The Power of Representation in Marketing and PR: A Conversation with Tally & Michelle
The Performance Parakone podcast recently hosted Tally Velasco and Michelle Vega from Lozafina Marketing, a Latina-owned public relations and marketing firm that has made significant strides in elevating diverse voices in business. The discussion touched on the importance of representation in marketing, the challenges of being young professionals in the industry, and the impact of inclusivity on businesses and communities.
With a mission to connect brands with people, Lozafina has become a key player in helping organizations tell their stories authentically while championing diversity, equity, and inclusion (DEI). This episode highlights their personal journeys, the struggles they’ve faced as young Latina professionals, and the lessons they’ve learned in the industry.
Introducing Lozafina Marketing: A Latina-Owned PR Firm
Lozafina Marketing is a woman-led, Latina-owned marketing and public relations firm that specializes in helping businesses and nonprofits amplify their voices. From small local organizations to larger nonprofits, their client base is diverse, including restaurants, mentoring programs, and community initiatives.
The company, founded by Josefina, an experienced journalist and marketing professional, has quickly grown into a trusted PR firm that helps businesses craft their brand identity and connect with their communities.
Michelle and Tally, who play key roles in the company, shared their experiences working at Lozafina, including how the company has evolved and the unique value they bring to their clients.
A Journey into Marketing: Finding Purpose in Representation
Michelle’s Story: From Biology to Public Relations
Michelle, the senior writer at Lozafina, never expected to find herself in marketing. She originally pursued biology in college but realized it wasn’t her passion. Feeling uncertain about her future, she reached out to her advisor in the Goodrich Scholarship Program, who connected her with Josie, the founder of Lozafina.
Despite having no prior journalism or marketing experience, Josie took a chance on her, providing her with mentorship, hands-on experience, and a sense of belonging in the industry. Over time, Michelle developed skills in content writing, digital marketing, and social media management, eventually becoming a core part of Lozafina’s team.
Michelle credits Josie’s leadership, vision, and willingness to uplift young professionals as a key factor in her growth. She emphasized how important it is for Latinos in business to have role models who understand their unique challenges and encourage them to take bold steps.
Tally’s Path: Overcoming Stereotypes and Embracing Design
Tally, the executive director of creative design at Lozafina, also had an unexpected path into marketing. She pursued graphic design and studio art, a career choice that was met with skepticism from her immigrant family.
“In immigrant households, careers in medicine, law, or engineering are often seen as the only respectable options,” Tally shared. “Choosing art or design can feel like a gamble.”
Despite the uncertainty, she followed her passion for design and was eventually connected to Lozafina through an internship. Like Michelle, she quickly discovered that real-world experience was different from classroom learning. Working at Lozafina allowed her to develop confidence, take on leadership roles, and apply her design skills to real businesses.
The Challenges of Being Young and Latina in Marketing
Both Michelle and Tally spoke about the challenges of navigating the professional world as young Latina women. While marketing and PR are often seen as creative fields, they are also male-dominated industries where young professionals, especially women of color, often struggle to be taken seriously.
- Overcoming Age and Gender Bias
Tally and Michelle discussed how their youth and gender sometimes lead clients to underestimate them.
“There have been moments where we walk into a meeting, and we can tell people don’t expect us to be in charge,” Tally said. “They assume we’re interns or assistants, not the professionals leading the campaign.”
They emphasized the importance of asserting their expertise, standing their ground, and proving their value through results.
- Imposter Syndrome in the Workplace
Like many first-generation college graduates, both Michelle and Tally have experienced imposter syndrome—the feeling that they don’t fully deserve their achievements.
Michelle reflected on how she initially felt like she was in her role by luck, not because of her skills. However, as she took on more responsibilities—writing blogs, press releases, and social media strategies for major clients—she started realizing her worth.
“I had to remind myself, ‘I am here because of my hard work and talent, not because someone did me a favor,’” Michelle said.
- Finding Confidence in Their Expertise
Tally mentioned that her confidence grew when she started mentoring interns. Teaching others made her realize how much knowledge and experience she had gained.
“When interns come to me with questions, it hits me—I actually know what I’m doing,” she said. “That’s when I started feeling like a professional.”
Diversity, Inclusion, and the Role of PR in Social Change
Lozafina Marketing stands out because of its commitment to DEI. Unlike larger firms that only emphasize diversity when it’s convenient, Lozafina incorporates representation into everything they do.
- Authentic Representation vs. Performative Activism
In today’s political climate, many companies face pressure to speak on social justice issues. Some businesses put out performative statements without truly investing in change.
Lozafina helps its clients navigate these discussions with authenticity.
Michelle shared that clients often seek guidance on how to communicate their values without alienating their audience. Lozafina’s approach ensures that businesses remain true to their mission while fostering inclusivity.
- The Responsibility of Businesses to Their Communities
Representation in marketing isn’t just about checking a diversity box—it’s about ensuring all communities feel seen and heard.
Lozafina prioritizes highlighting Black and Brown-owned businesses and telling stories that mainstream agencies often overlook.
“We are living proof that diverse teams bring fresh perspectives to marketing,” Tally said. “Representation matters in every industry, and it’s up to us to create spaces where more Latinos can thrive.”
Advice for Young Professionals and Entrepreneurs
Before wrapping up, Michelle and Tally offered advice for young professionals who want to break into marketing or PR.
- Take Risks and Ask for Help
- Don’t be afraid to reach out to mentors and industry professionals. Michelle and Tally both landed their positions by seeking guidance from their scholarship programs.
- Confidence Comes with Experience
- It’s normal to feel like an imposter at first. However, the more experience you gain, the more confident you’ll become. Trust that you belong in the room.
- Representation is Powerful
- If you don’t see many people who look like you in your industry, that means you’re paving the way. Stay committed to your goals and advocate for more inclusivity in your field.
Final Thoughts: Elevating Voices and Shaping the Future of Marketing
The conversation with Michelle and Tally reinforced that representation in marketing is not just a trend—it’s a necessity. Lozafina Marketing is proof that Latina-owned businesses can thrive, create change, and uplift entire communities.
With more young professionals stepping into leadership roles, challenging stereotypes, and advocating for inclusion, the future of marketing and PR is becoming more diverse and authentic.
The episode ended with a reminder that true progress happens when businesses not only embrace diversity but actively champion it in their work.
This blog post is based on a transcript from the Performance Parakone podcast episode released on November 27th 2024.
“Performance Parakone”, derived from the definition of Paragon: “A person or thing regarded as a perfect example of a particular quality.”
Presented by the Barrientos Scholarship Foundation, our podcast’s mission is to inform young adults, especially those from marginalized communities, of stories and methods that will improve their professional development, bridging the gap between academic achievement and real-world success through access to information from community leaders.
Edited by Grace Dunbar
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