Name: John Echeveste, partner, VPE Public Relations
Placement Despierta America, December 30, 2009
Pitch timeline: Three weeks
Who is your client and what are its media objectives?Echeveste: We have been the Hispanic PR firm for McDonald's US communications since 1992. For this particular initiative, we sought to generate Spanish-language media coverage for the Ronald McDonald House Charities HACER scholarship program (RMHC/HACER) for Hispanic high school students considering college.
Another goal of ours was to highlight McDonald's continuing involvement ...