Kety Esquivel: Leading the way for Hispanic inclusion in corporate America

Miguel Tomas  / For Reporte Hispano

In an industry with over 12,000 U.S. companies, Latinos represent only 3% of the nearly 100,000 professionals employed at Public Relations firms. Kety Esquivel, Executive Vice President, US Hispanic lead at Edelman, the world’s largest PR agency, is committed to leveraging her position and passion to growing Hispanic professional ranks in the industry as well as building relationships between corporate America and the Hispanic community.

Kety’s work and credentials are extensive and impressive. With more than two decades leading digital efforts for leading agencies, Latinos in Social Media and Technology and Hispanic non- profits such as the National Council of La Raza, she has also directed Latino outreach for a presidential campaign and worked with the UN Economic Commission for Africa. Kety has spoken at numerous conferences worldwide including Hispanicize, SXSW, Social Media Week and has been featured in the Wall Street Journal, PBS, CNN, Univision, NPR and Televisa. A Cornell University graduate where she served on the Board of Trustees, Kety has also studied at NYU and Harvard Business School’s Executive Education Program.

In response to my question regarding her current role, Kety notes the change in her professional journey that led to Public Relations was driven by her commitment to affiliate with organizations that leave an impact. As with many Latinas in business, she brings an authentic perspective to her assignments with clients such as Microsoft, HP and United Airlines, and others who may not always have the deep understanding of Hispanics needed to effectively communicate with this important customer segment.

Proud of her recent work with Microsoft, Kety cites the collaboration and dedication of the Hispanic team on the client side as a vital ingredient for their successful effort. She is extremely excited about the work she and her Edelman Hispanic team are doing with X-Box which will include entertainment and gaming.

“ I am pushing for growth in digital industries” says Kety, leveraging her rich background and accomplishments in the digital space. She also sees opportunity to grow the Hispanic opportunity in non-profit, health, tourism and with the consumer products/services sector.

A presentation at the recent Hispanicize conference by Edleman Chairman Richard Edelman highlighted an erosion of trust by Hispanics in American business and institutions. This trend began in 2016 as a result of political climate and attitudes towards Hispanics, and Kety and her team are committed to working with clients interested in growing opportunities with the community.

“Companies that take a leadership position and invest in the Hispanic community will succeed. I am optimistic that we are at the tipping point that provides for future movement”.

Although she acknowledges the “many” outstanding non profits that continue to move the community forward, Kety cites UNIDOS US (formerly NCLR), Hispanic Heritage Foundation and Voto Latino as organizations that she is particularly close to.

Her work in PR includes the 2011 PRSA-NCC Thoth Award Category Winner in Global Communications, the 2012 Global Gold Sabre Award and a 2012 Cannes PR Lions finalist.

What’s next for this enthusiastic overachiever? Kety is in the midst of creating an organization that brings Latino leaders together to grow their common mission and work. Stay tuned.