Fineman PR Launches Mosaico; Expands Agency’s Multicultural Communications Division

Fineman PR announced the launch today of Mosaico, the agency’s newly branded and growing Latino and multicultural communications practice. The branding of the agency’s three-year-old multicultural practice comes in response to growing interest in culturally relevant communications and to help mark the agency’s 20th anniversary. Agency President Michael Fineman, who founded Fineman PR in 1988, named Juan Lezama as Mosaico director.

While “mosaico” translates from Spanish as “mosaic,” a work of art consisting of diverse colors, textures and/or mediums, Mosaico is fittingly defined on its new website, www.mosaicopublicrelations.com, as “a combination of diversity, credibility and cultural relevance.” Available in both Spanish and English, the website details the division’s mission, brand identity, and capability to assist clients targeting U.S. multicultural populations. Services offered by Mosaico include Brand PR, crisis communications, community relations, cause marketing and media training.

Mosaico’s first new client is Xoom Corporation, an internet-based global money transfer company servicing more than 30 countries, for a campaign publicizing the company’s expansion of services to Mexico. Fineman PR has offered Latino and multicultural PR under its general market brand since 2005, with clients including Foster Farms, The First American Corporation, the Latina Breast Cancer Awareness Agency, Latino Community Foundation and Sequoia Healthcare District.

“Differentiating our capabilities with the Mosaico brand provides us with a strong platform to showcase our strength in and commitment to this practice, and emphasizes the specialization of our talented, diverse and multilingual staff,” said Fineman.

“With U.S. Hispanic purchasing power reportedly surging to nearly $870 billion in 2008 and projected to reach as much as $1.3 trillion by 2015, companies are realizing that the multicultural arena can no longer be ignored or simply addressed with inadequate ‘translation-only’ services,” added Lezama. “We work with clients to develop communications that are compelling specifically to these dynamic markets.”

Mosaico’s diverse, experienced team has a comprehensive understanding of the needs of the multicultural marketplace. For example, Celina Rodriguez, Mosaico strategic expert, provides extensive experience in the Latino news media and as a trusted voice in the Latino community. Rodriguez’s experience has included roles as a 15-year regional news anchor on Telemundo’s “Noticiero 48″ and for previous news anchor roles on CNN en Espanol, and as a host on San Francisco’s Univision Radio station KLOK “Noticias y Mas,” an independent Spanish-language news talk show.

Fineman PR has been the recipient of numerous industry awards for both general market and multicultural programs, including the PRSA 2007 regional Silver Anvil Award for the agency’s successful Latino nutrition program, which was developed for client Foster Farms. The agency has also worked with The First American Corporation to develop a media relations campaign promoting the company’s programs for underserved immigrant and minority communities. Since 2005, the team has conducted numerous successful Latino, Asian-American and African-American campaigns. More information on Fineman PR is available at www.finemanpr.com.

About Fineman PR
Fineman PR is an award-winning, full service agency specializing in Brand PR and crisis communications. Fineman PR’s programs have won national acclaim, and the agency has worked with a variety of industries including food and beverage, consumer goods, healthcare, education and construction. Fineman PR’s current clients include Foster Farms Poultry, Crystal Dairy products, Chateau Montelena, Landmark Vineyards, Sierra Summits, The Summit Lighthouse, University of California at Santa Cruz and Xoom Corporation. The agency is also known for its “Annual Top 10 PR Blunders List,” previously featured in The Washington Post, Time Magazine and The Wall Street Journal. Fineman PR is a member of IPREX, an international partnership of independent PR firms. “

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