Santa Cruz Communications Celebrated 25 Years With Billboard
The PR agency has managed media operations for the Billboard Latin Music Awards since 2001.
Updated on Oct. 12, 2026 in Latin
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Santa Cruz Communications has completed 25 consecutive years as the public relations agency for the Billboard Latin Music Awards. The agency, which was founded in 2001, has evolved its strategy for the event from traditional media to include digital content and creator partnerships.
Why it matters
The milestone highlights the agency's long-standing role in shaping the media presence of one of the most prominent events in Latin music. By managing everything from talent coordination to press accreditation, the firm has become a central part of the ceremony's operational history in Miami.
Santa Cruz Communications has maintained its PR contract for 25 years. The awards broadcast currently reaches audiences across 22 countries via Telemundo Internacional.
The players
Santa Cruz Communications
This is a public relations firm that received a National ¡Bravo! Award for Media Event Campaign of the Year.
Telemundo
This is a major Spanish-language television network that has partnered with the agency for over two decades.
The details
The agency executes a comprehensive communications plan that includes press announcements and on-site media operations at the James L. Knight Center. Their work spans the entire event cycle, starting from the announcement of finalists through to post-event media coverage.
Timeline
Santa Cruz Communications was founded on February 15, 2001.
The agency served as the awards PR partner from 2001 to 2026.
The 2026 Billboard Latin Music Awards will air on October 22, 2026.
Industry Dynamics
The agency's longevity reflects the high barrier to entry for managing large-scale, multi-platform media events in the entertainment sector. By winning the National ¡Bravo! Award for Media Event Campaign of the Year, the firm has solidified its status within the competitive landscape of Latin entertainment PR.
Fans in 22 countries can anticipate standardized press coverage and red carpet updates provided by the agency during the upcoming broadcast. This consistency ensures that media access and content updates remain reliable for viewers across the international Telemundo network.
The takeaway
Long-term partnerships in entertainment PR often require agencies to pivot successfully from traditional press to modern digital and creator-led strategies. Businesses can draw from this success by ensuring their communications plans evolve alongside the changing consumption habits of their target audience.
What happens next
The 2026 Billboard Latin Music Awards are scheduled to take place at the James L. Knight Center on October 22, 2026.
Further reading
Learn more about local industry milestones on the Latin section page.
Source note: This article includes information reported by PRODU.
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