Diversity and Inclusion

The Competitive Edge

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Category: Leadership & Management

A company’s strength is dependent on its ability to maintain and gain market share. The value of staff and services are determined by how relevant they are in meeting a customer’s needs.  As part of PRSA’s Diversity and Inclusion Month, our featured presenter Hugo Balta, senior director of multicultural content at ESPN, will discuss how diversity and inclusion provides you with the competitive edge to reflect the new mainstream population. The value of diversity in the communication profession cannot be understated. In this webinar, Balta will:

  • Define diversity and give examples of its impact in the workplace.
  • Distinguish between inherent diversity and acquired diversity. Inherent diversity encompasses a person’s innate characteristics. Acquired diversity incorporates what a person has learned, as well as their attitudes and experiences.
  • Suggest ways to ignite a corporate culture change by using these four key steps: Listen, Appreciate, Communicate and Collaborate.

Lead Presenter

Hugo Balta, senior director, multicultural content, ESPN, Inc.

Photo of Hugo Balta

Hugo Balta is the senior director of multicultural content at ESPN. He leads initiatives in raising the quality, profile and delivery of diverse news gathering and storytelling, and oversees the expansion of ESPN One Nación, a brand focused on best serving U.S. Hispanic sports fans, bilingually. Balta is a former president of the National Association of Hispanic Journalists (NAHJ), and a member of both the National Hispanic Media Coalition (NHMC) and Hispanicize advisory boards. Balta is an award-winning journalism veteran with more than 20 years in the industry, previously reporting for CBS, Telemundo and NBC.



Aerial Ellis, instructor, public relations, Lipscomb University

Photo of Aerial Ellis


Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.