NASHVILLE: Nissan made several recent changes in its PR strategy in an effort to strengthen outreach to the Hispanic community, including joining the League of Latin American Citizens (LULAC). Nissan gave LULAC a $25,000 donation upon joining earlier this month, but the car company is moving beyond donations to get more involved in the community, according to Stephanie Valdez-Streaty, the senior manager of philanthropy and diversity communications for Nissan.
It will use its newfound network with LULAC to host events and encourage employee participation in giving back, focusing on three pillars: education, environment, and humanitarian.
"Nissan, for many years, has been giving to the Latino community with philanthropic outreach," Valdez-Streaty said. "This was a good opportunity to take a step back and look at what we were doing. A lot of the things we did in the past were short-term, but we wanted to go long-term. We wanted to start to build the relationships."
For example, the company plans to aid a scholarship program through Conexion Americas, a nonprofit that helps Hispanic families realize social and economic advancement. Valdez-Streaty serves on the nonprofit's board, and expects that Nissan will use its network, and the relationship with LULAC, for staff recruitment as well.
Nissan North American appointed San Antonio-based The Cartel Group's Impacto division as its US Hispanic PR AOR in April, while Edelman continues to serve as the company's general market AOR.
Victoria Negrete, The Cartel Group's CEO and lead on the Nissan account, said the agency plans to prompt greater media awareness of Nissan's philanthropic activities, which the automaker had not previously spotlighted.
"This really becomes our blow-out year," Negrete said.