Pro Golfer Tees Off to Increase Toyota Gift to Hispanic Scholarship Fund

Lizette Salas doesn’t crack under pressure. The recipients of the Hispanic Scholarship Fund’s (HSF) scholarships will soon be thankful for that.

That’s because every shot the rising LPGA star takes through the remainder of the 2014 season could generate more than $1 million for scholarships and related services provided by the nation’s largest not-for-profit organization supporting Hispanic American higher education.

As part of the Toyota Drive for Success program, Salas will earn funding for HSF through each round of golf she plays. Throughout her season, each birdie (one stroke under par for a hole) she makes will earn $1,500 and each eagle (two strokes under par for a hole) will earn $5,000. With one stroke—specifically a hole-in-one made during the first round of one of her remaining domestic tournaments—Salas could send an additional $1 million to the nonprofit organization.

For the Team Toyota athlete, the contributions are personal.

“As the first person in my immediate family to earn a college degree, I’m proud to help promote the Hispanic Scholarship Fund and its critical goals for Hispanic students,” Salas said. “Thanks to the generous support from Toyota, “every good shot I make will put money in the bank for more students to further their education and pursue their passions like I’ve had the opportunity to do.”

Salas graduated from the University of Southern California, where she was the golf program’s first four-time All-American and twice-named the Pac-10 Player of the Year. She entered the LPGA in 2012 and has since been ranked as high as number 10 in the world by the Rolex Rankings. The Southern California native joined Team Toyota in November 2013, adding to the diverse roster of athletes supported by Toyota Motor Sales, USA, Inc.

By banding together, Salas is helping Toyota further its commitment to the Latino community. For more than 25 years, Toyota has supported HSF by donating more than $5.7 million toward scholarships and related services.

“Lizette’s success story is extremely relevant to the Hispanic community and embodies the educational and personal achievements the Hispanic Scholarship Fund aims to support,” said Fidel A. Vargas, President & CEO, Hispanic Scholarship Fund.  “Toyota’s generous commitment, and the chance to receive over $1 million with Lizette’s play, adds a new level of fun and excitement to our long-standing partnership.”

In addition to her efforts on the course, Salas will make several public appearances, throughout the season, to raise awareness for HSF and share her quest to reach the full pledge available from Toyota.

“Lizette is the perfect role model to bring awareness to the important work of the Hispanic Scholarship Fund,” said Ed Laukes, Vice President, Marketing, Performance and Guest Experience for Toyota. “With her help both on and off the golf course, we hope to better serve the organization’s scholarships and services that support students pursing higher education.”

About Toyota
Toyota (NYSE:TM), the a top automaker and creator of the Prius, is committed to building vehicles for the way people live through its Toyota, Lexus and Scion brands.  Over the past 50 years, we’ve built more than 25 million cars and trucks in North America, where it operates 14 manufacturing plants and directly employs more than 40,000 people.  The company’s 1,800 North American dealerships sold more than 2.5 million cars and trucks in 2013 – and about 80 percent of all Toyota vehicles sold over the past 20 years are still on the road today.

Toyota partners with philanthropic organizations across the country, with a focus on education, safety and the environment.  As part of this commitment, we share the company’s extensive know-how garnered from building great cars and trucks to help community organizations and other nonprofits expand their ability to do good.

About the Hispanic Scholarship Fund
Founded in 1975, the Hispanic Scholarship Fund provides scholarships to Latino students, as well as related support services.  HSF seeks to give students all the tools they need to apply to college, do well in their course work, graduate, enter a profession, excel, help lead our nation going forward, and mentor the generations to come.  As the nation’s largest not-for-profit organization supporting Hispanic American higher education, the Fund has awarded over $430 million in scholarships and provides a range of ancillary programs for students, HSF Scholars, and their families. HSF further strives to make college education a top priority for every Latino family across the nation, mobilizing our community to proactively advance that goal – each individual, over a lifetime, in every way he/she can.

[OPINION] Hispanicize Founder to Miami Beach Mayor: Technology hub is not fad or ‘dumb idea’ for the region

 Tech and social media leader Manny Ruiz, founder of the South Florida’s largest annual tech and social media event Hispanicize 2014 (, issued a statement today in response to remarks Miami Beach Mayor Phil Levine made this week at the U.S. Conference of Mayors where he said that the blossoming tech scene in his city is “the dumbest idea in the world.” In yesterday’s Washington Post story titled “Miami Beach mayor: Take your tech start-up gospel, and shove it”, Levine added that “People cling on to things that are not the highest and best use for their city. Miami Beach is never going to be a high tech hub. As much as it sounds great, it’s sexy, that’s not who we are.”

The following statement was issued by Ruiz, chairman of the Hispanicize platforms that also includes the Latina Mom Bloggers network, Being Latino, Hispanicize Wire, and the Hispanic PR Blog:

“As one of the region’s most visible champions for creating a strong tech scene in South Florida and the organizer of an event that brings millions of dollars to the region, Hispanicize is flabbergasted that the mayor of one of the nation’s most prominent cities believes that technology, innovation, high paying jobs, economic strength, a better education system and higher tourism dollars amount to a ‘dumb idea’.”

“Every city in the world would be the envy of Miami Beach and South Florida if we were to fuse the beauty and weather of our precious region with the power, creativity, education and innovation of technology. How can being a ‘smarter place to live and work,’ possibly be “dumb?”

“As a 44-year-old, lifelong South Floridian and former reporter I have never seen a local elected official go out of their way to nationally attack a movement that so positively moves us towards progress. Mayor Levine claims a technology hub would distract his city from its historic dependence on tourism but that seems like a copout. It takes vision to propel a city into a future that is not solely dependent on tourism and the way things have always been.”

“Today Hispanicize calls on all South Florida political, tourism and business leaders as well as Miami Beach’s own elected officials to stand with us and other tech leaders in decrying Mayor Levine’s remarks. Building a hub for technology in our region is critical to South Florida’s long-term growth, prosperity and tourism.

“We sincerely hope that the rest of the nation and the world know that Mayor Levine’s words do not in any way reflect the passionate commitment many of us here are making to cultivate a technology-friendly landscape for South Florida.

“Sincerely, Manny Ruiz.”

EDITOR’S NOTE: To request an interview with Mr. Ruiz about this topic, tech or Hispanicize 2014 in general, please email the media relations contact listed below.

Ram Truck Brand Continues Partnership with Juanes, Spanish-Language Commercials will run on Univision

  • First 30-second spot of latest “A Todo, Con Todo” campaign highlighting Ram 1500 technology, interior and fuel efficiency recently launched
  • Additional television, digital and print ads to follow in anticipation of Juanes’ new single and album release
  • Commercials to run during the Latin Grammys

Celebrated Latin musician Juanes and the Ram Truck brand continue their partnership in the “A Todo, Con Todo” (“To Everything, With Everything”) Spanish-language advertising campaign with original spots promoting the new 2014 Ram light-duty truck.

The Ram Truck brand recently launched the 30-second television ad “Beyond the Encore”.  A 60-second spot, “Anthem,” will debut on Univision during the Latin Grammy awards ceremony on Nov. 21. An additional 60-second ad will be revealed in December in anticipation of Juanes’ new single and album release while similar ads, “The Long Haul” and “Chasing the Sun”, will air in the coming weeks. The campaign focuses on the class-leading innovations of the 2014 Ram 1500, emphasizing values such as hard work and determination shared by the brand and Latin cultures.

The new “A Todo con Todo” spots feature Juanes performing on stage and highlights the gritty work of his road crew, whose “show begins after the curtain drops.” Juanes and his crew rely on the Ram 1500 to move heavy stage equipment from city to city, resulting in fan-pleasing performances.

The newest Spanish-language Ram Truck TV ads will run nationally on the Univision and Telemundo networks.  All spots will be available for viewing on the Ram Trucks brand’s YouTube channel,  New print ads for the campaign will appear in national Spanish-language magazines and newspapers in top-volume U.S. Latino markets for Ram Trucks.

McDonald’s teams up with Juan Luis Guerra for Hispanic Heritage Month, launches digital campaign

McDonald’s NY metro announced today the kick-off of the second edition of “Celebrando Nuestras Leyendas” an annual initiative celebrating Hispanic Heritage Month that pays tribute to Hispanic musical legends and cultural icons from September 15, 2013 to October 15, 2013. McDonald’s will engage their customers through a series of fun and surprising digital and interactive components at its restaurants and on its website. All during this month-long celebration that will end with a surprise concert to be announced at a later date in New York.


After a successful first edition of “Celebrando Nuestras Leyendas” in 2012; honoring the legacy of super star Celia Cruz and benefiting the non-profit efforts of the Celia Cruz Foundation, there were very high expectations for this year’s celebration. To match that, for its second edition, McDonald’s “Celebrando Nuestras Leyendas” will honor a living legend, one of the most influential figures in world music, the one and only, el Maestro Juan Luis Guerra.

“The Hispanic Heritage month celebration, Celebrando Nuestras Leyendas has great meaning for McDonald’s”, said Jessica Meléndez, McDonald’s Regional Marketing Manager for the New York Metro Region. “It’s about honoring our Hispanic consumers, celebrating diversity, recognizing the impact of legendary Latinos and giving back to our community. Juan Luis Guerra has an extraordinary career that is an inspiration to all of us”, added Meléndez.

The Dominican singer, composer and producer who has sold over 20 million records around the world possesses an incomparable talent and heart. His “Bilirrubina” has gotten people around the world to dance, regardless of nationalities. His professional, cultural and philanthropic accomplishments make him an exceptional humanitarian that deserves to be honored. Juan Luis Guerra exemplifies the influence of Hispanic culture in the United States and around the world. “It’s a great satisfaction to be recognized as a Hispanic legend by the McDonald’s 2013 “Celebrando Nuestras Leyendas” program”, said Juan Luis Guerra. “I appreciate the love and support from McDonald’s New York tri-state area owner/operators to the children of my foundation”, added Guerra.

Mario Lopez named Master of Ceremonies for Padres Contra el Cancer’s 13th Annual Fundraising Gala

Mario Lopez will support PADRES Contra El Cancer (PADRES) in their mission to “improve the quality of life for Latino children with cancer and their families”. The Actor and TV Host will join PADRES National Spokesperson, Eva Longoria as Master of Ceremonies at the organization’s 13th annual fundraising gala.

“Anytime I can support my girl Eva and one of her incredible causes, it’s an honor and pleasure,” said Mario Lopez. Mario has supported the organization in previous years. He has hosted drives for PADRES families who are in need and also served as Master of Ceremonies at the 2010 ‘El Sueno De ESPERANZA℠’ Gala.

The event promises to be a noteworthy occasion, as two of the biggest names in Latin music and entertainment, Alejandra Guzman and Joan Sebastian will be honored with the organization’s ‘Champion of HOPE’ Award, for personifying courage against cancer with strength, determination, dignity and most of all HOPE.

More than 400 celebrities and leaders in business, entertainment and philanthropy are expected to attend. Invited guests include George Lopez, Edward James Olmos, Amaury Nolasco, Cristian de la Fuente, Angelica Castro, William Levy, Victoria Justice, Constance Marie and Andy Garcia among others.

PADRES along with National Spokespersons, Eva Longoria and Beto Cuevas invite supporters from across the nation to join the 13th Annual ‘El Sueno de Esperanza’ Gala. The event will take place on September 24, 2013 at Club Nokia at L.A. Live and will include a celebrity red carpet, cocktail reception, VIP lounge, gourmet cuisine and beverages by Wolfgang Puck Catering and special performances by world renowned flamenco singer and percussionist, Antonio Carmona and international flamenco entertainers Manuel Gutierrez and Fanny Ara.

Official 13th Annual Gala Sponsors include: Verizon; BlackBerry; Anschutz Entertainment Group; Delta and L’Oreal, whose generous support will directly increase the number of children and communities that PADRES is able to serve as part of its National expansion throughout California, South Florida, New York and Nevada.

OPINION: How to Communicate Like a Leader

By Mike Aguilera

How to Communicate Like a Leader

Early in my career I wondered what makes great communicators and leaders. Is it their body motion, something in their voice, or maybe the words they use? I eventually discovered that it is all of these, plus their mindset. Top, successful professionals communicate in a consistently confident manner, both at a conscious and subconscious level.

Just as important as impeccable grooming or a firm handshake, the message you send your client at a subconscious level is crucial in securing their business. The obvious goal is to create a good, confident feeling within your client. But how do you achieve that goal? There are some powerful techniques and strategies that you can easily blend into your style of communicating.

Move with grace and purpose
First, be aware of your body motion. Avoid quick, jerky motions. Many people have the misconception that they can impress a client by quickly answering the phone, erratically moving papers around on their desk, or by rushing around creating the illusion of being important because they look so busy. Experts say quick, jerky, rushed motions actually create the impression of having some loss of control. This undesired impression can be perceived by your client at a subconscious level. Therefore, relax your motions. Move with purpose and grace. Maintain this purpose and grace when you greet your clients, and as you move around them. Consequently, your clients will get a sense that you are confident and in control.

Moving with grace and purpose also applies to handling props. A prop can be your brochure, a report, a product sample, or information about yourself. And, if you don’t have any of these in hand—then you are the prop. One secret to handling a prop and making a positive impact at a subconscious level is to handle it as being extremely valuable. As a result, the recipient will receive it and appreciate it in an equal manner. At this point, you have just established a strong first impression. An impression of importance and value. Avoid making the mistake many others have made, and that is to say that your company and/or service is valuable as you dangle your company brochure or toss it on the table. This gives a contradictory message—a negative message that implies you don’t value your own company.

Your voice may also create confidence or confusion in your client’s mind. Many people are not aware of the power that their voice has. Consider your voice as a magical instrument that has the ability to create curiosity, drama, fear, confidence, and many other emotions.
There are three distinctive universal voice patterns that you should be aware of. One is talking in “statements.” This is a normal conversational voice pattern, or an almost monotone pattern. The second voice pattern is talking in “questions.” With this voice pattern, your voice tone goes up at the end of a word or sentence. The third is talking with “authority.” A voice of authority has slightly more base. Top news reporters talk with a voice of authority. I suggest that you lower your voice tone when you want to convey an important message. Your voice can make a strong confident impact simply by adding base to a word or sentence. People lose the opportunity to make an impact with their voice when they consistently talk with a “conversational-statement” voice pattern throughout their presentation or meeting. There’s a big difference between just talking and speaking persuasively. Remember, use your voice as an instrument to make a positive and memorable impact.

Keep the desired outcome in mind
The words you use can make you a lot of money or destroy your message. At a subconscious level, your clients will be impacted by the words you use. Words have the power to create a positive and confident train of thought. Most words will create a picture in your mind. That picture, in turn, will create a thought. And finally, that thought will create an emotion—a positive or negative emotion. Consider the positive outcome that you want, then choose your words wisely. A few dangerous words to be cautious of using are: “risk,” “danger,” “problems,” and “unstable.” Take the word “danger” for instance. If you say, “There is a little risk in this project,” your client or coworker will focus on the word “risk.” A different and more positive way of saying the same sentence would be, “I want you to feel confident in this project.” The second version implies the same, but with a better choice of words. The point is to keep your desired outcome in mind, and choose your words appropriately.

The way you move and talk sends out lots of information to others. The other half of the communication equation is this: Your client is also sending valuable information back to you. They can reveal whether they believe in you, your product, and/or service. So, pay close attention to your client’s reaction towards you and your presentation.

Subconscious communication is an effective cutting-edge strategy that will allow you to stand out in this highly competitive business world. Master it, put it to use, create client confidence, and enhance your career and business success.


Mike Aguilera, a communication expert, is CEO of Aguilera & Associates in San Jose, California. Mike Aguilera is available for presentations, in-house workshops, and coaching. He may be reached at (408) 972-1985 or – website: Or,


Hispanicize ’13 Latinovator and Award-Winning Journalist Soledad O’Brien Joins HBO’s Real Sports

MIAMI BEACH, FL – APRIL 13: Latinovator Lunch with Soledad O’Brien (sponsored by P&G) Hispanicize 2013, held at the Eden Roc Hotel in Miami Beach Florida, United States. (Photo by Jesus Aranguren / Getty Images)

Renowned broadcast journalist Soledad O’Brien, who has been honored with the Peabody, Emmy® and duPont Awards for enterprising reporting during her accomplished television career, and in April was the recipient of Hispanicize 2013‘s prestigious Latinovator award,  will join the team of HBO’s critically acclaimed magazine program REAL SPORTS WITH BRYANT GUMBEL, it was announced today by Ken Hershman, president, HBO Sports.

“Soledad is a perfect fit for REAL SPORTS,” said Hershman. “She’s an extraordinary interviewer and storyteller, and we’re thrilled to be able to add her to a franchise where the emphasis is on finding and presenting thought-provoking stories in the diverse and ever-fascinating world of sports.”

In addition to joining REAL SPORTS, O’Brien and her production company, Starfish Media Group, will have an overall relationship with HBO granting the network first look at scripted projects and long-form programming concepts that she and her team develop.

O’Brien has reported on breaking news from around the globe, making her one of the most recognizable names in journalism. In 2011, she won an Emmy® in the category of Outstanding Live Coverage of a Current News Story Long Form for “Crisis in Haiti.” O’Brien was part of the coverage teams that earned CNN a George Foster Peabody award for its coverage of the BP oil spill and Hurricane Katrina, and an Alfred I. duPont-Columbia University Award for its coverage of the Southeast Asia tsunami. The National Association of Black Journalists named O’Brien Journalist of the Year and the Edward R. Murrow Awards lauded her with the RTDNA/UNITY award in 2010 for “Latino in America.”

O’Brien has been integral in developing and hosting the award-winning “Black in America” franchise, one of CNN’s most successful international franchises. In 2010, she wrote the critically acclaimed memoir “The Next Big Story: My Journey through the Land of Possibilities,” which chronicles her biggest reporting moments and how her upbringing and background have influenced these experiences. She is a graduate of Harvard University and will serve as a visiting fellow for the 2013-14 school year at the university’s Graduate School of Education. She is also a member of the board of directors for the Foundation for the National Archives.

“Soledad’s a respected journalist with a proven track record,” says Bryant Gumbel, host of REAL SPORTS. “Her credibility, broad interests and passion make her a wonderful addition to our program. I’m thrilled to have her on our REAL SPORTS team.”


Huggies brand partners with former Miss Universe and new mom Zuleyka Rivera

Former Miss Universe and New Mom Zuleyka Rivera

Television actress and former Miss Universe Zuleyka Rivera has teamed up with Huggies Brand to try out their new and improved diapers and wipes.

“This past year has been filled with some amazing moments, like the birth of my son, Sebastian – and I can’t get enough of him,” Rivera said. “Parenting has been full of surprises – the good, the bad and the messy. That’s why I rely on Huggies diapers and wipes to help us pass any test and keep Sebastian clean and dry.”

As part of Rivera’s partnership, she will offer insights on parenting with a webisode series, tips and  product reviews. The campaign will incorporate social media as well.

Parents everywhere can get a sneak peek into Zuleyka and Sebastian’s everyday routines through a webisode series premiering today on the Huggies Latino Facebook page ( The videos offer parenting tips and show real life family moments including cooking with grandma, rehearsing for her upcoming novella and even teaching her son the rhythm of Latin dancing.

“Zuleyka is just like so many other parents out there – juggling a busy career and even busier role as a mom,” said Lizette Williams, Huggies Senior Brand Manager, Multicultural at Kimberly-Clark. “We’re thrilled to partner with her and help share her every day experiences with Sebastian and tips and advice with other parents everywhere.”

Verizon Wireless introduces Viva Móvil by Jennifer Lopez











Viva Móvil  claims that it will revolutionize the wireless shopping experience for Latino consumers with a unique social shopping experience through its Facebook page. While on the page, consumers can get personalized recommendations, shop with their friends, comment on devices and share what device or accessory they purchased – all while staying connected on Facebook.  Consumers can interact with Viva Móvil on and the Viva Móvil Facebook page beginning today. In the next few weeks, the Viva Móvil by Jennifer Lopez will announce store openings in major markets including New York, Los Angeles and Miami.

Alex Cora Joins ESPN as MLB Analyst in Multiplatform Role

Former Major League Baseball player Alex Cora has joined ESPN and ESPN Deportes as an MLB analyst. Cora will provide insights and analysis for various platforms across both networks, including Baseball Tonight, Beisbol Esta Noche, SportsCenter and other studio programming. He will also contribute to ESPN Radio and ESPN Deportes Radio.

“Television will be an exciting new challenge for me,” said Cora. “I look forward to joining ESPN’s deep bench of analysts to share my insights, experience and passion for baseball with fans and viewers on Baseball Tonight, Beisbol Esta Noche and across ESPN’s various platforms.”

Added Mike McQuade, vice president, production, “Alex is a tremendous acquisition for us. He is well-regarded across baseball as an astute student of the game and prospective manager. His unique combination of major league experience, thoughtful analysis and polished communication skills in two languages will strengthen our baseball coverage across several ESPN platforms.”

Cora, a Puerto Rican native, was drafted by the Minnesota Twins in the 1993 First-Year Player Draft but opted to play for the University of Miami, where he reached the College World Series three times. He was drafted by the Los Angeles Dodgers in 1996 and made his major league debut on June 7, 1998.

Wendy’s launches contest geared toward Hispanic market

Wendy’s kicked off its “Wendy’s Secret Sandwich” contest this week, which includes a grand prize trip for two to see reggaeton and pop Latino musician Tito El Bambino in concert.

“Celebrating our fans’ passion for good flavor and good music, we’re inviting them to guess the ingredients of the Wendy’s Secret Sandwich and win a trip to one of Puerto Rican sensation Tito El Bambino’s concerts,” Jesus Valdez, Wendy’s director, Brand Management for U.S. Hispanic Markets, said in a press release. “Like all of Wendy’s products, this sandwich will have the flavorful, quality ingredients our customers have come to expect of our offerings.”

Fans can attempt to guess the Wendy’s Secret Sandwich by choosing five ingredients to virtually build the sandwich of their choice

They can submit as many different sandwiches as they like between now and Nov. 17. Wendy’s will email the winner, who will be selected from among all correct entries by a drawing, on Nov. 19.

The winner of the Wendy’s Secret Sandwich promotion will receive two VIP tickets to a Tito El Bambino concert in 2013. The prize pack includes round trip airline tickets for the winner and a companion and accommodations for one night.

During Wendy’s Q2 earnings call, CEO Emil Brolick said one of the company’s initiatives is to increase a presence with the Hispanic demographic.

“We have a major opportunity to increase our relevance among Hispanic consumers. It’s an important sales opportunity,” Brolick said.

L’Oreal Paris TV and Print ads start in September with Media Personality, Martha Debayle

L’Oreal Paris is pleased to announce a partnership with one of Mexico’s most prominent media personalities, Martha Debayle, as the new face for Excellence Creme Pro-Keratine Hair Color.  TV and print advertising campaigns featuring Debayle will begin running in September, and appear across the United States and Mexico in both English and Spanish.