AN INDUSTRY'S PRIDE: HPRA vice president Delia Lopez, Roxana Lissa, Principal of RL Public Relations and HPRA President Lourdes Rodriguez of VPE Public Relations joined to honor Rosanna Fiske. Fiske is the CEO-elect of the Public Relations Society of America.

The Hispanic Public Relations Association (HPRA) honored the Hispanic market industry’s top PR and social media marketing leaders at its 26th Annual PRemio Awards and Scholarships Gala last week in Los Angeles, CA’s historic Biltmore Hotel.

Lopez Negrete's Pio Castillo accepts the Public Education award for the agency's work on the MASECA campaign.
HPRA's 26th Annual PRemio Awards brought more than 200 marketing professionals together at the historic Biltmore Hotel in downtown Los Angeles.

The evening’s theme, “2010: A New Chapter Begins”, celebrated the national expansion of HPRA. Earlier this year, HPRA expanded its footprint nationally with the launch of a New York chapter and the opportunity to co-present with the Hispanic PR Blog the first-ever Hispanic PR and Social Marketing Conference in Dallas.  

Formulatin took the top award for the sports marketing category.
Edelman Multicultural snagged the Technology award for their work with Microsoft Windows 7.

This year’s Public Relations Professional of the Year honoree was industry trailblazer Rosanna Fiske for her unprecedented achievement as the first Hispanic to be appointed as the Public Relations Society of America’s (PRSA) 2010 CEO and Chair-Elect. General Mills was presented with the Corporation of the Year award for its commitment to the U.S. Hispanic market through its “Que Rica Vida” program. Other awards included: Young PR Professional of the Year Alfredo Lee Escudero of VPE Public Relations, and Journalist of the Year, Silvia Ichar, editor and publisher of PARA TODOS Magazine.

The Corporation of the Year award went to General Mills for their Latino blogger-friendly "Que Rica Vida" campaign. Pictured here are Sergio Lopez-Miro, President of Hispania Public Relations and client Maria Rodas of General Mills' Que Rica Vida.

The event also honored the Hispanic PR and social media marketing work being done in the industry. The 2010 Campaign of the Year winners by category included:

The Food and Beverage award went to RL Public Relations + Marketing for their work with the Milk Processing Board

Technology: Edelman for their Windows 7 Hispanic Launch work with Microsoft
Public Education – Corporation: Lopez Negrete for their work on behalf of MASECA
Sports: FORMULATIN for its work with Tecate’s fight weekend tie into Mexican Independence Day
Integrated Marketing Communications: RL Public Relations + Marketing for its work with Verizon Wireless’ “My Fabulous Quince”
Corporate Media Event: The Jeffrey Group for its “FIFA World Cup Trophy Tour” on behalf of the Coca-Cola Company

Hispanic PR Blog Co-Publisher was honored for partnering with HPRA to create the Hispanic PR & Social Media Conference. Big plans are about to be announced for the 2011 of the conference edition taking place in Los Angeles.

In addition, as a way to foster Hispanic talent, HPRA presented $10,000 in scholarships to five Southern California Hispanic students pursuing a career in Public Relations and related communications fields. Also, this year, HPRA introduced a community service scholarship award in memory of industry leader and community activist Esther Renteria, co-founder of the National Hispanic Media Coalition and a former HPRA president.

The evening’s celebration was made possible sponsors by sponsors Goya Foods; RL Public Relations + Marketing; Sportivo; Southern California Edison; The Walt Disney Company; Wells Fargo; VPE Public Relations; State Farm; Staples; Sempra Energy and The Gas Company; Union Bank; Verizon Wireless; Ketchum; Edelman; PRSA; Kaiser Permanente; Bank of the West; Hill and Knowlton; and HPRA’s official newswire distribution partner PR Newswire.