Gabriela Salas LLC · Boston, Massachusetts
Earned media, multicultural strategy and issues management for organizations operating in Massachusetts — with a multicultural and Spanish-language practice built on standing newsroom relationships, not a translation vendor.
ENGLISH & SPANISH
PUBLIC HEALTH & PUBLIC SECTOR
AGENCY & BRAND PARTNERS
The Practice
A senior practitioner, not a layer of account management.
Gabriela Salas LLC is a boutique communications practice. Engagements are led and executed by the same person — the one in the room with the reporter, and the one who wrote the statement.
Most communications support is priced for planned moments: a launch, an announcement, a report release. That works until the unplanned moment arrives — and in public health, public sector and athlete-facing work, the unplanned moment is where the reputational weight sits.
This practice is built for both. Proactive earned media and executive visibility on a predictable cadence, and a standing issues-response capability for the weeks when the story writes itself.
Work spans statewide public health campaigns, legislative and municipal communications, financial services, community and Gateway Cities engagement, and talent and ambassador programs.
A general-market firm can translate a press release. It cannot call a program director who already knows your name and get you eleven minutes on air the same week.
Capabilities
What the practice does.
Engagements draw on some or all of the following, scoped to what the work actually needs.
01
Earned Media & Press Office
Media list development, proactive pitching, press releases and advisories, reactive statements, journalist relationships, and interview coordination and preparation for spokespeople.
02
Multicultural & Spanish-Language Media
Strategy and outreach across Boston-market Spanish radio, television, print and digital. Transcreation of core messaging — not literal translation — so it lands with the audiences it was written for.
03
Executive & Organizational Visibility
Byline and op-ed development, speaking-opportunity identification and submission, awards submissions, conference and panel placement.
04
Crisis & Issues Management
Standing response protocols, pre-drafted holding statements, escalation pathways, spokesperson designation, and monitoring for reputational exposure.
05
Community & Stakeholder Relations
Relationship management with community organizations, coalitions and youth-serving institutions across the Gateway Cities, and liaison with municipal and legislative offices.
06
Talent & Ambassador Programs
Contracting, booking-agent liaison, production coordination, message alignment and approvals routing for athlete and public-figure campaigns.
07
Content & Social
Editorial and social content in both languages, campaign creative direction, paid social execution, and influencer and creator coordination.
08
Measurement & Reporting
Placement, reach, sentiment and share-of-voice reporting, with strategic review against agreed objectives.
09
Public-Sector Communications
Work built for public funding environments — appropriation cycles, procurement constraints, public records exposure, and the review layers that come with them.
Why it Matters
Multicultural communications is not a line item.
Massachusetts is not a monolingual market. Roughly a quarter of residents speak a language other than English at home, concentrated in exactly the Gateway Cities most campaigns name in their objectives and reach last in their execution.
When multicultural work is treated as a translation line at the end of a budget, it produces copy that is technically correct and culturally inert — the kind of message audiences scroll past because they can hear it was written for someone else and converted afterward.
Done properly, it is a different discipline entirely. Different newsrooms with different booking rhythms. Different trusted messengers, most of whom are not on a national media list. Different standards for what sounds true rather than translated. And a different relationship to the audience, because communities accustomed to being addressed last notice immediately when someone shows up first, in their language, on the station they actually listen to.
That is not a nicety. It is where trust is built — and earned media without trust is just noise with a byline.
~1 in 4
Massachusetts residents speak a language other than English at home
Gateway Cities
Where the audience concentration is highest and the media buy is usually thinnest
Two languages
Delivered by the same practitioner, at the same standard, in the same engagement
Reaching everyone in English reaches the people who were easiest to reach. That is not the same as reaching everyone.
One of the reasons why Gaby believes in Artificial Intelligence
Opportunity & Diversity in Entrepreneurship
The Differentiator
Spanish-language media is a relationship, not a deliverable.
This capability comes from working inside those newsrooms rather than adjacent to them — on air, on a standing basis, with the hosts and program directors who decide what gets booked.
That is the part a general-market agency cannot buy on short notice, and the part that turns a Massachusetts campaign from broadcast into conversation.
RADIO
Boston-market Spanish-language radio, including standing on-air presence
TELEVISION
Spanish-language broadcast and streaming, hosting and segment placement
PRINT & DIGITAL
Community and Spanish-language publications across the Commonwealth
COMMUNITY
Coalitions, faith institutions and youth-serving organizations in the Gateway Cities
A general-market firm can translate a press release. It cannot call a program director who already knows your name and get you eleven minutes on air the same week.
Ways to Engage
Four ways to bring this practice in.
Every engagement is scoped to the work. These are the shapes that scope usually takes.
Monthly Retainer
FOR ONGOING NEED
A named communications lead on standing availability, with a defined block of senior hours each month and a set cadence of proactive work. The right instrument when press attention is continuous rather than episodic.
- Ongoing press office and proactive pitching
- Standing issues-response readiness
- Monthly reporting and quarterly strategic review
- Invoiced in advance of each service month
Project & Campaign
FOR A DEFINED ARC
A launch, a report release, a campaign window, a legislative push. Scoped to a deliverable set and a date, with a fixed fee agreed before work begins.
- Communications strategy and messaging architecture
- Full earned media push around the moment
- Multicultural and bilingual asset development
- Work is scheduled on receipt of the initial payment
Day Rate & Advisory
FOR DEPTH WITHOUT COMMITMENT
Senior counsel on a defined block of time — message testing, spokesperson preparation, a media training day, a strategy session, or an audit of existing communications.
- Media training and spokesperson preparation
- Message and positioning review
- Communications audit and recommendations
- Dates are confirmed on payment
Crisis & Rapid Response
FOR THE UNPLANNED MOMENT
Engaged on standby or activated when something breaks. Same-day availability, holding statements, escalation management and press handling until the story closes.
- Same-business-day activation
- Holding statements and spokesperson designation
- Reporter handling and narrative correction
- Retainer or activation fee payable in advance
On terms
Work is scheduled and delivered against payment received in advance. Retainers are invoiced ahead of the service month, project engagements begin on receipt of the initial payment, and day-rate and crisis work is confirmed on payment. It keeps scope honest on both sides — you know precisely what you have bought before it starts, and nothing is delivered against an open balance.
On rates
Fees are scoped to the engagement rather than published, because the same capability serves a nine-month statewide campaign and a single crisis afternoon very differently. Tell me the shape of the work and you will have a written quote — fixed fee, defined deliverable set, clear out-of-scope terms — within two business days.
Background
Where the practice comes from.
Broadcast
Emmy-nominated producer and host of Que Pasa Boston on iHeartMedia — Rumba 97.7 and Jam’n 94.5.
Television
Host of Boston Brilla on Hola TV, reaching Spanish-speaking audiences across the Commonwealth.
Public Affairs
Executive Director at Sanchez Strategies — legislative, municipal and policy communications.
Public Health
Statewide prevention campaign work with the Massachusetts Department of Public Health.
Financial Services
Bilingual campaign development and execution for Massachusetts credit union clients.
Talent Programs
Athlete and public-figure ambassador contracting, production and liaison.
Community
Gateway Cities coalition, faith and youth-serving organization relationships.
Founder
Gabriela Salas LLC — a Massachusetts minority woman-owned communications practice.
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I'm lucky to have found my passion, a branding consultant, driving impact to the Latino business community.
What my clients say about me
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Specializing in building brands & helping Latino owned businesses in and outside the U.S.
Great results from Gaby’s hard work are manifested to a great extent in how these brands are placed today. Gabriela Salas always made sure she gave everything to the brands and businesses she works, succeeds and grows through her passion. She also makes sure all companies speak to their audience through strategies that not only sell but educated and relate to consumers inclusively.
Contact
Tell me the shape of the work.
Whether it is a nine-month campaign, a single difficult week, or a client of yours who needs to reach Massachusetts in more than one language — start with a conversation, and a written scope follows.
- gaby@gabrielasalas.com
- (617) 797-4234
- Boston, Massachusetts