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From Sacramento Business Journal
June 12, 2015

NEW HIRE | MEDIA & MARKETING JUNE 12, 2015
Shea McCaslin
Account Manager at ALZA Strategies

Shea Deanda McCaslin manages client services, media relations and external marketing for ALZA Strategies. She assists in the firm’s responsibilities related to writing, event management, public relations, message development, crisis communications, coalition building, and social media.

HERE to read entire article.

from Campaigns & Elections Magazine
March 10, 2014

“The growing Latino market with their growing political clout is making them a valuable target for not just political campaigns but businesses,” says Roger Salazar, who recently left a position at Mercury LLC to launch ALZA Strategies—his own Latino-focused shop. “I do believe it is a strongly under-served market.”
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The Hispanic vote, both parties say, is still up for grabs, and consultants are scrambling to shop their services to each side as they ramp up efforts to win more of the fast-growing and increasingly influential voting demographic. A general lack of support for immigration reform, inflammatory rhetoric from a few party firebrands, and dubiously tenable ideas such as “self-deportation” has sent the GOP’s support from Hispanics lower and lower since George W. Bush’s presidency...

...Without reassurances to offer on immigration, GOP candidates still have a hard sell with Latinos.

from Vida en el Valle
February 11, 2014

Veteran Presidential and gubernatorial campaign spokesman Roger Salazar, formerly managing director of Mercury, a bipartisan high-stakes public strategy firm, has launched ALZA Strategies. The new company will offer services in media relations, crisis communication, grassroots and public affairs, but will also include specific attention to outreach into California's growing Latino market.

"'Alza' is Spanish for 'Rise,'" Salazar said. "With California's economy, Latino population and political clout on the rise, ALZA hopes to similarly raise the level of media communications on behalf of clients who want to tap into Latino and mainstream markets."

Among the first clients to sign up with ALZA Strategies are the California Latino Caucus and La Cooperativa Campesina de California.

from PRWeekUS
February 07, 2014

PR executives on both coasts say that diversity in the industry is lacking to a startling point, and while firms have made strides to change that, most have a lot of catching up to do. Executives say the lack of diversity in the PR agency world comes into focus when compared with population numbers...

Former Mercury Public Affairs MD Roger Salazar launched his firm, Alza Strategies, this week to help Hispanic communities and organizations communicate their message to mainstream audiences. A problem in the agency world that he has noticed is the challenge of recruiting employees and keep them in one place.

"There's a push for stronger recruitment,” he explains. “Just like anything else, as the demographics change, those of us who have been in this business a long time feel the need to build a very strong bench behind us.”

Click HERE to read the full article

from ODwyer PR

February 4, 2014

Roger Salazar has exited his managing director post at Mercury Public Affairs in Sacramento to open Alza Strategies to focus on media relations, crisis management in the Hispanic market.

Prior to Mercury, Salazar ran his own media firm. His new shop takes on the Spanish name for “rise.”

Salazar has strong Democratic connections. He served in President Clinton’s White House as assistant press secretary and was Al Gore’s deputy spokesperson during his 2000 run for the presidency.

Salazar also worked as 2000/2001press aide to former California governor Gray Davis, who was recalled by voters and replaced by Arnold Schwarzenegger in 2003, and as senior VP at Porter Novelli.

Click HERE to read the full article.

from Sacramento Business Journal
February 3, 2014

Roger Salazar has left Mercury to launch his own public affairs firm that will focus on Latino political communications and outreach. Mercury, meanwhile, has hired KCRA executive producer Carolyn Becker and bilingual media expert Argelia Leon.

Salazar’s new firm, Alza Strategies, the Spanish word for ‘Rise,’” will focus media communication, strategic communication and crisis communication on the growing Latino market.

“There is a need for not only connecting companies and organizations to Latino audiences, but also connecting Latino companies to mainstream audiences. I’d like to provide that kind of two way service to a new client,” Salazar said.

Salazar has 20 years experience in communications and political outreach, serving as both a spokesman for both former Vice President Al Gore and former Gov. Gray Davis.
Salazar was managing director at Mercury Public Affairs, a communications and strategy firm that reported almost $1.3 million in lobbying revenue in 2012, ranking in the top 50 firms in the state.

from Campaigns & Elections
January 15, 2014

Veteran media consultant Roger Salazar has left Mercury to launch a new firm.

The new venture, called ALZA Strategies, will offer services in media relations, crisis communication, campaigns and public affairs, but will also include specific attention to outreach into California’s growing Latino market, according to a release.

"'Alza' is Spanish for 'Rise,'” Salazar said in a statement. “With California’s economy, Latino population and political clout on the rise, ALZA hopes to similarly raise the level of media communications on behalf of clients who want to tap into Latino and mainstream markets.”

The split between the California-based Democratic pollster and Mercury was amicable. ALZA Strategies will "continue to align" with Mercury on projects of mutual interest, according to the announcement.

Click HERE to read the full article.

from Sacramento Bee - Capitol Alert
January 14, 2014

Roger Salazar, a former spokesman for President Bill Clinton and Gov. Gray Davis, is leaving Mercury Public Affairs to open his own firm. Mercury separately announced today hiring two new staff for its Sacramento office.

Salazar's new firm, Alza Strategies, will provide media relations, crisis communication and public affairs services to clients that want to reach California's Latino market. The Legislature's Latino Caucus Leadership PAC and the Agua Caliente Indian tribe are among Alza's clients, Salazar said.

"'Alza' is Spanish for 'rise,'" Salazar said in a statement announcing his firm. "With California's economy, Latino population and political clout on the rise, Alza hopes to similarly raise the level of media communications on behalf of clients who want to tap into this market."

Click HERE to read the full article.