We're currently planning the PRSA 2014 International Conference. If you're interested in learning more about the quality insight presented, check out the 2013 Conference program information below.

For an abbreviated overview of the 2013 Conference, click here.


Hispanic Health Communications and Research in a Cross-Cultural Market

Professional Development Workshop Set 6

Tuesday, Oct. 29, 8–9:15 a.m.

Room: Franklin 7 (Hotel Floor 4)

Track: Specialization

Your Session ROI

Health care companies are racing to find ways to penetrate the Hispanic/Latino market. With health-related care culture-bound and shaped by family history and beliefs about health, disease and medicine, how do organizations approach this market? PR professionals Maria Elena Villar, Ph.D., assistant professor, Florida International University (FIU), and part of the Health Communications Group in the School of Journalism and Mass Communication; and Rosanna M. Fiske, APR, vice president, corporate communications, Wells Fargo, will provide insight into the Hispanic health care market from a strategic communication perspective, understanding differences in affinity and language, and developing a culturally relevant outreach.

Session Materials

Final Presentation

(Available to registered attendees only. Register now!)

Presenters

Maria Elena Villar, Ph.D., assistant professor, Florida International University

Photo of Maria Elena Villar, Ph.D. Villar is also part of the Health Communications Group in the School of Journalism and Mass Communication. Prior to FIU, she was senior research scientist at the Institute for Child Health Policy at Nova Southeastern University.


Rosanna M. Fiske, APR, vice president, corporate communications, Wells Fargo

Photo of Rosanna M. Fiske, APR Fiske also held positions for the Global Strategic Communications Master’s program at Florida International University, managing partner at Communiqué Group/Rise Strategies, and vice president at Ketchum. Fiske was the first Latina CEO to lead the PRSA.