Brenda Salas: vice president of Reyes Entertainment www.reyesentertainment.com - My Style

Latino Leaders: The National Magazine of the Successful American Latino, Dec, 2003

Brenda Salas wins awards for her publicity campaigns. Her campaign for ABC's hit comedy George Lopez earned her the PRISM Award from PRSA for Best Ethnic Media Campaign.

A bilingual native of Los Angeles, Salas began at Reyes Entertainment as a publicist and has risen to vice president. She handles some of the top clients; e.g., the campaigns for Fox Home Entertainment's new line Cinema Latino and Daredevil, Xmen 2 Reunited, and Lucia, Lucia. Also, publicity for Fox TV series, The Ortegas.

Her specialties include promoting films and award-winning documentaries, such as Senorita Extraviada (Missing Young Woman). This year she promoted Fox's Chasing Papi and its lead actor Eduardo Verastegui. The Indy Racing League and champion Brazilian drivers, including Hello Castroneves, benefited from her sports expertise.

Salas unrolls the red carpet for her clients, tends every detail, from securing press attendance to planning post-event coverage. She also creates campaigns in collaboration with key executives for radio, television, and online networks, including activities such as celebrity autograph signing, on-air giveaways, trivia challenges, and grassroots activities at events such as Edward James Olmos' Latino Book & Family Festival (national) and such high-profile special events as the 2002 ALMA Awards (Shrine Auditorium).

In short, Salas is remarkable for her panache, which stands out even in the glitter of the entertainment industry.

LEADING THE WAY

Personal leadership style: Modest / Dashing

Decision-making: Be prepared / Go with your gut

Success: Hard work / Right place, right time

HARD TIMES

Facing the economic downturn: Nervous / Confident

Services: Diversify / Stick to what you know best

MANAGING YOUR PEOPLE

Decision-making: Alone / Group

Office relationships: Friendly / Strictly business

Promotion: Qualifications / Hands-on experience

Staff evaluation: Multi dimensional / Bottomline

Problem employee: Second chance / Dismiss

Conflict management: Confrontational / Non-confrontational

EXPRESS YOURSELF

Talking to people: Telephone / Email

Discussion: One-on-one / Group meeting

New policy: Word of mouth / Memo

Which comes first?: Good news / Bad news

Bright idea: Take the plunge / Slowly but surely

THE BUCK STOPS HERE

Corporate change: Fight the system / Work within it

Mission Statement: Tough / Achievable

Dealing with failure: Lessons of learning / Irreparable damage

MY STYLE

State of desk: Neat / Messy

Creative thinking: Office / Down time PC / Mac