Category: PR Practitioner of the Year
Rosanna M. Fiske, APR
Chair and CEO, PRSA
Program Director and Associate Professor, Florida International University School of Journalism & Mass Communication, Advertising & Public Relations Department, North Miami, Florida.
Rosanna M. Fiske, APR is program director and associate professor of advertising and public relations at South Florida’s largest public research university, Florida International University (FIU). With more than 20 years of experience, Fiske began her career as a journalist, and then moved to marketing and corporate communications. She has held senior communications counsel, marketing, and management positions in agency and corporate settings.
Fiske has worked directly with Fortune 500 CEOs, senior management teams, and boards of directors in strategic planning, management structuring and re-engineering, and return-on-investment initiatives. She has led programs in crisis and employee communications, multicultural and global initiatives, and strategic and executive communications for a number of industry leaders including Charles Schwab & Co., MTV Networks, American Airlines, MCI, Anheuser-Busch Companies, and Wells Fargo Bank.
Fiske received PRSA’s 2002 D. Parke Gibson Pioneer Award – the nation’s highest individual honor in multicultural communications. She and her teams have also been awarded two Silver Anvils and a CIPRA, recognizing outstanding work in public relations. In addition to overseeing the School of Journalism and Mass Communication’s largest master’s program in Global Strategic Communications, she is also PRSA’s CEO and Chair-elect and Chair of the organization’s Strategic Planning Committee.
She earned a master of science in integrated communications and a bachelor of science in journalism and mass communication.
Category: Young Professional of the Year
VPE Public Relations
Alfredo Lee Escudero is an Account Executive at VPE Public Relations. On his third year working on social marketing accounts, Alfredo currently oversees the development and implementation of PR programs for First 5 LA Workforce Development Initiative, The California Wellness Foundation, and the Latin Business Association. Previous client work includes national, state and local media campaigns.
Alfredo’s strong leadership qualities of vision, dedication, and drive carry over to his volunteer work, helping him earn the youngest board member position with the Latino Equality Alliance (LEA), a non-profit whose mission is to promote liberty, equality and justice for the Latino LGBT community. As the board chair for communications, Alfredo has worked, since prior to the introduction of Proposition 8, to ensure fair and dignified cover of gay, lesbian, transgender and bisexual (LGBT) issues on Spanish-language television. He also serves on the local steering committee for the Human Rights Campaign, the nation’s largest LGBT civil rights organization. He is also a founding member of an online start-up called xQsi (Porque Si), an online magazine for Latino/Latina gay, lesbian, bisexual and transgender community.
Alfredo received his Bachelor of Science in Integrated Marketing and Minors in Italian and music in June 2007 from La Sierra University.
Category: Journalist of the Year
Founder and Publisher, Para Todos Magazine
Silvia Ichar, founder and publisher of nationally recognized PARA TODOS MAGAZINE, was born and educated in Argentina. As a bi-cultural and bi-lingual professional, Silvia utilizes her multi-cultural background and business expertise to enrich Latinos in Southern California.
In 1988, Silvia moved and settled in Orange County. Her vision and entrepreneurial spirit recognized an immense need within the Latino business community. Her desire to serve Latinos compelled her to research, create and launch the first Spanish-language magazine in Orange County, PARA TODOS, in October 1995. PARA TODOS is a free publication and in its very essence translates to “for everyone” and continues to this day to embrace, educate and be a catalyst for change within the community. The magazine, celebrating 14 years of business, is one of the most valuable and recognized sources of information among Latinos and is distributed to over 2000 commercial locations and offices in the counties of Orange and Los Angeles.
Silvia Ichar exemplifies an unwavering commitment to enhance small business opportunities and growth not only through her publication, but also participating on several local and international organizations. She is regarded internationally and speaks to women in business on her own experiences and challenges as a Latina entrepreneur through organizations and universities in Guatemala, Panama and Peru, which are coordinated by the U.S. State Department and the U.S. embassies of those countries. She is a founding board member to the San Juan Capistrano Task Force; the Latina Business Women Association in Orange County; serves as board member to the Hispanic Chamber of Commerce of Orange County and served as board member of the Latin Business Association of Los Angeles.
Category: Corporation of the Year
As one of the world's leading food companies, General Mills helps nourish the lives of millions of the nation’s Latinos both through its numerous quality brands as well as its unique outreach programs designed to help improve the lives and health of Hispanic families. Programs, such as Mente Sana en Cuerpo Sano, Angel de mi Corazón, and the newly created Fondo Yoplait para la Mujer Hispana are a testament to the company’s commitment to the Hispanic community. Likewise, its company-wide Hispanic marketing platform, Qué Rica Vida, is a best-in-class initiative that demonstrates that marketing need not be devoid of heart.
Now in its fifth year, Qué Rica Vida is an important resource designed to provide Latinas with culturally relevant lifestyle information and expert advice on Education, Holiday Occasions, Health & Wellness and Family issues of importance to Hispanic families in America. Through its free quarterly lifestyle magazine and website, this multi-brand Spanish-language initiative seeks to help Mamá be successful both as a mother and a woman in ensuring a healthier, easier, richer life for her and her family. This year, a re-designed version of QueRicaVida.com was launched with numerous enhanced offerings including regular health tips by Dra. Aliza, advice on parenting provided by Johnson & Johnson's Baby Center, information on education-related issues and hundreds of Hispanic-inspired recipes and money-saving coupons for various brands.
Category: Public Education - Corporation
Agency: Lopez Negrete Communications
Summary: The Maseca Bilingual Spelling Bee was created to help Hispanic grade students better understand the cultural importance of the Spanish language. The participants spell the word in Spanish, translate it into English and also spell it in English. The program was first introduced in 1997 and now extends to 164,000 students in the U.S. and Mexico every year.
Results included the engagement of 46,000 educators and parents of the Houston Independent School District; 93 story placements including TV, online and print resulting in 18 million impressions.
Agency: Formulatin (New York)
Summary: As the most authentic Mexican beer in the U.S., it was imperative for Tecate to establish a strong presence during Mexican Independence Day weekend. In support of the Marquez vs. Mayweather fight in Las Vegas, FORMULATIN was tasked with increasing exposure of the brand through participation in press conferences, media outreach in key markets, and a press-centric event during fight week.
The “Por el Boxeador Que Llevas Dentro or “For the Fighter in You” helped establish an emotional connection that put the brand top-of-mind among consumers and trade press, which promoted the various efforts Tecate launched to bring boxing closer to the Hispanic aficionado. In addition a Boxing 2.0 panel was conceptualized and implemented to discuss the future of boxing and how technology is changing the way marketers are connecting with potential and existing boxing fans.
FORMULATIN’s efforts garnered more than 54 million impressions and solidified Tecate as the leading beer sponsor in the sport.
Category: Corporate Media Event
Agency: The Jeffrey Group (New York)
Client: Coca Cola
Summary: The FIFA World Cup Trophy Tour by Coca-Cola targeted Hispanic consumers during a 5-month campaign. The goal was to produce brand awareness and affinity, as well as generate consumer and media attendance to the campaign’s culmination which consisted of events in Miami and Houston. The Jeffrey Group was tasked with creating a PR strategy focused on the FIFA World Cup Trophy as the visual asset around which to develop media outreach and online and social media buzz. Results exceeded expectations with over 350 million impressions garnered and more than 20,000 consumers in attendance at the Houston event.
Agency: Edelman Muticultural (Los Angeles, CA)
Client: Microsoft Windows 7
Summary: On October 22, 2009, Microsoft, the leading software provider in the world, launched one of its biggest products yet: Windows 7. To help capture Hispanic media interest and coverage, Edelman Multicultural developed a strategy culturally relevant to the technology needs and lifestyle choices of U.S. Hispanic audiences; humanized the launch by showcasing Hispanic customers and developers who helped create the operating system; and highlighted the value of Windows 7 to make the software an exciting choice when making a purchase or upgrading to a new operating system.
Throughout the media relations and community engagement efforts, Edelman generated a total of 110 stories and more than 300 million media impressions.
Category: Integrated Marketing Communications
Agency: RL Public Relations (L.A. and NY)
Client: Verizon Wireless
Summary: This campaign showed effectiveness in using a marketing mix beyond public relations, including advertising, promotions, and marketing …
Bilingual teens are a coveted and elusive demographic. The “My Fabulous Quince” contest engaged teens and their parents, the financial gatekeepers, through an integrated marketing communications program that integrated Verizon Wireless products and services in a way that was relevant, authentic, and compelling to teens and families. The campaign employed media relations, social media, websites, mobile marketing, experiential in-store events and advertising. 3,500 teens entered to win a dream Quince and 1.5 million votes were cast online and via text. The campaign produced 781 stories, reached 8.5 million Latinos in five cities, secured 95% brand mention, and made one Quinceanera’s dream come true.
Category: Food and Beverage
Agency: RL Public Relations (Los Angeles)
Client: California Milk Processor Board
Summary: To give consumers another reason to drink milk daily, the California Milk Processor Board – creator of Got Milk? and Toma Leche – challenged RLPR to educate Latinas about milk as a beauty product. In response, RLPR created the “Beautiful Hair Starts With Milk” campaign that gave on Californian a chance to win a spa day with Mexican regional singer Carmen Jara. This fully integrated PR program included a beloved spokesperson, contest, websites, experiential beauty lounges, media and blogger relations.
The campaign yielded nearly 620 hits and 40 million audience impressions with the message that drinking milk helps produce strong, healthy, shiny hair.