Cultural Heritage Communications Strategist
Janice Torres-Perez, Founder
I proudly bring a diverse skill set and a robust network to support my work across dynamic, purpose-driven roles:
- Founder & Strategist, The Brand Phoenix (est. 2014)
Leading a creative brand strategy practice rooted in cultural heritage, social impact, and narrative power. - Parent Leader, NYC Department of Education (since 2024)
Empowering New York City families through advocacy, engagement, and sustained community support. - Archivist & Creative Producer
Dedicated to preserving stories, amplifying underrepresented voices, and producing culturally resonant projects across media and institutional platforms.
Contact: janice@thebrandphoenix.com
Nostalgia & Historical Preservation
Publicity for nostalgia content focuses on creating a sense of longing or sentimental attachment to a past era, experience, or cultural moment, often tapping into the emotions of the target audience. The key is to evoke fond memories and connect with audiences on a deeper emotional level. You've seen our work with Sirius, NPR, Smithsonian, GMA, New. York Daily News, Grammy.com, and more.
Film PR
Our strategic campaigns consistently deliver impactful results and industry recognition.
Our media placements span national magazines, television networks, radio stations, and online news outlets, including The New York Times, Associated Press, Variety, The Hollywood Reporter, Hot 97, NPR Morning Desk, Dallas Morning News, LATV, BBC, Reuters, Telemundo, Univision, BET, and more.
We handle red carpet screenings, and secure partnerships. In 2023 we secured a special screening at the Grammy Museum for a rock doc.
Landmark & World Heritage
Illuminating the contributions of the Indigenous Peoples, especially Tainos is a key pillar of our work. In alliance with leaders from the Taino Community, Janice secured the first major English language media outlet to break the news about the urgent petition to stop the privatization of the Caguana Ceremonial Ball Courts in April 2022, helping elevate the visibility of the collective diaspora's successful battle to protect its most sacred ancient sites.
Community in Crisis PR
We answer Bat Signals when communities are in crisis — from fires in the Bronx to land preservation and whistleblowing for justice.
Immediate Crisis Communication:
- Rapid Response: PR teams swiftly disseminate accurate information to prevent misinformation, addressing public concerns and clarifying facts.
- Media Coordination: Establishing a central point of contact for media inquiries ensures consistent messaging and efficient information flow.
Community Outreach and Support:
- Establishing Relief Channels: Setting up dedicated hotlines or online platforms to provide affected individuals with information on assistance and resources.
- Collaborating with Local Organizations: Partnering with community groups, non-profits, and government agencies to coordinate relief efforts and ensure resources reach those in need.
Juneteenth As a Federal Holiday
Janice Torres developed and executed a powerful May-to-December publicity campaign that played a key role in supporting Dr. Opal Lee’s historic 2020 effort to make Juneteenth a federal holiday.
Torres secured Dr. Lee’s first licensing agent (Fangirl Licensing), her first international award recognition via PeaceTech Lab, a content partnership with FENTY Beauty, and the first national live stream of her annual Juneteenth celebration in 2021 on Fox Soul. She also generated extensive national media coverage and coordinated high-profile appearances (Variety Change Makers Summer, International Peace Honors, Hip-Hop Public Health Gala, Niko Brim's Power Hour IG show).
Torres' pop culture visibility strategy for Dr. Lee’s Change.org petition helped bring decades of advocacy to the forefront of national press and influencer circles—ultimately influencing the designation of Juneteenth as a federal holiday in 2021.
“My company, The Brand Phoenix, was so honored to have supported Opal Lee's Unity Unlimited team, and her Director of Marketing, Daria Hookfin, as a strategic social impact and community partner from 2020 through 2022—an unforgettable experience that I will cherish with my whole soul. It inspires me to continue my work in cultural preservation that unites us all,” said Torres.
Torres was personally moved to support Dr. Lee’s mission after launching her own petition calling on major retailers to rebrand their October sales—long tied to the celebration of human rights violator Christopher Columbus—as inclusive Fall Sales instead.
Development of International Salsa Museum
Since 2021, the International Salsa Museum (ISM) has been dedicated to preserving and celebrating the rich history of salsa and Latin music. Operating through dynamic pop-up exhibitions and events while planning for a permanent home, ISM has significantly influenced the cultural landscape.
Torres Secured Key Partnerships and Collaborations:
- Getty Images:
- Americans for the Arts
- Consumer Reports:
- Sony Music Latin
- Gracie Mansion
- Paramount
Major Events and Exhibitions:
- Tito Puente Centennial and La Lupe Legacy Pop-Up: In honor of Hispanic and Latinx Heritage Month, ISM hosted a pop-up exhibition celebrating the centennial of Tito Puente and the legacy of La Lupe. This event featured artifacts and memorabilia highlighting their contributions to Latin music.
- Latin Jazz Exhibit at the National Jazz Museum in Harlem: From August 1 to October 19, 2024, ISM co-curated "Salsa!," an exhibition celebrating the Afro-Latin roots of jazz. This collaboration marked the first partnership between ISM and the National Jazz Museum in Harlem. National Jazz Museum in Harlem -
ISM's initiatives have garnered attention from prominent media outlets, including NPR, Smithsonian, New York Daily News, PopSugar, Univision, Telemundo,
Through strategic partnerships, curated exhibitions, and widespread media engagement, the International Salsa Museum continues to shape the vision for a state-of-the-art institution dedicated to salsa and Latin music.
Committee Member, Indigenous Peoples Day New York City at Randall's Island
Since 2019 (and presently) direct international, national and regional media coverage for annual event, since 2019, attracting over 7K people and dozens of cultural practitioners from around the nation. Secured coverage in outlets like New York Times, BBC, Reuters, & more. (Reuter's Photo of
Direct international, National and regional media coverage for annual event, since 2019, attracting over 7K people and dozens of cultural practitioners from around the nation. Secured coverage in outlets like New York Times, BBC, Reuters, & more.
Parenting & Children’s Content Expertise
Our team brings extensive experience in media relations, special events, and influencer engagement focused on parenting and children’s content. Highlights include our recent work on the award-winning Off-Broadway production Of Mothers and Men, coordinating gala efforts for The Bronx Children’s Museum, and serving as an agency partner for major campaigns led by top communications firms. We’ve supported nationally recognized brands and platforms such as the New York International Children’s Film Festival, Scary Mommy Movie Pop-Ups, Pampers, P&G, and more. Through these initiatives, we’ve cultivated a robust network of parenting media outlets, child-focused influencers, and family-friendly content creators.
A Talent for Matching Talent
Phoenix Faces for Brands
We've matched brands like Procter & Gamble, Rocket Mortgages and Smithfield with diverse celebrity endorsers, as well as booked musical performances for LinkedIn, HBO, Cinemax, Consumer Reports, Wikipedia Media and People en Espanol.
We also offer strong, enticing multicultural spokespeople for satellite media tours, helping to ignite top-tier coverage and consumer interest.
Special Events and Launches
Talent Wrangling for special events, including red carpet premieres, award shows, virtual panels, and philanthropic causes, is another service we've provided, in addition to our promotional work for likes of Sony, Redbull, Lexus, Global Grind, and more.
Reflecting Brand Identity to Audiences
Television, and Digital Content Casting Global streaming networks like DAZN have also secured their key on-air talent and senior journalists due to our introductions.