Lucia Matthews, CEO of DIALOGO, was named 2012 PR Professional of the Year by the Hispanic Public Relations Association (HPRA) at the 28th Annual PRemio Awards and Scholarship Gala on Oct. 4 in Los Angeles. This is Ms. Matthews' first HPRA award.
DIALOGO is a full-service public relations and social marketing firm founded in 2006. Ms. Mathews founded the company based on the rationale that organizations should collaborate and dialogue with its stakeholders to build positive impact, brand and profits. It has offices in San Diego, New York and Mexico City.
In light of this honor from HPRA, HispanicBusiness asked Ms. Matthews what new and exciting things are happening at DIALOGO. For one, the company recently surpassed 3,000 members of HispanoBloggers, its blog network, which enables lifestyle brand clients to participate in cutting-edge research and promotion.
"This is the core part of DIALOGO's social media program. The bloggers participate in our film, music, sports, food and literature campaigns by sampling, posting and sharing throughout social media," she said. "We also recently unveiled DialogueOne, our clients' extranet resource for PR campaign analysis."
Social media is a critical aspect of DIALOGO's PR offerings, as it enables PR practitioners not only to effect change but to also sell, Ms. Matthews explains.
"We launched DIALOGO to help organizations generate awareness and convert the notoriety into tangible benefits such as customers and revenue," she said.
To do this, DIALOGO created online venues where its clients engage and dialogue with its stakeholders to build brand and sell their wares.
In 2010, Latinos in Social Media (LATISM) awarded DIALOGO its Best PR Agency Reaching Latinos Through Social Media Award in 2010.
"Hispanic PR practitioners were the earliest adopters of social media into their service mix," she said, adding that Hispanicize is one of the single most important social media events. The annual event brings brands, media, marketers, celebrities, filmmakers, innovators and bloggers together in a unique creative environment focused on ideas and best practices. According to the Hispanicize website, it serves as a launch pad for creative endeavors, new products, technologies, marketing campaigns, films, books and more targeting Latinos.
Committed to mentorship and education, Ms. Matthews is involved with numerous organizations to improve Latinos' access to education and business resources. She serves on the advisory board of directors at California Diversity council and the oversight board at San Diego Community College District.
She recommends this advice to young PR professionals: seek a mentor; work extremely hard; choose a niche.
"Too often, young communicators want it and try doing it all before paying their dues," she said. "At DIALOGO, we have taken a special interest in nurturing the next great Latina PR professionals by creating an internship curriculum that provides students real-life experience on campaigns."
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