Santa Cruz Communications Marks 25 Consecutive Years as PR Agency for Telemundo’s Billboard Latin Music Awards

Santa Cruz Communications (SCC), an award-winning public relations agency specializing in the U.S. Hispanic market, is celebrating its 25th consecutive year as the public relations agency for the Billboard Latin Music Awards on Telemundo, marking an uninterrupted partnership that dates back to SCC’s founding in 2001.

For a quarter of a century, SCC has worked alongside its client, Telemundo, leading public relations and media relations efforts surrounding the awards and helping generate visibility and editorial coverage across U.S. Hispanic and general-market media for one of the most prestigious and longest-running events celebrating Latin music.

“It is incredibly meaningful to me that the Billboard Latin Music Awards have been part of Santa Cruz Communications every year since I founded the agency,” said Claudia Santa Cruz, President and Founder of Santa Cruz Communications. “Over 25 years, the media landscape, the Latin music industry and the way audiences consume content have changed dramatically. Our work has evolved alongside them, but what has remained constant is the trust, collaboration and commitment to excellence that form the foundation of our relationship with Telemundo.”

SCC leads the development and execution of the Billboard Latin Music Awards’ comprehensive communications plan, encompassing communications strategy, media relations, talent and publicist coordination, press announcements, interview and content opportunities, media accreditation, social media amplification through artists, red-carpet and backstage media management, and on-site press operations. The agency also oversees communications around key campaign milestones, from the announcement of finalists through show week and post-event coverage.

Over the years, the campaign has evolved from a traditional publicity and media relations approach into an integrated communications strategy that now incorporates digital content, social media amplification, creator partnerships and real-time media experiences.

“I have worked with Claudia and her team since I joined Telemundo, and they have consistently delivered exceptional publicity results for our music specials,” said Alfredo Richard, Executive Vice President of Corporate Communications at NBCUniversal Telemundo Enterprises. “Claudia has a deep understanding of the Hispanic entertainment industry and is highly respected by journalists, publicists and artists. Santa Cruz Communications has been a diligent, reliable and trusted partner to Telemundo, always focused on delivering strategic results while adapting to the industry’s constant evolution.”

Throughout this 25-year partnership, SCC has adapted to major transformations in the media landscape. What began in an era dominated by television, radio and print media now extends to digital outlets, social platforms, content creators, podcasts and emerging channels, while maintaining the long-standing media relationships that remain central to SCC’s approach.

“For us, longevity has never meant doing things the same way year after year,” Santa Cruz added. “It means understanding what continues to work, recognizing what has changed and constantly looking for new ways to add value. The ability to evolve while protecting the trust we have built with our clients and the media has been fundamental to our success.”

SCC’s work on the Billboard Latin Music Awards has been recognized by the Hispanic Public Relations Association with a National ¡Bravo! Award for Media Event Campaign of the Year.

This milestone coincides with SCC’s 25th anniversary in 2026. Founded on February 15, 2001, the agency currently develops communications campaigns across entertainment, nonprofit organizations, healthcare, education, sports, finance and media, while maintaining its specialization in reaching and connecting with U.S. Latino audiences.

The 2026 Billboard Latin Music Awards will air LIVE on Thursday, October 22, at 8 p.m. ET / 7C on Telemundo and Peacock from the James L. Knight Center in Miami, with multiplatform coverage of the star-studded blue carpet beginning at 7 p.m. ET / 6C. The event will also be available on Universo and the Telemundo app, as well as throughout Latin America and the Caribbean via Telemundo Internacional, reaching audiences in more than 22 countries.