Claudia Santa Cruz: “Santa Cruz Communications Marks 25 Years Amplifying Latino Voices Across the U.S”

Santa Cruz Communications (SCC), an award-winning boutique public relations agency specializing in the U.S. Hispanic market, today announced its 25th anniversary, celebrating a quarter century of amplifying voices across a wide range of industries — including entertainment, health, education, nonprofit, finance, and sports — through strategic storytelling and strong 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 community. Over the past 25 years, the agency has executed hundreds of campaigns for nationally recognized brands and organizations, building a reputation for delivering measurable results grounded in cultural insight, strategy, and execution.

“Our anniversary theme, 25 Years Amplifying Voices, reflects the essence 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 meaningful stories. We are proud of what we’ve accomplished and excited to continue evolving while staying true to our mission.”

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

Over the past two and a half decades, SCC has helped brands navigate profound shifts in the media landscape — from traditional television and print to digital platforms, social media, and emerging channels — while maintaining credibility and trust with Hispanic audiences. At a time when media ecosystems have become increasingly fragmented, SCC’s relationship-driven approach continues to be a key driver of consistent earned media results.

Throughout its history, SCC has distinguished itself in entertainment publicity, particularly through its longstanding partnership with the Billboard Latin Music Awards, broadcast by Telemundo. Since the agency’s launch in 2001, SCC has led media relations for the awards, helping position the event as one of the most influential platforms in Latin music.

“I’ve worked with Claudia and her team for more than 20 years, and they have consistently delivered outstanding 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 commands great respect among journalists, publicists, and artists. Santa Cruz Communications has been a diligent, strong, and trusted partner to Telemundo, always pursuing strategic results while adapting to the industry’s constant evolution.”

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

“Our collaboration with Claudia and her team is built on trust, results, and a deep appreciation for the Latino community,” said Cecibel Henriquez, Director of Media and Strategic Engagement at Share Our Strength. “They consistently exceed expectations, helping us reach Latino families with vital nutrition resources through culturally and linguistically tailored strategies. They are exceptional partners and a true pleasure to work with.”

In the health sector, SCC has supported awareness initiatives 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 implemented 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 all sectors, SCC’s work is grounded in deep cultural insight, connecting with Latino audiences regardless of language preference, generation, or level of acculturation, through strategies that reflect how communities live, consume media, and engage with brands.

Over the years, SCC’s work has been recognized by industry organizations including the Hispanic Public Relations Association (HPRA), the Public Relations Society of America (PRSA), and the Latin 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 engagement with Latino communities, where authenticity, community trust, and cultural fluency are increasingly critical to media success. The agency continues its involvement with PRSA-LA and is preparing to launch a new professional development initiative in Latin America in collaboration with Agencia Dimitrakis. The initiative will bring together Latin American and U.S. Hispanic communications professionals to exchange perspectives, share best practices, and explore evolving public relations strategies across markets.