CHICAGO, March 20—Dome Communications, a fast-growing Chicago public relations firm, has launched Concepto Public Relations, which will help clients build relationships with the Hispanic community through culturally relevant PR counsel. Dome says it is launching the new firm—one of the few of its kind in the Midwest—“in response to the explosive growth of the Hispanic population nationwide and particularly in the Chicago market.”
“As the Hispanic population has grown, the communications industry has been slow to respond with dedicated practices beyond advertising. At most, multicultural advertising agencies have attempted to offer public relations services as an added value, but few specialized, professional public relations agencies serve the Hispanic market,” says Doug Dome, president and CEO of both Dome Communications and Concepto.
“We’re filling a void in the marketplace with Concepto by building on our signature creative approach to help our clients effectively reach this important audience.”
Former reporter and editor Henry Moya will serve as Concepto’s managing director, reporting to Dome. Colombian-born Moya has worked with Spanish-language news media including Exito! and La Raza and as a radio correspondent with networks including Radio Unica and Caraco/Radio. In the PR realm, Moya has worked with cfa (Cárdenas/Fernández & Associates) and Leo Burnett. He has partnered with Dome since 1998.
“Concepto’s launch is an acknowledgement of the importance and power of the Hispanic marketplace,” said Moya. “The community’s growth, both in terms of population and economic influence, demands more specialized communications solutions. Our staff of bilingual, bicultural professionals is poised to offer companies the most effective counsel to achieve their Hispanic public relations objectives.”
There are more than 35.3 million Hispanics living in the U.S., comprising 13 percent of the total population. In the last decade, the Latino population grew by 58 percent. In Chicagoland, Hispanics make up 26 percent of the population, according to the 2000 census.