Hispanic PR & Social Marketing Conference

Master Schedule, May 10-12, 2010 (last updated April 13, 2010)
For the latest schedule changes be sure to visit HispanicPRConference.com

Monday, May 10, 2010

San Antonio Room
Time OPENING NIGHT RECEPTION & NETWORKING
6:30-8:30 PM ANNOUNCEMENT OF THE RESULTS OF THE HISPANIC PR CENSUS( Sponsored by RL Public Relations)
Co-presented by Hispanic Public Relations Association and the Public Relations Society of America

Tuesday, May 11, 2010

Time General Session Meeting Session Room 2 Session Room 3
Room 1
Breakfast: Presented by McDonald's
7:30 AM Keynote: I Know You Want Me…But CLOSED CLOSED
It Takes More Than An Accent to
Get Me
(PRESENTED BY McDONALD'S)
MIKE FERNANDEZ, VICE PRESIDENT
OF PUBLIC AFFAIRS, STATE FARM
9:00 A M Meet the Blogueras: A Roundtable US Army Case Study Zune Case Study
with some of the Nation’s leading
Latina Bloggers
(PRESENTED BY SONY)
MARISA TREVINO, AL QUINTANA, SENIOR VICE PRESIDENT JAVIER FARFAN, SENIOR
PRESIDENT/PUBLISHER, LATINA LISTA AND GENREAL MANAGER, AXIS-WEBER MARKETING GROUP MANAGER
SHANDWICK FLORIDA AND LATIN FOR MICROSOFT CORP'S TV,
AMERICA VIDEO AND MUSIC GROUP
CINDY CASARES, MANAGING HARVEY SPIGLER, CHIEF OF JOSE PINERO, DIRECTOR OF
EDITOR, GUANABEE.COM ADVERTISING AND PUBLIC AFFAIRS, US COMMUNICATION FOR TV, VIDEO
ARMY RECRUITING BATTALION AND MUSIC DIVISION,
MICROSOFT CORPORATION
 RORY LASSANSKE, BLOGGER-IN- MODERATOR: Romina
CHIEF, MAMA Biongiovani, Vice President,
CONTEMPRANEA.COM Edelman Multicultural
MODERATOR: ROXANA LISSA,
PRESIDENT, RL PUBLIC RELATIONS
10:00 AM Experiential Marketing: How to Verizon 'My Fabulous Quinces' Case OPEN
Successfully Engage Latinos One-to- Study
One
RALPH PANIAGUA, PRESIDENT, R. CHRISTINE GONZALEZ, ASSOCIATE
PANIAGUA DIRECTOR, MULTICULTURAL MARKETING,
VERIZON
SASKIA SORROSA, SENIOR BRIAN OSUNA, WEST AREA MARKETING,
DIRECTOR, U.S. HISPANIC VERIZON
MARKETING, NBA
EDUARDO CARVACHO, SENIOR MODERATOR: Melissa Smith, RL PUBLIC
DIRECTOR OF HISPANIC SALES AND RELATIONS
MARKETING, FC DALLAS
MODERATOR: MARCO LOPEZ,
SENIOR DIRECTOR HISPANIC
GROUP,RELAY WORLDWIDE
11:15AM COFFEE BREAK ON SHOW FLOOR
11:45 AM
LUNCH: Presented by Fleishman Hillard
12:00 PM Lunch Keynote: Bill Whitman, Vice President of U.S. Communications for McDonald's
BILL WHITMAN, VICE PRESIDENT OF U.S. COMMUNICATIONS FOR McDONALD'S
1:30 PM The ART (Authenticity, Relevance A Review of Key Issues and Trends Everything you Need to Know
and Truth) of Marketing to Latino Every Marketer Needs to Know about About Partnering with and
Youth Hispanic Social Media Maximizing your use of Hispanic
Spokespersons
FRED SOTELO,CHAIRMAN AND CEO, JAVIER FARFAN, SENIOR MARKETING DIANE MEJIA-JONES, LATIN
TOLTEC MEDIA GROUP MANAGER FOR MICROSOFT WORLD ENTERTAINMENT
CORP'S TV, VIDEO AND MUSIC GROUP
JOSE VILLA, PRESIDENT, SENSIS ANA GARCIA, ACCOUNT
SUPERVIOR, VPE PUBLIC
RELATIONS

3:00PM Diversity in America: A Moral and
Strategic Imperative that Must and
Can be Fixed
MARIA DAHL-SMITH, DIRECTOR OF
COMMUNICATIONS OF AND
DEVELOPMENT FOR THE HISPANIC
INITIATIVES DIVISION, BOY SCOUTS
OF AMERICA
GLENN LLOPIS, CHAIRMAN, CENTER
FOR HISPANIC LEADERSHIP
BERNADETTE MORRIS,
PRESIDENT/CEO OF BLACK PR WIRE
and SONSHINE COMMUNICATIONS
DORIS AGUIRRE, DCA
PROFESSIONAL SEARCH
MODERATOR: Armando Azarloza,
PRESIDENT, THE AXIS AGENCY
4:00 PM COFFEE BREAK ON SHOW FLOOR
4:15 PM Spectacular strategies to create
powerful Hispanic CSR programs
that drive results and lead to long-
term brand loyalty
CHARLIE ECHEVARRY, SENIOR VP OF
SALES, UNIVISION INTERACTIVE
TOMAS CUSTER, PUBLISHER,
HISPANICTIPS.COM
PAUL RAND, PRESIDENT/CEO, THE
ZOCALO GROUP
MODERATOR: Stephen Chavez, VICE
PRESIDENT, KETHCHUM
Open
CLOSED
Are Hispanics More Social?
ANDREA WADE, BRAND
MANAGER, CREATIVE ARTISTS
ASSOCIATES (CAA)
MODERATOR: Cristina Alfaro,
COMMUNICATIONS MANAGER,
MCDONALDS
RX for Social Engagement: How
one of the nation’s largest
healthcare providers is
connecting with Hispanics using
Facebook, MySpace and Twitter
JOSE R. VILLA, PRESIDENT, SENSIS
RUSSELL A. BENNETT, VICE
PRESIDENT OF LATINO HEALTH
SOLUTIONS, UNITED HEALTHCARE
CLOSED
CLOSED
 MIKE FERNANDEZ, VICE PRESIDENT LEE VAN, PRESIDENT, CAPTURA GROUP
OF PUBLIC AFFAIRS FOR STATE FARM
MINDY FIGUEROA, PRESIDENT,
Latin2Latin
Marketing+Communications on
behalf of Scholastic
MELISSA RICHARDSON BANKS,
PRESIDENT, CAUSE CONNECT
MODERATOR: Aymee Zubizarreta,
State Farm
5:00 PM
6:30 PM RECEPTION DINNER
SPECIAL GUEST SPEAKER TO BE
ANNOUNCED
8:00 PM OFF SITE AFTER PARTY - TBA

Wednesday, May 12, 2010

Time General Session Room 1 Session Room 2 Session Room 3
Breakfast: Presented by VPE Public Relations
7:30 AM Breakfast Keynote: Rudy Rodriguez, Director of Multicultural Marketing, General Mills
9:00 A M In An Era When Salsa Outsells Cause Marketing en Español: Lessons OPEN
Catsup, Whatcha Gonna Do About from the Hit ‘Go Red” and
“Conozca
It? Su Corazon’ Campaigns of the
American Heart Association
RUDY RODRIGUEZ, DIRECTOR OF PATRICIA BEATTY-GONZALEZ, DIRECTOR
MULTICULTURAL MARKETING, OF CAUSE COMMUNICATIONS,
GENERAL MILLS AMERCIAN HEART ASSOCIATION

TRACI RODEMEYER, MANAGER OF

PORK INFORMATION, NATIONAL
PORK BOARD
CHEF GUSTAVO CHAVEZ, CELEBRITY
CHEF, EL CHILE MAYOR
 MODERATOR: Deborah Charnes,
VICE PRESIDENT AND MANAGING
DIRECTOR OF PUBLIC RELATIONS,
BROMLEY COMMUNICATIONS
10:00 AM The Gold Standard of Measuring
ROI for Your Hispanic PR and Social
Marketing Campaigns
CARLOS SANTIAGO, PRESIDENT
AND CHIEF STRATEGIST FOR
SANTIAGO ROI
JORGE DIAZ DE VILLEGAS, SENIOR
VICE PRESIDENT AND CO-CHAIR, FH
HISPANIA AND GENERAL MANAGER,
FH MIAMI
DAVID HENRY, PRESIDENT,
TELENOTICIAS
MODERATOR: Cristy Clavijo-Kish,
SENIOR VICE PRESIDENT OF
MULTICULTURAL MARKETS, PR
NEWSWIRE
11:15AM OPEN
11:45 AM COFFEE BREAK ON SHOW FLOOR
12:00 PM NETWORKING LUNCH
SURPRISE GUEST SPEAKER TO BE ANNOUNCED
1:30 PM Success Stories: Hispanic Social Meet the Blogueros: A Roundtable
Marketing Pioneers
OPEN
MLS SOCCER CASE STUDY
MARISABEL MUNOZ, DIRECTOR OF
INTERNATIONAL COMMUNICATIONS,
MAJOR LEAGUE SOCCER (MLS) AND
SOCCER UNITED MARKETING (SUM)
CLOSED
Discussion with the Top Guys in Social
Media
PR vs. Advertising: A Frank
Discussion About Which
Discipline is Best Suited to Lead
Hispanic Social Marketing
Initiatives and Why
LEE VAN, PRESIDENT, CAPTURA
GROUP
ARMANDO AZARLOZA,
PRESIDENT, THE AXIS AGENCY
CHARLIE ECHEVERRY, SENIOR VP
OF SALES, UNIVISION INTERACTIVE
MODERATOR: Deborah Charnes,
VICE PRESIDENT AND MANAGING
DIRECTOR OF PUBLIC RELATIONS,
BROMLEY COMMUNICATIONS
OPEN
CLOSED
 ANDREW HERRERA, FOUNDER/CEO, TOMAS CUSTER, PUBLISHER,
REMEZCLA.COM HISPANICTIPS.COM
PATRICIA BEATTY GONZALEZ, ARIEL CORO, PUBLISHER, TU
DIRECTOR OF CAUSE TECNOLOGIA
COMMUNICATIONS, AMERCIAN
HEART ASSOCIATION
JOSE PINERO, DIRECTOR OF TBD
COMMUNICATION FOR TV, VIDEO
AND MUSIC DIVISION, MICROSOFT
CORPORATION
MODERATOR: Romina Biongiovani, MODERATOR: Manny Ruiz, PUBLISHER,
WESTERN REGION VICE PRESIDENT, HISPANIC PR BLOG
EDELMAN MULTICULTURAL
3:00PM Diversity Forum on How to Help Practical Case Study Insights on the OPEN
Hispanic Media Cover Issue of Do’s and Don’t of Hispanic Social
Structural Racism (Presented by the Media Measurement
Kellogg Foundation)
CLARA PADILLA, PRESIDENT, CARLOS SANTIAGO, PRESIDENT AND
NATIONAL ASSOCIATION OF CHIEF STRATEGIST FOR SANTIAGO ROI
HISPANIC PUBLICATIONS (NAHP)
JIM ESTRADA, FOUNDER, ESTRADA STEPHANIE NOBLE, CEO, PADEN NOBLE
COMMUNICATIONS CONSULTING
TBD MIGUEL PEREZ, FOUNDER and CEO of
MORPHOLYTICS
MODERATOR: Robert Bard, Publisher, SUZANNE CORDERO, HISPANIC
LatinaStyle Magazine WESTERN REGION MANAGER, EDELMAN
DIGITAL
4:00 PM Your Ultimate Guide to Scoring CLOSED CLOSED
Great Coverage with traditional,
broadcast and online Hispanic
Media
MANNY RUIZ, CO-PUBLISHER,
HISPANIC PR BLOG
 MODERATOR: Cruz Flores,
MULTICULTURAL MARKETS, QWEST
COMMUNICATIONS Multicultural
Markets
6:00 PM CONFERENCE CONCLUDES