Fabiana Meléndez Ruiz ’16 Is Transforming Austin’s PR Scene With a Bilingual, Multicultural Vision
Fabiana Meléndez Ruiz ’16, the powerhouse behind Refuerzo Collaborative, is shaking up the Austin public relations scene. Founded in 2023, her agency quickly garnered attention for its commitment to multicultural campaigns, Spanish-language PR and community engagement.
Redefining PR with Purpose and Resilience
With a mix of grit and joy, Ruiz is not only making a mark in the city’s PR industry, but also helping to create a more equitable and connected Austin.
Born in Venezuela, Ruiz fled the country with her parents when they were targeted by the government. After the family settled in Austin, she watched her parents go through a difficult divorce.
“It would have been really easy for that to break my spirit and for me to give up,” she says. Still, she found support in friends and faculty.
“I’m really moved by the people in my life and some of the St. Ed’s professors I’m still in touch with,” she says. “Sometimes it helps to have other winds under your sails.”
Turning Frustration Into Entrepreneurship
After earning a Communication degree, Ruiz began working in public relations, but she became increasingly frustrated. Some agencies touted multicultural capabilities that were actually quite limited. Some expected unrealistic levels of productivity. And Ruiz was often the only Latina, or even the only person of color, in the organization.
She never thought of starting her own agency until she was spurred on by mentors and investors. Ruiz says she was a “reluctant entrepreneur.” But within 30 days of hanging out her shingle, she had recouped her initial investment.
Rooted in culture and driven by community, Refuerzo Collaborative crafts multicultural campaigns for corporate and nonprofit clients. The agency has secured media coverage in top publications such as Business Insider, Well + Good, Architectural Digest and Parents.
One of the firm’s standout features is its commitment to Spanish-language PR — ironically, a rarity in a state where nearly 40% of the population identifies as Hispanic.
It’s not easy being a trailblazer in the bilingual, multicultural PR market. Still, Ruiz maintains an unstoppable spirit.
“Life is hard, but it’s also beautiful,” she reflects. “I’m motivated by the people around me and the belief they have in me. That’s what keeps me going.”
St. Ed’s Magazine
This story was first published in the Ƶ Magazine. Our magazine shares stories about the people, places and experiences that define the university's Holy Cross education.
