The State of PR

The State of PR:
Where to Start – Grounding a Year of Rapid Change in Practical Communications Leadership
Date & Time: March 5, 2026, 6:00pm – 9:00pm PT

Venue: Edelman, 1500 N El Centro Ave, Los Angeles, CA 90028

In a time of AI acceleration, misinformation, economic pressure, and heightened public scrutiny, where do communicators begin? This engaging program brings together journalists, communications executives, academia, and students for an essential conversation on building trust, navigating disruption, and leading with clarity.

Whether you’re preparing clients for the unexpected or shaping strategy at the leadership table, this is the room you want to be in.

Keynote Speaker: 

Maria S. Salinas, President & CEO of the Los Angeles Area Chamber of Commerce

Maria S. Salinas is the President & CEO of the Los Angeles Area Chamber of Commerce, the largest business association in Los Angeles County representing member companies and serving the interests of more than 235,000 businesses across the Los Angeles region. Ms. Salinas took the helm of the organization in August of 2018 and became the first woman and Latina to lead the Chamber in its 132-year history. An accomplished business woman, entrepreneur and a determined community leader, Ms. Salinas’ business acumen and financial expertise provides her with the right experience to lead the L.A. Area Chamber.

Ms. Salinas, a steward of the Chamber’s new vision, A Thriving Region for All, the Chamber looks to the future with a vision to build an inclusive economy through its advocacy, global engagement and community collaboration for economic growth and mobility.

Panelists:

Curtis Jackson III is from Franklinton, LA, and attended Morehouse College in Atlanta, where he majored in English with a minor in journalism and sports.

While at Morehouse, Curtis spent his summers as a training camp intern for the Atlanta Falcons, which led to him being hired full-time by the team in 2015. During his five seasons with the Falcons, he worked closely with the players and coaches to coordinate and prepare them for weekly media sessions with local and national media. Curtis also had the opportunity to work and participate in two Super Bowls during his time with the Falcons.

In 2019, Curtis moved to Los Angeles to become the Basketball Communications Manager for the LA Clippers. During his time with the Clippers, he was responsible for managing relationships with the media and players while pitching stories to various outlets and social influencers that would help elevate and bring recognition to the team’s brand.

Curtis and his wife Amber live in Los Angeles with their two sons, Curtis IV (5) & Ayden (3).

Claudia Santa Cruz, President
Santa Cruz Communications

Claudia Santa Cruz is the President of Santa Cruz Communications, Inc., a woman-owned, award-winning Public Relations agency she founded in 2001, which delivers communications solutions for companies seeking to engage with the U.S. Hispanic market. A seasoned PR professional with over 30 years of experience, Claudia leads and oversees the agency’s work for an expanding roster of loyal clients in a variety of industries, including Entertainment, Education, Environment, Non-Profit, and Health, among others. Her extensive knowledge of the U.S. General and Hispanic markets and her capability to develop and execute strategic campaigns that produce measurable results have earned her a reputation as a leading PR professional for the U.S. Hispanic and General market.

Furthermore, she has led the company to be recognized in the entertainment industry as one of the driving forces behind internationally televised events, achieving maximum awareness for Telemundo’s highly-rated prestigious awards shows, including the Billboard Latin Music Awards, and Latin American Music Awards, and contributing to their high ratings performance.  SCC’s work on the Billboard Latin Music Awards earned the agency an HPRA National Bravo Award for Media Event Campaign of the year.

A proficient speaker, Claudia has participated as an industry expert at important panel discussions for Hispanicize, PRSA Miami, HPRA Los Angeles and PR Week Ecuador, among others. In 2015, Claudia was selected by Lincoln to be featured in their #LincolnLatina campaign, which aimed to honor successful women with a compelling story.  The 60-second ad, which broadcast nationally in Spanish, focused on Santa Cruz’s inspirational life, from the heartfelt adoption of her daughter in China to her resilient spirit after surviving the death of her previous husband at the age of 40.

Prior to starting her own PR business in 2001, Claudia, who co-authored the book Hispanic Marketing & Public Relations, worked at Telemundo for over seven years where she developed and executed bilingual campaigns to promote the company’s activities, programs, on-air personalities, and special events. Claudia was promoted from her PR Manager position at the company’s flagship station in Los Angeles, KVEA-TV Telemundo 52. During her tenure at Telemundo 52, she planned and executed media and public affairs campaigns targeting the L.A. market, and produced a weekly public affairs television program titled “Contrapunto.”  Previously, Claudia was the PR Coordinator at KMEX-TV, Univision’s flagship station in L.A..

A recipient of a Public Relations Society of America PRISM Award and a Latino Marketing Award, Claudia received her Bachelor of Arts degree in Journalism from California State University, Northridge.  She was born in Peru and lived in Bolivia, the Philippines, and Norway prior to moving to the United States, and she currently resides in Los Angeles with her husband and daughter.

Keith L. Underwood, Entertainment Journalist, Producer, and Multimedia Entrepreneur

Keith L. Underwood is an award-winning entertainment journalist, producer, and multimedia entrepreneur based in Los Angeles. His production work spans film, television, and digital media, with projects released through theatrical exhibition, major streaming and VOD platforms, and digital distribution, including Amazon, Apple TV, Prime Video, and YouTube.

A former publicist with hands-on experience in unit publicity and production, Underwood brings a rare blend of creative storytelling, industry access, and practical execution to his projects. His work has earned recognition from the Los Angeles Press Club and both nominations and a win from the National Arts & Entertainment Journalism Awards, underscoring his ability to develop, position, and deliver content with cultural and commercial impact.

Tickets:
PRSA-LA Member: $40.00
Non-member: $60.00
Emerging Professional/Student: $25.00

REGISTER HERE