Valencia Perez & Echeveste Public Relations
Charting the future of public relations
Holmes Report
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Valencia Perez & Echeveste Public Relations

Holmes Report

With the 2000 Census highlighting the continued growth and affluence of the U.S. Hispanic population, many more corporate clients are factoring targeted Spanish-langiuage programs into their communications plans—and many more mainstream agencies are forming practices dedicated to reaching the Hispanic market. But Valencia Perez & Echeveste Public Relations is more than holding its own, with revenues up slightly in 2002, and staff increasing from 18 to 25 professionals.
 Each of the firm’s three partners leads a practice area, with John Echeveste focused on consumer strategies, Manual Valencia leading public affairs, and Patricia Perez helming social marketing efforts. They are supported by a quality team that includes vice president Stephen Chavez, a past President of the Hispanic Public Relations Association, and by two account directors, Rutely Conde and Kayleen Maya-Aviles. Rutely previously served as the state Latino liaison for U.S. Senator Dianne Feinstein; Maya-Aviles directed public affairs for State Farm Insurance.
 New clients in 2002 included Mervyn’s and NBC (for assistance with the network’s acquisition of Telemundo), joining blue-chip names such as McDonald’s, AT&T, Verizon Information Services, Disneyland, Washington Mutual, the City of Los Angeles, Southern California Edison, the California Department of Health Services, and The California Wellness Foundation.
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