Congratulations to HRPA June 2011 Members of the Month!

HPRAHispanic Public Relations Association congratulates Alessandra Alma, Owner & Managing Director of Alma Communications Group and Kristina M. Martel, Director, Corporate Communications at the American Cancer Society, California Division, Inc. for being the June 2011 Members of the Month! Here is what they had to share with us:

 

Alessandra Alma

Owner & Managing Director
Alma Communications Group
NY Chapter

What do you enjoy about PR in your line of work?
Every situation is unique and it is always a challenge to come up with a solution or campaign. In this line of work, you have to be strategic and creative at the same time. I think that is what I enjoy most.

What is something not many people know about you?
Most people are surprised to learn that I am a veteran. I served four years as a Communications and Information Officer in the U.S. Air Force.

What is the best advice you have ever received in your professional career?
Never take anything personally.

What advice can you provide to incoming generation of Hispanic PR professionals?
Network and meet as many people as you can. You never know who you will meet and who will take you in the direction you need to go.

Kristina M. Martel

Director, Corporate Communications
American Cancer Society, CA Division, Inc.
L.A. Chapter

What do you enjoy about PR in your line of work?
The best part of my job is knowing that every day I can share life-saving information with those who may not otherwise receive it – whether it’s educating historically underserved Latino women with culturally relevant information about breast cancer prevention or reaching Latino men with potentially life-saving information about prostate cancer screening. My job is a creative challenge that I embrace and enjoy. I’m fortunate to have creative freedom and the opportunity to express my passion for empowering and helping others.

What is something not many people know about you?
As a teenager, I was bitten by the acting bug. Not many people know I was an “extra” in the 1987 movie “La Bamba”. At the time, I had big dreams of breaking into show biz. It was a fun and memorable experience but now I’m much more comfortable behind the scenes.

What is the best advice you have ever received in your professional career?
My advice to new PR professionals, particularly those marketing to Latinos, is that because of globalization and technology, understanding the dynamics of Latino consumers is more relevant than ever. Multicultural is becoming the new mainstream. Marketing to Latinos goes far beyond translating. It’s understanding cultural nuances and varying levels of acculturation. Basically, knowing your audience is key.

What advice can you provide to incoming generation of Hispanic PR professionals?
The best advice I received when starting my professional career actually came from a very close source, my mother. “Never underestimate your gut feeling…it’s usually right,” she said. I’ve learned over the years that market research is crucial for any campaign but that ultimately my “gut feeling” more often than not is right on target.

If you would like to be considered as a member of the month or would like to nominate a member, please contact Veronica Potes <mailto:veronica.potes@edelman.com?subject=HPRA Member of the Month Nomination>  (New York) or Cynthia Viramontes <mailto:cynthiaviramontes@live.com?subject=HPRA Member of the Month Nomination>  (Los Angeles).