López Negrete Public Relations.

López Negrete Communications has added a dedicated public relations division to its capabilities. It will now provide its Fortune 500 clients the capability of developing and executing media relations, issues management, and grassroots community relations campaigns, as well as other strategic public relations practices.

“Our clients rely on us for our insightful, applicable Hispanic marketing expertise and they want the same caliber of understanding of this segment across the marketing spectrum including public relations,” said Alex López Negrete, CEO and President of the 15-year-old, Houston-based shop. “It makes perfect sense for us to add this expertise to our service portfolio in order to deliver a fully integrated approach to Hispanic marketing. ”

Tapped to create and grow this new division was Virginia Q. Sanchez, APR, who brings a wealth of knowledge and experience in consumer products and deep understanding of public relations. Sanchez was most recently a public relations manager for The Minute Maid Company responsible for developing and implementing strategic brand public relations campaigns.

Previously, Sanchez was an account supervisor at Pierpont Communications where she supervised public relations activities including media relations, community relations and crisis communications.

“When it comes to reaching the Hispanic market, public relations is critical,” said Sanchez. “You have to earn the right to do business with this community. You have to be relevant and have a long term-commitment in order to build awareness, loyalty and goodwill within this fast-growing and important segment. However, from the basics to strategy, Hispanic public relations is very different from General Market public relations.”

Already, the agency is executing a media relations program for Bank of America and Visa U.S.A., is developing a charitable community relations program for Six Flags AstroWorld – Houston, and is researching opportunities for Equilon Enterprises LLC.

“In Virginia, I know we have found the ideal combination of a true public relations professional with a solid track record, who also understand the nuances and particularities of not only the Hispanic psyche, but of Hispanic marketing,” said López Negrete.

Sanchez is an accredited member of the Public Relations Society of America, and has received numerous awards from both PRSA and the International Association of Business Communicators. She holds a bachelor’s degree in journalism from the University of Houston.