Background

Since Hurricane Maria devastated Puerto Rico in 2017, the Hispanic Federation has been at the forefront of lobbying for bipartisan support to rebuild the island and address long-standing inequities affecting Puerto Rican citizens. A critical issue has been the disparity in federal nutrition assistance, where Puerto Rico remains excluded from the Supplemental Nutrition Assistance Program (SNAP) and instead relies on the Nutrition Assistance Program (NAP)—a block grant with funding limitations that fails to meet the needs of vulnerable communities.

To push for lasting change, Hispanic Federation and the Coalition for Food Security Puerto Rico advocated for Puerto Rico’s transition from NAP to SNAP as part of the 2023 Farm Bill. In April 2023, The Communications Shop partnered with Hispanic Federation to provide media relations support for a high-profile press conference that would elevate this issue on the national stage.

Challenge

Despite Puerto Rico’s persistent food insecurity crisis, there was limited national awareness about the urgent need to transition from NAP to SNAP. The campaign faced three key challenges:

1. Securing National Media Attention – Positioning Puerto Rico’s food security crisis as a bipartisan issue requiring immediate federal action.
2. Elevating Impacted Voices – Ensuring that policymakers, the media, and the public understood the direct effects of NAP’s limitations on Puerto Rican families.
3. Strengthening Legislative Momentum – Generating visibility and support for Hispanic Federation’s efforts in Congress, particularly with the 2023 Farm Bill negotiations.

Strategy & Execution

To achieve these goals, The Communications Shop provided strategic media relations and event coordination support, focusing on:

1. Press Conference Planning & Media Engagement

• Coordinated media outreach and press logistics for a joint press conference with:
  • Hispanic Federation
  • Coalition for Food Security Puerto Rico
  • U.S. Senator Kirsten Gillibrand
  • Members of Congress
• Drafted and distributed press releases, media advisories, and fact sheets highlighting key statistics:
  • Nearly 1 in 3 NAP households in Puerto Rico include adults 60 years or older.
  • 80% of all NAP households are made up of older adults, children, low-income workers, and persons with disabilities.
• Facilitated press access to key spokespersons, ensuring that advocates, policymakers, and affected Puerto Rican families had the opportunity to share their experiences.

2. Messaging & Narrative Development

• • Developed key talking points and briefing materials for speakers to ensure a unified and compelling message.
  • Positioned the transition from NAP to SNAP as a human rights and economic justice issue, emphasizing the need for equal treatment for Puerto Ricans.

3. Advocacy Amplification & Congressional Outreach

• • Supported Hispanic Federation’s ongoing engagement with lawmakers, reinforcing media narratives with direct advocacy efforts.
  • Ensured that post-event media coverage sustained the pressure on Congress to address Puerto Rico’s exclusion from SNAP in the Farm Bill negotiations.

Results & Impact

Through strategic media relations and advocacy support, the press conference successfully drew national attention to Puerto Rico’s food security crisis and reinforced the Hispanic Federation’s push for policy change:

• Increased Media Coverage – Secured national and regional media attention, elevating the need for NAP-to-SNAP transition in the Farm Bill.
• Strengthened Legislative Support – Helped advance bipartisan discussions on Puerto Rico’s food security challenges.
• Amplified Impacted Voices – Ensured that policymakers and the media heard directly from affected communities, reinforcing the urgency of reform.

Conclusion

By providing targeted media relations and strategic messaging, The Communications Shop helped Hispanic Federation amplify its advocacy for food security and equity in Puerto Rico. Our work supported ongoing efforts to secure federal policy changes, ensuring that Puerto Ricans receive the same nutritional support as families across the U.S