Celebrating Hispanic Heritage Month: Spotlight on Carla Juarez Farley and Claudia Machado
Hispanic Heritage Month is a time to honor the diverse cultures, stories, and contributions of Hispanic and Latinx professionals in our community. This month, we’re proud to spotlight FPRA Capital Chapter members Carla Juarez Farley and Claudia Machado, whose experiences, traditions, and perspectives enrich the communications field and inspire others through their leadership and dedication.
In Their Own Words
We asked Carla Juarez Farley and Claudia Machado to share their thoughts on heritage, career, and the world of communications. Here’s what they had to say.
Q: Where are you or your family from, and how does your heritage influence who you are today?
Carla: I was born in Lima, Peru, and moved to South Florida with my parents when I was three. My mother, in particular, kept our culture alive in our home—she regularly played traditional Peruvian music like festejo and taught me and my friends the dance steps. While also embracing American culture, I never felt distant from my heritage. I grew up speaking Spanish daily at home, watching telenovelas, and spending time each week with extended family who had also immigrated from Peru. These experiences instilled in me a deep pride in my roots, and they continue to shape how I connect with others and celebrate my identity today.
Claudia: I was born and raised in Puerto Rico but my parents are from Cuba. So I have a mix of two islands, and my grandparents are from Spain.
Q: What’s your favorite part of working in communications/PR?
Carla: Over the years, I’ve really fallen in love with creating outreach strategies and working with local organizations and leaders to get the word out.
Claudia: The community we have in FPRA.
Q: What part of your culture do you wish more people understood or appreciated?
Carla: I love that there’s now a little bit of Peru right here in Tallahassee with Café de Martin—this Peruvian approves! I wish more people could experience the vibrancy of our culture: the music, the dances, the traditional garments, and of course, the food. Growing up in South Florida, I had more exposure to Latino cultures, so it’s exciting to see more of it emerging here in the Capital City as our community grows.
Claudia: That we are very passionate and vocal and it is not a weakness but a strength.
Q: Do you have a favorite family tradition or celebration?
Carla: In my family, we celebrate BIG—especially birthdays! Every birthday meant waking up around 6 a.m., gathering the wrapped gifts, and surprising the birthday boy or girl with the birthday song. Birthdays have always been my favorite, and it’s traditions like this that make them so meaningful and memorable.
Claudia: Nochebuena, which is Christmas Eve. But to be honest, any event or activity with my family is a celebration for me.
Q: If you could give one piece of advice to someone entering PR or communications, what would it be?
Carla: Always start by listening. The best communicators take the time to really understand their audiences and meet people where they are. At the end of the day, it’s not about what you want to say, it’s about what others need to hear and how you can make that message resonate.
Claudia: Be you
More About Carla and Claudia
Carla Juarez Farley
Manager, Advisory, KPMG
FPRA Capital Chapter Member Since 2024
Carla Juarez Farley is a seasoned communications and marketing expert with over a decade of experience in emergency management and disaster recovery. Her career spans the nonprofit, government, and private sectors, where she has led strategic initiatives to inform, engage, and support communities before, during, and after disasters. Carla currently serves as a Manager in KPMG’s Advisory practice, helping clients design and deliver effective disaster recovery programs, with a focus on communications strategy, stakeholder engagement, and program management. Throughout her career, Carla has worked closely with local and state governments, FEMA- and HUD-funded programs, and public-private partnerships, bringing a deep understanding of complex recovery processes. She previously held roles at the Florida Division of Emergency Management and the Capital Area Chapter of the American Red Cross, and has overseen large-scale outreach campaigns supporting housing stabilization, resilience, and long-term recovery. A dedicated community advocate, Carla is a Past President of the Junior League of Tallahassee and continues to volunteer with the American Red Cross. Her passion for service and skill in navigating high-pressure environments make her a trusted voice in the disaster recovery space.
Claudia Machado
Strategic Communications, AtkinsRealis
FPRA Capital Chapter Member Since 2021
With over a decade of experience in the transportation industry, I am a seasoned Communications and Public Relations leader dedicated to improving safety through strategic campaigns. As a proud Hispanic professional, I bring a unique perspective and deep understanding of diverse communities to my work. My true passion lies in bridging the gap between the Hispanic community and the wealth of information available. I am committed to fostering meaningful connections and supporting impactful initiatives that resonate with and benefit the Hispanic community.and ensuring Hispanic communities have access to vital information. My work reflects the power of connection and representation in our field.
Find Your Community
Carla and Claudia’s stories demonstrate how culture, perspective, and personal experience enrich the communications profession. At FPRA, members have the opportunity to connect with peers, share insights, and celebrate diverse voices across the industry. We’re proud to highlight these leaders and encourage all members to engage with our community, to learn from one another, celebrate unique experiences, and grow together as communications professionals. Contact our team to find out more about membership opportunities and get involved.