Marfa native opens public relations firm

FAR WEST TEXAS — Marfa’s own Daniel Hernandez is launching Frontera Public Relations, a PR firm focused on rural, border communities in West Texas. Born and raised in Marfa, Hernandez graduated from Marfa High School in 2010 and has spent the past few years building up a career in communications, culminating in this newly launched project.

The Marfa native, now based in El Paso, does legislative and media relations for state Senator José Rodríguez, but in addition to professional successes, his time spent in Marfa has heavily influenced his skillset.

“The experiences of folks who live in rural, border communities are unique in a way that I felt I could supplement through my knowledge of communications and public relations, along with my personal story having been raised and lived in these very places,” Hernandez said.

Hernandez said this unique foundation is exactly why he wanted to start a small, minority-owned business. The firm will provide social media management, press and media relations, communications outreach plans and other services.

Hernandez won’t be leaving his role with Senator Rodríguez, but he will be applying many of the lessons learned from that job to his new business. “From working on messaging to getting your message in front of the right people, my experience in government and politics has proven to be extremely useful.”

His heart is in telling the stories of small communities. “Places like El Paso, Marfa, and other communities in this part of the state deserve to have their stories elevated in the right way.”

Though one day he may expand his firm beyond the border region, for now he’s happy to bring his unique, local perspective to this work.

To get the business off the ground, Hernandez humbly requested some startup capital. “Instead of going into debt, I wanted to ask you, my family, friends, and colleagues, for a little support on this journey. I’m not asking for much, just a few of your hard-earned dollars to go towards my new startup,” the GoFundMe reads. Hernandez has raised $400 of his $500 goal at press time.