Santa Cruz Communications Marks 25 Years of Amplifying Latino Voices Through Strategic, Results-Driven Communications

Santa Cruz Communications (SCC), an award-winning boutique public relations agency specializing in the U.S. Hispanic market, today announced its 25th anniversary, celebrating 25 years of amplifying voices across a wide variety of sectors, including entertainment, health, education, nonprofit, finance and sports, through strategic storytelling and trusted media relationships.

Founded on February 15, 2001, SCC launched with a clear mission: to help brands and organizations authentically connect with the rapidly growing U.S. Hispanic market. Over the past 25 years, the agency has executed hundreds of campaigns for renowned national brands and organizations, building a reputation for delivering measurable results rooted in cultural insight, strategy, and execution.

“Our anniversary theme, 25 Years of Amplifying Voices, reflects the heart of our work across industries and communities,” said Claudia Santa Cruz, President and Founder of Santa Cruz Communications. “From entertainment and media to public health and social impact, we have always focused on elevating stories that matter. We’re proud of the work we’ve accomplished, and equally excited about continuing to evolve while staying true to our mission.”

From its inception, SCC was designed as a flexible, boutique agency, built to scale based on client needs while delivering senior-level strategy and execution on every engagement. The agency’s approach is rooted in the belief that sustainable success in communications is built on trust, cultural fluency, and the ability to evolve without losing purpose.

Over the last 25 years, SCC has helped brands navigate seismic shifts in media, from traditional broadcast and print to digital, social, and emerging platforms, while maintaining credibility and trust with Hispanic audiences. At a time when media ecosystems have become increasingly fragmented, SCC’s relationship-driven approach has remained a key differentiator in delivering consistent earned media results.

Throughout its history, SCC has become particularly well known for its leadership in entertainment publicity, including its long-standing work on the Billboard Latin Music Awards, broadcast on Telemundo. SCC has handled media relations for the awards since the agency’s launch in 2001, helping establish the show as one of the most influential Latin music events in the industry.

“I’ve worked with Claudia and her team for over 20 years, and they have consistently delivered outstanding publicity results for our music specials,” said Alfredo Richard, Executive Vice President, Corporate Communications, NBCUniversal Telemundo Enterprises. “Claudia has a deep understanding of the Hispanic entertainment space and is well respected by reporters, publicists, and artists alike. Santa Cruz Communications has been a hardworking, reliable, and trusted partner to Telemundo, always pushing for strategic results while adapting as the industry continues to evolve.”

Beyond entertainment, SCC’s body of work spans numerous sectors. In the nonprofit space, the agency has partnered with organizations such as Share Our Strength to support initiatives including the No Kid Hungry campaign, helping raise awareness and share critical information so children and families can access the nutrition they need to thrive.

“Our partnership with Claudia and her team is built on trust, results and deep appreciation of the Latino community,” said Cecibel Henriquez, Director of Media & Strategic Engagement at Share Our Strength. “They consistently deliver, helping us reach Latino families with vital nutrition resources through culturally and linguistically responsive strategies. They are best in class partners and a true pleasure to work with.”

In healthcare, SCC has supported awareness efforts for institutions such as City of Hope, helping reach Spanish-speaking audiences with culturally relevant information about cancer prevention, treatment, and care. The agency has also executed media strategies for Hemisphere Media Group, promoting networks that serve diverse Latino communities with culturally meaningful content, including WAPA América, CentroAméricaTV, and Televisión Dominicana among others.

Across sectors, SCC’s work is grounded in deep cultural insight, engaging Latino audiences across language preference, generation and acculturation levels, with strategies that reflect how communities live, consume media, and connect with brands.

Over the years, SCC’s work has been recognized by industry organizations including the Hispanic Public Relations Association (HPRA), Public Relations Society of America (PRSA) and the Latino Marketing Awards, reflecting the agency’s commitment to excellence in public relations and multicultural communications.

Looking ahead, SCC remains focused on helping brands navigate the next phase of Latino engagement, where authenticity, community trust, and cultural fluency are increasingly critical to earned media success. The agency remains actively involved with the Los Angeles Chapter of PRSA and is preparing to launch a new professional development initiative in Latin America in partnership with Agencia Dimitrakis, bringing together Latin American and U.S. Hispanic communications professionals to exchange perspectives, share best practices, and explore evolving PR strategies across markets.