Diego Miguel Sanchez, APR

Current

• Legislative Assistant to Congressman Barney Frank (D-MA) at U.S. House of Representatives

Past

• Director of PR and External Affairs at AIDS Action Committee
• Director of Public Relations and External Affairs at AIDS Action Committee of MA and AIDS Action Council, DC; DNC Platform Comm. & At-Large Delegate
• Volunteer at Human Rights Campaign

• Director, GLBT Training, Education & Technical Assistance and Director, TransHealth Program at JUSTICE RESOURCE INSTITUTE / JRI HEALTH, Boston, MA
• Principal at Sanchez Solutions
• Corporate Vice President of Communications & Diversity at STARWOOD HOTELS & RESORTS WORLDWIDE, Boston, MA and White Plains, NY
• Executive Director, Sheraton Foundation at ITT SHERATON CORP., Boston, MA
• Corporate Vice President, Director of Corporate Relations at ITT SHERATON CORP., Boston, MA
• Vice President, Corporate Relations at ITT Sheraton
• Director of Marketing, flagship Holiday Inn Crowne Plaza, NY, NY at HOLIDAY INN WORLDWIDE, Memphis, TN and Atlanta, GA
• Manager of Media Relations at HOLIDAY INN WORLDWIDE, Memphis, TN and Atlanta, GA
• Principal at Sanchez Solutions
• Account Supervisor, Director of High Tech Accounts at KETCHUM PUBLIC RELATIONS, Atlanta, GA
• Public Relations Program Manager at COCA-COLA USA, Atlanta, GA
• Account Executive at BURSON-MARSTELLER, New York, NY
• Corporate Affairs Intern at THE COCA-COLA COMPANY, Atlanta, GA

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Education

• University of Massachusetts Boston
• The University of Georgia

Recommended

1 person has recommended Diego Miguel

Connections

351 connections

Industry

Legislative Office

Websites

• My Company
• My Company

Diego Miguel Sanchez, APR’s Summary

29 years of successful, award-winning and thought- and industry-leading global public relations expertise. Specialty; inter-disciplinary brand, policy/issue and service launches, with global media and PR firms to build trusting relationships. Invested past decade to LGBT and Health, Healthcare and Disparities policy and legislative work, which fortifies the role in Congressman Barney Frank's office, beginning Jan. 5, 2009.

Selected launches and programs:
The Coca-Cola Company – Media relations, writing and events:
• new and existing brands (Diet Coke® & New Coke®) and NutraSweet® in diet soda;
• sports marketing: 1984 Summer Olympic Games, World Cup Soccer and NASCAR;
• community initiatives: the Black and Hispanic Business Agenda and Coca-Cola Company Centennial celebration planning.


ITT Corp., ITT Sheraton, Starwood Hotels – Provided PR leadership on:
• hotel acquisitions and launches: The St. Regis/Luxury Collection, Ciga Hotels acquisition and hundreds of hotels and resorts globally;
• global programs: Sheraton Cuisine®, Wines of the World®, Starwood Preferred and Sheraton.Net with Microsoft, 3Com and Compaq/Tandem Computers;
• intra-company programs: rolling out ITT Night Vision Goggles, new ITT Tech schools in New England and the creation of the new Starwood.

Holiday Inn Worldwide – Led global PR Team to deliver:
• new brands & hotels including Crowne Plaza®, Garden Court® in Europe and hundreds of hotels & resorts globally;
• targeted programs such as Family Travel with Warner Bros., The Meeting Planner Tackle Box and Priority Club frequency program relaunch;

Burson-Marsteller/NY – Agency work included writing and media relations to support:
• new products: M&M/Mars Combos®, Arm & Hammer Baking Soda line extensions and General Foods Lean Strips®;
• international & domestic bilingual executions: Johnson Wax’s ‘The Living Planet’® film and educational program and Gillette® Baseball All-Star Game Balloting.

Diego Miguel Sanchez, APR’s Specialties:

Global and market-to-market public relations, strategic planning, brand (product, service or program) creation and positioning, crisis management, cause marketing, executive positioning, diversity management, sports marketing, community relations, writing (releases, speeches, position papers, features, plans, scripts, reports), consumer marketing, partnership marketing and collaboration, interviews (print, radio, TV, web, community meetings with small or large audiences), government relations.

Diego Miguel Sanchez, APR’s Experience

• Legislative Assistant to Congressman Barney Frank (D-MA)

  U.S. House of Representatives

  (Government Agency; Legislative Office industry)

  January 2009 — Present (1 year )

  Portfolio of issues include: Healthcare, LGBT Civil Rights, Veterans, Labor, Social Security, Federal Employees, Disabilities and The Census. This appointment makes him the first openly transgender person to work on Capitol Hill.

• Director of PR and External Affairs

  AIDS Action Committee

  (Non-Profit; Non-Profit Organization Management industry)

  April 2004 — January 2009 (4 years 10 months)

• Director of Public Relations and External Affairs

  AIDS Action Committee of MA and AIDS Action Council, DC; DNC Platform Comm. & At-Large Delegate

  (Non-Profit; 51-200 employees; Non-Profit Organization Management industry)

  April 2004 — January 2009 (4 years 10 months)

  • Direct all media relationships, strategic public relations planning and management and tactical execution on behalf of the agency and its stakeholders at New England’s first and largest HIV/AIDS organization, including serving as its spokesperson in Spanish and English.
  
  • Envision and announce key HIV prevention, education, client service, public policy, legal affairs media and branding activities, including recent passage of the Pharmacy Access law statewide.
  
  • Spearhead the agency’s community role and activities regarding key local, state, national and international events.
  
  • Serve on agency’s senior management team, policy committee and HIV prevention team.
  
  • Drive strategic and tactical public and media relations for AIDS Action Council, a Washington, D.C.-based membership-based national HIV public policy and advocacy organization [Feb. 2006-Present].

• Volunteer

  Human Rights Campaign

  (Non-Profit; 51-200 employees; Political Organization industry)

  1992 — 2009 (17 years )

• Director, GLBT Training, Education & Technical Assistance and Director, TransHealth Program

  JUSTICE RESOURCE INSTITUTE / JRI HEALTH, Boston, MA

  (Non-Profit; 501-1000 employees; Hospital & Health Care industry)

  2001 — 2004 (3 years )

  • Directed state’s only program funded to train and offer technical assistance to medical, mental health and social service providers to build cultural competence about HIV risk and health access for transgender and transsexual people; funded by state Department of Public Health HIV/AIDS Bureau.
  
  • Established and built community collaborations with GLBT groups and trans people locally and nationally and advocate and promote policy change within those organizational collaborations.
  
  • Served on JRI Health’s performance improvement, management and development committees; also directed its ad hoc media and PR and marketing relationships.

• Principal

  Sanchez Solutions

  (Marketing and Advertising industry)

  1999 — 2001 (2 years )

  Provided media, community relations, and marketing counsel for The International Golf Club and Conference Center in Bolton, Mass., home of the world’s longest golf course from the Tiger Tees, as it planned its second 18-hole course, selected a designer, studied and addressed its environmental impact and collaborated with community abutters and other neighbors.

• Corporate Vice President of Communications & Diversity

  STARWOOD HOTELS & RESORTS WORLDWIDE, Boston, MA and White Plains, NY

  (Public Company; 10,001 or more employees; HOT; Hospitality industry)

  1998 — 1999 (1 year )

  • Established Starwood’s first global internal communications program, launching the new company to its nearly 200,000 employees in 70 countries.
  
  • Pioneered Starwood’s first diversity management program, working with all internal and external audiences.
  
  • Improved NAACP rating.
  
  • Ranked by Gay Financial Network as best hotel diversity program with a budget of less than $25,000 versus Marriott Corporation’s program budgeted at $6 million, in compliance with a legal finding against Marriott that stipulated its annual spend on Diversity.
  
  • Drove company’s diversity initiatives globally, and the program, still in place, continues to receive awards each year.
  
  • Utilized Spanish-language proficiency while representing the company worldwide, including media, community and hotel development roles.

• Executive Director, Sheraton Foundation

  ITT SHERATON CORP., Boston, MA

  (Public Company; 10,001 or more employees; HOT; Hospitality industry)

  1992 — 1998 (6 years )

  • Designated as Executive Director of the $6 million Sheraton Foundation, reporting to its President, creating and maintaining all associated community relationships.

• Corporate Vice President, Director of Corporate Relations

  ITT SHERATON CORP., Boston, MA

  (Public Company; 10,001 or more employees; HOT; Hospitality industry)

  1991 — 1998 (7 years )

  • Created and sustained innovative media strategies, including crisis management, that catapulted PR impression value from $2 million in 1991 to $20 million in 1992 to $250 million in 1997 through strategic growth of media messages, external and internal relationships, events, vehicles and frequency. PR impression value measurement ceased after 1997.
  
  • Introduced three new hotel brands and more than 40 new global marketing programs, including partners/relationship marketing:
  + The Luxury Collection/St. Regis and Four Points Hotels.
  + Introduced award-winning global value-pricing program ‘SureSavers,’
  + Launched award-winning CD-ROM employee training program.
  + Planned the first ever multi-company media and web event to be held at Microsoft’s Redmond, WA media center to launch ‘Sheraton.Net’ (precursor branded technology and service for what is now cable service-delivered “On-Demand”) with Microsoft, 3Com, Tandem (part of Compaq) and Asia Connect.

• Vice President, Corporate Relations

  ITT Sheraton

  (Public Relations and Communications industry)

  1991 — 1997 (6 years )

• Director of Marketing, flagship Holiday Inn Crowne Plaza, NY, NY

  HOLIDAY INN WORLDWIDE, Memphis, TN and Atlanta, GA

  (Public Company; 10,001 or more employees; IHG; Hospitality industry)

  1990 — 1991 (1 year )

  • Created aggressive media relations programs; introduced Crowne Plaza brand and launched its flagship hotels worldwide; developed ‘Families’ program with Warner Bros.

• Manager of Media Relations

  HOLIDAY INN WORLDWIDE, Memphis, TN and Atlanta, GA

  (Public Company; 10,001 or more employees; IHG; Hospitality industry)

  1989 — 1991 (2 years )

  • Managed public relations staff, budget, programs and firms globally to support initiatives.
  
  • Boosted media relations results, PR impressions, from $2 million to $15 million.
  
  • Introduced new company (when acquired by Bass PLC); launched to media, state and local officials and to the community.
  
  • Planned and enacted crisis and emergency management, pro-actively and responsively globally.

• Principal

  Sanchez Solutions

  (Marketing and Advertising industry)

  1986 — 1989 (3 years )

  • Devised and executed successful, award-winning media, community and legislative affairs program to introduce Georgia Dome for Georgia Stadium Corp. Received approval and acceptance without requiring a referendum.
  
  • Conceived and edited award-winning 'Guide To Atlanta' for journalists on behalf of Delta Air Lines for 1988 Democratic National Convention.
  
  • Promoted and publicized sports sponsorships for Coca-Cola USA

• Account Supervisor, Director of High Tech Accounts

  KETCHUM PUBLIC RELATIONS, Atlanta, GA

  (Public Company; 10,001 or more employees; Consumer Services industry)

  1985 — 1986 (1 year )

  • Created and directed media and customer-focused programs for Lanier Business Systems, Lanier Voice Products, Harris/Lanier Copiers, INFORUM (high tech conference center created by renowned developer John Portman).
  
  • Participated in agency’s new business and professional development programs, proposals and presentations.

• Public Relations Program Manager

  COCA-COLA USA, Atlanta, GA

  (Public Company; 10,001 or more employees; KO; Consumer Goods industry)

  1981 — 1985 (4 years )

  • Designed and executed worldwide media relations launch programs for Diet Coke at Radio City Music Hall, all six caffeine-free Coke brands, New Coke, talking vending machines and ad campaigns including ‘Coke is it!’
  
  • Managed pre-Olympic and on-site media relations for 1984 Summer Olympic Games; World’s Fair publicity; all World Cup, NASCAR and other sports-marketing programs; ethnic media & community programs.
  
  • Counseled Coca-Cola Centennial planning committee for 100th anniversary of Coca-Cola in a series of worldwide events.
  
  • Served on Board of Directors of & launched the Coca-Cola Black & Hispanic Business Agenda, including creation of scholarships in five U.S. cities, developed bottler relations programs in those markets and a bilingual program to coordinate among schools and municipalities.
  
  • Managed day-to-day media relations; provided support to bottlers in their markets, with proactive programs, materials and responsive emergency management.

• Account Executive

  BURSON-MARSTELLER, New York, NY

  (Privately Held; 10,001 or more employees; Public Relations and Communications industry)

  1980 — 1981 (1 year )

  • Consulted with three groups (consumer, corporate and international) for existing accounts and new business development, including media relations, news materials and presentations; supported blue chip accounts.
  
  • Supported M&M/Mars, Wendy’s, General Electric, General Foods, Merrill Lynch, Pitney Bowes, Dr Pepper, Argentina, Johnson Wax, American Management Association, Metropolitan Life, Pfizer, Tylenol and others.
  
  • Scripted and did voiceover for Burson’s first-ever U.S. Spanish-language public service announcement for Gillette’s sponsorship of Major League Baseball’s All-Star Game Balloting.
  
  • Translated IMAX film ‘The Living Planet’ script to Spanish and worked on the award-winning ‘EQ Bowl’ game show hosted by Bill Boggs for New York City students.

• Corporate Affairs Intern

  THE COCA-COLA COMPANY, Atlanta, GA

  (Public Company; 10,001 or more employees; KO; Consumer Goods industry)

  1979 — 1979 (less than a year)

  Competed and was selected as the company’s sole PR intern. Worked directly on public and media relations projects including: launch of ‘Have a Coke and a Smile’ at the company’s Bottlers’ Convention press conference; wrote executive appointment and program launch news releases; publicity for the Atlanta visit of America’s Junior Miss; a media relations program on trademark protection; a research document on the history of Coca-Cola (later incorporated into the company’s archives and museum); media position paper on citrus farming in Egypt.

Diego Miguel Sanchez, APR’s Education

• University of Massachusetts Boston

  non-matriculating , Collaborative Leadership , 2003 — 2004

  Activities and Societies:

  College of Management, Center for Collaborative Leadership, Emerging Leaders Program, Senior Fellow; Graduated from one-year collaborative leadership program; participation requires employer to sponsor Fellow.

• The University of Georgia

  Bachelor of Arts , Journalism, major in Public Relations, equal concentration in Spanish , 1976 — 1980

  Activities and Societies:

  B.A. in Journalism, major in Public Relations, equal concentration in Spanish; Graduated Cum Laude, Phi Kappa Phi; Rhodes Scholar candidate (Tennis); Mortar Board; Golden Key; Who’s Who.

Additional Information

Diego Miguel Sanchez, APR’s Websites:

• My Company
• My Company

Diego Miguel Sanchez, APR’s Groups:

• Public Relations Society of America (PRSA) – Boston Chapter Ass't. Program Chair, Accreditation Co-Chair; Immediate Past Board member, Secretary.

• Human Rights Campaign (HRC) – Boston Chapter Steering Committee and Diversity Work Group

• Massachusetts HIV Prevention Planning Group (MPPG) – selected as member, elected as Work Plan Committee Chair, joined Work Plan’s Prioritization Work Group, Advocacy & Activism Committee, Communities of Color (COC) Caucus

• Massachusetts Transgender Political Coalition (MTPC) – Co-Chair (spearheaded successful incluson of gender identity/gender expression in Boston’s non-discrimination laws)

• National Center for Transgender Equality – Founding Board member

• Frequent speaker and presenter at local, state and national conferences regarding HIV/AIDS, Public Relations topics and professional development, Marketing, Hispanic affairs and LGBT Healthcare and Workplace access; SomosLatin@s LGBT Coaltion of New England.

•    Friends of the Asian Community Development Corporation
•    LGBT Professional Network - Global
•    PR News Group

Diego Miguel Sanchez, APR’s Honors:

• Mayor of District of Columbia, Div. of Latino Affairs LGBT Latino Community Leadership Award

• Public Relations Society of America (PRSA) Silver Anvil (Industry’s highest award for PR programming for Johnson Wax’s ‘The Living Planet’®, Crowne Plaza brand and hotel launch, St. Regis flagship hotel restoration, Holiday Inn Family program)

• PRSA Phoenix (Best Marketing Program, Best PR Program, both for Georgia Dome launch)

• IABC Silver Flame (Best Special Publication for Delta Air Lines’ Journalists’ Guide to Atlanta for Democratic National Convention)

• Hispanic Magazine Most Powerful 100 Latinos/Latinas in Corporate America

• El Planeta Newspaper Poderometro - 100 Most Powerful Latinos in Massachusetts, 2007 and 2008

• Harold S. Geneen Award for Unique Team Achievement (Highest global award at ITT Corporation)

Diego Miguel Sanchez, APR’s Contact Settings

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