Ibero names Patricia Cruz new director of Development and Communications


Lisa Dumas

Patricia Cruz has recently announced she’s been named as the new director of Development and Communications for the Ibero-American Action League Inc., effective Aug. 25.

Cruz had previously been a public relations specialist for the Rochester City School District, and also created her own public relations firm in 2012, called Vamos! Public Relations, after spending 13 years as a television reporter in both Florida and New York.

Today, she said she’s looking forward to her new responsibilities at the human service agency, which will include developing programs for children, youth, seniors, families and the developmentally disabled in the Rochester area.

“As the director of Development and Communications, I will play a significant role in building on Ibero’s success as a human services agency,” Cruz stated. “This will include numerous responsibilities, such as developing and executing new programs for individuals and families from all backgrounds. Just as importantly, I will also focus on educating the entire community about Ibero’s programs and benefits. Ibero is a well-known nonprofit in the Latino community; we want it to be a well-known nonprofit amongst everyone in Monroe County. Many people don’t realize that Ibero’s programs are available to everyone.”

In addition, Cruz said Ibero, Vamos! and the Rochester Hispanic Business Association will host the Public Relations Society of America Rochester Chapter’s next networking event; however, she said the date has not yet been determined.

As for leaving her position at the RCSD, Cruz said her experience has been a good one, and that it has been time well-spent.

“Working in the Communications Department for the Rochester City School District has been an amazing experience,” she stated. “I’ve learned so much, and it is because of this job that I feel better prepared to move on to Ibero. I firmly stand behind RCSD Superintendent Bolgen Vargas; he IS trying to bring about change that will help students and families. I’ve worked with some incredible colleagues who devote just about every part of their lives to their roles in the district. I applaud them for their dedication.”

Ultimately, in the future, Cruz said she plans to continue to use her public relations skills to help community residents.

“I find no greater joy in life than to help people, both personally and professionally,” she stated. “Whether it’s through Ibero or Vamos, my number one goal will always be to help people, as many as possible. You will often hear and see me use the phrase “of ALL backgrounds.” Although I focus on educating the community about the significant Latino market in Monroe County, I am also committed to helping and bringing people together from ALL backgrounds. It is my goal to be able to continue to do this and to assist others in doing the same thing.”