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A member of The Texas State University System

Hosted by El Centro at the School of

Journalism & Mass Communication

PROGRAM

Welcome to Texas State University! We are so glad that you are a participant in this gathering of state leaders, city and county officials, first responders, broadcasters, journalists and academic professionals as we seek to ensure effective communication with non-English-speaking publics during emergencies. All of us in the College of Fine Arts and Communication are proud of the work of Federico Subervi and Sindy Chapa through the Center for the Study of Latino Media and Markets. Since its inception the Center has focused a spotlight upon the significance of the growing Latino markets throughout our state and nation and has promoted the study of the effective use of the media in reaching those markets. Your quest in this conference, however, is far more than a search for profitable commercial advertising campaigns. You are moving beyond the realm of “dollars and cents” to matters of “life and death.” This is a quest in which failure is not an option. Thank you being among a group of individuals who are determined to make a lasting difference.

Welcome to Texas State University

Dr. Richard Cheatham

Dean of the College of Fine Arts and Communication Texas State University San Marcos

On behalf of the School of Journalism and Mass Communication, I welcome you to our beautiful Texas State campus in San Marcos.

The topic of this forum, emergency communication, is of great importance. I spent more than 20 years as a radio and television broadcaster in several different states. Much of what we delivered on-air was entertaining diversion. However, when storms, volcanos, tsunamis, floods and other emergencies occurred, broadcasters took on a more important role of providing vital information. At times, broadcasters were an essential link that connected emergency service providers with residents of the community.

This forum raises the important question: Is everyone in our community receiving equal access to information about possible or imminent emergencies? If not, how shall we realize the goal of distributing emergency communication in a manner that leaves no part of the community out of contact?

Thank you for being part of this important dialogue.

Bruce Smith


Dr. Bruce L. Smith

Director of the School of Journalism and Mass CommunicationTexas State University San Marcos

Just as a chain will be only as strong as its weakest link, a community will only be as safe as its least informed and prepared citizens. Thus, as we strive for more security in our society, we should reach out to assist people—regardless of the language they can speak and understand—on how to prepare for, mitigate, and recover from calamities be these caused by nature or by human blunder.

That is precisely the goal of this forum: to enhance the communication strategies, including the policies and practices, directed to the most vulnerable members of our society. In the Central Texas region, this refers primarily to non-English-speaking residents, the majority of which are of Latino heritage.

I welcome each and every one of you to Latinos a Salvo at Texas State University—San Marcos. I am confident that by the end of the day, you will have learned something and as well as contributed your own ideas on how to significantly enhance the communication strategies pertaining to non-English-speaking populations.

I also trust that from this forum, new friendships and collaboration efforts will emerge. We look forward to continue working with each of you to achieve the much-needed goal of better securing individuals, families, communities, the region, and by extension the state and nation.

Federico Subervi


Dr. Federico Subervi

Professor and Director of El CentroTexas State University San Marcos

Enhancing Emergency Communication Strategies

Mejorando las estrategias de comunicación durante

situaciones de emergencia

November 5, 2010; from 8 a.m. – 5 p.m. LBJ Student Center Texas State University—San Marcos

Hosted by the Center for the Study of Latino Media & Markets

The ultimate goal of this forum is to enhance communication strategies, including the policies and practices, directed to vulnerable populations. In the Central Texas region, this refers primarily to non-English-speaking residents, the majority of which are of Latino heritage. The event will start with a report that assesses the prevalent strategies of government offices that deal with emergencies, and by Spanish-language broadcast media in the region. This will be followed by presentations by national leaders in this arena. However, the most important component of the forum will be the ideas, recommendations, and other forms of input from all participants. To meet the proposed goal of this forum, we must begin by considering and then implementing collaborative plans of action to significantly improve communication strategies that will benefit the communities in the region, state and the nation as a whole.

Program

Friday, November 5, 2010

Registration and continental breakfast

8:00-9:00 AMLBJ:Ballroom

Welcome & review of goals of the Forum


M C: Karla Leal, Anchor, Telemundo-Austin, TX.

Session 1


An executive summary of report “An Achilles Heel in

Emergency Communications: The Deplorable Policies

and Practices Pertaining to Non-English Speaking

Populations,”

by Dr. Federico Subervi, Director of the Center for the Study of Latino Media and Markets, Texas State University

Discussant : Joe ArellanoMeteorologist, National Weather Service

Austin/San Antonio

Followed by brief Q & A

Break10:30-10:45 AM

Session 2

10:45 AM-NoonLBJ:Ballroom

New frontiers in the improvement

of emergency communication strategies and

practices in multicultural settings

Topics:“Preparing Journalists for Covering Emergencies and

Disasters,” by Dr. Manuel Chávez, College of Communication Arts & Sciences,

Michigan State University.“Government Communicating with the Governed—Why

Ethnic Media’s Role is Key,” by Sandy Close, Executive Director, New America Media.

“Social & Mobil Technologies in Multicultural Settings,” by Margarita Quihuis, Researcher, Stanford University

Persuasive Technology Lab

Session 3 during Lunch

12:00-1:00 PM(Piano music by Morris Nelm)

LBJ 3.15Multilingual Emergency Alert Announcements:

Advancements and Pending Challenges, Keynote by Francisco Montero, Co-Managing Partner,

Fletcher, Heald & Hildreth, P.L.C.

Program

Program

Session 4

1:15-2:30 PMBreakout Panels

What can/should the respective stakeholders

do on their own?

LBJ 3.54.1 Representatives of government emergency agencies/

Moderator: Dr. Gigi Taylor, Research Consultant

LBJ 3.64.2 Spanish-language radio and TV managers and

journalistsModerator: Diego Muñoz, Retired Radio & TV Journalist

LBJ 3.74.3 Latino-oriented print media editors and journalistsModerator: Alfredo Santos, La Voz newspapers

LBJ 3.8

Moderator: Robert Hill, MA, Consultant

LBJ 3.9

Moderator: Prof. Gilbert Martínez, School of Journalism & Mass Communication, Texas State University

LBJ 3.104.6 Social media groups

Moderator: Juan Tornoe, CMA & Partner, Cultural Strategies

Break3:45:4:00 PM

Session 5

2:45-3:45 PMBreakout Panels

What can/should be done by the “others”?

LBJ 3.55.1 Representatives of government emergency agencies/

Moderator: Dr. Gigi Taylor, Research Consultant

LBJ 3.65.2 Spanish-language radio and TV managers and

journalistsModerator: Diego Muñoz, Retired Radio & TV Journalist

LBJ 3.75.3 Latino-oriented print media editors and journalistsModerator: Alfredo Santos, La Voz newspapers

LBJ 3.8

Moderator: Robert Hill, MA, Consultant

LBJ 3.9

Moderator: Prof. Gilbert Martínez, School of Journalism & Mass Communication, Texas State University

LBJ 3.105.6 Social media groups

Moderator: Juan Tornoe, CMA & Partner, Cultural Strategies

Program

Program

Break3:45:4:00 PM

Wrap-ups4:00-5:00 PMLBJ:Ballroom

Reports from group discussions & planning for improving emergency communications.

Evaluations

Adjourn5:00 PM

2010 Forum Sponsors

Diamond

PlatinumState Farm’s Hispanic Employee Resource

Organization

BronzeHertz

Lolitas CafeUniversity Bookstore at Texas State

El Centro would like to thank our sponsors for their generous support.

2010 Forum Committee

A special thanks to all the Latinos a Salvo committe members who made this forum possible.

Dr. Federico SuberviDr. Sindy Chapa

Olga Mayoral WilsonDr. Mark HernandezAdrianna VillanuevaMaria Angeles Cruz

Catherine Arriaza - OrtizCristina FloresKaren Garza

Kristopher GarzaMelanie Mooney

Yenny Ruiz&

MC 4320.3 PR Campaigns “4D Communications” Team

Renie OfoegbuJaclyn Garza

Sarah Ann SalazarCaitlin Scalley

Dr. Chavez works on issues of international relations, security, democracy, and the press. He studies models of access to information, accountability and transparency, especially related to the news media in the Americas. His recent research focuses on North American borders, security, violence, and immigration issues.In collaboration with Florida International University and University of Florida, he coordinates the annual Workshop for Editors and Journalists on Latin America and the Caribbean in Miami, Florida. The workshop offers expert advise to journalists on security and emergency issues, political, economic and social analyses, and provides assessments on local and regional trends.Prof. Chavez has published several books and numerous articles and monographs, received multiple grants and awards from the Tinker and Hewlett Foundations, U.S. Department of Education, U.S. Department of State, U.S. Dept. of Homeland Security and NEH. He has been a reviewer for the National Science Foundation, International Education U.S. Dept. of Education competitions, and a judge for peer-reviewed journals. He is a regular commentator for national and international news organizations, including: NPR, ABCradio, Michigan Public Radio, Financial Times, BBC, UNIVISION, Radio Mil, and Reforma.He is the Vice-President of the International Communication Division of AEJMC and the past-President of the Association for Borderlands Studies. He teaches courses on the press, society and government, the sociology of journalism, reporting on security and risk issues and graduate qualitative research methods.

Speaker Biographies

Manuel Chávez

College of Communication Arts & SciencesMichigan State University

Sandy Close began her journalism career in the mid 1960’s when she worked for the Far Eastern Economic Review in Hong Kong and founded Flatlands, an inner city newspaper in Oakland, California. She has run Pacific News Service since 1974, she developed youth media (YO! and The Beat Within) and ethnic media (New America Media) to create more inclusive journalism. A recipient of a MacArthur Award, she also co-produced the 1996 Academy Award winning short documentary Breathing Lessons.

Sandy Close

Executive DirectorNew America Media

Frank Montero is a Co- Managing Partner with the law firm of Fletcher, Heald & Hildreth. He focuses on telecommunications, broadcasting, media and technology. Mr. Montero’s practice includes FCC regulatory counseling, corporate finance, asset and securities acquisitions, intellectual property, and real estate and commercial transactions.Mr. Montero was an appointed member of the Federal Advisory Committee on Diversity for Communications in the Digital Age. He has served as the Director of the Federal Communications Commission’s Office of Communications Business Opportunities. While at the FCC, Mr. Montero worked extensively with industry, trade associations, financing institutions and governmental agencies to create business opportunities for entrepreneurs, start-ups and other small businesses in the telecommunications and technology sectors. Prior to his appointment, Mr. Montero was a partner with the Washington communications law firm of Fisher Wayland Cooper Leader & Zaragoza.Mr. Montero is active in the area of Hispanic and Spanish language media in the U.S. and Latin America. He is on the Board of Directors of the Independent Spanish Broadcasters Association (ISBA), which he co-founded, the Minority Media and Telecommunications Council as well as the National Association of Minority Media Executives. He also helped form the American Hispanic Owned Radio Association (AHORA) and has represented the Hispanic Radio Association and the Puerto Rico Radio Broadcasters Association.

Francisco R. Montero

Co-Managing PartnerFletcher, Heald & Hildreth, P.L.C.

A social entrepreneur and mentor capitalist, Margarita Quihuis’s career has focused on innovation, technology incubation, access to capital and entrepreneurship. Her accomplishments include directorship of Astia (formerly known as the Women’s Technology Cluster) where her portfolio companies raised $67 million in venture funding, venture capitalist, Reuters Fellow at Stanford, and Director of RI Labs for Ricoh Innovations. She is currently a member of the research team at Stanford’s Persuasive Technology Lab where she is focused on persuasive technology as it applies to peace innovation.She was most recently Director of RI Labs for Ricoh Innovations, Inc. where she oversaw research efforts centered around discovering market opportunities from generational behavior (Millenials), cloud and mobile computing, emerging social technologies, crowdsourcing and open innovation.Her past efforts include access to development capital through the productive use of remittances in Mexico and developing and advising mobile banking companies that serve the needs of transnational workers and their families. In 2004, Women’s eNews named her as one of their ‘21 Leaders for the 21st Century’ and was one of WITI’s Women to Watch in 2003. In 2007 she was named ‘One of The 100 Most Influential Latinos in Silicon Valley.’Ms Quihuis has served as a consultant to the US State Department on entrepreneurship. She has been widely quoted in the Asian Venture Capital Report, NewsHour with Jim Lehrer, US News & World Report, Forbes ASAP, CNN and CBS MarketWatch.

Margarita Quihuis

ResearcherStanford University Persuasive Technology Lab

Dr. Federico Subervi is Full Professor and Director of the Center for the Study of Latino Media and Markets at the School of Journalism & Mass Communication, Texas State University-San Marcos. Since the early 1980s, he has been conducting research, publishing and teaching on a broad range of issues related to the mass media and ethnic minorities, especially Latinos in the United States. He is the editor and an author of the book The Mass Media and Latino Politics. Studies of U.S. Media Content, Campaign Strategies and Survey Research: 1984-2004 (NY: Routledge, 2008). Dr. Subervi is the Principal Investigator of a research project, funded by the McCormick Foundation, to assess the practices and policies of Texas and Illinois for communicating with non-English-speaking populations during emergency situations. From 2006-2008, he directed two research projects, one funded by the Ford Foundation, the other by the Social Science Research Council, which analyzed the diversity of Latino-oriented media in Central Texas.Dr. Subervi has held academic appointments at the University of California-Santa Barbara, and the University of Texas at Austin (where he was also the Graduate Advisor for the Department of Radio-TV-Film). He serves on the editorial boards for Journalism & Mass Communication Quarterly, Journalism & Communication Monographs, and The Howard Journal of Communications, among others.

Dr. Federico Subervi

Professor and Director of El CentroTexas State University San Marcos

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