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PRSA, Hispanic PR Wire and BPRS Co-host Professional Development Session on Best Practices in Developing Goal-Driven Campaigns that Successfully Reach U.S. Hispanics, African Americans and Asians
Top caliber professional development program is part of the 2007 Hispanic PR & Marketing Strategies Tour created by Hispanic PR Wire in alliance with PRSA
Miami, FL--(HISPANIC PR WIRE)--May 21, 2007--The National Chapter of the Public Relations Society of America (NCC), Hispanic PR Wire (HPRW) and BPRS-DC are hosting a professional development session on Thursday, June 7 that will take an unflinching look at best practices in multicultural public relations. The program will feature top PR practitioners from leading multicultural firms who will discuss in-depth what works – and what doesn't – when planning and executing multi-ethnic outreach targeting the U.S. Hispanic, African American and U.S. Asian communities.
The program, titled “Best Practices in Developing Goal-Driven Campaigns That Successfully Reach U.S. Hispanics, African Americans and Asians, ” is part of a professional development program that is being conducted year-round at dozens of PRSA chapters throughout the nation during the “2007 Hispanic PR & Marketing Strategies Tour.” Moderated by Adriana Gallegos, senior account executive, MAYA, the panelists include Manuel Ruiz, president, HPRW; Hiroko Hatanaka, vice president management supervisor, Imada Wong Group New York; Robert Ellison, senior vice president, Walls Communications; and Anthony D. Owens, director, Media Relations & Issues Management, Sodexho.
Presented by PRSA’s NCC Diversity Committee and sponsored by BusinessWire, the professional development and networking breakfast will highlight:
-- Latest trends in multicultural public relations
-- How to research and plan for a multi-ethnic campaign
-- How to identify the types of campaigns that are especially suited for multicultural outreach and which are not
-- Developing campaigns that target multiple ethnic groups
-- Key facts and figures about the U.S. Hispanic, African American and U.S. Asian markets
-- Dynamics of each segment
-- Similarities and differences in media preferences among the different ethnic groups
WHEN:
Thursday, June 7, 2007
8:00 AM-Registration/Networking
8:30 AM – 10:00 AM Breakfast/Panel
WHERE:
Capitol Hilton
1001 16th Street, NW (16th & K Streets), Washington, DC
Metro stops: Farragut West (orange/blue lines)/Farragut North (red line)
REGISTRATION:
$35 PRSA Members; $45 non-members; $10 students/retirees
Register online at http://www.prsa-ncc.org/
Speaker Bios:
Manny Ruiz, president and CEO, Hispanic PR Wire
Manny Ruiz is the president and CEO of Hispanic PR Wire (HPRW), the nation’s leading Hispanic press release wire service. In addition to his duties at HPRW, Ruiz is a managing partner of Hispanic Market Pro, a service that produces professional development audio conferences for Hispanic marketers, Hispanic Digital Network, the nation's first network of Hispanic publications online, LatinClips, a leading U.S. Hispanic monitoring service and ConTexto Latino, the PR industry's first Hispanic editorial features service. Between his various roles, he also co-publishes the nation's only monthly Hispanic PR newsletter, The Hispanic PR Monitor. He is currently a co-chair of the Public Relations Society of America’s (PRSA) Diversity Committee and is a former board member of PRSA's Miami Chapter and a previous co-chair of its Hispanic Market Section. Prior to HPRW, Ruiz was a founder and media relations director of the National Hispanic Market Practice of Porter Novelli (PN). While at PN, he played a central role in the success of Florida's anti-teen smoking campaign "truth." He spearheaded Florida media relations for "truth" which for two consecutive years swept all of the PR industry's most coveted awards including the PRSA Silver Anvil Award of Excellence.
Hiroko Hatanaka, vice president management supervisor
Hiroko Hatanaka is Vice President Management Supervisor of IW Groups, Inc., a full-service and fully integrated marketing communications firm that specializes in reaching the growing Asian Pacific American communities in the United States. Her experience ranges from Asian in-language advertising, media relations, community relations, coalition building to in-culture, in-language consumer education. She brings 7 years of healthcare marketing experience and leads IW’s healthcare business. She has worked on a number of pharmaceutical campaigns for GSK, Merck and Gilead. As current head of IW Group’s NY office, she is actively involved with McDonald’s Metro New York, Christopher and Dana Reeve Foundation and Feld Entertainment in the area of public relations. Before joining IW Group, she worked for Avon Products, Inc., New York as International Marketing Manager and developed Avon’s Pacific, Latin American and European markets for many years. Her experience in marketing disciplines at Avon included brand and product management, and public relations. She has extensive hand-on knowledge in effectively managing the cultural diversity of international markets. She also devotes her freetime to public service and serves as a board member of Japanese American Social Service, Inc. in New York.
Bob Ellison, senior vice president, Walls Communications
Bob Ellison is responsible for developing communications strategies and events for the firm’s clients. He is also the News Director of Washington NewsWorks, the Walls Communications division that prepares and distributes news releases, audio news releases and produces radio media tours. He ensures that client media relations needs are met. To date, he has developed media relations strategies and organized press conferences, radio media tours and audio news releases for clients such as the National Council on Disability, Freddie Mac and the U.S. Army. Prior to joining Walls Communications, Ellison served as a White House Correspondent, covering the Reagan, Bush and Clinton administrations. He is also past president of the White House Correspondents Association. Before entering the public affairs and journalism fields, he designed and evaluated U.S. foreign assistance projects for the Agency for International Development while serving in Ethiopia, Thailand and Liberia. Ellison received a Bachelor of Arts in social sciences from St. John’s University.
Anthony D. Owens, director, Media Relations & Issues Management, Sodexho
Anthony D. Owens is director of media relations and issues management for Sodexho, Inc. He is responsible for outreach to mainstream and business media and works on proactive and responsive management of companywide labor, legal, government affairs and sustainability issues. Owens also works with the PR senior managers for cross divisional media opportunities. In addition, he is the lead for diversity communications as well. Owens has 20 year’s of public relations experience with such companies from Nike, Inc. to United Way of the National Capital Area where he played a major visible role in reshaping the organization’s image. He also has served as vice president of marketing and promotions with Edelman Worldwide. Owens holds a master's degree in marketing from DePaul University. He is an activist in the fight of equality in education for inner city youths and is a founding board member of Real Fathers Real Men. Owens resides in the Washington D.C. area.
MODERATOR: Adriana Gallegos, senior account executive, MAYA
Adriana Gallegos of Mexican and Spanish heritage draws on her growing contacts in all sectors of the media and experience with several grassroots campaigns to spread client messages. With this diverse background, she has become a skilled practitioner in all major communication mediums—television, radio, newspaper and the Internet. She plays a lead role in several of MAYA’s main accounts, including those with Freddie Mac, the U.S. Environmental Protection Agency’s ENERGY STAR program, Pepco and the Council of Latino Agencies. Most recently, to celebrate Hispanic Heritage Month, Gallegos completed the production of a 30-minute documentary for the Mayor’s Office of Latino Affairs. She also secured placement of the documentary on local stations such as W*USA Channel 9 and public television and Channel 16. A former TV reporter in Laredo, TX covered such issues as border violence and education, Gallegos previously was a deputy press secretary for a U.S. congressman from Texas. Fluent in both Spanish and English, she helped frame the congressman’s press strategy and spearheaded his outreach to Latino constituents.