Anniversary | Media and Communications Agencies | Business | Entertainment
Claudia Santa Cruz, President and Founder of Santa Cruz Communications.
- The public relations agency founded by publicist Claudia Santa Cruz celebrates 25 years of contributing to the audiovisual industry, including work on the Billboard Latin Music Awards on Telemundo.
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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 an unbroken relationship dating 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 for the awards. The agency has helped generate visibility and editorial coverage across both Hispanic and general market U.S. media for one of the most prestigious and long-running awards events in Latin music.
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“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 the past 25 years, the media landscape, the Latin music industry, and the way audiences consume content have changed drastically. Our work has evolved alongside these shifts, but what has remained constant is the trust, collaboration, and commitment to excellence that form the foundation of our relationship with Telemundo.”
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SCC leads the development and execution of the comprehensive communications plan for the Billboard Latin Music Awards. This encompasses communications strategy, media relations, coordination with talent and publicists, press announcements, interview and content opportunities, media accreditation, social media amplification via artists, media management on the red carpet and backstage, and on-site press operations. The agency also oversees communications surrounding key moments of the campaign, from the announcement of the finalists to the week of the show and post-event coverage.
Alfredo Richard, Executive Vice President of Corporate Communications at NBCUniversal Telemundo Enterprises.
Alfredo Richard, Executive Vice President of Corporate Communications at NBCUniversal Telemundo Enterprises, said, “I have worked with Claudia and her team since I arrived at Telemundo, and they have consistently achieved exceptional publicity results for our music specials.” He noted, “Claudia has a deep understanding of the Hispanic entertainment industry and is highly respected among journalists, publicists, and artists. Santa Cruz Communications has been a diligent, reliable, and trusted partner for Telemundo, always focused on achieving strategic results and adapting to the industry’s constant evolution.”
Throughout this 25-year relationship, SCC has successfully adapted to major transformations in the media landscape. What began in an era dominated by television, radio, and print media now extends to digital media, social platforms, content creators, podcasts, and emerging channels, all while maintaining the long-standing media relationships that remain fundamental to SCC’s approach.
Claudia Santa Cruz, a recognized communications and public relations professional who has played a key role in Telemundo’s growth in the Hispanic market, said: “For us, longevity has never meant doing things the same way year after year. It means understanding what continues to work, recognizing what has changed, and constantly seeking new ways to add value. The ability to evolve while simultaneously protecting the trust we have built with our clients and the media has been fundamental to our success.”
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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 communication campaigns across the entertainment, non-profit, health, education, sports, finance, and media sectors, 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 / 7 p.m. CT on Telemundo and Peacock from the James L. Knight Center in Miami, featuring multiplatform coverage of the star-studded blue carpet starting at 7 p.m. ET / 6 p.m. CT. The event will also be available on Universo and the Telemundo app, as well as across Latin America and the Caribbean via Telemundo Internacional, reaching audiences in more than 22 countries.
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