Los Angeles, CA–(HISPANIC PR WIRE)–November 13, 2006–The business of running a successful independent public relations agency is complicated and competitive, especially if it’s a Hispanic-focused firm. Few entrepreneurs have staked a claim in this industry and survived, and of those that have few are running their shops without financial support. But one pioneer, who established her own start up in Los Angeles in 1996, has found true success while retaining ownership and her principles: Roxana Lissa of RL Public Relations + Marketing.
Celebrating its 10 year anniversary this year, RLPR brings a youthful unique approach to the practice of multicultural communications. The agency’s primary focus is to execute breakthrough public relations and marketing communications programs for Hispanic and Spanish-speaking consumers in the U.S. RLPR achieves this goal through creativity, a commitment to results and senior-level involvement.
With a dynamic group of young bilingual professionals who understand the culture and heritage of those born in the U.S. as well as those born in Latin America, RLPR has a passion for the work that is unsurpassed in the industry. RLPR helps companies navigate the U.S. Hispanic market and ultimately enables them to effectively connect with this growing population through media coverage and community-based initiatives. From grassroots outreach to music events that help brands connect with bicultural Latinos; RLPR incorporates cultural activities and professional organizations into all its PR campaigns. Some of these initiatives have involved partnerships with groups such as the Chicago Latino Network, The Boys and Girls Clubs of America, public schools across the country, as well as other relevant groups that help the Hispanic community.
The company began as the courageous dream of Argentina-native Roxana Lissa. At only 25 years old, she recognized an opportunity within the PR world, after years of working at large firms such as Hill & Knowlton. RLPR started with a staff of one in Los Angeles, and now boasts a staff of twenty covering both coasts with its headquarters still in Los Angeles and an office in New York City. In 2003, the company expanded with the creation of Sportivo, a Latino sports PR agency in partnership with RLPR that connects sports-driven consumer brands, entertainment properties and personalities with strategic branding opportunities aimed at Latino sports consumers.
RL Public Relations + Marketing aims to be ground-breaking, different from the rest of corporate-owned entities in communications. Founded on an understanding of the Latino marketplace, RLPR’s creativity, strategic approach and independence are unique qualities that make the agency not only the choice of many keen business leaders, but also the preference among many reporters and producers. The agency has become a reliable source of information for the Spanish and English-language print and broadcast Latino media on a local as well as a national level. Commenting on the company’s development over the last ten years, Roxana Lissa adds, “Having built a stronger base since the onset, RLPR is committed to consolidating and leveraging its capabilities within the Hispanic market in the U.S.”
Through its wide network of media contacts, as well as its growing client-roster which includes companies such as Heineken USA, Got Milk?, The Walt Disney Company and Procter and Gamble, RLPR continues continue to invest in its talent, and in areas that will foster its reputation as the preferred Hispanic PR firm.
Hispanic PR continues to face challenges such as ad dollars pouring into this niche market, while PR investments addressing the Latino consumers remain small. The Hispanic marketing business still lags behind general market costs, and yet the number of consumers, young and older in all four major regions (LA, Miami, New York and Chicago), keep multiplying. This is one of the voids that RLPR hopes to fill in the future. The agency is committed to teaching brands that this market deserves attention and investment – to better serve both the needs of corporate America and the needs of our Hispanic population.
About RL Public Relations & Marketing
RL Public Relations + Marketing, an independent, Hispanic-owned agency, helps brands connect with the diverse Latino community through strategic, creative programs that focus on in-culture relevancies. Celebrating its 10 year anniversary in 2006 and with offices in NY and Los Angeles, RLPR proudly services leading entities including GOT MILK?, The Walt Disney Company and Procter & Gamble. For more information, visit http://www.rlpublicrelations.com