It’s been almost a year since General Mills brought together almost 40 Hispanic bloggers to Miami from across the country for the star-studded relaunch of the company’s Que Rica Vida web site.

Even Latino bloggers who weren’t there will tell you that that event by itself sparked a new and growing understanding among Hispanic bloggers that brands and agencies do care about them and that they want to work with them.

The huge potential of this niche Latino social media and blogging world is what this year prompted the Hispanic Public Relations Association and Hispanicize to make our second annual national conference the home for Latino bloggers.

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