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| 05/24/2010 |
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Roxana Lissa, President RL Public Relations, The upcoming Hispanic PR & Social Media Conference lands in Dallas, Texas beginning May 10. The three-day event will feature some of the most influential and leading personalities, including Roxana Lissa, whom we chatted with about her career, the PR industry and the conference.
Latino Leaders: Can you give us a brief description of your back ground?
Roxana Lissa: I was born in Buenos Aires, Argentina and have lived in the U.S. since 1992. I studied public relations in Argentina and I was fortunate enough to start working right away in PR the week after I arrived in Los Angeles.
LL: As a Latina, what’s your overall impression of how corporations target the Latino community?
RL: I think there has been a lot of progress in some sectors (food & beverage, automotive, telecommunications, family entertainment, videogames, etc). We are seeing fewer stereotypes (there are still some) in all communications vehicles and we should feel happy about that. On the other hand, it is surprising to me how many other industries haven’t made any efforts in communicating with Latino consumers. We hope the Census provides a wake-up call as it did in 2000 so corporations realize that Latinos are here to stay, that we spend money and that we love to live a good life with the people we love.
LL: How important has technology specifically social media strategies, benefited the industry as a whole and how can they be used effectively when trying to reach an ever-changing Latino population?
RL: For our PR industry, technology and social media strategies have provided us with greater reach of impact as we can rely on additional tools to communicate our messages. It is exciting to see the rise of Latino-specific blogs and bloggers, digital brand promotions, online campaign executions, etc. being led by PR firms. We strongly believe that social media and social media strategies belong in the PR world as it’s all about creating persuasive communication and engagement and building communities all elements that are the essence of the PR field.
LL: Several conferences and summits are convening to discuss these novel approaches and far-reaching social media tools. How relevant are conferences like the upcoming Hispanic PR & Social Marketing Conference?
RL: This is the first time that Hispanic PR and Social Marketing will be at the center piece of a national conference. This is crucial as Hispanic PR is growing along the same lines as the HPRA (Hispanic Public Relations Association). There are great PR professionals in the agency and corporate world around the U.S. who do great work on behalf of their clients and companies and they should all feel recognized and supported by a national conference that brings the very best of the field. This conference also represents a milestone for Corporate America as they will have an opportunity to listen to important case studies and network with peers so they can share best practices and learn from one another.
LL: The buzz around this historic event has been growing since the start of the year. Now, the PRSA has joined as a national sponsor. What does this level of support mean for the success of this event?
RL: I am very excited to be a sponsor and participate in this event. Having the support of PRSA and other organizations elevates the level of the conference and recognizes the importance of Hispanic Public Relations and Social Media in the U.S. It is time for all of us PR professionals to feel proud of our contributions to the industry and, more importantly, to the Latino community.
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