5 Traits to Build Solid Business Relationships

In Public Relations, our success is measured in many ways, whether by, for example: (a) driving the number of impressions that hit our target audiences to increase visibility, (b) successfully saving an image through crisis management or (c) changing people’s perceptions through the successful execution of a campaign. The list goes on, but something that…

Instagram vs Snapchat: The Race Is On

On August 2016, Instagram introduced a new spin to its app, or better yet, should we say borrowed spin? The app added its own version of what many know as “Snapchat Stories”: the ability to post ephemeral photo and video slideshows that disappear after 24 hours. Now, the grand dilemma most users have had since…

Six years and counting

This year, Santa Cruz Communications became a “quinceañera.” The company is celebrating 15 years of providing Public Relations services to the U.S. Hispanic market. I have had the honor to work with this company for the past 10 years, and last October marked six years since I joined the company as a full-time employee. During…

7 Tips to Survive a PR Crisis

By Claudia Santa Cruz I have worked close to 30 award shows in my career, prestigious events such as the Billboard Latin Music Awards, Premios Tu Mundo and the Latin American Music Awards, that broadcast live and air not only in the U.S. through TELEMUNDO, but also all over Latin America. A lot of eyes…

The Evolution of the Press Release as We Know It

A couple of months ago I attended a PRSA (Public Relations Association of America) conference, where I found myself listening to a discussion that caught my attention. It was about Press Releases were gradually becoming less effective PR tools. I agreed in part with the argument, because the reality is that nowadays no one has…

The Art of Networking

Soon after I joined Telemundo’s local station in Los Angeles to manage its Media Relations department, I was also assigned the responsibility of Community Relations and the production of a Public Affairs show. Under my new role it was vital that I build relationships with Hispanic community leaders in this growing market. Thus, I began…