The Sanchez Ricardo Agency

Midy Aponte - Founder, Broadband Strategist

Creating Digital Influence in the Hispanic Market.

Midy founded Sánchez Ricardo in 2009 with the belief that we have entered a new era in public relations. Through social media, people have immediate access to a multitude of information from which opinions are formed and reactions are generated – then amplified. Understanding how to utilize these platforms while synthesizing and bridging issues that cross audience interests is a critical component of this new media world. Midy has also help convince many Internet service providers to begin offering low cost broadband connections in low income Hispanic neighborhoods.

As a bicultural communications strategist with 11 years in the industry, Midy is a sought after expert in conceptualizing and executing multi-faceted campaigns, coalition-building efforts and program development.

Prior to founding The Sánchez Ricardo Agency, Midy served as a Vice President at the Walker Marchant Group (WMG) and led the Eli Lilly and Company, Tyco International and SSP America accounts. In this role, Midy spearheaded their strategic media relations, issues management and coalition-building efforts. She also provided strategic counsel for Arbitron, Best Buy, Walgreens and many other Fortune 500 clients.

Before joining WMG, Midy managed media relations strategies for the American Legacy Foundation’s award-winning smoking cessation campaigns and initiatives. Her efforts resulted in media placements in SELF Magazine, Washington Post, CNN, FOX News, CNN en Espaňol and the Associated Press, as well as countless regional outlets.

At PR agency GolinHarris, she designed social marketing movements to create issue awareness and engage young adults to become advocates for social change. While there, she worked with more than a dozen state health departments across the country on their youth empowerment anti-tobacco campaigns.

A first generation Cuban American, Midy graduated from Florida International University’s School of Journalism and Mass Communications. Midy is currently a consultant with Xpresso PR, a Mascola//Group Company, and serves on the board of the YWCA National Capital Area and Creative Arlington, an organization devoted to fostering creativity and innovation in the arts, culture, education and business. She is also a member of the Hispanic Lobbyists Association, the National Press Club and the National Association of Hispanic Journalists. She lives in Chevy Chase, D.C.

Dinora Orozco, Junior Telecom Analyst

Donating time to getting Internet access to underprivileged Hispanic youth.

Dinora currently works on the International Dementia Research Foundation (IDRF) account, leading its social media presence on Facebook and Twitter as well as identifying synergies designed to raise IDRF’s profile among women and ethnic minorities. She also lends support on other agency accounts such as The Center for Hispanic Leadership.

Currently, Dinora assists both the Public Relations and Business Offices at Clear Channel Radio – Chicago. She manages day-to-day affairs, translates documents from English to Spanish, and responds to staff and client requests. Additionally, Dinora is responsible for managing the PSA/Community Calendar for the Public Relations Department.

Prior to her work at Sánchez Ricardo and Clear Channel, Dinora was living in Paris, France, where she earned her Certification of English Language Teaching Abroad (CELTA). As part of her certification process, she taught intermediate and advanced business English at the ILC-International House Paris. She also gave private English lessons to adults and tutored a child in her spare time.

In March of 2006, while pursuing a Bachelor of Arts at The George Washington University’s Elliott School of International Affairs, Dinora became the Diplomatic Liaison for The Global Language Network. Heading the Diplomatic Team, she was responsible for creating and nurturing relations with the Cultural Attachés of foreign embassies in Washington, D.C. She organized field trips for The Global Language Network staff, instructors and students in addition to procuring teaching materials for classes. The following year, she transitioned into teaching advanced and conversational Spanish.

Thereafter, Dinora completed a summer internship in Zapopan, México with Mágico Producciones, an entertainment company. She served as an informational link between the company and its clients in addition to organizing itineraries for performers and equipment technicians.

Currently, Dinora works virtually from Chicago where she resides with her dog Tomás and plans to move back to Washington, D.C. in the near future. She is also an avid gamer and a contributor to pvpgamer and other MMO gaming blogs and websites.

Broadband & Digital Media Services

When it comes to multicultural communications authenticity is key. We live in a multicultural world. Therefore, a strategic approach is required when navigating through the complex nature of our society.

We know what it takes to move that proverbial needle. By helping our clients build the right relationships. Ensuring they are represented across different types of media sectors – not just the typical ones. In knowing how to drill down deep into local communities to generate action from specific audiences.

Businesses and organizations now enjoy a direct link to target audiences via social media networks and the Blogosphere. Likewise, through social media and smartphone technologies, individuals have immediate access to a multitude of information from which opinions are formed and reactions are generated – then amplified. Understanding how to utilize these platforms while synthesizing and bridging issues that cross audience interests is a critical component of this new media world.

Our Multicultural Public Relations program is centered on:

• Monitoring developments within the Federal Government for the purposes of identifying synergies for a client’s specific objective
• Increasing our clients’ visibility among select audiences, including: Think tank organizations, trade associations, charitable foundations, civil right groups and niche media, among others
• Advancing an organization’s mission and strengthening a corporation’s social responsibility/philanthropic efforts
• Applying aggressive, high-level strategic communications methods to advancing issues affecting humanity
• Creating an emotional impact among key audiences that drive powerful outcomes.

“I have known Midy for less than a year now, but it seems like I’ve known her for years. Her personality along with her business savvy is impeccable. Her responsibilities at Sanchez Ricardo are complex but she show no signs of instability. She has been an awesome resource to me and my business. In addition, she is a very hard worker and she’s extremely intelligent. Midy is organized, efficient, extremely competent, and has an excellent rapport with people of all ages. Her communication skills, both written and verbal, are excellent. In summary, I highly recommend her to anyone who seeks out her talent and skills. She will be a valuable asset for any company. If you have any additional questions about Midy I will be honored to speak more about this wonderful talent.”

Matthew Johnson
Group Publisher, Girlfriends Health Guide for Women of Color

“I have worked with Midy for the last year and have found her to be a very strong part of the Public Relations Team. She is a consummate professional with go get them attitude on all projects. I recommend Midy without reservations.”

Jose Marquez
CEO/President, Latinos in Science and Technology Association