Burson's Hispanic practice brings in former TV anchor

DALLAS: Burson-Marsteller has reached into the world of Spanish-language television for its latest hire in an effort to expand the agency's Hispanic practice. The agency has hired Sarah Lora, a former Telemundo news anchor, as manager of the company's US Hispanic Practice in Texas.

DALLAS: Burson-Marsteller has reached into the world of Spanish-language television for its latest hire in an effort to expand the agency's Hispanic practice. The agency has hired Sarah Lora, a former Telemundo news anchor, as manager of the company's US Hispanic Practice in Texas.

"My primary objective is to watch the practice grow in the Southwest and Texas," said Lora.

Prior to her appointment, Lora worked as the senior public-information officer for the City of Dallas. Before that stint, she spent seven years as anchor for Spanish-language cable station Telemundo.

As more and more US cities experience waves of Latino immigration, Lora said, the challenge for businesses and governments will be to tap the Hispanic community as an important resource.

"When you look at cities like Atlanta that are experiencing real growth in their Hispanic communities, there's a real opportunity to reach out to a vibrant part of the population," said Lora. "The challenge is to reach out sooner rather than later so you have a base to build upon as the community builds."

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