Irma Orozco, APR, MA
Irma Orozco, APR, MA, is a bilingual public relations counselor, translator, and educator with a deep commitment to bridging communication across Spanish and English audiences. She is the founder of Bilingual Communication Strategies, a consultancy specializing in translation, public relations, and strategic communication for state agencies, nonprofit organizations, and private clients. With extensive experience in digital media, education, and community engagement, Irma brings both precision and cultural nuance to every project she undertakes. She is accredited in Public Relations by the Public Relations Society of America and holds a Certificate in Corporate Community Involvement from Boston College. Throughout her career, Irma has held leadership roles in organizations such as the Austin-Saltillo Sister Cities Association, where she served as Vice President of Communications, and Las Comadres Para Las Americas. She has also taught Spanish at the high school and university level, designed curricula, and developed professional development programs for educators. Her tenure at CPS Energy in San Antonio was marked by the creation of a citywide mentorship and job-shadowing program, which guided students in planning their educational and career paths and was later adopted by other local companies. Irma’s professional philosophy centers on integrity, ethical communication, and making a positive impact in the community. She combines her expertise in public relations and translation with a passion for volunteerism, supporting causes such as disaster relief efforts, local libraries, artisan markets, and cultural exchange programs. Outside of her professional work, she is an avid reader and lifelong student of Spanish literature, continually expanding her knowledge and sharing her expertise with the next generation of communicators. She recently published a bilingual children's reader, A la Rueda de San Miguel/To Saint Michael's Circle that pays tribute to her mother, Aurora Estrada Orozco, who penned poems, short stories and essays in Spanish. The book includes her mother's writings based on Mexican customs and traditions and also has comprehension questions to increase understanding and can be purchased at Amazon, Kindle, Barnes and Noble, Waterstones, Abe Books, Discovery
Books, Blackwell, Walmart, Apple Books.
• Corporate Community Involvement Certificate
• The University of Texas at San Antonio - MA
• The University of Texas at Austin - BJ
• Silver Spur Award, Community Relations Category, “Connecting the Dots Job Shadowing Program,” Texas Public Relations Association ( 2008)
• Mentoring Advocate of the Year, San Antonio Mentoring Forum (2011)
• Silver Spur Award, Multicultural Campaign, “2008 Hispanic Heritage Campaign,” Texas
Public Relations Society (2009)
• Bronze Award, Evaluation/Research Category, “The Neighbor of Choice Report,” Public Relations Society of America, San Antonio Chapter (2006)
• Bronze Quill Award; International Association of Business Communicators "50
Years of CPS" video (1993) and 1994 -95 CPS Annual Report (1995)
• Award of Distinction, Institutional Category, Cable Access Television Awards,
"CPS Community Update” (1990)
• Hispanic Heritage Pioneer Award, Hispanic Oroganization for Public Employees (2013)
• Austin–Saltillo Sister Cities
• Public Relations Society of America
• Comadres Para Las Americas in Austin
• Hispanic Organization for Public Employees
• Austin-Saltillo Sister Cities Association
• Library Foundation in San Antonio
• Mexic-Arte Museum in Austin
• Communities in Schools in San Antonio
• Big Brother Big Sister in San Antonio
• San Antonio Mentoring Forum
What do you attribute your success to?
I attribute my success to my mother’s unwavering emphasis on the value of education, combined with my own commitment to continuous learning and earning professional accreditations.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received comes from the example set by my mother. She instilled in me—and my siblings—the importance of education. Growing up in a household with six children, all of us attending college, pursuing higher education was simply an expectation, not a choice, because our mother’s support made it possible. Her bilingualism was also a major inspiration. Seeing her navigate life and work fluently in two languages motivated me to become bilingual myself, shaping my career path and even influencing my decision to study in Mexico. Her dedication and example taught me the value of education, language, and persistence—lessons that continue to guide my professional journey.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is to prioritize learning and professional development. Read widely to become an expert in your field, pursue a college education, and seek additional certifications or accreditations, like I did through the Public Relations Society, which helped advance my career. It’s equally important to apply your knowledge in real-world settings—attend webinars, seminars, and volunteer within your community. Many organizations lack dedicated public relations professionals, and stepping in provides invaluable experience while also giving back. Finding your best practices and continuously learning will set you apart and help you grow both professionally and personally.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is staying current with evolving best practices. At the same time, many organizations lack dedicated public relations professionals, which presents a significant opportunity to provide guidance, share expertise, and make a meaningful impact.
What values are most important to you in your work and personal life?
The values that guide me most in both my work and personal life are honesty, ethics, and authenticity. I believe it’s essential to ensure that everything you take on aligns with your core values. Pursue opportunities that resonate with you, and don’t hesitate to say no to those that don’t. Staying true to yourself and being authentic in all your endeavors is the foundation for long-term success and fulfillment.
