New Firm’s Laser-Like Focus on Hispanic Market

The Latino market is one of the hottest -- and overlooked -- areas in PR right now. Santiago Caicedo is getting on the ground floor with the launch of Latin Media Sources
(LMS), a Miami-based firm specializing in the placement of stories on Spanish-language TV, radio and Web sites. Caicedo, president of the new firm, has for the last six years has
been working with Spanish-language news contacts, and says they have stressed to him that they want more stories translated from English and media materials that are in cultural
sync with their audiences. Says Caicedo: "Public relations professionals are still searching for a proven, effective way to market to the Hispanic audience." Contact: Santiago
Caicedo, 305.860.7747, Santiago@hispanicvnr.com .