MIAMI: Newlink America has become a member of the PR Council, making it the only Hispanic-owned agency in the trade association.
The firm, based in Miami, is part of Latin American independent strategic communications company Newlink Group. Newlink America’s clients include The Coca-Cola Company, ESPN, Johnson & Johnson, and The Association of Latino Professionals for America.
"It’s important for agencies like ours to have a seat at the table along with leading PR firms in the industry to be able to share our experiences and expertise in the marketplace and together address our common challenges, but also to take advantage of opportunities that the growing Hispanic and multicultural market represents for agencies and their clients," said Newlink America managing partner and cofounder Jorge Ortega.
Newlink wants to bring its perspective on common obstacles in the industry, as well as those specific to the Hispanic communications market, Ortega said. For example, many firms share the challenge of recruiting great talent, but Newlink must also find staffers who can speak and write Spanish, understand Spanish culture, and have connections within the Hispanic media and influencer community.
As part of the Council, Newlink wants to be a resource for and partner with agencies that don’t have Hispanic communications expertise in-house, Ortega said. He added that thought leadership from other firms in the association is important to Newlink.
"We’re also looking forward to encouraging other Hispanic agencies to look at the Council and hopefully join us as we look to advocate for and really advance our industry," said Ortega.
The PR Council, which was founded as the Council of Public Relations Firms in 1998, is made up of more than 100 PR firms in the US, according to its website.
Last fall, Newlink America and Chandler Chicco Companies jointly launched Saluteam, a practice aimed at helping health clients create and implement communications efforts to reach Latinos and achieve business goals.
Newlink Group’s US revenue rose 39% in 2013, year-over-year, to $15.9 million, according to PRWeek’s 2014 Agency Business Report. US profit margin was also up 17% in 2013, compared with 15% in 2012.