2012 PRemio Award Honorees

Category: PR Professional of the Year

Lucia Matthews
DIÁLOGO

Lucia Mathews is of the Edward Bernays school of thought, who is considered the “father of public relations” by many, and defined public relations 100 years ago as, “effecting change and selling a product”.
In 2007, she launched DIÁLOGO, a full service public relations and social marketing company that helps organizations to generate awareness, and convert the notoriety into tangible benefits such as customers and revenue. DIÁLOGO’s core practice area is word- of-mouth public relations. This method increased message retention--helping DIÁLOGO’s clients to reach and then activate customers, clients and partners—the agency grew.
To help develop DIÁLOGO’s experiential PR service model further, Mathews created HispanoBloggers in early 2010, a communications platform that enables consumer brands to participate in cutting-edge research and promotion, connecting companies with consumers. The program is now the core strategy of DIÁLOGO’s social media efforts helping the firm to win the California PR Agency of the Year Reaching Latinos in 2010 by Latinos in Social Media.
Today, DIÁLOGO is a fast growing agency, boasting a team of over 40 employees, with offices in San Diego, New York and Mexico City and an impressive roster of projects throughout the U.S. The San Diego County Hispanic Chamber
of Commerce awarded the firm its Business of the Year award in 2010. In 2011, the United Latino Business Coalition awarded the agency its Service Provider of the Year and Lucia received the 40 Under 40 Award by San Diego Metro Magazine,
Mathews is also an active leader on the Advisory Board of Directors at California Diversity Council and the Oversight Board at San Diego Community College District. She is committed to helping nurture the next generation of Latino PR professional and created an internship curriculum with the University of California San Diego that provides students real life experience on campaigns.

Category: Young PR Profesional of the Year

Cynthia Cruz
iolo technologies

As junior public relations manager at iolo technologies, a 14-year-old PC tune-up company with more than 40 million users worldwide, Cynthia Cruz manages the company’s overall social media efforts, and is the primary lead for Spanish and Australian media outreach.
Prior to Cruz joining the iolo team, the company’s social media efforts were almost non- existent. Despite having started a Twitter account 10 months prior to Cruz’ hire, the previous team was only able to acquire 200 followers. After Cruz took over the management of the company’s social media efforts, its social media presence has been growing exponentially; Twitter feed following has increased by over 700% and continues to increase with new followers at a rate 615% better than that achieved prior to her management of the account.
Recently crowned by the American Business Awards as the Silver Award winner for PR Professional of the Year as the youngest winner in the category, Cruz’s creative and confident media pitching has resulted in a variety of top-tier media hits such as Fox Latino News, Discovery News and a multitude of women/mom blog outlets.
Cruz’s contribution to the PR department has been a critical factor in securing the department’s recognition as one of only five finalists for the prestigious Communications Department of the Year award by American Business Awards in 2011 (next to much larger teams such as Hilton and Groupon), its finalist standing in the same category in the global competition
of International Business Awards in 2011, and its Bronze Award as Communications Department of the Year in American Business Awards in 2012.
Not only does Cynthia Cruz exemplify leadership qualities at work, she also shares her public relations knowledge and expertise with outside non-profits and organizations who need public relations support and might not have funds or access to it otherwise.
Focusing on Latino communities, Cruz oversees the communication aspect of local Boyle Heights organization CESA (Community Education for Social Action). Within CESA, she has led various campaigns to help bring awareness and funds to the organization.
Cruz is also co-founder of local bicycling coalition in the city of Montebello (Montebello Bicycle Coalition), which advocates for bicycle infrastructure and safety.
Cruz holds a B.A. in English Literature from the University of California, Santa Barbara.

Category: Journalist of the Year

Pilar Marrero
La Opinión

Pilar Marrero is one of the nation’s most active journalistic voices in the Spanish-language media world. A veteran journalist based in Los Angeles, Marrero has extensively covered the areas of city government, immigration and state and national politics.
She has 19-year career with La Opinión, the oldest Spanish-language daily in the U.S. and serves as the daily’s senior political writer, providing coverage and analysis of issues affecting the Latino community in the United States.
Marrero is commentator on political and social issues for television and radio in both Spanish
and English. Some of her credits include: CNN en español, María Elvira Live, The World PRI,
The Real News, The Pat Morrison Show, Al Punto with Jorge Ramos on Univision, HITN, Latino USA, Living on Earth (NPR), Radio Nacional de España, BBC Mundo, and others.
Her political columns and articles have earned several awards from the Interamerican Press Association, National Association of Hispanic Publications and New America Media, among others.
Marrero constantly advocates for the inclusion of ethnic voices in public media and has received a fellowship for this work. In 2004 she was awarded a fellowship by the International Center for Journalists to produce a series of articles on Latin American immigration to Spain. She is currently in the second year of a fellowship project of the New School of New York to bring ethnic media voices to public radio, “With Feet in Two Worlds.”
She is an avid social media user, turning to Twitter and Facebook to inform, connect and engage with readers and others, helping spread her message and get information. She also blogs for La Opinión’s political blog “Politiqueando.” Follow Pilar Marrero @pilarmarrero.
Marrero is also an accomplished author. Earlier this year, she released her new book “El Despertar del Sueño Americano” (Waking up from the American Dream). She teaches journalism courses at UCLA Extension.

Category: Corporation of the Year

Univision
Celebrating 50 Years Serving the U.S. Hispanic Market
Univision has a deep and important relationship with Hispanic America. The multiplatform national brand that Univision is today came from decidedly humble beginnings: a station in San Antonio, TX in 1955 that was the first full-time Spanish-language station
in America and the first UHF station in the country. And in 1962, KMEX Univision 34 was signed on, leading to the beginning of the first non-English-language television network, Spanish International Broadcasting (SIN) that would later, in 1986, become what we now know as Univision. Today, Univision includes a suite of 12 television networks (broadcast and cable), 62 local television stations, 69 radio stations as well as 70 online and mobile websites serving communities across the nation.
Ambassador of Goodwill and Positive Representation of the U.S. Hispanic Community
From the education, to civic engagement to immigration, Univision has been at the forefront of creating campaigns that educate and mobilize Hispanic America, providing the information, tools and resources needed to excel. Some of the most current network initiatives include the following:
Citizenship and Voter Registration Efforts
“Ya es hora” is a historic non-partisan Latino civic participation campaign that was launched as the Latino community’s action-oriented follow-up to the mobilizations of 2006. The campaign represents the largest and most comprehensive effort to incorporate Latinos as full participants in the American political process.
Education Projects
In February 2010, Univision Communications Inc. launched a comprehensive, multi-year national education initiative called “Es el momento” (The Moment is Now) in partnership with the Bill & Melinda Gates Foundation, the U.S. Department of Education, educators and civic and community leaders from around the country. The Es el momento initiative is aimed at improving academic achievement among K-12 Hispanic students with a specific focus on increasing rates of high school graduation, college readiness, college completion and engaging Hispanic parents and the broader community in these efforts.
Health Projects
Salud Es Vida is a comprehensive call-to-action initiative designed to raise awareness, increase knowledge and encourage positive health decision-making. The program leverages Univision’s diverse media assets to educate its audience on health issues and promote primary prevention, habits of healthy living, access to care and disease specific prevention and treatment.
For the last 50 years, Univision has been dedicated to Inform, Entertain and Empower Hispanic America.
Univision, through its news and entertainment programming, changed the game and opened doors for Hispanic PR professionals who today serve as the liaison for their clients and companies in reaching the more than 52 million Hispanics in the U.S.

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