Learning as We Go

My mom always says, tuvimos que aprender con vos. My parents moved to a small town in Virginia shortly after marrying in Buenos Aires, Argentina. I was born one year later as my father was working to open his first restaurant that would fulfill my parents’ dreams for our family.


I am first generation in this country and the first-born out of three in my family. I grew up in this small town, watching my parents trying to communicate with others, noticing that they were different, and I could see that it was difficult for others to understand them.

As a child, I was confused and frustrated that people didn't understand my parents. It was evident to me that they were different from everyone else, and I learned early on that I would be an important resource to them. My parents depended on me to learn the nuances and systems of this country and guide them in the process. The role I took on also gave me great insight to the experiences of immigrants and their first-generation children, and the important roles played by education and helping hands in general.

To this day, my mother and father only speak Spanish at home (¡no saben cómo se lo agradezco!). I didn’t speak English when I entered kindergarten, and I fondly remember the amazing teachers who gave their time after school to tutor me when ESL programs didn’t exist. They also became a great resource to my parents, providing them what they needed the most: guidance, encouragement and confidence. But while we were helped by many people along the way, I also learned the hard way that sometimes you have to go it alone.

In high school, my counselor placed me in classes meant for students not interested in going to college. I never understood why this decision was made for me. But that didn’t dissuade me from getting myself on the right path. My parents were amazingly supportive, and encouraged me to make the right choices since they were unfamiliar with the education system. In 2003, I was the first woman in my family to graduate from college.

As an adult I appreciate the courage it took for my parents to come to a new country where they didn't speak the language or understand the system or the culture, and where they weren’t surrounded by friends and family to help them along. I feel honored and proud to have helped my family the best I could. This has shaped me into the person I am today.

It has become a passion of mine to help, as others have helped my parents and me. In college I tutored ESL students preparing to take their SATs and counseled them through the college application process. And I worked part time as an interpreter at an immigration law office. It was my way of paying forward the positive experiences I had growing up.

In my two years at RLPR, I’ve executed exciting programs at nationwide and grassroots levels where I’ve applied my experiences and observations of the immigrant population. I’ve learned that communications can inspire change, and I’ve seen the great impact an educational initiative can have on a community. I’ve worked with national and local media to inform the Hispanic community about important health topics like diabetes and obesity; organized health fairs to give local communities in Chicago and New York access to doctors, nutritionists and physical fitness experts; and developed bilingual materials for schools and clinics. Identifying a need in the community and providing resources and opportunities for education continues to inspire and motivate me.

When we develop communication programs at RLPR we first talk about our audience – acculturated, unacculturated, new arrivals, moms, urban youth, country of origin, etc. Understanding the needs, values and preferences of each segment is vital to successfully reaching them in a way that is relevant and meaningful. It’s empowering to me that my experiences and observations as the child of immigrants is critical to this process.

To this day, my parents still rely on me for many things. They still call me up when they need to order something online or need to find flights to Argentina. They say I find the best deals! And while, secretly I know they really could do it themselves, I do it con amor.

Who or what has had the greatest impact in your life? What immigration story has most moved you?

Waiting Eagerly for the World's Biggest Sporting Event

I vividly remember the World Cup 1994 finals at the Rose Bowl in Pasadena – Brazil versus Italy. Penalty kicks. 3-2. Brazil wins! A group of us rushes onto Colorado Boulevard in Pasadena to join several hundred soccer fanatics to celebrate Brazil’s fourth World Cup title. People cheering and dancing. Drums banging. We’re all Brazilians for the moment. What a feeling. All this comes back to me as we are now just one year from the start of World Cup 2010 in South Africa. I can’t wait.

I’m a fervent fan of the world’s game. But now I have a slightly different perspective than I had in 1994 – that of a sports PR guy. Clearly, my career choice was no mistake.

I’m always interested to see what brands do to capitalize on an event that captures an audience unsurpassed by anything else on this planet, and how they strategically use the World Cup to connect with Latino consumers. Sure, official FIFA partners will play their part with ads, promotions, etc. Coca-Cola is busy polishing the streets worldwide for the “FIFA World Cup Trophy Tour by Coca-Cola” (starts on September 24 in Cairo). But are other beverage brands standing on the sidewalks and letting this captive audience march by them?

I hope not. After all, this is an event that every four years brings countries to a stand-still and drives grown men to tears. In my view? Those brands that don’t have the millions of dollars needed to utilize that iconic logo still have a powerful opportunity to engage consumers (not just sports fans) in really authentic ways. In ways that truly connect with the fans and somehow enhance their experience.

One example I can offer up occurred in 2006. Our client, a mobile communications provider, partnered with the Univision Network to provide its subscribers with video highlights of World Cup matches minutes after the conclusion of the match. This was the first time this had been offered, and we seized the opportunity to tell the story to both sports and technology media. In addition to distributing the standard press materials needed, we provided phones to key Hispanic media across the country so that they too could experience this technology while keeping up-to-date on all of the video highlights. The media coverage that we secured was great, with many sportscasters showing the new phone and technology during their nightly sportscast.

Importantly, it was memorable to those who experienced it. It was the kind of thing that had media, rabid fans – and even casual fans – huddled around phones to re-watch clips – to re-live the experience because it was too sweet to let it pass quickly.

It’s really a no-brainer that Latinos love soccer, and the opportunities to reach them utilizing World Cup are endless, especially if a brand has the internal cheerleaders to kick this through the proper channels and seize this moment.

We have been fortunate enough to represent forward-thinking brands that appreciate the passion of the World Cup which is especially prevalent among U.S. Latinos. Yet not one of these clients has ever been an official partner or sponsor. Some have budgets for multi-layered campaigns, but most have modest budgets that require PR creativity (and a little bit of persuading to the legal department). What they’ve all had in common? They all understood that the passion for the game is what matters the most.

I’m not yet sure if I’ll be in the streets of South Africa in 2010 (though I will be if I have my way). But I know I’ll be watching it somewhere with friends. And as the final seconds of the clock run out in the final match in Johannesburg, for that moment we will all be Brazilians or Italians or Argentineans or Spaniards. All of us? We’ll be fans of fútbol.

What memorable moments have you had around fútbol or any other sport?

Mario Flores is partner and managing director of Sportivo. He can be reached at Mario.flores@sportivo.us.

Latinas Influencing Latinas

After nearly 17 years in this country, I’ve become what marketers would refer to as “acculturated.” Yet I realize that some of the opinions I value most are those of two foreign-born Latinas who help me manage my daily life: my housekeeper and my nanny. Sonia and Ana have become my “influencers” in that they shape many of the decisions and choices I make in both my personal and professional life.

Sonia and Ana are from Guatemala. They are Spanish-dominant and overwhelmingly consume Spanish-language media. They speak English but feel more comfortable with Spanish, and family and religion continue to play an important role in their lives. Both share an incredible work ethic (something you don’t find every day in today’s professionals), a sense of humor and an innate wisdom about life in spite of the enormous challenges they have overcome to be in this country. They love me unconditionally and treat my family like their own.

I have witnessed how these women, as well as many immigrant and technically “un-acculturated” Latinas, have the ability, knowledge and experience to influence beyond their own inner circles of immediate family, relatives and comadres. In categories such as food, beverages, household products, healthcare and even fashion, estas dos mujeres have influenced me a great deal. Ana, for example, knows exactly what to buy for us at the market; she helps me stay on budget and has been savvy enough to convince me to shop more carefully to save on organic produce and other products.

Sonia now purchases many clothing items for my kids because she finds them at very affordable prices in downtown L.A. Ditto for the beautiful custom jewelry pieces that I love. And of course, home remedies! Their recommendations have led me to question what I purchase and try other brands or alternatives I can make at home.

A lot has been said lately about influencer marketing, segmentation and the growth of the acculturated Hispanic segment. More and more, emphasis is being placed by some on reaching the acculturated Latina – like me. Reaching out to women like Ana and Sonia has become “un-cool” to some marketers, or too easy or not challenging enough to others.

But yet, as some marketers are racing to deliver influencer-marketing programs, how can they ignore Ana and Sonia? I have heard some marketers claim that the more acculturated women like me are influencing women like Ana and Sonia. Could it be the other way around? Why not open ourselves to this possibility?

If you consider yourself an acculturated Latino(a), do you have examples of less acculturated Latinos influencing your choices?

Roxana Lissa is Founder and President of RL Public Relations + Marketing. She can be reached at Roxana.lissa@rlpublicrelations.com.