Overlooking independent Latino brands reminds us that diversity, cultural nuance, and true representation still matter — now more than ever.
Shocked.
That’s the word Emmy Award-winning journalist Veronica Villafañe used to describe how she felt this week when she saw Cision announce a newsletter called “Media Moves.”
The global media intelligence company — and parent of PR Newswire — seems to have overlooked what most of us in Hispanic media and public relations easily recognize: Media Moves is an established brand that Villafañe has published since 2007. It’s a trusted resource that PR pros — and even a press release distribution service like our sister company, Noticias Newswire — reference regularly to update our media databases.
Aside from the easily verifiable status of Villafañe’s brand — a quick search for “MediaMoves.com” on the Internet archive website WaybackMachine.org makes the proof irrefutable — Villafañe also smartly trademarked the brand name.
The outcry of support from Hispanic PR pros was immediate. Los Angeles-based PR legend Roxana Lissa posted:
“Cision, you couldn’t come up with another name, really? I would encourage you to give up on this idea and more specifically the name Media Moves — as you don’t own it and clearly copied it — if you don’t want an army of Latino PR pros to cancel you for good.”
My business partner, Manny Ruiz — who co-founded Hispanic PR Wire in 2000, Hispanic PR Blog in 2009, and Noticias Newswire (formerly Hispanicize Wire) in 2013 — also posted on LinkedIn:
“Cision, this is shameful and unworthy of your company.”
He called on the Hispanic Public Relations Association (HPRA), the National Association of Hispanic Journalists (NAHJ), and the National Association of Hispanic Publications (NAHP) “to denounce this apparent takeover of the Media Moves brand that has been published consistently for 17 years by its Latina founder Veronica Villafañe.”
As of this post, we haven’t seen Cision’s response. While I’m not an attorney, Villafañe’s trademark ownership seems to make this an airtight infringement case that will require Cision to modify the name. Beyond the legalities, many in the Hispanic public relations community will be watching closely to see how Cision’s management team addresses this branding misstep.
Will they double down and try to keep the name? Will they show respect for independent Hispanic journalists and brands like Media Moves? Will Cision’s new CEO, Guy Abramo, personally apologize to Villafañe?
We’re in suspense.
Historical Insights
In the early 2000s, major wire services like PR Newswire and Business Wire — while powerful and reputable — lacked strong multicultural capabilities, much like the situation today. This gap created opportunities for entrepreneurs like my partners Manny Ruiz, Cristy Clavijo-Kish, Bernadette Morris, and others to launch Hispanic PR Wire, LatinClips, and Black PR Wire, respectively.
Recognizing the market opportunities, PR Newswire’s leadership at the time — leaders like COO Dave Armon and Multicultural Director Gina Amaro Rudan — took bold steps to prioritize multicultural communications. They hired multicultural leaders, launched new divisions, and acquired niche services like ours.
A Wake-Up Call for Hispanic PR Pros
A lot has changed since those days. Cision acquired PR Newswire in 2016, and with that acquisition, we’ve observed a steady decline in the Hispanic services we originally built. Some were downsized. Others quietly phased out.
Take a look at Cision’s management team, and you’ll notice a glaring problem: There are no women in the C-Suite. There is a shocking lack of diversity overall. 
It’s no surprise, then, that a mistake like the Media Moves infringement occurred. These are the consequences of not having diverse leadership — of not having decision-makers who understand the Hispanic market deeply and intuitively. Gaps in representation lead to gaps in respect — and gaps in opportunity.
Why Noticias Newswire Exists
These market gaps are why we launched Noticias Newswire — the only Latino-owned and operated press release distribution service focused exclusively on the U.S. Hispanic market.
Our leadership is proudly majority Latina-owned. We live and breathe the communities we serve.
If you’re a Hispanic PR professional — or a forward-thinking non-Hispanic marketer — I encourage you to support platforms that treat our communities with the cultural nuance and respect they deserve.
Hispanic PR Blog and Noticias Newswire stand firmly with Veronica Villafañe. We hope this incident becomes a catalyst — not just for a name correction — but for a deeper awakening about why diversity, cultural fluency, and independent Latino media matter now more than ever.
To support Veronica, please visit her LinkedIn profile and share her post about this incident.
And when it’s time to distribute your next story, think carefully about who you entrust with your message.
Because your stories — and your communities — deserve partners who truly understand them.
Author Bill Gato is the CEO and partner of Noticias Newswire, the nation’s only Latino-owned and operated press release distribution service with a niche focus on the U.S. Hispanic market. He is also the co-editor of the Hispanic PR Blog. Email: bill@noticiasnewswire.com