

4th Annual Hispanic Public Relations Association
Professional Development Seminar
Los Angeles, CA – The Hispanic Public Relations Association (HPRA) will host its 4th Annual Professional Development Seminar on Friday, June 19 at UCLA.  The half-day seminar will feature two insightful media workshops on key topics to enhance communication skills and a resume critique workshop.
The first workshop will be a media relations forum with top journalists sharing what they consider newsworthy. The second workshop will address social media and how it is changing the landscape of PR.
Confirmed speakers to date include: Juan Carlos Gonzalez with Exitos 989 (radio) and formerly with Telemundo; Rebecca Nieto, Sr. News Producer, community coverage, NBC 4; Justino Aguila, Daily News and Billboard Magazine; Rolando Nichols, former Univision anchor and current Los Angeles Angels baseball broadcaster on ESPN Deportes; and Betsy Berkhemer Credaire, President and co-founder of Berkhemer Clayton Inc., retained executive search firm.
 “As the Communications industry continues to adapt to the current business climate, practitioners need to adapt, renew and develop new business skills,” said Ivette Zurita, HPRA President. “Our professional development seminar has been consistent in providing professionals the best tools and resources to excel in their careers and look forward in becoming pioneers in their field.”
The seminar provides an opportunity to meet industry leaders, learn n ew work methods and will include a networking lunch for attendees. In the past, seminar attendance has included PR practitioners working in all areas of Communications, including agency practitioners, advertising, corporate communications, consumer marketing, non-profit, government and public affairs, sports and entertainment.
Professional Development Seminar
Date:  Friday, June 19, 2009
Time:  8:30 a.m. to 12:30 p.m.
Location: UCLA’s Jam es West Alumni Center, 325 Westwood Plaza, Los Angeles, CA 90095
Cost: $30 for Students, $50 for HPRA members, $65 for non-members
To register or for more information, visit www.hpra-usa.org.

On second thought: Valdés-Fauli stays with Jeffrey Group to continue leading agency's Hispanic Practice

Mike Valdés-Fauli, managing director of The Jeffrey Group, will remain with the agency after all, two weeks ago after resigning from the PR firm’s New York office in order to relocate to Miami.  Now back in South Florida, Valdés-Fauli will remain as the agency’s U.S. Hispanic Practice leader.  Patricia Taylor, senior manager of The Jeffrey Group’s New York office, will assume most of Valdés-Fauli’s former responsibilities.

Hispanic Marketing Job Posted May 27, 2009

(Before responding to employment opportunities listed here please consider the date when the job was posted in order to determine if that position has been filled.  Generally speaking, one to two months after posting may be too late to respond.)

Subject: Marketing Gigs in Dallas

A recruiter friend of Juan Torne of HispanicTrending.net is currently filling the brand team for a very successful food/beverage company with US headquarters in Dallas. They market to US Hispanic consumers, with a well known brand family of top products.

Here’s one of the positions she’s looking to fill:

Associate Brand Manager CPG Foods. Hispanic brands. Must have 5 years brand/marketing and be bi-lingual.

* Manage various aspects of assigned brands’ business, including: product formulation and packaging, advertising, merchandising, promotions, market and consumer research, pricing and distribution activities, budgeting and working with external agencies and suppliers

* Management and understanding of brands/categories’ P&L and annual marketing budget

* Coordinate New Product Development process (from initial concept evaluation to launch and performance tracking)

* Analyze monthly/quarterly results in order to identify key issues, trends and opportunities and reports through quarterly brand appraisal

* This financially stable and fast growth company offers upward career mobility

* Great position for someone with food/beverage background that wants career growth the fast growing company.

* This job is in Dallas and offers a move package.

Salary: $80-95K range, depending on the experiences of the individual

There’s also a Sr. Brand Manager position open (which can be upgraded to a Director position), which pays up to $140k plus.

Want to learn more? Shoot Juan an email (jgtornoe@hispanictrending.net).

LAGRANT Foundation to award $100,000 to 15 ethnic minority college students pursuing PR, marketing studies

LOS ANGELES – The LAGRANT Foundation (TLF) will award $100,000 in scholarships to a total of 15 ethnic minority college students pursuing a degree in advertising, marketing or public relations – seven African Americans, six Hispanics and two Asian/Pacific Islanders.

TLF will be holding the 11th Anniversary Scholarship Recognition Reception and Awards Program on Monday, June 1, 2009 at 6:00 p.m. at New York University’s Kimmel Center. CNN National Correspondent, Jason Carroll, will serve as the Master of Ceremonies for the third year in a row.

“For more than ten years now, the foundation has been committed to fulfilling its mission of funding dreams into reality and furthering the advancement of ethnic minorities within the fields of advertising, marketing and public relations,” said TLF Founder/Chairman, Mr. Kim L. Hunter.  “The recipients reflect the future of this industry and will continue to academically excel toward a successful career path.”

Since its inception in 1998, The LAGRANT Foundation has awarded close to $1,000,000 to more than 150 students nationwide. The scholarship recipients will participate in a day-long career development workshop hosted by New York University and have the opportunity to meet with industry professionals. The following are the 2009 TLF Scholarship Recipients:

Undergraduate students – $5,000 Award Recipients
- Steven G. Bram – IMC, San Diego State University
- Debbie A. Ebalobo – Public Relations & New Media, University of Georgia
- Jonathan G. Gipson – Communications, Rutgers University
- Diana F. Jimenez – Advertising, University of Texas at Austin
- Bentley C. Lopez – Business Administration, Marketing, University of Southern California
- Tiia Koppel – Communications, The University of Washington, Seattle
- Karmen K. Ponder-Moore – Public Relations, University of Oklahoma
- Francesca O. Murray – Journalism/Public Relations, California State University, Long Beach
- Phillip Parris – Business/Marketing, Medgar Evers College, CUNY
- Christine E. Nieves Rodriguez – Communications/Consumer Psychology, The University of Pennsylvania

Graduate students – $10,000 Award Recipients
- Danielle M. English – Master of Science in Public Relations, University of Denver
- Kaneisha D. Grayson – MBA & MPA in Marketing & Public Affairs, Harvard Business School
- Erick Laseca – Master of Science in IMC, Northwestern University
- Sara E. Morgan – Master of Arts in IMC, Emerson College
- Sharell S. Weeams – MBA in Marketing, University of Dallas

The LAGRANT Foundation would also like to thank the 2009 Host Committee members for raising in excess of $110,000 and for their investment in furthering the education of ethnic minorities within the fields of advertising, marketing and public relations.

- Michael J. O’Neill, Senior Vice President of Corporate Affairs & Communications, American Express – Committee Chair
- Andrew Polansky, President, Global, Weber Shandwick Worldwide – Committee Co-Chair
- Barry H. Caldwell, Senior Vice President, Government Affairs and Corporate Communications, Waste Management, Inc.
- Stephen L. Johnson, Senior Vice President and Director of Public Relations and Government Affairs, Union Bank
- Lisa F. Hyden Carrieri, Managing Director, Corporate Human Resources & Administration, Ogilvy PR Worldwide
- Neil Miller, Global Chief Financial Officer, Draftcb
- Javier Evans, Senior Premier Corporate and Professionals Relationships Manager, HSBC Bank USA
- Charlotte R. Otto, Global External Relations Officer, Procter & Gamble
- Nelson Fernandez, Managing Director – New York Office, Chief Diversity Officer – North America, APCO Worldwide
- Barbara J. Parsky, Senior Vice President, Corporate Communications, Edison International
- Andrew Sawyer, Executive Vice President, Alloy

American Airlines provided a roundtrip ticket for all 15 scholarship recipients. Donors who have contributed $5,000 or more in cash or in-kind donations: Alloy, American Express, APCO Worldwide, Castells & Asociados, Council of Public Relations Firms, Draftfcb, Edison International, Fleishman-Hillard, Golin-Harris, Heyman Associates, Hill & Knowlton, HSBC, Johnson & Johnson, Jordan, Ketchum, Macy’s, McCann Worldgroup, Nordstrom, Ogilvy Public Relations Worldwide, Prudential, Union Bank, Verizon, Waggener Edstrom Worldwide, Waste Management, Weber Shandwick Worldwide and American Airlines, the official airline of The LAGRANT Foundation.

In 2008, TLF awarded $250,000 in scholarships to 36 college students in recognition of the 10th Anniversary of the foundation.

To RSVP for this year’s TLF Scholarship Recognition and Awards Program, please contact Programs Manager, Ericka Avila, at erickaavila@lagrant.com or (323) 469-8680, extension 223. There is no cost to attend.

'PRSA Diversity Today' Podcast Focuses on Hispanic Public Affairs

NEW YORK,  /PRNewswire-HISPANIC PR WIRE/ — The Public Relations Society of America (PRSA) today posted a new podcast that shares insights on how to execute effective campaigns to influence Latino communities, mainstream constituents, government and institutions in the latest installment of its “PRSA Diversity Today” podcast series.  Produced in partnership with WebmasterRadio.FM, the podcast is a monthly series that reinforces the importance of diversity in today’s business and society.

With more than half of the sitting members of Congress representing districts with significant Latino populations, Hispanic public affairs expertise is increasingly in demand. Dr. Rochelle Larkin Ford, APR, hosts the following guests, who share their thoughts on reaching out to this segment:

– Manuel Mirabal, president, Tonio Burgos and Associates’ Washington, D.C. office, leads the firm’s government affairs and communications functions. Mirabal is considered one of the 100 most influential Hispanics in the United States and one of the 25 most powerful Hispanics in Washington. He regularly testifies before Congress on issues such as education, economic development, the environment, technology and telecommunications, and corporate social responsibility. Mirabal has served as chair of national boards, including the National Hispanic Leadership Agenda and the Hispanic Association on Corporate Responsibility, as well as on the board of the United Way of America.

– Maria Cardona is a seasoned Democratic strategist, public affairs and communications professional with more than 18 years experience in the political, government, public relations, campaign, community and coalition building arenas. She joined the Dewey Square Group (DSG) — a premier national public affairs firm — as a principal in February 2005 to assist the firm’s corporate, nonprofit and trade association clients with strategic partnerships at the national, state and local level, especially within the Latino community. Cardona is also instrumental in helping DSG clients, within an overall communications strategy, take advantage of the ever-growing opportunities for exposure in the Hispanic media.

– Katy Varney is a partner at McNeely Pigott & Fox, located in Nashville, Tenn. She has a strong background in government affairs and coalition building and has a nationwide network of contacts. Varney has overseen successful grassroots campaigns and has led account teams handling communications for the Job Corps program in 36 states in addition to highly effective national advertising campaigns for the federal job training initiative. She is a graduate of Earlham College in Richmond, Indiana. She worked on the White House advance staffs of then First Lady Rosalyn Carter and later, Vice President Walter Mondale, and served as former Tennessee Gov. Ned McWherter’s chief lobbyist on Capitol Hill.

To listen to this podcast, visit the “PRSA Diversity Today” (http://www.prsa.org/diversity/communications.html) podcast site. The show also is hosted on WebmasterRadio.FM on the PRSA Conference channel (http://www2.webmasterradio.fm/public-relation-society-america-conference/). Also, you can subscribe to the show via an RSS feed or download it through iTunes — search for “PRSA” at the iTunes Store, and the shows will be listed by date.

VPE Public Relations Launches commUNITY, Latino Social Media Specialty

VPE Public Relations launched commUNITY, a Latino Social Media specialty area to broaden clients’ online Hispanic marketing platforms. Along with maximizing existing social media opportunities, VPE will also help clients grow their online visibility by providing in-house website design development and maintenance, digital press kits, graphic design, media design and programming, as well as online research. 

Social Media commUNITY ranges from strategically utilizing various online tools and platforms to get a unified corporate and social message out to Latinos, applications include blogs, message boards, social networks, viral marketing campaigns, user groups, and news groups.”With the growing influence of social media among Latinos, we knew we had to tap into other areas where dynamic conversations about brands and our clients can occur,” said Patricia Pérez, VPE partner and head of the agency’s social marketing division. “Regardless of whether they access content in English or Spanish, we’re now going to reach them through their communication vehicles of choice.”focus, VPE has begun targeting moms and caregivers with its national directory of mommy bloggers to help clients reach the growing number of moms venturing online. VPE’s consumer and packaged good brands are already experiencing the benefits of online marketing to moms. Los Angeles public broadcast station KCET reaches out to this group to help promote the station’s new and current programming. For client McDonald’s, viral marketing campaigns have been on the menu for product launches.

As part of its commUNITY


“With the number of Latina moms posting blogs increasing, mommy bloggers are a great outreach vehicle to get our client’s message to a very targeted audience,” stated John Echeveste, VPE partner who heads the agency’s consumer division.

PRSA-PR Newswire National Diversity Tour visits Boston event recap and photos

BOSTON - On May 8, the Curry College Communication Department hosted the Boston Chapter, Public Relations Society of America’s monthly meeting, with an attentive audience of nearly 40 communication professionals from the Boston area listening…and learning.

The program topic, “Maximizing Your Multicultural Marketing and Public Relations Initiatives,” spoke to the very challenges that we as communicators…and as educators…face in our day-to-day activities. “Who are your target audiences?” “What do those diverse publics want to hear from you, and how do they want to receive the information?”

The speakers – Christine Clavijo-Kish, Senior Vice President, Multicultural Markets, PR Newswire; Eduardo Crespo, President and CEO, Hispanic Market Solutions; and Michelle Davis, Vice President, Public Affairs, Children’s Hospital, Boston – presented real-life national and local examples of the dramatic growth of the multicultural market and of programs designed to reach those diverse populations.

All three speakers cited current research data showing that communicating with diverse audiences is no longer as simple as dubbing over a broadcast promotion with “words” in another language.  Communication today requires an understanding of the cultural and ethnic differences in your audiences and addressing needs in terms that are meaningful to those audiences.

Most importantly, there was unanimous agreement that, before embarking on a multicultural communication initiative, you have to have the buy-in of senior management to ensure that the support is there for the duration of the program and beyond. Executive commitment and audience knowledge are keys to achieving success.