Cultivar Relaciones: Connecting With Hispanic Media Today

Not unlike many PRSA members, I, too, got my start in media. Several decades ago, I worked for a Spanish-language television station. Although I met plenty of Latino superstars, it was not a glamour job. I worked back in the days when everything was strung together by hardworking, well-meaning people with no financial or human resources to deliver the equivalent of a “60 Minutes,” “American Idol” or “Sábado Gigante.” Yet, we produced about ten hours of live programming a day from a weathered studio on the 32nd floor of the Chicago Board of Trade Building that gave “Soul Train” its first stage and television audience.

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