As PR professionals we spend a lot of our time out of the office, but that doesn’t stop us from continuing to work non-stop, answering calls and emails, posting on social media, and sending press releases, captions, pictures, etc. all while on the run. Our mobile phones have become our office and we rely on…
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…
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…
I stole this title from the 2015 movie starring Sandra Bullock, in which a presidential candidate from Bolivia hires a very competitive campaign manager just to create a fake political crisis in order to make the population believe that the country’s only way to overcome it, was by voting for him. After a fierce competition…
2016 finally came to an end and now 2017 is upon us. For many of us in this rat race called work, we leave one year and jump right into the next because of course we are busy, busy, busy. However, are we doing a disservice to our career or business if you don’t take…
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…
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…
Some years ago, I was selected to be a part of one of those “xx under xx” lists by a national publication. The interview went great and everything was OK until they told my PR rep that they wouldn’t be able to send a photographer and therefore I would have to provide the picture. I…
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…
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…