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San Antonio native Melissa Vela-Williamson cares about removing barriers. She found her career in public relations and has persevered through it via a winding, self-made path. Her career origin story isn’t perfect, and she has found that a non-linear journey is relatable and validating for many “first-generation something” students and professionals to learn about.
“Growing up, I attended Title 1 schools before they had the Title 1 resources they can offer students now,” said Vela-Williamson. “My story was a common San Antonio story, where, like many students, I didn’t always have the support and guidance I needed during my academic years. But one middle school teacher took an interest in my writing, and that encouragement unlocked a new path of possibilities for me. I’ve been committed to educating myself and sharing what I’ve learned since.”
For the last decade, Vela-Williamson has directed her clients’ campaigns and facilitated training around the U.S. as an accredited public relations strategist and founder of her boutique PR firm, MVW Communications.
As an industry author, she is now using the power of the written word to share lessons from an additional 14 professionals who are communication trailblazers in her new book, Latinas in Public Relations: Shaping Communications, Communities, and Culture.
In this first-ever anthology on public relations released to coincide with Women’s History Month, Vela-Williamson and the contributing authors candidly share their stories in individual chapters that cover topics such as overcoming challenges growing up as first-generation Latinas, fighting imposter syndrome, transitioning into leadership positions and discovering the need for self-promotion.
Paying it forward
As a community gift, Vela-Williamson held a free virtual event to discuss the book and introduce the contributors from coast to coast who share relatable challenges, courageous moments and actionable advice on how to beat the odds in the competitive PR industry. The launch concluded with the announcement of a sponsored book giveaway. From March 5–8, thanks to the generosity of contributing author Anais Biera Miracle, interested readers can download the e-book for free on Amazon.
“I’m proud to publish the inaugural Latinas in Public Relations anthology and elevate these PR leaders from across the nation so their stories can inspire others,” said Vela-Williamson.
“Research shows that Latinas can face challenging cultural and workplace obstacles that may hinder them from working or advancing in public relations. These 14 leaders joined me to share how we made our way into PR and how we’ve shaped the industry, our communities and the understanding of culture in this easy-to-read collection. I hope readers will see themselves in these stories and be encouraged to also persevere towards their vision of success.”
The public relations professionals-turned-book authors are:
Amelia Folkes, M.P.S., APR; Austin, Texas
Anais Biera Miracle; Austin, Texas
Brenda Duran; Los Angeles, California
Carmen Boon, M.A.; Verona, New Jersey
Irasema Romero; Salt Lake City, Utah
Jeannette E. Garcia; San Antonio, Texas
Jill Casey Pintor; Tucson, Arizona
Lilly Cortés Wyatt; Sacramento, California
Lorraine Pulido, Ph.D.; San Antonio, Texas
Marisol Vindiola; Tucson, Arizona
Melissa Monroe-Young, M.A., APR; San Antonio, Texas
Melissa Vela-Williamson, M.A., APR, Fellow PRSA; San Antonio, Texas
Olga Mayoral Wilson, M.A., APR, Fellow PRSA; New Braunfels, Texas
Paola Vargas-Strassner, M.P.S., APR; Maryland/ DC area
Rachel Benavidez; San Antonio, Texas
The need for growth
In this particular field, Latinas make up a small number of practitioners. A recent update of the U.S. Bureau of Labor Statistics (BLS) shows roughly 12% of public relations practitioners identified as Hispanic or Latino; of that, about 7.5% of public relations professionals are estimated to be Latina. Vela-Williamson explains in the book that these BLS trends suggest that only about 3.5% of these Latina pros may be managers or above — missing from leadership roles.
According to the Pew Research Center, Latinas account for 17% of all adult women in the United States today. This population grew by 5.6 million from 2010 to 2022, the largest increase of any major female racial or ethnic group.
“These numbers underline the gap in PR industry stats and the need to increase Latina representation in PR to expand the workforce and better serve the communities that need PR services,” she said. “Latinas working in PR can raise awareness and encourage interest in the field, as young women often need to ‘see her to be her.’ Offering extra encouragement, access and mentoring moments can help attract Latinas into PR and support their growth as leaders. Studies show that women are inspired by hearing other women’s stories, yet our cultural and societal pressures may make women feel self-conscious about self-promotion. Many Latinas do not learn how to develop their personal brand and share achievements in the workforce from their family units. These skills are important for being seen as a leader and making opportunities possible in a competitive field.”
When it comes to Latinas in this industry, Vela-Williamson wants them to be ambitious in their pursuit of gaining confidence, knowledge and empowerment and using those elements as fuel to attain leadership roles.
“We’re worthy of starting consultancies and being top, visible leaders — especially if you can work in two languages!” she said. “Let’s move from missing in PR to being essential in PR.”
Latinas in Public Relations is now available on Amazon. Read more about the book and the authors at LatinasinPR.com.
