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Joe Ortiz Associates

A Pictorial Narrative

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The following photos will unveil Joe Ortiz' media, community and political career, which led to the formation of his public relations company. While Joe always had great ability as a communicator throughout his youth, he never realized that his commitment to helping the poor and homeless would make him a pioneer in the broadcasting and public relations arena. His many years in both fields resulted in the formation of a public relations consultancy. Joe Ortiz  Associates soon was recognized not only as an advocate for minorities, but was hired to provide PR for many large companies, civic and social service groups and celebrities, including Arnold Schwarzenegger, Milton Berle, Rita Moreno, Boy George, Ricardo Montalban, Pia Zadora, Freddie Fender, Maria Conchita Alonso, Edward James Olmos, George Lopez, Tom Flores, Jim Plunkett, Manny Mota, Oscar de la Hoya and many others.
(Unless otherwise noted, all photos are from The Joe Ortiz Private Photo Collection.
 These photos may be used only if photo credit is given to this collection)
Joe studied Drama, Speech, Music and Literature while attending Coachella Valley High School. During after- school hours he worked in the restaurant business (from dishwasher to head cook, then Chef by 19 years of age); but his real goal was an acting and singing career. He was the lead singer with a rock group throughout high school before entering the Air Force. The leader of the band was his Coachella Valley High School schoolmate, Alan O'Day, who went on to record a hit tune in 1977, titled "Undercover Angel" among many other # 1 hits ~ Little did Joe know at that time that his future would include a career as a radio-TV talk show host, newspaper columnist and news reporter....followed by a legendary public relations career.
Blessed with the gift of cooking, Joe left the restaurant business and decided he wanted more education to pursue a career in the entertainment business. He was advised by his uncles to get it by joining the military. After serving in the Air Force as a military policeman, Joe works for several years in the credit industry in San Bernardino, Anaheim and Riverside. One of the first jobs he held in the civil rights arena was with the Mexican American Opportunity Foundation (MAOF) in Riverside. He attended Riverside City College and the University of California at Riverside while employed at MAOF. He then worked as Human Relations Instructor at Riverside City College. After a student riot ensues at Riverside Unified School District's Ramona High School, on April 1, 1968, precipitated by the "walkouts" in Los Angeles schools a week earlier, Joe is hired as a Human Relations Specialist to bring about peace to the campus. He develops various inner-communications programs for the school, which creates greater cultural awareness among racial groups and school administrators. He writes an extensive report for the school district regarding the cause of the riots. That report is now housed at UCLA's Chicano Studies and Reseach Center.
As a new Job Agent for the California State Human Resources Development Department, Joe is the only Hispanic assigned to an office in a predominately African American area, located on 47th & Broadway in downtown Los Angeles. Joe quickly establishes strong relations with all segments of his new community, and becomes involved with numerous advocacy and education groups and organizations, to develop resources for his clients. He eventually develops a multi-purpose center in Huntington Park, and also becomes the editor of the department's newsletter, "El Chicano Nuevo."

Joe arrived in Los Angeles from Riverside and was hired as one of the first Job Agents for the State of California in November 1969. This new career field with the State Department of Employment was created to bring in a new breed of case workers to handle "tough" clients in the inner-city barrios and ghettos of California. Joe was ranked 4th out of the first 1000 Job Agents hired throughout the state. He chose to work in the predominately African American community of South Central Los Angeles, recognizing although the Latino community was small in South Central at that time, he wanted to insure all poor citizens were being served. He always stressed strong intercultural networks and was very active in many civil rights meetings and conferences to discuss how best to serve the economically disadvantaged citizens in that region. (Photo:Joe and fellow Job Agent Chuck Wilcotts chair meeting to promote unity among African Americans and Latinos).
                                                                                                           (Photo by Joe Ortiz, 8-29-1971)
Joe participated in the Chicano Moratorium anti-Viet Nam War protest march in East Los Angeles on August 29, 1971, which erupted into a riot. He was close to the riots' flash-point on the corner of Whittier Blvd and Alma Street where he witnessed the police struggling to contain a youth coming out of a liquor store, which created a negative response from other youth in the area. That incident was the spark that ignited the riots. Ruben Salazar, one of the few Latino journalists working for a major newspaper in the US (LA Times) was felled by a tear gas missile that was fired into a bar during the riot by an LA County Sheriff's deputy . The park where the riots began was called Laguna Park at that time and is now called Salazar Park. (Photo from the personal collection of Joe Ortiz)
(From the private collection of Lionel "Chico" Sesma) 
Joe was working as a Job Agent for the State of California when he was asked by friend and salsa DJ, Lionel "Chico" Sesma (pictured above, who also worked for the State Department of Employment, at that time), if he wanted to be on radio. Thinking he was being invited as a guest, he was told by Chico to go see the station manager. Still thinking he was going to be a guest on Chico's program, he was surprised when the manager took him into an empty studio and asked him to read a copy of a commercial for Lindberg Nutrition Store. After reading the commercial, the radio station manager told him "Thanks" for coming, we'll call you later.
A couple of days later, the manager told Joe he liked like his voice and his insights into the minority communities. Much to his surprise, the manager told Joe he had the job, and asked if he would be willing to begin in two weeks and take on the Sunday morning show from 9 AM to 2 PM. The manager told Joe that Chico was hosting the job on a trial basis. He said that Chico Sesma was a well-known radio man but that they were looking for a person who knew and was more involved in the Hispanic community. Joe told the manager that he did not want to take a job away from a good friend of his. The manager said that Chico was not necessarily what they were looking for. He had a great voice and understood the mechanics of the console, but they wanted someone who worked directly with various groups in the Hispanic community. The manager said he asked Chico if he knew of someone that could fit that bill and he immediately recommended Joe for the job. The manager asked: "Do you want the job or not?" Joe answered: "Of course!" Two weeks later, Joe Ortiz became the first and only Mexican American in the country hosting a talk show on an English-language, commercial radio station. This incident resulted in a 40 year career as a talk show host, news reporter, newspaper columnist and a public relations career that is still online!
"I can honestly state that had it not been for Chico Sesma's recommendation to KABC-AM, I probably would still be working for the employment office as a Job Agent," said Ortiz.
(Chico Sesma introducing Celia Cruz, the legendary queen 
of Salsa to a huge crowd at the famous Hollywood Palladium)
East L.A. radio pioneer Lionel "Chico" Sesma was the first person to expose mambo and cha cha chá in Los Angeles with an innovative new bilingual broadcasting twist. Sesma honed a large and loyal listening audience on KDAY and KOWL - Santa Monica that led him to a career as a concert promoter at the world-famous Hollywood Palladium. Those events featured legendary Latino musicians Tito Puente, Celia Cruz and hundreds of other bands and individual Latino performers. Joe had barely been hired by KABC-AM Radio, and he was nervous never having any training in that medium. Chico told Joe that "You are a natural communicator, Joe, and you are going to be great." Joe was Chico's special guest at many of the Hollywood Palladium events. (Photos from the personal collection of Lionel "Chico" Sesma)
Joe sat in with Chico on his last day at the radio station, watching how he handled the telephone calls, which buttons to push and how to cue and handle the written commercials. The following week, Joe was on his own. He had to work a 5 hour shift. The manager told him not to worry, that he was going to stay for the entire 5 hours of Joe's first show to help him out with any problems that may come up. Joe, to this day, remembers the first words he said over the microphone.
"Good Morning Los Angeles. My name is Joe Ortiz. You can call me Joseph, you can call me Joe, or you can call me Jose, it really doesn't matter, but whatever you do today, do call me at 870-7263." 
After about fifteen minutes into the broadcast, the manager came into the studio and said, "Hey kid, you are a natural. You don't need any help. I'm going home."
                          (Photos and front cover story"KABC CALL GUY" appeared (circa 1971) in The Eastside Sun by Carol Infranca)
Having the distinction of being the first Mexican American in US history to conduct a talk show on an English language, commercial radio station, Joe is featured in a two page article about his pioneering efforts in the broadcast arena. Joe not only became the most recognizable voice for minority issues in Southern California, the controversial talk show host became a positive role model and paved the way for many other minority news reporters and commentators. After a year at KABC Talk Radio, he was asked to host a show at KLOS-FM. KCBS Television soon offered him a job to host another talk show, and he accepted. In the mid 70's he was the only broadcaster hosting both a radio and television show, while working at a full time job as Press Deputy to Los Angeles City Councilman John Ferraro.
Joe first meets Tom Bradley when they both conducted talk shows on KABC Talk Radio. A Los Angeles City Councilman at that time, Bradley was soon elected to the position of Mayor of Los Angeles. Throughout their respective careers, Joe and Tom Bradley developed a strong friendship and worked with each other on numerous city and community affairs for over 25 years. Joe was honored by Bradley and the City of Los Angeles as one of the 50 most effective community servants in the history of Los Angeles.
Receiving recognition for his broadcasting work, Joe is sought out by many politicians and celebrities to work as Master of Ceremonies at numerous events. After interviewing Richard Alatorre (former State Assemblyman and later a member of the Los Angeles City Council) on his radio and TV programs, Joe and Alatorre soon become close friends. Due to mutual admiration of their civil rights commitments, Joe volunteers pro bono publicity for Alatorre's campaign for the California State Assembly. Alatorre soon recommends Joe to fomer Los Angeles City Councilman John Ferraro, who hires Joe as his press deputy. During his four year tenure with Ferraro, Joe continues to host talk shows on KLOS-FM radio and KCBS TV. (Photo: Joe poses with Alatorre (left) and actor Roger Carmel (far right) at a special fund raising event for Alatorre's bid for State Assemblyman).


While Joe's show on KABC Talk radio delved into general topics, his show on KLOS-FM was geared more toward minority issues. He interviewed community leaders, local and national politicians, as well as minority luminaries such as Iron Eyes Cody, comedian Scoey Mitchell, and anti-poverty leaders like Ernest Sprinkles, Executive Director of the Greater Los Angeles Community Action Agency. However, he also showcased minority entertainers such as El Chicano, War, Mandrill, Malo and was the first DJ to ever air the music of Latino rock legends, TIERRA and Mark Guerrero. The show was produced and directed by his friend Luis Torres, an accomplished Latino journalist, journalism teacher and still reporting news for CBS (KNX) Radio.



 It seems like only yesterday that a group of young and talented Latino musicians came into the KLOS-FM studios in 1972 to be interviewed by host Joe Ortiz. They called themselves TIERRA (which means Earth) and consisted then of six young Latinos, including Rudy Villa, David Torres, Kenny Roman, Conrad Lozano, and two young Chicanos who were community musician legends before they hit their teenage years, Rudy and Steve Salas, the basic heart and soul of TIERRA!
This would be the first of about five or six appearances on Joe’s show by this talented ensemble of Latino musicians, who have since made their musical presence felt on the international stage.
This unique album cover (above), created by various artists from the Goez Art Studios (including concept and designer Johnny D. Gonzalez), featured some awesome artistic work by David Lopez and nail rendering phenom C. W. Felix). The album is now considered a rare and collectible item, of which Joe Ortiz still has the original autographed signed album cover and the original vinyl of that recording.
Produced by Art Brambila, founder of Brown Bag Productions (a pioneering entrepreneurial promoter way ahead of his time), the record album features original material by the group, with the exception of an old Mexican standard, "Gema." The one piece that stands out above all the material is "Barrio Suite," a brilliant (albeit 7 minutes and 30 seconds long) song that takes the listener on a joyous, soul-searching, community identifying, homeboy boasting, ethnic bravado and pride-filled tune and lyrics that makes one not only feel and understand what it means to be a Chicano, but boldfully makes a statement of an inborn and inbred grito of Chicano pride, especially if you were born and raised in the East Los Angeles community where these tonal warriors hail from.


But, these young and talented Latino music crusaders would not make their presence felt in the worldwide musical arena until a few years later, as they produced two giant hits ~ Memories and Together ~ that catapulted the now iconic musicians to the top of the 'box office' charts, playing at historical venues such as Carnegie Hall, and have since written and recorded hundreds of other great tunes, as the TIERRA legacy continues to this day. Often stated by thousands upon thousands of fans and couples who give praise and testimony about their music, embodied especially in the tune Memories, that it was TIERRA's music that sealed and cemented forever their youthful romantic years and later marriages, as they danced and held hands and kissed to the intoxicating ballads created by these legendary musicians. 
"I feel a great sense of pride in knowing I was the first radio host to play their music, and proud to call them my close and personal friends to this day," says Joe Ortiz

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 This a copy of the front cover of another of the greatest Latino rock bands emerging from the Chicano community~ MALO’s 2nd album “Dos”~ which was released in 1972. The whole band visited Joe Ortiz on his radio show at KLOS-FM in Los Angeles and we believe Joe was the first DJ in the country to play the entire album on the air. The album cover was signed by Jorge Santana (brother of the renowned Carlos Santana) on behalf of all the members of the legendary Latin rock band. Featured in this album Pablo Tellez (Bass) Arcelio Garcia (lead vocals) Richard Karmode (piano) Leo Rosales (timbales) Francisco Aquabella (congas) Hadley Caliman (tenor sax) Forest Buchtel (trumpet) and John Watson (background vocals) . The album featured songs Momolombo, Oye Mama, I’m For Real, Midnight Thoughts, Hela, and Latin Bugaloo.

The band presented Joe with this autographed album after the interview in 1972 and he has had it in his possession for over 38 years. The record is in pristine condition and has never, ever had a phonograph needle touch its surface.  While various artist have been a part of MALO (the word means "Bad" in Spanish, but actually means "Good" in the music world's jargon) throughout the last four decades, the band's unique and distinctive sound is known throughout the country and best personified by the tune, Suavecito, written by former band member Richard Bean.  



While still at KlOS-FM, Joe is contacted by KNXT Television (CBS Channel 2) to host a weekly TV show. If he takes the job, it will mean Joe will be doing both a radio and TV talk show, as well as working as a Public Information Specialist for the Greater Los Angeles Community Action Agency, the largest anti-poverty organization west of Chicago. Before making up his mind, he has to consider his responsibilities of articulating the hopes and inspirations of the much-ignored Latino and African American communities, and numerous requests to appear as a guest on many other radio and TV shows required much of his time.


One of Joe's most important interviews was with Cesar Chavez, the founder of the United Farm Workers union, in 1972 on his IMPACT radio show on KLOS-FM. Chavez shares with Joe the reasons why the then California Proposition 22 (an initiative to outlaw boycotting and limit secret ballot elections to full-time non-seasonal farm workers) should be defeated. The proposition failed regardless of many statewide demonstrations, yet little support from the predominately Anglo media. That special taped interview is now housed at UCLA's Chicano Studies Research Center Library.
Renown filmmaker Luis Valdez (Zoot Suit, La Bamba) co-founded El Teatro Campesino in 1965 with Augustine Lira and Luis' brother Danny Valdez. Joe interviews Danny on his IMPACT program at KLOS-FM. Joe was the first DJ to ever play a song that Danny wrote, "California Sun." Danny distinguishes himself in the movie "Zoot Suit" (for which he wrote the score) and also starred in  The China Syndrome with Jayne Fonda, Jack Lemmon and Michael Douglas, and Born In East LA with Cheech Marin and Paul Rodriguez. Danny also sang with Linda Ronstadt in her hit album, Cancciones de mi Padre.
Joe befriends and does public relations for Augustin Lira, one of the co-founders with brothers Luis and Daniel Valdez of El Teatro Campesino. Lira left the performing ensemble in 1969 and began his own group, Teatro de La Tierra. He performed at various venues in the Los Angeles area as well as several southland prisons for several years in the early 70's

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Lira chooses to return to his teatro roots in the San Joaquin Valley and forms a school to teach indegenous Latino youth the art of music and teatro. While still teaching In 1979, he and Patricia Wells Solorzano form a performing group and call it ALMA, and record much of Lira's original music. The couple to this day still perform and teaches theatre arts and music throughout the country.
Joe's shows didn't just focus on Latino issues. He often invited Afrian American activist Lois Hill Hale to co-host the show with him, and they both worked to enhance stronger relastionships with both cultures. Both interviewed many blacks, Asians and native Americans as well. They interviewed black comedian/actor/producer Scoey Mitchell on his IMPACT show on KLOS-FM. Mitchell has appeared in numerous TV shows, appeared often on Match Game and had a big role in Richard Pryor's "Jo Jo Dancer, Your Life Is Calling." One of Mitchells big projects (which he revealed on Joe's show) was his trying to secure the rights to the old "Amos & Andy" TV shows. While many blacks viewed those shows as rascist, Mitchell believed the shows would become rare and classical programs that will one day be viewed on Black Network Television.
Joe interviews actor Iron Eyes Cody, a famous actor well known for numerous appearances as a native American,  and soon learns he wasn't a true Indian. He was actually born Espera DeCorti, the son of Sicilian immigrants Francesca Salpietra and Antonio DeCorti. Although he was not born a Native American, he did claimed to be part Cherokee and part Cree. Cody and his wife Bertha Parker adopted children that were Native American. Cody began his acting career at the age of 12 and continued to work until the time of his death. Cody, a true gentleman and community advocate, he was always on hand at numerous minority events to lend his support.
Due to the success of Joe's talk show at KABC Talk Radio and KLOS-FM, he is contacted again by KCBS Television (Channel 2) to host a program called "The Siesta Is Over." If he takes the job, it will mean Joe will be doing both a radio and TV talk show, as well as working as a Public Information Specialist for the Greater Los Angeles Community Action Agency, the largest anti-poverty organization west of Chicago. He finally agrees to do the show.
Soon after being hired, Joe requested the title be changed due to the negative connotation it conveyed to his audience. He chose the Spanish name "Bienvenidos" which means "Welcome" in English. Joe's vision was to showcase Latino guests (and others) who unveiled stories of people who had accomplished much in society. His belief was that interviewing minorities who only had complaints about their mistreatment was counterproductive. His vision was correct. Showcasing success stories about minorities provided the audience with positive role models. His show was awarded many honors by media and minority community groups for instilling pride in their respective ethnicity. His producer was Jay Strong, long-time executive with CBS, and Esther Renteria, public service director for East Los Angeles College, and co-founder of the Latino Media Coalition.. 

One of Joe's first guests on his Bienvenidos TV show is Eddie Cano, a local East LA born Latin Jazz musician who achieved greatness in Hollywood. Cano came from a family of professional musicians. He studied music at L.A. City College and the L.A. Conservatory before joining the Army in 1945. After the war, he toured with mambo king Miguelito Valdez, then joined Bobby Ramos' band for four years. He returns to L.A. works with Jack Costanzo's combo, Manny Lopez's band, and Cal Tjader. In 1960, he was hired as the house group for the Hollywood nightclub P.J.'s. Cano records Bobby Scott's "A Taste of Honey" which became his signature song. Cano appeared in several films, including Elvis' Fun in Acapulco, Jerry Lewis' classic The Nutty Professor, and Sinatra's Love on the Rocks. He also played for Sinatra's 1970 Hollywood Bowl performances. Later, Cano helped create a series of bi-lingual educational records titled, A Taste for Education. Joe, loved that record so much he used one of the tunes as the theme song for his television show.

Joe's guests always included positive stories about Hispanics. The guests primarily included successful Latino teachers, doctors, entrepreneurs, youth and sports personalities, inventors and other Latinos who had achieved success in their respective fields. Even Karate teachers. Joe avoided guests with gripes and complaints and focused primarily on the positives. His wit and humorous approach to the topics made for a lively and entertaining show  
Mary Helen Barro (to the far left holding the ribbon) co-hosts with Joe on BIENVENIDOS at KNXT-TV, Channel 2, Los Angeles, for several months. Joe and Mary Helen (with their newfound 'celebrity' are recruited by many community organizations to preside over various functions as Masters of Ceremony, such as cutting ribbons at ground breaking events). Later on Mary Helen works with Armed Services Radio, acted in movies (American Gigolo, starring Richard Gere) and currently works as a teacher in Northern California)
One day, around 1972, during a trip to his hometown of Indio, California, Joe meets the Father of Chicano music, Lalo Guerrero, at the famed Las Casuelas Restaurant in Rancho Mirage. Joe invites Lalo to appear on his TV show and afterwards they form a life-long friendship.
Lalo Guerrero is rightfully recognized as the “Father of Chicano Music.” No other Chicano artist has come close to writing and recording more great songs in virtually every genre of Latin music, including salsa, norteña, banda, rancheras, boleros, corridos, cumbias, mambos, cha cha chas, socially relevant songs, swing, rock & roll and blues. His parodies such as, “Tacos for Two,” “Pancho Claus,” “Elvis Perez” and “There’s No Tortillas,” have brought laughter to Chicanos and Anglos alike. His Pachuco music of the late 40s and early 50s provided the sound track to Luis Valdez’ late 70s play and movie, “Zoot Suit.”  He has performed all over the world and has received countless awards, including being declared a National Folk Treasure by the Smithsonian Institution in Washington D.C., the National Endowment of the Arts Fellowship, the Nosotros Lifetime Achievement Award and the National Medal of the Arts, presented by President Clinton. Lalo passed away on March 17, 2005. 
 Mark's 1973 group TANGO, while under contract to A & M Records
 (left to right) Rick Rosas, Mark Guerrero, John Valenzuela, and Ernie Hernandez.

About a month after interviewing Lalo, Joe found out about Lalo's son Mark (front, center), who is also a singer and musicians and decides to interviews and plays his son Mark Guerrero's music on his TV show in 1971, making it the first time Mark's music has ever been played on TV. Joe was also the first radio personality to play Mark's music on his radio show at KLOS-FM. They have been close friends ever since, and still work together on several projects.
Mark Guerrero is a prolific performer who was born in Los Angeles, California, grew up in East Los Angeles, and graduated from California State University, Los Angeles, with a B.A. in Chicano Studies.  He began playing in rock & roll bands at age 12 and led the popular East Los Angeles band Mark & the Escorts, who recorded two singles for G.N.P. Crescendo Records. He has recorded as a solo artist for Ode Records (produced by the legendary Lou Adler), Capitol Records, and with his group Tango for A&M Records (photo above).  

His songs have been recorded by artists such as Herb Alpert, Trini Lopez, Chan Romero, and his late father, the legendary “father of Chicano music,” Lalo Guerrero.  Mark Guerrero’s song and recording “I’m Brown” is currently on display in the Grammy Museum in Los Angeles in the “Songs of Conscience, Sounds of Freedom” exhibit.  In the nineties, Mark Guerrero put a band together to back up his dad in concert.  Lalo Guerrero with Mark Guerrero & the Second Generation Band played numerous venues, including the Cite de Musique in Paris, France, The Getty Museum in Los Angeles, and in Lalo's hometown of Tucson, Arizona.  In 2002, Mark formed a new band as a vehicle for his original material called Mark Guerrero & Radio Aztlán.  They've played concerts on the bill with other top Chicano artists such as Tierra, El Chicano, Malo, and Little Willie G. & Thee Midniters.  Mark has recorded with Harry Nilsson, performed with Eric Burdon, sung background vocals on Los Lobos' "Papas Dream" album, and in 2003 performed as a member of the legendary Chicano/Native-American band, Redbone.  

Mark also hosts a popular Chicano music website,, which is dedicated to promoting and chronicling Mark's music and history, as well as the history of Chicano music in general.  Mark's articles on Chicano music have appeared on websites and magazines around the world.  In 2006, Mark had an internet radio show called "Chicano Music Chronicles," which was hosted the Chicano Radio Network on the Internet.  Mark interviewed top Chicano artists on the show, which is now archived on his website.  

Mark is currently featured in the documentary “Chicano Rock: The Sounds of East Los Angeles” and is a performer and a talent coordinator on the upcoming PBS special “Trini Lopez Presents Latin Music Legends.”  

Mark has left an indelible mark in the Chicano music arena for over 45 years. He has performed (and becomes a legend) at numerous venues throughout the country since he was 13 years old.  He has the most extensive web site in the world concerning the birth of Chicano-Rock and Latino contemporary music. Like his father, a chip off the old block, Mark has traveled world-wide and performed with numerous musicians throughout the world, most recently in Liverpool at the old showcase clubs where the Beatles played. His career is far from over, working on numerous documentaries about the birth of The Latino Sound and is sought out by many producers, writers, directors and performers for advice and wisdom about this unique genre. For more information on Mark Guerrero, visit and

Joe is seen interviewing Vivi Avila, who had just won a worldwide competition for "Best Hair Dresser." Joe interviewed many Latinos and Latinas who had unique accomplishments in their respective fields. Joe would soon receive tons of fan mail from his audience, thanking him for presenting a more positive image of Latinos. Before his TV show, Latinos (especially) were angered by negative portrayals of Mexicans and other minorities, such as the "Frito Bandito" commercials that were soon cancelled due to negative outcry from Hispanics throughout the southwest.
Several months after changing the program format, KCBS hired a Latina educator (Diana Munatones) from East Los Angeles College as his co-host. The popularity of the hit show at KCBS Television (Bienvenidos) garnered much publicity. It was rare during the 70's to see any minority programs receiving exposure on TV Guide Magazine. After a year on the show, Diana Muntaones became a newscaster and acted a little in various TV shows before becoming Director of Public Information for the Los Angeles Unified School District.
Joe and BIENVENIDOS co-host, Diana Munatones, interview Gloria Molina at the beginning of her political career in 1972. Molina went on became the first Latina elected to the California State Assembly. She would later run for (and became the first Latina to serve) on the Los Angeles City Council. She then runs and became the first Latina to serve on the Los Angeles County Board of Supervisors. Today she is considered to be the most powerful elected Latina in the country.
Joe's communicating abilities were responsible for him being hired as a public information specialist by the Greater Los Angeles Community Action Agency in 1972, the largest federally-funded anti-poverty agency in the Southwest. Due to his high visibility in radio and television, he was recruited by the public information office to disseminate pertinent information about the anti-poverty efforts in Los Angeles County. He worked under the guidance of the director of the department, Gwen Moore, who later was elected as a State of California Assemblywoman. He also worked with Lois Hill Hale in the public information office, and both worked to enhance better relationships with both cultures. Joe's sensitivity (especially relating to minority affairs) was instrumental in articulating the fears, hopes and aspirations of minorities to mainstream media.
After a year at GLACAA, Joe agrees to join the team of Los Angeles City Councilman John Ferraro to work as his administrative assistant in 1972 through 1975, working on community affairs and publicity. Joe works for the councilman while conducting both a radio and a television talk show on KLOS-FM and KNXT (CBS) Television.
Joe is soon honored by the industry and receives the coveted "Angel Award" at a ceremony held at the famed Coconut Grove Room in the Ambassador Hotel in Hollywood. Joe is presented the award he won for "Best TV Host" by fashion designer and critic, Mr. Blackwell. Blackwell was a host at KABC Radio at the same time Joe was hosting his talk show on the same station two years earlier.
As a press deputy for Councilman Ferraro, Joe is entrusted with the responsibility to recommend individuals who help build the morale of LA citizens. Joe recommends Al Lohman and Roger Barkley, two popular radio disk jockeys on KFI Radio who helped alleviate the public's frustration during the gasoline shortage crisis with their comedy antics. He is seen here presenting the two radio personalities with a Los Angeles City Council resolution.

Joe and the two broadcasters become great friends. Joe worked closely with Roger Barkley as members of the board of directors of the Boy Scouts of America, Los Angeles Area Council. Both DJ's are now deceased.
Joe was also responsible for getting Councilman John Ferraro to present a resolution to Mariachi Los Camperos de Nati Cano in 1974. It was presented inside the Los Angeles City Council Chambers, the first time in history a mariachi group had ever performed in LA City Hall. Long recognized as one of the premier Mariachi ensembles in the country, Los Camperos was catapulted to international stardom after appearing in Linda Rhonstadt's double platinum album, Cancciones de mi Padre in 1988 and Mas Cancciones in 1991.
This Grammy nominated virtuoso ensemble has since performed on The Tonight Show with Johnny Carson, at Avery Fisher Hall and throughout North America. The group stars in the PBS specials, Americanos, In Performance at the White House and Mariachi: The Spirit of Mexico which was narrated by Placido Domingo. Their eight CD's include the best selling Viva El Mariachi which was produced by Smithsonian Folkways recordings.
Joe attends meeting with his boss, LA City Councilman John Ferraro, at the world famous restaurant, Perinos. Alex Perino gives nutrition advice to both Joe and Ferraro, as bartender Tony Cordero looks on. Perino's world famous restaurant hosted luminaries such as Frank Sinatra, Ronald Reagan and most of Hollywood's elite. The famous restaurateur passed away a week later after their visit.
Joe meets bartender Tony Cordero at his job at the world-famous Perino's Restaurant in Hollywood. Tony, who worked at Perino's for decades, had just competed in a contest for the "Best Bartender in The World" and won 1st place. Joe puts him on his show and Tony demonstrated how the winning concoction was made. In a book written by his mistress, actor/comedian W.C. Fields once said "Tony Cordero has been and will always be my favorite bartender, ah yes!"

Joe becomes active in politics as he escorts Kathleen Brown Rice (sister of former California Governor Jerry Brown) on a speaking tour of East LA Skills Center. Rice was campaigning in the Los Angeles College Board of Trustees.
One year after Joe began working for Councilman John Ferraro, he mentors a young Art Gastelum from East Los Angeles College who was hired in 1974 by newly elected Mayor of Los Angeles, Tom Bradley. Gastelum works as Mayor Bradley's top assistant for 20 years. Joe and Art escort Kathleen Brown Rice on a tour of ELA Skills Center.

Joe uses his communication skills to motivate board members to become more active in revamping education and activities for the center's student body. Impressed with his insights to job training and placement, they ask Joe to be a member of the board.

After only 3 months on the board, its members vote Joe to the post of chairman. Gabriel Cortina, Principal of East Los Angeles Skills Center, congratulates Joe on being elected to Chair of the center's advisory council in 1975.
Frank Castine, Director of the LA Unified School District's Skills Center Programs, presents Joe with a commendation for his leadership during his Presidency on the East Los Angeles Skills Center Advisory Board. Frank later hires Joe to lead a four-member team to build and create two more skills centers in the greater Los Angeles area. Due to Joe's publicity skills, Castine also appoints Joe as the Editor of The Skills Center News.

Joe (due to his acquired talent in developing public service announcements) was able to secure a myriad of PSA's for the Los Angeles Skills Center programs by maintaining strong relationships with PSA Directors at all the local radio and TV stations.  He presents PSA Directors Beatrice Lewis and Michelle Darmiento with appreciation awards.


Joe turns over the gavel to George Pla, incoming President of the Los Angels Skills Center Advisory Board. Pla, a USC graduate, later achieves great acclaim and success in business and finance and consulting. He is now President and CEO of Cordoba Corporation, one of the nation's top engineering and construction management companies in the nation.


After spending about 5 years in the political arena, Joe chooses to leave his city government position to focus solely on his broadcasting career. Although he gained much success as a talk show host, he wanted to learn more about straight news  reporting. He spoke to his friend Moctesuma Esparza, who was hosting a talk show, Mundo Chicano, on KPFK-FM Radio about working at the station to gain news reporting experience. Now a renown filmmaker, Ezparza recommended Joe and he got  the job.
Moctesuma Esparza is the most prolific Latino film maker in the country. In 1975, he hosted a talk show on KPFK-FM Radio and recommended Joe for a news reporting job. Esparza's films have garnered more than 100 awards. His company, the highly successful Esparza-Katz Productions produced the film Selena, The Disappearance of Garcia Lorca and The Rough Riders, a four hour mini-series for TNT. Other film credits include: The Cisco Kid, Gettysburg, A Bowl of Beings, Caliente y Picante, The Ambulance, The Milagro Beanfield War, The Telephone, The Ballad of Gregorio Cortez, Radioactive Dreams, BorderlandsLa Raza Series, Celebracion, A Working People, The Alien Game, A Political Renaissance, The Future Is Now, Celebration of Love: The Venegas Family, Only Once In A Lifetime, Infinity Factory and Villa Alegre. Mr. Esparza's next projects include: The Cesar Chavez Story, The Dorothy Dandridge Story, A Piece of the Sky, Hopalong Cassidy and The Way Things Are. Had not Mr. Esparza broken the glass ceiling into the movie-making business, the image of Latinos (especially Mexican Americans) would still be languishing in the stereotypical Frito Bandido and other low-level images of that were so prevalent in the 50's, 60's 70's.
Joe worked at KPFK-FM for about two years (75-76) to learn more about straight news and investigative reporting. While he had achieved great success as a talk show host, he wanted to learn the basic fundamentals of news writing for radio. He quickly learned his trade and enhanced the stations coverage of Latino affairs. Within months he became the station's Chief News Reporter and was proud to have contributed to the station's winning the 1976 Golden Mike Award for "Best News Team" in Los Angeles. In this article, Joe is to the far left, second row.

One of Joe's close friends in the early 70's was Tony Salazar (pictured above), who was an activist and advocate for Chicano  rights. Joe also did a news segment pertinent to Hispanic issues for The Tony Salazar Show at KPFK-FM in 1975. Tony became known as one of the best and most popular Jazz-salsa DJ's in the southland, and also conquered San Francisco. Tony was one of the pioneer Latino broadcasters on English-language radio KPFK-FM, along with Edward James Olmos, Moctezuma Esparza and Víctor Vásquez, to name a few. These pioneers set the standard of how the Latino community would utilize public radio.  (The above photo was taken by Devra Weber, of La Raza), as Tony Salazar, the UCLA Mecha Chair, 69-70, gave a rousing speech at the UCLA Free Speech Area).     

Joe is appointed to the Podiatry Examining Committee, California Board of Medical Quality Assurance, in 1974 by then Governor Jerry Brown. Joe becomes the first member from the public sector to make decisions with licensed practitioners related to state regulations and issues affecting the practice of podiatric medicine. He is re-appointed in 1978 for an additional term, and serves  as its President for an additional 4 years. Left to right are fellow board members, podiatrists Dr. Arthur Walton, Dr. Chris Tintocalis and Dr. Michael Simons.
Joe was reappointed in 1978 by California Governor Jerry Brown, becoming the first Hispanic and member of the public sector to head the state's Podiatry Examining Committee. Joe was also the first Hispanic to be elected to that committee's chair. Joe served for 8 years. He is presented the Golden Gavel by fellow board member, Dr. Michael Simons.
Joe is presented a California State Resolution by California Assemblymember Richard Alatorre for his distinguished service as a member of the California State's Podiatry Examining Committee, a division of the Board of Medical Quality Assurance.
Assemblyman Alatorre noted that Joe's leadership on the states' Podiatry Examining Committee  was responsible for expanding the scope of practice for podiatrists. Joe also broke the glass-ceiling  for many other Latinos to serve on various state and regulatory boards and commissions.
Joe enters the ministry while still working as a news reporter. From 1975 through 1984, Joe preaches throughout the southland and at the same time also does freelance public relations for various community groups and agencies, including the Los Angeles Unified School District. Throughout his involvement in media and community affairs, he also finds time to write his first book in 1983 titled "Saved? What Do You Mean Saved? and preaches throughout the country.
After Joe finished writing his first book ("Saved? What Do You Mean Saved?") he decided to join the Book Publicists of Southern California (BPSC) in 1983 to learn about the book publishing industry. After about 3 months, the President (Irwin Zucker) of the organization asked Joe if he would share his innovative techniques on how to publicize books to the organization's members. With over 50 years in the Public Relations arena, Irwin Zucker (in the background) has promoted books and their authors from every genre and category. His first client was Norman Vincent Peale, and since then he has represented such luminaries such as Steve Allen, Zsa Zsa Gabor, Veronica Lake and many others. Zucker once stated that "Joe Ortiz is a natural born publicist."


Mark David Feldstein, a fellow member with Joe of the Book Publicists of Southern California, collaborate together on ther respective books. Mark does the final editing for Joe's book, "Saved? What Do You Mean Saved? and Joe helps Mark promote his book, "Who? Me Cook?" The BPSC was founded by public relations whis, Irwin Zucker.


In 1983 Joe is recruited by David Horn, President of South Bay College to work as VP of Employer Relations and Student Placement. Having vast knowledge about student training and placement while at the Los Angeles Skills Center Program, Joe implements new techniques for South Bay College that enhanced student recruitment and placement. He is congratulated hereby Horn and Education Director James Moore, during a student graduation ceremony, for his innovative orientation and placement techniques. Joe also served as the editor of the college's newsletter, The SBC Placer.
During his tenure at South Bay College Joe is appointed as the newsletter editor of a woman's organization (only one of two males allowed membership), the International Association of Personnel Woman. "If you want to place your graduating students with good companies, you get as close to their human resources directors as possible, which are primarily woman."
Joe's leadership at South Bay College provides the seven campus vocational school with innovative techniques for placing students on meaningful jobs after graduating from the program. As the VP of Placement and Employer Relations, he manages the placement officers from each of the seven campus in the greater Los Angeles area. Joe's administrative staff consisted of former students who were hired by Joe to help him carry out his duties.
Joe was personally recruited by South Bay College President David Horn to head the college's employer relations, marketing and placement department. Horn, a graduate of Wharton School of Business, praises Joe for his innovative approach to student recruitment and placement at the college's graduation ceremonies. (David Horn is the brother of Alan F. Horn President and COO, Warner Bros. Entertainment Inc).
After working for a couple of years at South Bay College, Joe returned to work as a public relations consultant to various nonprofits. He also provides publicity services to close friend Steve Rodriguez, who runs for Los Angeles City Council. Joe is seen with Rodriguez and one of his supporters, actor/political activist Ed Asner.
Joe provides freelance public relations services to many community-based organizations. He uses his contacts with former journalism friends, such as Linda Alvarez, to get the word out, as well as serving as Masters of Ceremonies for various fund raising events. Alvarez is currently an anchor on Channel 2, CBS Television in Los Angeles.
Joe and Linda discuss the line-up of guests to be introduced at an event held for California Chicano Contractors Association. Joe produced the event and publicity and Linda was MC.
Recognizing that politics is ia daunting endeavor, Joe nevertheless provide counseling to long time political activists friends Steve Rodriguez and Al Juarez, who introduces Joe to Michael O'Brien, the pastor of My Friend's House, a ministry in Los Angeles that helps former gang members and drug addicts.

After meeting Michael O' Brien through his friend Al Juarez, Joe attends O' Brien's church on a regular basis. Soon, O' Brien and Joe decide to launch a talk show (Heart & Soul) on KPPZ-AM in Pasadena, aimed at reforming drug addicts and gang members to lead a more productive life.
Joe interviews Christian author Dave Hunt on the "Heart & Soul" show on KPPZ-FM Radio in Pasadena. Hunt proffered his theory about the Left Behind doctrine which inspired Joe to study the subject more deeply. Six months later Joe began writing "The End Times Passover," a book that refutes Hunt's and other premillennial dispensationalists' Left Behind notions. After about 20 years of research and writing, Joe completed the book in May 2004. Initially titled The End Times Passover, Joe and his publisher (Author House) believed the 750 page manuscript was too long so they both agreed to publish it into two books, of which the sequel was titled Why Christians Will Suffer Great Tribulation. The two books can be accessed through the following web site:
Joe and Frank del Olmo and were close friends and young, budding reporters during the early 70's. Frank was newly hired by the Los Angeles Times and in essence took the Latino journalist baton from Ruben Salazar, after he was killed by a missile fired by a Los Angeles County Sheriff during the EAST LA RIOTS on August 29, 1971. Franklater would become an editor and a columnist for the Los Angeles Times, who won a Pulitzer Prize in 1984 for his series on Southern California's Latino community. He also won an Emmy Award for writing The Unwanted, a television documentary about illegal immigration. Joe interviewed Frank about Latinos in media in 1984, a one hour interview which is now housed at UCLA's Chicano Studies and Resource Center. Del Olmo died in Los Angeles on February 19, 2004. Joe and Frank were among several journalists who gathered together on a regular basis to launch and develop a fraternal organization for Latino journalists for what later became known as the California Chicano News Media Association.
The old Herald Examiner newspaper ran a contest in 1985, where the public voted daily to see who was the best talk show hosts in Los Angeles. Call it a miracle but the public voted Tim Berends and Al Gross as the top radio hosts that year. Joe gets Mayor Tom Bradley to commemorate a "Tim Berends & Al Gross Day (A Christian-oriented talk show)." Joe was one of the DJ's who (through his own radio show) encouraged citizens to vote for Tim & Al.
Rich Buhler, the manager of station KBRT-AM, where Tim Berends and Al Gross conducted their morning show, poses with the winners of the Herald Examiner's contest for Best Talk Show Hosts in Los Angeles.     Tim and Al won the contest in 1985, boosting KBRT-AM's ratings through the roof.
After several months as the co-host of "Heart & Soul" on KPPZ-AM in Pasadena, the station management liked his work and encouraged him to host his own show. Joe then launches "Prime Time With Joe Ortiz." Reestablishing a friendship that began in 1975, Joe welcomes famed Christian broadcasters Tim Berends & Al Gross to his show. The two broadcasters were frequent visitors on Heart & Soul. They also recorded many promos for Joe's radio programs.
Al Gross, who stated Joe's wisdom influenced his life, encourages Joe to return to the broadcasting arena on a full time basis. Gross, who was now working at KPZE-AM in Anaheim, introduces Joe to that station's management. Joe's reentry into the broadcasting arena, by doing 'Heart & Soul," gets him noticed by the station manager who encourages him to do his own show. Joe launches "Prime Time With Joe Ortiz" at KPPC-AM in Pasadena. His buddy Al Gross, who was now working at KPZE-AM in Anaheim encouraged Joe to take his show to that station. Before Joe moves his show, he conducts a special program concerning media, which included interviews with some of his journalist friends such as LA area reporters Frank del Olmo, Louis Torres, Stan Chambers, Linda Alvarez, Charles Sturgis and many others.
After spending about two years devoted to writing and freelance public relations activities, Joe is hired by the Mexican American Legal Defense and Education Foundation (MALDEF) as its National Director of Fund Raising & Special Events. Joe preferred working as the organization's Director of Public Relations, but that position was filled. After much prying by the organization, He commits to his close friend, Antonia Hernandez, President of MALDEF, to work for the advocacy organization for one year in the fund raising and special events department. However, he lets her know that his ultimate plans include forming his own public relations company. They both agreed and Joe also knew that much in the public relations arena also includes fund raising and special events.

Joe's networking skills draws the attention of MALDEF (Mexican American Legal Defense Fund) and is heavily recruited by the civil rights organization to work as its National Director of Development and Special Events. He agrees to take the job for one year and then later continue to pursue a public relations career. Recognizing that success in the PR field requires knowledge of fund raising, he learns much while coordinating special events and raising thousands of dollars to fund the top Mexican American legal advocacy organization in the country.


 In 1987, Joe visited his high school in the Coachella Valley and met with the Principal, Ms Sabra Besley. He shared with Ms Besley that he wanted to know how many credits he needed to complete in order to get the high school diploma he never received due to him having to drop out of high school to help his large family with finances. Even though Joe has since attended several colleges and also possess several teaching credentials, he did want his high school diploma. Ms. Besley said she was amazed that Joe never completed high school knowing of his many accomplishments in the fields of education, politics and media. She asked Joe if he would be willing to deliver the commencement address to the class of "87" at the Date Bowl (the school's football stadium) in Thermal, California. Joe accepted the invitation.

On the night of June 12, 1987, after giving a tremendously inspiring commencement address, Ms Besley calls Joe back to the podium and presented him with an "Honorary High School Diploma,"  the first and only time such an award has been given to a student at Coachella valley Union High School. Joe, who could now claim to being a member of both the class of 59 and 87, told the audience he has received numerous awards from politicians, civic groups and community organizations, but he valued  his newly acquired Honorary High School Diploma as his greatest treasure.
Joe works for the Mexican Americal Legal Defense & Education Fund as its new Director of Development and Special Events for one year. He's successful in raising thousands of dollars for the Latino advocacy organization. Still desiring to practice public relations on a full time basis, he finally forms Joe Ortiz Associates in June 1988 and begins acquiring many new clients who were aware of his public relations expertise and his vast networking skills in the media, government and community affairs arena. He continues his "Prime Time With Joe Ortiz" show on KPZE-AM in Anaheim.    
Joe provides pro bono publicity to the Hollenbeck Police and Business Council, to showcase numerous fund-raising events for their youth center. One event held in San Gabriel Mission Auditorium featured Latino country singer Freddie Fender.
In 1988, Joe is chosen as one of the "100 Most Influential Hispanics in the US" by Hispanic Business Magazine for his broadcasting excellence and community affairs. Others chosen that year included talk show host Geraldo Rivera, artist and performer Rita Moreno and actor comedian Paul Rodriguez.  Also on that list were entertainment attorney James Blancarte and famous Latino FBI Agent, Paul Magallanes.


James Blancarte was a member on the Los Angeles Fire Department Commission and was interviewed by Joe and co-host Cris Franco in 1988 in regards to Proposition N, placed on the ballot to fund a new communications system for the Los Angeles Fire Department. Blancarte is an entertainment attorney with over 30 years experience. He is a Partner in the law firm of Adorno & Yoss based in the firm’s Los Angeles office, and a member of its Litigation, Employment, Entertainment and Sports Law Practice Groups. Mr. Blancarte has over 30 years of business and intellectual property litigation experience.  As a litigation and trial lawyer he has earned national and international recognition for representing clients in high profile litigation, entertainment, employment, media/broadcasting and international law matters. He also handles white collar criminal defense matters in both state and federal court. He is a trained and certified mediator.


Joe serves as the Master of Ceremonies for an event that installs Sandy Pina as the first female elected as President of a Kiwanis group. Joe was instrumental in getting Pina membership in the group (which heretofore did not allow woman into the civic organization), with help from his good friend, activist attorney Gloria Allred.
Joe helps Sandy Pina make history as she becomes the first woman in the country to ever become President of a Kiwanis Club in 1988.


Joe moves his "Prime Time With Joe Ortiz" program to KPZE-FM in Anaheim, California. He begins to set the ground work for the former all-Christian programming station that wanted to mix secular talk shows along with the current format.   Being a staunch believer the two could mix, Joe's "Prime Time" show included interviews with guests from both side of  the spectrum. Here he interviews famed actor, Eddie Albert, long time actor best known for the hit television series, Green Acres, concerning he and his wife Margo's effort to help poor youth in East Los Angeles.

One of Joe's first clients includes Richard Amador and his Community Development Corporation.Now retired, his daughter Cynthia Amador is now President & CEO of CHARO Community Development Corporation, a Los Angeles based economic development corporation. CHARO was the first company to hire Joe as its publicist in 1988. Ms Amador, a champion for small business, has over 18 years of economic development experience and is nationally recognized for her program design expertise. A graduate of the University of Southern California, Ms. Amador serves    on the Board for CALED, and is a member of the Southern California Edison Consumer Advisory Council. Recent awards include: Advocate of the Year by Los Angeles – NAWBO – National Assoc. of Women Business Owners,          the Community Development Award by Washington Mutual Bank and Hispanic Magazine, the Tiger Award by the  Community Reinvestment Coalition and Latina Entrepreneur recognition by the California Hispanic Chamber of Commerce.
Joe interviewed David Hayes-Bautista, author of "The Burden of Support: Young Latinos in an Aging Society" (1988). He is internationally recognized for his research on the culture and health of Latinos, focusing on the dynamics and processes of the health status of that population. Hayes-Bautista is professor of medicine at UCLA but one important outcome of his growing body of work, and a significant contribution to the field of medicine, was his establishment of the UCLA Center for the Study of Latino Health and Culture (CESLAC). The information gleaned from that 1988 interview was Hayes-Bautista's prophetic insights to the present problems being faced in the illegal immigrant debate. That interview is now housed at the UCLA Chicano Studies and Resource Center.

Joe interviews long-time friend Vincent Bugliosi, prosecutor of convicted killer Charles Manson. Bugliosi, who wrote about Manson in his book "Helter Skelter," has also written many other books and is considered one of the best legal minds in the country. Joe served as Master of Ceremonies at several events for Bugliosi, who ran for the office of LA County District Attorney.
Joe has always been an advocate of programs geared to solving the problems of alcohol and substance abuse. He interviews Dezi Arnaz, Jr. about how he (the son of Lucille Ball and Dezi Arnaz) was able to overcome his problems with substance abuse.
Joe also worked closely with East Los Angeles' Latino musicians. He is featured here with Steve and Rudy Salas, founders of TIERRA, who achieved critical acclaim for their music. Their work included several number # 1hits such as "Memories" and "Together Baby." Joe not only was the first radio personality to play TIERRA's music on radio, he later served as the group's publicist for several years and continues to provide consultation to the group.
Joe jokes around with Vanity after an interview. The sultry actress (a protege of rock star Prince) discussed her starring role in the movie "Action Jackson" with Carl Weathers. Vanity (whose real name is Denice Matthews) eventually left the industry and now works as a minister.
Joe interviewed famed songwriter Alan O'Day on his show numerous times. The songwriter/singer recording artist wrote songs for many singers including "Angie Baby" for Helen Ready and "Rock & Roll Heaven" for the Righteous Brothers. O'Day had his own recorded hit in 1977 called "Undercover Angel." The song was used as background music Undercover Angel - Alan O'Day for the movie "Charlies Angels." Joe and Alan both graduated from Coachella Valley Union High School, and were members of a local rock & roll group for five years.
Joe interviews two close friends and journalism colleagues, Frank Cruz and Dolores Sanchez about the advances Latinos have made with media. Cruz was one of the early Latino pioneers in broadcasting, and worked as a news reporter and anchor for KNBC and KABC Television, and later managed KMEX Television. Ms. Sanchez is the first Latina to own and manage a syndicated newspaper chain in the country, Eastern Group Publications.
Joe worked closely with NOSOTROS (Us in Spanish), the premier Latino actor advocacy organization, which was founded by famed actor Ricardo Montalban. He interviews singer Mark Allen Trujillo (left) and actor Richard Yniguez (right), two of the most effective leaders of the organization. Joe was the first DJ to play Mark Allen Trujillo's and    Richard Yniguez' record albums on the airwaves. 
Paul P. Magallanes was listed along with Joe in Hispanic Business Magazine's 100 Hispanic Influentials in 1988. He  is president and founder of Magallanes Associates International. He retired from the FBI as Special Agent after a   distinguished 21-year career in law enforcement. He began his career with the FBI in 1968, in Tampa, Florida, where he was one of the first FBI agents nationally to work in an undercover capacity. Due to his expertise, Mr. Magallanes was instrumental in numerous diverse cases such as, the Watergate Burglary; the Greylord Case, wherein corrupt Cook  County judges in Chicago were exposed when Mr. Magallanes, while in an undercover capacity, was jailed and later, became a national fugitive under an alias; and in Los Angeles, the John De Lorean drug case when Mr. Magallanes was responsible for securing one half million dollars for the purchase of cocaine. He coordinated overall security as FBI representative for the 1984 Olympic Command Headquarters in Los Angeles.
Joe interviews friend Maria Contreras-Sweet about Latinas in politics. Maria is the President and Co-Founder of FORTIUS Holdings and the Chair for a new bank, Promerica!. Contreras-Sweet was the first Latina to serve on a Governor’s cabinet as the Secretary of Business, Transportation and Housing for the State of California. As Secretary, she managed approximately 600 projects worth $7 billion. She helped increase housing as well as stimulate jobs in California’s economy. Contreras-Sweet also oversaw departments including the California Highway Patrol and the Department of Corporations. While with the state government, she created the first Department of Managed Healthcare. Prior to her position as Secretary, Contreras-Sweet served as one of the founding directors of The California Endowment and is the founding President of HOPE, Hispanas Organized for Political Equality. Maria also serves as a member of the Women’s Leadership Board and member of the leadership team of the Democratic National Convention. Ms Contreras-Sweet was recently appointed on January 2014 as the new Director of the Small Business Administration for the Obama Administration. 
Jazz Salsa great Poncho Sanchez is one of Joe's special guests on his "Prime Time with Joe Ortiz" show at KPZE-AM in Anaheim. Sanchez has played before sold out audiences throughout the world. His Latin Jazz group is considered the best in the world.


While conducting his new radio program at KPZE-FM, Joe interviews various and unique individuals throughout the   state, especially those who worked in helping the poor. In this photo, he interviews Dolores Huerta, co-founder with  Cesar Chavez of the United Farmworker's Union, at the 20th anniversary of the famed Chicano Moratorium march  in Los Angeles. That demonstration broke out into a riot in August 29, 1971, which caused the death of famed journalist Ruben Salazar, a leading voice in the Hispanic community who wrote articles pertaining to Hispanic issues for the Los Angeles Times. Joe discusses first hand accounts of the riots with Huerta, himself being one of the marchers who was attacked by overzealous police during that historic event.
Joe interviews the Reverend Jessie Jackson, and gets an update about his campaign for President in 1988. He had met Jackson during his earlier years in Los Angeles, when Joe was employed for the State Department of Human Resources, stationed in South Central Los Angeles.
Joe enjoys remote broadcasts at a variety of community events. Here he invites comedien/actor Cris Franco as a guest co-host, as well as fellow actors Dyanna Ortelli, Mark Allen Trujillo and Richard Yniguez. Joe recognizes Cris Franco's flair for extemporaneous humor (as he practically stole the show with his comedic antics that day), and asks him to be his permanent co-host. A week later "Mornings with Joe & Cris" show is born! It quickly become the highest rated show on KPZE-AM in Anaheim.
Still practicing public relations while also broadcasting, after about a year of hosting "Prime Time With Joe Ortiz" at KPZE-FM radio, Joe is asked to fill in the 6 to 9 AM weekday slot. He tells the station he wants standup comedian Cris Franco to co-host the drive time show with Joe. Thus was launched "Mornings With Joe & Cris." The show was the top-rated program at the station for two years. Franco now hosts "Cafe California" on KCET Public Television, as well as doing features on its "Life And Times" program. Franco recently received a Golden Mike Award as well as two local Emmys in 2005.
Cris Franco possess comedic skills unparalled in the entertainment business. He provided a natural and spontaneous  comedic blend to Joe's strong interviewing skills, making it one of the highest rated shows in Orange County for two years. Franco now hosts his own show ("Cafe California") on KCET (PBS) in Los Angeles and has written for many TV specials including head writer of the Alma Awards and for the Paul Rodriguez Comedy Show. "Joe Ortiz was my mentor, and I was      his torment," quips Franco.
Joe provides pro bono publicity for many years to the Hollenbeck-Police Business Council, which supports a youth center in East LA. Joe is here with members of the board, youth center director Danny Hernandez (far left), and friend, actress, Tina Yothers (to Joe's right) of the hit TV show Family Ties. Few people knew that Yothers was Hispanic and born on Cinco de Mayo.
Joe worked on several projects with Arnold Schwarzenegger, the famed actor and current Governor of the State of California. The first project involved the Los Angeles Dodgers who annually chose an individual to honor for their community service. Proceeds from the events go to assist the Hollenbeck Youth Center. Joe also provided the publicity for the launching of the   Los Angeles Inner-City Games (an annual project launched by the Hollenbeck Youth Center), of which Schwarzenegger was   its Commissioner. The Inner- City Games is now a national program
Joe provided pro bono publicity to the Hollenbeck Police & Business Council, which was involved in numerous fund raising and special events to raise funds for its youth center. Its board members included police officers and business leaders in East Los Angeles. One of their most successful events was its annual Spring Celebrity Festivals, which featured an array of celebrity performers including Pia Zadora, Freddy Fender, Boy George, Maria Conchita Alonso, Richard Yniguez, Mark Allen Trujillo, Ana Alicia, Tina Yothers, Humberto Luna and hundreds more.
"Mornings with Joe & Cris" was the highest rated show at KPZE-FM (88-89), known for numerous remote broadcasts at community events. Joe and Cris interview actor Esai Morales, star of the movie "La Bamba" and was one of the lead actors on television's award-winning program, "NYPD Blues." He now stars in the new TV show "Vanished"

Joe and Cris interview Mayor Tom Bradley who was a frequent participant at events held by the Hollenbeck Police and Business Council. As an influential member of the organization, Joe persuades his station to do remote broadcasts at the events. This particular event was a chile cookoff held at the Los Angeles Police Academy.
Joe was on hand to congratulate coach Pat Riley upon the Los Angeles Lakers winning three basketball championships in a row. A reception was held inside Los Angeles City Hall by Mayor Tom Bradley. Joe was one of the special invited guests of the Mayor to welcome the Lakers to City Hall.
Joe interviewed Dr. Vladimir Sakharov in 1989, the famous former KGB Agent who defected to the United States in 1971. During an hour interview, Joe was able to get Dr. Sakharov (author of the book, "High Treason" ) to reveal in detail many of the tactics used by the KGB to spy on the US, as well as his prognostication (first time he ever revealed) that the political structure of Soviet Union would soon crumble, which it did in 1990.
Joe's ability to secure sponsorship funds from major corporations to produce special events for nonprofit agencies, creates much interest and they contract Joe to handle their community projects. Within a years time, Miller Brewing co., The House of Seagram and Johnnie Walker Black Label hire JOA as PR consultants. While Joe was recalcitrant in promoting alcohol products, he was able to design highly visible "corporate responsibility" projects co-jointly with many nonprofits. His ability to involve friends and associates from the entertainment and sports arenas, provided Joe with unique marketing campaigns that produced donations for the nonprofits, but also gained the companies positive identification. Joe is with Victor Franco, Miller Brewing Co.'s Community Relations Director, at an event that featured Placido Domingo, Linda Ronstadt and Danny Valdez (center). Valdez was the duo singer in Ronstadt's hit musical album recorded in Spanish, entitled "Canciones De Mi Padre (Songs My Dad Sang)."
Joe and Danny Valdez share past memories after Valdez had finished performing with Linda Ronstad at the Century Plaza Hotel. He was the romantic lead opposite Linda Ronstadt in her stage production of "CANCIONES DE MI PADRE. Joe recalls the time in 1972, when he interviewed Danny on IMPACT, a talk show Joe hosted on KLOS-FM. He was the first DJ to play Valdez 1973 classic recording of "Brown Eyed Children of the Sun." Valdez has also starred in several movies including "The China Sydrome" with Jane Fonda and Jack Lemon, and the lead role in "Zoot Suit" with Edward James Olmos. That movie was written and directed by Danny's brother, Luis Valdez who also produced and directed the movie "La Bamba
Joe chats with good friend and actor, Marco Rodriguez. Rodrigues, known primarily for playing bad guys in film, is actually a devoted Christian who gives much time to the community. Joe provided publicity for a Christian play that starred, and was produced and directed by, Rodriguez, at Rio Hondo College.
Joe networks with all segments, including performers, corporate sponsors and government. He's pictured with former co-host of his TV show, Diana Munatones, who is now the Director of Public Information for LA Unified Schools, and Victor Franco, Public Relations Director of the Miller Brewing company, and artist-musician-actor Danny Valdez and friends.
Joe's approach to networking his clients includes involving them in a variety of remote radio broadcasts. He invites  Victor Franco, Community Affairs Director for Miller Brewing Co., to co-host his show and share with Joe's audience   how the company supports numerous community-based organizations and events. While Joe shy's away from promoting alcoholic beverages, he does promote the company's corporate responsibilities.Both Joe and Victor share the interview with actress Irma Garcia.

Rosa Marin was the first naturalized citizen to be appointed to Treasure Secretary under the first George W. Bush's Presidency. Beginning her public career in Huntington Park, first as a council woman and then Mayor, Marin climbed  the political ladder and worked for former Governor Pete Wilson. As an advocate, she held several posts in California, as chief of Legislative Affairs for the Department of Developmental Services; chair of the State Council on Developmental Disabilities; assistant deputy director of the Department of Social Services; and deputy director of the Governor's Office of Community Relations in Los Angeles. After not being chosen to serve on President George W. Bush's second term, Marin returned to California. Her last position was as a key member of Governor Arnold Schwarzenegger's Cabinet, as Secretary of the Consumer Services Agency. It was during her term as Mayor of Huntington Park that Joe was called in by Fiesta Educativa, an East Los Angeles community organization, to help her with some public relations assistance. Joe wrote several articles for her, one about her Down Syndrome child, which was published nationwide.


Comedian Hank Garcia has several distinctions, being the 1st Hispanic comedian to guest on a prime time television show (The Mac Davis Show, The Bobby Vinton Show); and he also co-starred in the cult film "Fun With Dick and Jane" starring Jayne Fonda and George Segal. Garcia, who has performed with numerous celebrities (including Donald O'Connor) was performing on cruise lines but was seeking a sitcom show on TV. Joe not only does Hank's PR, but  works to get him a sitcom

The East Los Angeles-based rock group TIERRA gained much fame for several hits, including "Together" and "Memories" in the early 80's. Joe Ortiz helped launch the group's career as he was the first radio host to play their music on the air back in 1972 on KLOS-FM. The group signs Joe in 1988 to do PR to help enhance their career, which is now more popular than ever.
Joe made no distinction between nor aligned himself with Democrats or Republicans. He advised and worked closely with whatever party was in office. He chats here with California Governor George Deukmejian.
At the beginning, most of JOA's clients were nonprofit groups that needed publicity and fundraising services. One of the organizations he assisted was the Hollenbeck Police/Businessmens Council, which administered the HollenbeckYouth Center in East Los Angeles. He provided the publicity for one of its biggest fundraisers ever, which featured cult singer Boy George. The singer, who had drug problems in the past, and was out of the music circuit for about seven years, made his successful reentry back to show business at a special concert held by Hollenbeck in Beverly Hills on June 13, 1990. Many celebrities and corporate entities commented heavily on the number of media in attendance, an effort attributed to JOA's unique marketing skills. The event featured numerous celebrities including Edward James Olmos, Maria Conchita Alonso and others. (See more story here at LA Times article.


Joe is involved in a meeting with Mayor Tom Bradley and Boy George, where the Mayor salutes the Boy for donating funds from his concert to benefit the Hollenbeck Youth Center, one of Joe's clients.


Joe and Boy George share a few laughs at Mayor Tom Bradley's office at LA City Hall. The Mayor designated "Boy George Day" before the concert. Proceeds from the concert went to benefit the Hollenbeck Youth Center. The night of the concert,   NBC Network News anchor and TODAY host, Ann Curry (who was a Los Angeles-based news reporter at the time), asked  Joe who was responsible for getting the media to cover the event. After Joe told her it was his company, Curry responded by saying, "I have never seen this much media come out for any event in Los Angeles history.

   The event's activities were culminated at a special party for Boy George held at Chasen's,
the famous celebrity hangout restaurant in Beverly Hills.
Maria Conchita Alonso has carved out one of the most enviable acting and singing careers in Hollywood.  Joe had the chance to work with her when she performed with several other Latino acts on the same bill during the Boy George Concert. Joe was the publicist for that historical concert.
Ms Alonso took her first steps in show business when she was crowned Miss Teenager Of The World in 1971 and was 1st runner-up of the Miss Valenzuela pageant in 1975; she was also a finalist at the 1975 Miss World pageant won by Puerto Rico's Wilnelia Merced; thereafter she quickly became a popular actress in Venezuela.
Alonso's musical career soared when she became the front woman of the band Ámbar in 1979, and started a career as a recording artist in 1982, with the release of "Dangerous Rhythm". In what is generally considered to be her best known song, she was asked by Giorgio Moroder to sing his version of "Vamos a Bailar" which he had written to be part of the soundtrack for the film SCARFACE . The song instantly became a classic amongst Spanish speakers despite failing to garner any major attention outside of Cuba where it was recorded. As her two albums with Ambar and her solo debut were recorded in English, it was her second album "Maria Conchita" from 1984 that made her a singing star in the Spanish-speaking market, receiving a "Best Latin Artist" Gammy nomination for it in 1985.

Maria made her Hollywood film debut in 1984 in Moscow on the Hudson with Robin Williams and also appeared in movies like The Running Man, Predator 2The House of the Spirits,Vampire's Kiss, Colors and the TV reality show I'm a Celebrity... Get Me Out of Here!. She was one of the few Latin-born actress to star in a Broadway show in 1995, playing Aurora in Kiss of the Spider Woman. Alonso also acted in romantic comedies Chasing Papi (2003) and The Last Guy on Earth (2006). Alonso is still going strong and stars in a soon-to be released movie, Dead Moon Rising and also stars in the miniseries Maneaters on the Lifetime Network. Joe and Maria Conchita also served as Co-Masters of Ceremonies at several Latino organization fundraisers in Los Angeles.

Joe's ability to sense (and articulate) an organizations' mission made him a natural as Master of Ceremonies for many major banquets, as well as sporting events such as the Latin Business Association's Annual Golf Tournaments. He was also the Master of Ceremonies or the background voice announcer for many large community banquets and special events including for TELACU, Mexican American Grocers Association, Chicanos for Creative Medice and many others.
Joe Ortiz was hired by many community organizations to either serve as Master of Ceremonies or be the behind stage voice to narrate the events. One of Joe's special events co-host was Giselle Fernandez known for her coverage of international news stories and major events, Fernandez made significant contributions to the CBS and NBC networks. She anchored NBC's weekend edition of the "Today Show" and Sunday edition of the "NBC Nightly News." Prior to that, Fernandez served at CBS News substituting for Paula Zahn on "CBS This Morning," Dan Rather on the "CBS Evening News" and Connie Chung on the "CBS Weekend News". Additionally, Fernandez was a regular contributor to CBS "Sunday Morning," "Face the Nation" and "48 Hours" which garnered her five Emmy Awards. She is now president of her own production company, Skinny Hippo Productions and co-president of F Squared Productions, developing film projects and television programs for both Spanish and English language networks. Most recently, Giselle co-anchored the "KTLA Morning News" on Tribune's KTLA WB5 in Los Angeles and will compete on ABC's "Dancing With the Stars" beginning January 5, 2006.

Joe stays involved in the political arena; however, he makes no distinction betweenDemocrats or Republican, working, advising and recommending suggestions and solutions to both parties in regards to issues affecting the poor and homeless. On his program (Prime Time With Joe Ortiz) he often interviewed Jamie Sepulveda Bailey, former California Governor    George Deukmejian's director of minoritiy affairs, in regards to the governor's programs aimed at alleviating poverty.
Joe made no distinction between political parties, working with leaders from both sides of the aisle. He worked closely with Senator Barbara Boxer, whom he met in 1988, way before she ran for office as a Democrat from California to House of Representatives in 1993. Joe attends a fund raiser at a friend's home and brings his daughter Christen with him.

The famous rock group Sha Na Na was the headliner at a special fund raiser for underprivileged kids in West Los Angeles. Also in atendance were several Los Angeles Lakers including A.C. Green and Byron Scott, along with  General Manager Jerry West. Joe interviews all the guest for a special video used by the youth organization to raise funds for their operation.

Joe is recruited by friend John Hernandez in 1985 to help him write articles for the Latin Business Association's newsletter. In a few months, Joe assumes the Editor's position and writes the newsletter for about 10 years. He also writes various "Messages from the President" as well as most of the photography. Joe is 4th from the left in LBA Board of Directors photo in 1993.
Joe is recruited by friends of Manny Mota to help market and raise funds for the Manny Mota International You Organization. Joe serves as a member of the board of directors for foundation for eight years. He was the public relations chairman for the organization and helped coordinate the LA Dodger coach's fund raising events.
The Manny Mota International Youth Foundation board was culled from some of Manny's closest friends and associates. The team worked closely together to raise funds for the organization, as well as working with Manny on many baseball clinics for inner-city youth.
One of the fund raisers for the Manny Mota Youth Foundation included paying tribute to Linda Alvarado, co-owner of the Colorado Rockies. Linda is the first Hispanic to co-own a major league baseball franchise. Joe provides full-scale publicity campaign for Ms Alvarado and the event.
The Manny Mota International Youth Foundation always recognized its supporters. Manny (with Joe and other board members during a ceremony at Dodger Stadium) present a bat and a Dominican Republic flag to Matty, Felipe and Jesus Alou, three brothers from the Dominican Republic who not only wound up the major leagues but batting at least once in consecutive order for the same team. Each Alou brother had a distinguished baseball record in their career in the sport. Currently Felipe Alou is the coach for the San Francisco Giants.   
Oscar de la Hoya (the Golden Boy ) boxing champion, was a big supporter of the Manny Mota International Youth Foundation and the Boy Scouts of America/LA Raider Golf Tournaments. Joe and Oscar worked together to garner support for the two organizations in many of their fund raisers.They congratulate each other on a successful Manny Mota Fund Raising event.
One of the organizations that JOA help publicize included the Latin Business Association. Joe recruited numerous actors and celebrities to participate in the organization's fund raising efforts, including its annual golf tournament. Will Gotay, one of the actors in the movie "Stand And Deliver," featuring Edward James Olmos, was a guest cook at one of its tournaments.
 One of the unique ways to enhance participation at Latin Business Association's golf tournaments, Joe recruits celebrities to serve breakfast before the golfers tee off. Here he includes several of his own clients to serve breakfast, including comedian Raul Martinez (with hat) and actress Evelyn Guerrero (of Cheech & Chong fame), who are joined by actor Will Gotay (far right).

In 1982 the recent (1981) World Champion Oakland Raiders, coached by former quarterback Tom Flores, moved to Los Angeles and played at the Los Angeles Colosseum until 1993, at which time they returned back to Oakland. During the Raiders first season in Los Angeles, local Los Angeles CBS Television (Channel 2) personalities Maclovio Perez and Tricia Toyota contacted the Raiders about conducting a special golf tournament to benefit the Los Angeles Area Council of the Boy Scouts of America. The Raiders agreed and the tournament was called the "Tom Flores/Boy Scouts Celebrity Golf Tournament" and it was held at the posh Riviera Country Club. 

The name remained the same until head coach coach Tom Flores left the Los Angeles Raiders after the 1988 season to become the President and General Manager of the Seattle Seahawks. The name was then changed to the Los Angeles Raiders/Boy Scouts Celebrity Tournament until they moved back to Oakland. Nevertheless, during the time between 1989 and 1992, coach Flores actively participated in that fund raising project. After the Los Angeles Raiders moved back to Oakland, the tournament name is reverted back to the Tom Flores/Boy Scouts Celebrity Invitational.

One of the unique aspects of this tournament was the selling of a five-some package to corporate participants, which included a former and or current NFL football player. The event immediately became one of the most prestigious and profitable non-PGA sanctioned tournaments in the country.

Joe, who was one of the few Hispanics on the board of directors of the Boy Scouts in 1988, was quickly recruited to be a part of that exclusive committee. Joe was appointed as the official chair of public relations committee, a position he held until 2001. In addition to promoting the event to all segments of the greater Los Angeles community, he quickly developed a special friendship with Tom Flores that has last for over 20 years. Joe is now the current President of the Official Tom Flores Fan Club and devotes much time and effort in getting Tom Flores elected to the NFL Hall of Fame where he belongs.
As the only Hispanic sitting on the board of directors for the Boy Scouts of America (Los Angeles Area Council) Joe (second left, back row) is quickly recruited as a member of the exclusive golf tournament commitee in 1988.  He is immediately made the public relations chair of the annual event. The committee consisted of high level captains of industry, including Dave Kenshol (second right, front row), then a VP of Sears, Lod Cook, CEO of ARCO and many others. From the Raiders, Al Locasale (second left, front row), executive assistant to LA Raiders owner Al Davis, leads the committee.
Joe works closely with Raiders owner Al Davis' primary assistant, Al Locasale. Joe and Locasale were  key members of the working committee for the LA Raiders/Boy Scouts Celebrity Golf Tournament.
As the only Hispanic member of the board of directors for the boy Scouts of America, Los Angeles Area Council, Joe served as the public relations chair for the Boys Scouts/LA Raiders Celebrity Golf Tournament for 12 years. The event would pair with each foursome a former NFL star. It raised about $150,000 for each tournament. One of Joe's jobs was to coordinate the Raiderettes during the event's auction of sports memorabilia. In addition to Joe and the Raiderettes, in this photo above they are joined by NFL legend David "Deacon" Jones and sponsor John Anderson Jr. of Budweiser.
Joe gets to meet with, work with and strike friendships with many NFL greats, such as Hall of Fame inductee, Jim Otto, one of  the key participants in the LA Raiders/Boy Scouts Celebrity Golf Tournament.
During his 12 year term as Public Relations Chair for the Los Angeles Raiders/Boy Scout Celebrity Golf Tournament, Joe coordinated the efforts of the LA Raiderettes, who conducted both the silent and live auctions to raise funds for the handicapped.
Heisman Trophy winner, Super Bowl MVP and a member of the NFL Hall of Fame, Marcus Allen, participated in all of the Raiders/Boy Scouts Celebrity Golf Tournaments. Allen, was one of the biggest supporters of tournament. "One of the kindest and coolest celebrities I ever met," says Joe. "He personifies and takes the phrase 'class act' to new heights".
Joe first met O.J. Simpson in 1977 and was the first news reporter to interview OJ Simpsom at the Los Angeles Press Club regarding him landing the spokesperson's contract with TreeSweet Orange Juice. OJ was a regular at the Boy Scouts/Raiders Golf Tournament. OJ and Joe fondly recalled that 1977 interview at the tournament held one year before he was arrested for the Ron Goldman-Nichole Simpson murders.
Ron Masak, star of many television shows and movies, often served as Co-Master of Ceremonies with Joe at the Raiders/Boy Scouts Tournament. The former star of "Murder She Wrote" also played in the tournament.
Joe coordinates all the activities and the role played by the Raiderettes in the event. One of the responsibilities of the LA Raiderettes was to greet the golfers before the tournament, take photographs with them and hand out the golfing awards during the awards ceremonies. Joe would then send out articles and photos of celebrities with the Raiderettes to a variety of media outlets throughout the nation.

Jim Plunkett was another avid supporter of the Boy Scouts/Raiders Celebrity Golf Tournament.
The twice Super Bowl Champion quarterback for the Los Angeles and Oakland Raiders and
former Heisman Trophy at Stanford winner never missed a tournament.


The presence of the Los Angeles Raiderettes insured large turnouts for the celebrity golf torunament. Joe was in charge of coordinating the ladies' duties during the event.
Popular co-star of the "Wonder Woman" televsion series, and "The Carol Burnnett Show," Lyle Waggoner was recruited by Joe to serve as celebrity auctioneer at the Raiders/Boy Scout Tournament. Joe, who often served as the event's Master of Ceremonies, conducts the auction with Waggoner and his wife Linda.

It was Joe's responsibility to recruit various Masters of Ceremonies for the LA Raiders/Tom Flores/ Boy Scouts Celebrity Golf Tournament. Once again, he turns to fellow journalists and friends such as Gary Cruz, reknown TV sports journalist in Los Angeles for many years. Cruz also appeared in several movies, once playing the role of news reporter Carlos Ortiz in the mega hit motion picture, "Independence Day" starring Will Smith.




Joe signs up Martha Montoya, an artist from Columbia, to promote her unique cartoon characters, Los Kitos. Joe launches a publicity campaign to get Los Kitos noticed and land in syndication. The lovable characters are now featured in 222 newspapers in 17 countries worldwide




One of Martha's first opportunitites to get Los Kitos noticed was as a sponsors for one of Joe's clients, the Los Angeles Raiders/Boy Scouts Golf Tournament. She is featured here with Dave Kenshol, the chairman of that tournament held at the famed Riviera Country Club.




One of the celebrities who supported and played in the Raiders/Boy Scouts Golf Tournament is famed actor James Garner, famous for many movies and best known as the star of the TV hit "The Rockford Files." Joe and Jim wish each other luck on the links.



Joe provided publicity for the Boy Scouts/LA Raiders Celebrity Golf Tournament for 12 years. Midway through this period, the tournament was changed back to its original name, the Tom Flores/Boy Scouts Celebrity Invitational, after the Raiders moved back to Oakland in 1992. Flores, Joe and the Raiderettes are joined by John Anderson, Jr., a major sponsor of the event


Tom Flores gets the same commitment from major corproate sponsors to enhance the Boy Scouts Golf Tournament, now renamed after him. Dave Kenshol continues as chairman, and Joe as PR chair. Tom also gets support from old friends such as Sam Bogosian, former college football coach and Raiders Assistant
The list of former and current NFL players supporting the tournament reads like the Los Angeles phone directory.It would be unfair to try to mention a few at the expense some would not be mentioned. However, one of the more active participants of the Tom Flores Celebrity Golf Tournament was Greg Bell, famous running back from Notre Dame, who played pro ball with the Los Angeles/California Rams.

As the publicist for the Tom Flores/Boy Scouts Celebrity Golf Tournament for many years, Joe made certain the event was recognized by the public in many ways. Joe arranged for a special Los Angeles City Council Resolution be presented to Tom Flores a few days before the tournament. Joe shows the award to friends as he delivered it to show the guests at the tournament, which was held at the Riviera Country Club.




Joe worked with the Los Angeles Raiderettes for over ten years, the Bud Light Girls, Miller Beer models, Johnny Walker models, Playboy Bunnies and many other models and very attractive woman hostesses at the myriad of events he produced and promoted. In addition to being proud of producing many, many major events, banquets and other fund raising projects in a highly dignified and professional manner, he is most proud of his professional decorum with all of the people he worked with, and can honestly state that his relationship with all the models and volunteers was way above reproach. A lot of his buddies used to tease him and say, "Well? Did You? And Joe's response was always, "Yes, I was a gentleman at all times.?"



One of the most unique and innovative special events ever coordinated by Joe Ortiz was the three day "Cajun Occasion" held in Agoura, California on October 11-13, 1990. The three day fest included indigenous Cajun food by vendors direct from Louisiana, as well as over twenty Zydeco bands and Cajun musicians. The event chair was CBS Anchorwoman Bree Walker and it raised thousands of dollars for the handicapped.



Actress Leslie Easterbrook (lower left) of Police Academy movie fame, and movie director Oz Scott (top left) are joined by actor Harold Sylvester (top right), who were three of the many celebrities participating in the three-day Cajun Occasion Festival. It featured indigenous food from Louisiana as well as over 20 Cajun and Zydeco bands. And a semi-truckload of Dixie Beer. The other two gentlemen in the photo were local comedians that performed at the event. Celebrity guests also included actor John Larouquette and Olympic Gold Medal diver Greg Lougainus, along with numerous other celebs and VIPs. See LA Times Article





Senator Cathy Wright (Simi Valley) presents Joe with a Caifornia State resolution for coordinating the most successful Cajun festival ever held outside of Lousiana. Called the "Cajun Occasion" the three-day festival held in Agoura, California featured cuisine and Zydeco music groups direct from Lousiana. Proceeds went to Fair Share, an educational organization that trains physically challenged individuals.
One of the featured acts at the "Cajun Occasion" featured the popular East Los Angeles Latino rock group, LAVA & THE HOT ROCKS headed by founder and leader Hector Gonzalez. The group includes his wife, lead singer Miroslava Gonzalez and his son Alex on drums.

Joe joins fellow board members of the Hollenbeck Police & Business Council, as they spade the ground where a new youth center will be built to house the growing population of East Los Angeles youth.
California State Senator Diane Watson recruits Joe to lead her publicity team on her campaign for LA County Board of Supervisors in 1992. During the campaign, Los Angeles broke out into the infamous 1992 "Riots:. During that crisis, Senator Diane Watson was the most prominent person in Los Angeles appealing for calm in the inner cities. The senator stated that Joe's handling of the publicity and booking her on so many talk and news shows during the riots helped bring peace to the city.
Joe was one of the few Hispanics to be involved with both African American and Latino leaders in their effort to remedy many of the social and economic inequities of minority communities. During the LA riots in 1992,   Joe worked closely with African American and Latino leaders to bring about peace to the city. He is the only Hispanic in the city of Los Angeles who was in attendance at a community meeting of African American leaders who met right before the Rodney King decision came down. He was also the only Latino to be invited to the  birthday celebration of Danny Bakewell, one of the African American community's most ardent leaders.
Joe and Senator Diane Watson escort President Bill Clinton during a visit to South Central Los Angeles (Photo by Robert Knowles)
Joe chats with friend, LA City Councilman Michael Woo, at special reception for President Bill Clinton. Joe worked closely with Asian Americans as well as other minorities groups in Los Angeles
The infamous 1992 LA Riots occured while Senator Watson was campaigning for LA County Board of  Supervisors. The Senator immediately turned her campaign headquarters into an emergency relief center. Joe coordinated Watson's media appearances, where she encouraged peace and calm. She was the most   visible Los Angeles politician on the air during the crisis. Watson and Joe met with many community leaders, like NFL Football great, Jim Brown, to discuss strategies to bring peace to the city


Joe recruited many community volunteers in support of Senator Diane Watson's campaign. Both Hispanic leaders (such as John Meza and Gilda Altagracia-Smith) joined African Americans in support of Watson, such as former broadcaster Jayne Kennedy. Jayne was the first female NFL broadcaster for NBC Network.
Joe's networking skills include connecting community citizens with many elected officials. He introduces his close friend Mayor Tom Bradley to various entrepreneurs seeking opportunities to compete for government contracts
Joe presents a check to Fidel Lopez, one of the victims of the 1992 Los Angeles Riots after the Rodney King trial decision was rendered. Mr. Lopez was that victim seen throughout most of the media coverage, where rioters had poured gasoline on him and were going to set him on fire. A group of community citizens raised funds for Mr. Lopez's medical bills. Joe made the connections with media to annouce the fund raiser, and used comedian George Lopez (no relation) to appear on Fidel Lopez' behalf during media interviews.
Joe worked closely with new Los Angeles Police Chief Willie Williams. Joe was a member of the Hollenbeck Police & Business Council in East Los Angeles for many years. The organization raised funds for the Hollenbeck Youth Center, founder of the Inner-City Games.
Part of the great success of Joe Ortiz & Associates was the hiring of Robert Knowles, a former news reporter for the now defunct LA Herald Examiner. Joe meets Knowles during the Senator Diane Watson campaign for Los Angeles County Board of Supervisors in 1992. After that campaign, Joe hires Knowles, and he becomes his assistant for 8 years.  When Joe returned to his hometown in the Coachella Valley, in 2000, Knowles moved to northern California and even ran for office. Knowles returns back to Los Angeles in 2004 and is now the Press Deputy for Rick Auerbach, LA County Assessor. The two recently had a reunion in 2007, and reminisced over the good old days.
In addition to hiring Knowles back in 1992, Joe also worked closely with Charles Lange, an Emmy-winning director and producer, who developed much of Joe's video and audio visual productions, including the taping and editing of many of the special events that Joe produced. Lange join Joe and Robert, along with his wife at the reunion. At that time, Joe once again hired Lange to videotape a giant rally in downtown Los Angeles for Victory Outreach, an five mile anti-gang march ending on the footsteps of Los Angeles City Hall. 
Raul Martinez is a former Viet Nam veteran turned comedian. Hailing from Houston, Texas, Martinez chose the life of comedy instead of becoming a fireman. Martinez has appeared at many comedy clubs nationwide, and was a Master of Ceremonies for one of the Tejano Music Awards in San Antonio, and also at the press conference for the Boy George Concert in Beverly Hills publicized by Joe.
One of Joe's clients included actress Evelyn Guererro, best known for her role as street smart, home girl "Donna"  in the cult "Cheech and Chong" movies. Guerrero has starred in several other motion pictures and has also  devoted much of her career performing in live plays in Los Angeles.
Actress Evelyn Guerrero and Comedian Raul Martinez kick back at Joe's home to discuss media strategies to boost their respective careers.
Dr. Gerald Fishkin was a featured guest on many radio and TV shows (Including "Geraldo") booked by Joe. Dr. Fishkin discusses the book he authored, "Police Burnout." Dr. Fishkin was also the last professional interview Joe conducted at KABC Talk Radio in 1992.


Joe's last official broadcasting chore came about during the Desert Storm conflict in the middle East, as he was asked by KABC Radio in Los Angeles to sit in for nationally syndicated Host, Dennis Prager, in 1992. KABC-AM Radio is the same station that Joe began his broadcasting career in 1971. His guests included kid stars from various television shows, including Jason Horst (far left), Jodi Peterson and Carole Ann Plante (far right) from the hit TV show, Harry and The Hendersons. Joe's last words in the three hour show were similar to Arnold Schwarzenegger famous line: "I'll Be back."

While working with Hollenbeck Youth Center, Joe meets former Los Angeles Dodgers' releif pitcher Jim Gott. Joe, Jim (far left) and his wife Cathy work with Hollenbeck youth and chaperoned them at a retreat held at Soka University.
Joe recruits Jose Hernandez, founder and leader of the world famous El Mariachi Sol de Mexico to perform at a special multi-cultural heritage event at SOKA University, one of Joe's clients.
Throughout his media and public relations career, Joe served as a member of the Latin Business Association, the largest Hispanic chamber of commerce in the country. Joe served as the editor of the LBA newsletter for 12 years, and as a member of its board of directors for 4 years. He is shown with board members at a retreat held at Soka University.

Legendary civil rights icon, Rosa Parks, chats with Joe Ortiz at reception held for the first lady of the civil rights movement during a reception held for her a Soka University. Ms Parks and a panel of multiracial civil rights leaders addressed and celebrated the many gains that have been made through their various struggles. Ortiz and his company provided the public relations services for the entire event held a Soka's Calabasas location in December 1992. Los Angeles Times article about Rosa Parks and the Soka Event

As the Editor and Publicity Chair for many events hosted by the Latin Busines Associaition,Joe was responsible for securing sponsorship as well as publicizing the events. He chats with client Miller Brewing Co's Victor Franco, Ralph Garcia of Premier Products and Joe Sanchez, founder of the Mexican American Grocers Association, at the LBA Golf Tournament. Joe also served as MC for the event.
Impressed with Joe's leadership qualities, Senator Diane Watson and other community leaders encourage him to run for office as a member of the Los Angeles Community College Board of Trustees. Joe is recalcitrant but throws his hat in the ring. He recognizes it takes a lot of money to run a campaign; but he figures he can at least use the occasion as a bully pulpit to encourage and enhance more opportunities for minority students at the junior college level.
Joe receives much encouragement and support for his candicacy. Mayor Tom Bradley, a long time friend, joins Senator Watson and endorses Joe's campaign, along with various Democrat groups in East Los Angeles and the San Fernando Valley.
Joe chooses to enter the race for member of the Los Angeles College Board of Trustees. He recognizes his opponents are backed by special interests and large financial backing by the teacher's union. Himself a former teacher, Joe is sensitive to their needs but also recognized they possess too much control over decisions that affect students. Knowing he probably wouldn't win, he nevertheless use the race as a bully pulpit to articulate the greater need for education reform issues. His public relations expertise garnered the majority of the publicity, but the union dollars paid for direct mailers to county wide voters, an affective tactic that clinched the victory for his opponent. Joe had a special reception for his campaign at of one of his clients establishment, La Floridita, the famous Cuban restaurant in Hollywood.
Art Torres is the current Chairman of the California State Democratic Party. Joe and Art have been friends since the former State Senator was a State Assemblyman in the mid 1970's. The former Senator was the Honorary Campaign Chairman of Joe's bid for the Los Angeles Community College Board of Trustees. They have worked on  numerous projects together for over 25 years.
Joe provides publicity for the unveiling of a mural painted by renown East Los Angeles artist Willie Herron. The mural, depicitng the struggle of the United Farm Workers Union, was unveiled at a drug store on the corner of Cesar Chavez Drive and Soto Street in East Los Angeles. 
Willie Herron Mural
Recognizing and admiring Joe's sensitivity to homeless issues, Los Angeles homeless advocate and icon, Ted Hayes, endorses Joe's campain for LA College Board of Trustees. Joe has worked tirelessly for the homeless and infirm and underprivileged throughout his career.
  Two of Joe's closest friends include Laura Balverde-Sanchez, owner of El Rey Sausage Company, and her husband Joe Sanchez, founder of the Mexican American Grocers Association. They support Joe's campaign for the college board.  
Joe receives numerous endorsements from civic leaders and many elected officials in his bid for the Los Angeles Community College Board of Trustees. Actress/singer Liz Navar and Attorney/Mariachi singer Gilbert Moret are on hand to perform at one of Joe's fundraisers, held at the famous El Floridita Restaurant  in Hollywood
Although Joe was unsuccessful in his bid to gain a seat on the Los Angeles Community College Board of Trustees, he used the opportunity to encourage citizens and educator to join forces to enhance the quality  of education in community colleges.
One of Joe's clients included "Chicanos For Creative Medicine" an advocacy group at East Los Angeles College that helped Hispanic youth enter the medical field. Joe networked the group with many of his major corporate accounts to raise scholarship funds for the organization for 8 years. Joe commissioned famed Latino artist, Ignacio Gomez to design this painting specifically for the organization's marketing campaigns. Gomez is best known for designing the poster for the movie "Zoot Suit"

Joe is recruited by his old friend Sandy Pina to help promote a new paging company in Baja; and also to use Joe's extensive political network to lobby US and Mexico officials to secure the company a government license and a Mexico telecommunications franchise. Based on the ongoing NAFTA trade agreements, Joe pulls out all stops to secure the license for BAJACOM.
Probably one of the most successful "Hollywood Walk of Fame" events ever was when Rita Moreno was awarded her star in 1995. Joe was called by Rita's people to handle the publicity and procure corporate sponsorship. Joe secured a $25,000 grant  from his client, Johnnie Walker Black Label, to fund the event. Johnny Grant, the Honorary Mayor of Hollywood, told Rita that her awards ceremony garnered more media turn out than any other star recipient in the ceremony's history. She responded by telling Johnny Grant: "Joe Ortiz did it, he's responsible." 

"I can't take credit for the media turn out; they came out in droves because Rita Moreno is a major, major star and her accomplishments throughout her career warranted this honor," stated Joe. 
The event was captured by world-wide media. In addition to her star on the Hollywood Walk of Fame, Rita Moreno is the only artist in U.S. history to receive the Oscar, Grammy, Tony and Emmy awards. The ceremonies to present Rita Moreno with her star on the Hollywood Walk of Fame was considered the biggest (media wide) attendance in the event's history, Joe coordinates questions from reporters to Rita on Hollywood Blvd.
Joe and event staff try to handle and control the crowds that swarmed around Rita Moreno, as his assistant Robert Knowles (with sun glasses) also helps to ensure her safety. "It looked like royalty was amongst their presence," stated Ortiz, "The fans just wanted to touch the hem of her cloth."
Joe escorts Rita Moreno to a VIP reception upstairs at the posh Regent Beverly Wilshire Hotel, where event sponsors of the banquet celebration and numerous celebrities greeted Ms. Moreno, to privately congratulate her on  receiving her star on the Hollywood Walk of Fame. Celebrities included James Garner, Edward James Olmos, Paul Rodriguez, Liz Torres, Rosie Perez, Morgan Freeman, Lalo Guerrero, James Garner,Lou Diamond Philips, Henry Silva, Morgan, Celia Cruz, and many others. 
Joe has provided the publicity for many events featuring Edward James Olmos, including the Boy George Concert and Rita Moreno's Star on the Hollywood Walk of Fame.
Joe is reunited after 20 years with a fellow employee at the Rita Moreno Star on the Walk of Fame celebration. He greets Alma Gonzalez who used to work with him at GLACAA (Greater Los Angeles Community Action Agency). Alma tells Joe she met and married Richard Thomas (John Boy of The Waltons) and had one son and triplet daughters. She had a brief fling with the entertainment industry when she and her triplets promoted orange juice in TV commercials
Joe provides publicity for an event honoring Celia Cruz at the ceremonies for her induction to the Hollywood Wax Museum in 1992. The event is sponsored by Joe's client, The House of Seagram. Photos of that event were destroyed in a fire. He is reunited with Celia again at Rita Moreno's celebration for getting a Star on the Hollywood Walk of fame. 
"Celia was one of the most beautiful soul's I ever met, and tremendous fun to be with."


One of the special invited guests at the Rita Moreno Star on the Walk of fame celebration was actor Liz Torres. Torres, who has appeared in numerous stage, TV and movie productions, and was a big hit on The John LaRouquette Show
Joe chats with vetran actor Henry Silva at Rita Moreno's Star on The Hollywood Walk of Fame banquet held at the Regent Beverly Wilshire Hotel. The event was sponsored by Joe's client, Johnnie Walker Black Label. Many other celebrities attended the star-studded event, including Rita's close friends James Garner, Celia Cruz, Paul Rodriguez, Morgan Freeman, Rosie Perez, Lou Diamond Phillips, Lalo Guerrero, Hector Elizondo and many others.The event raised thousands of dollars for several nonprofit organizations.
While promoting Rita Moreno for winning her Hollywood Walk of Fame star, Joe meets Roger Clinton at the NBC Studios, where Rita Moreno was going to be interviewed on the "Charles Grodin Show" concerning her receiving her star on the Hollywood Walk of Fame. The former President's brother was also scheduled to appear on the show to discuss his latest book, "Growing up Clinton." While discussing the book Joe asked Roger what was his vocation and Clinton said he was a singer and an actor. Joe asked Clinton to send him a CD of his music. After receiving the music, Joe recruited Clinton to perform at several events he coordinated. This would become the beginning of a long term friendship with the President's brother.
Joe signs up Roger Clinton and his band to perform at an event hosted by Chicanos For Creative Medicine of East Los Angeles College. The honoree of the event was Leonard Schaeffer, Chairman of Blue Cross of Southern California. Joe and Roger soon develop a strong friendship.
Joe recruits Dr. Bruce Hensel, NBC TV's medical news reporter, to be Master of Ceremonies at one of "Chicanos For Creative Medicine's" fund raising events. Roger Clinton (the President's brother) and his musical group performed at the event honoring Leonard Schaeffer, CEO of Blue Cross.
After working on Ms Pina's Baja paging project for four years (doing publicity and political networking), the event is finally launched in April 1997. Joe was told by Mexico news reporters that the grand opening ceremonies was considered the most publicized event in Mexico for three days straight. In attendance were Joe's close friends, Roger Clinton. Senators Diane Watson and Art Torres, and representatives from the administrations of both Presidents Zedillo and Bill Clinton.

After hiring Roger Clinton to perform at several of his projects, he and Roger develop a strong and lasting friendship. Roger then hires Joe to handle his local publicity and to help him network with groups and organizations that work with the needy. Joe congratulates Roger for a great interview on Spanish media, which Joe booked. When Clinton heard the news that Jennifer Lopez had been interviewed 30 minutes immediately before him, he went ballistic.            

"Jennifer Lopez was here and you didn't tell me about it," Clinton moaned. Joe said had he known, he would have scheduled Clinton to come in early. They both laughed out loud!

  Now providing publicity and networking service for Roger Clinton, Joe and several Mexican entrepreneuers get ready to board a private Lear jet to Mexico City to discuss Roger's support for a soy bean factory project. Roger's home state of Arkansas is a soy bean producing state, and the Mexican project had great appeal to Roger.
Joe flys with Roger Clinton in a private Lear jet to Mexico City, Guadalajara and Cuernavaca to meet various politicians and heads of media. Both have dinner at the home of Lic. Mario Estrada, the Publisher of "Union De Morelos" the largest newspaper in Cuernavaca. Clinton performed his latest recording at the Estrada Mansion for guest and other dignitaries.

Ben Montoya has the distinction of being the first Mexican American to graduate from the Naval Academy at Annapolis. Montoya (a Coachella Valley High School Alumnus) was Joe's grammar school coach at Dateland  (now Bobby Duke) School. The two CV grads were reacquainted after not seeing each other in 30 years at a conference of the Society of Hispanic Professional Engineers. Joe was hired by SHPE to promote the 1992 conference in San Rafael. Montoya, now a retired Admiral from the US Navy, at that time was the Chairman of    PG & E.

Joe and former Admiral BenJamin Montoya were reunited again after another 17 year gap as they were chosen as  speakers at a recent Museum of Cultural Heritage and Pioneers celebration in Indio, California in April 2009. The two have also been chosen to deliver key note addresses at the 100 Centennial Celebration of their alma mater, Coachella Valley Union High School in 2010.  The high school was the first one built in the Coachella Valley in 1910 and served the entire valley until Indio High School was founded in 1960. Ortiz and Montoya were selected for this honor for their distinguished and pioneering achiements. Joe and Ben Montoya are greeted by another Alumnus, Richard Ramirez, who has held various leadership positions at CV High School for over 40 years.
Joe (1st row, 2nd right) devotes much time not only as the Editor of LBA's newsletter, but serves as Master of Ceremonies at many events, and works on a myriad of projects the Latino advocacy organization promotes to enhance business opportunities and contracts for members of the largest Latino entrepreneurial association in the country.
Joe sets up many interviews for his clients, often directly with the publishers of various newspapers. He chats with two of his clients (actors Liz Navar and Evelyn Guerrero) with Diane Lerner, Publisher of the largerst latino newspaper in the country, Latin Publications.
Michael Bass, Beverly Hills entrepreneur is impressed with Joe's public relations skills and hires him to promote many of Bass' special events, including the 75th birthday celebration of legendary comedian, Milton Berle, the Father of Television. That event featured numerous comedians including Buddy Hacket, Sid Cesar, Mickey Rooney, Henny Youngman and many others. Bass appointed Joe as the lead publicist for the event.
Joe provided publicity for 3 Academy Awards viewing parties at Le Mondrian Hotel held by Beverly Hills entrepreneur and promoter Michael Bass. He invites many friends and clients to attend and network theevent, including designer Alycia Enciso, Miller Brewing Co.'s Victor Franco and his wife Giselle; KTLA reporter Minerva Perez, LBA President  Ana Barbosa, writer Rose Soto of Eastern Group Publications and its publisher, Dolores Sanchez.
Irwin Zucker, founder of the Book Publicists of Southern California, is among Joe's guests at one of the Oscar Awards parties he promoted. Some of his colleagues (like Cris Franco) and clients (singer/actress Liz Navar and BAJACOM's Sandy Pina) joined Joe at the festivities. Irwin Zucker has promoted books and their authors    from every genre and category. His first client was Norman Vincent Peale, and since then he has represented such luminaires as Steve Allen, Zsa Zsa Gabor, Veronica Lake and many others.
Ever the networking publicist, Joe makes certain he connects his clients with people and other entities that may enhance their respective careers. Here, at one of the Oscar Parties Joe promotes, he connects actors Cris Franco, Liz Navar and Irma Gracia with movie mogul Pete Moraga, Jr. Moraga is the son of journalist/broadcaster Pete Moraga, a Latino pioneer in the broadcasting community.
One of Joe's clients, James Skylar, had a singing career and also provided back up vocals for her brother,  actor Don Johnson (of Miami Vice fame), in his record album "Heartbeat." After suffering an injury, Skylar had to abandon her singing career but returned in 2000 to record "Marmalade." Joe provides Jamie with PR for the record and also connects Skylar with film maker Pete Moraga, Jr. She now writes screen plays in North Hollywood and is also working on several film projects.
Joe provides the publicity for a special event held by the Frank D. Lanterman Regional Center, in May of 1995, called An Evening for Parents with T. Berry Brazelton, M.D, which drew 2,900 parents to the Pasadena Civic Auditorium. Dr. Brazelton is a noted pediatrician and author in the United States. Major hospitals throughout the world use the Brazelton Neonatal Behavioral Assessment Scale (NBAS). Many parents know him as the host of a cable television program What Every Baby Knows, and as author of a syndicated newspaper column. Dr. Brazelton has written more than two hundred scholarly papers and twenty four books. His Columbia Alumni Profile describes him as "America's most celebrated and influential baby doctor since Benjamin Spock"

Ignacio Lozano Jr. and Joe rekindle long friendship at a special event sponsored by several of Joe's clients. Lozano is the founder of La Opinion newspaper, the largest Spanish-language newspaper in the country. They first met when Joe interviewed Lozano on his "Bienvenidos" TV show on KCBS Television back in 1974.




Joe chairs a special group designed to promote Boy Scouts to the Latino community. Among the members are Miller Brewing Co.'s Victor Franco, Latin Publications publisher Victor (and his wife Gracie) Field; KABC Radio's Capt. Jorge Jarrin, LBA's Ruben Jaurigue and others.



Joe and TV executive Jay Strong work together on several projects for the Boy Scouts Of America, Los Angeles Area Council. Strong, a long time producer at KCBS Television, was responsible for hiring Joe to host "Bienvenidos" at the CBS station in Hollywood in 1972. Jay Strong was a schoolmate of both actor Robert Redford and Dodger star pitcher Don Drysdale at Van Nuys High School. Strong jokes with Joe and says "Two of us became famous.



The House of Seagram was one of JOA's major clients. Seagram sponsored numerous events throughout the Southland including various ceremonies at the Emmy Headquarters in North Hollywood. Joe greets and chats with one of his all-time favorite actresses, Debbie Reynolds, and escorts her into the facility at one of those special events.




Many of Joe's clients (such as Miller Brewing Company, House of Seagram. Johnny Walker Black Label and others sponsored many community events. One of Joe's clients sponsored a telethon on KCET Television that featured many celebrities. Joe is here chatting with a long-time friend, Connie Stevens, about her work in the early years of television. Joe tells Stevens that she does not look like she came out of the early years of television. We agree!





Joe celebrates with friends and clients at special event sponsored by The House of Seagram. With Joe (right to left) are Claude Gibian, Seagram representative, Joe's client, actress Evelyn Guerrero, and veteran actress Carmen Zapata. Zapata (Founder and Executive Director of the Bilingual Foundation of the Arts) was the first  guest to be interviewed on Joe's TV show, Bienvenidos, in 1972.
Joe jokes with special invited guest, Valerie Harper (Rhoda on The Mary Tyler Moore Show) at a special event at the Century Plaza Hotel, sponsored by his client, The House of Seagram.
Joe was always sought out for his media knowledge by various celebrities, business and community leaders. He meets with friend and renown Latina celebrity talk show hostess, "Cristina", who was seeking advice about developing a cross-over career into English-language media. They spent the whole day at the famous Cuban restaurant in Hollywood, La Floridita. Joe also did PR for the famous restaurant.
Cristina Saralegui thanks Joe for his advice and sends him an autographed photo, with a big "Thank You" note for meeting with her in Hollywood.
Marcy Walker, star of TV's soap opera, "All My Children" cuddles with Joe at a fundraiser sponsored by his client, The House of Seagram, at the Bistro Gardens in Beverly Hills.
JOA provides publicity for client The House of Seagram, which sponsored numerous fund raising events for various charities at the famous Playboy Mansion. Well? Some one had to do the publicity!
One of Joe's assignments was to promote his clients at various night clubs. His Johnny Walker models would distribute free coupons to club customers. He was also asked to submit candidates to compete for the title of Miss Etiqueta Negra (Miss Johnnie WalkerBlack Label). Joe screens over a 100 candidates and submits Nora Lopez (far right), a young Latina from Los Angeles. Lopez goes on to win the title in a national competition held in Miami, Florida.

Schieffelin & Somerset (one of the top distributors for many high brand liquor products) held a special news conference at Olvera Street in Los Angeles to introduce Nora Lopez, the new "Ms Etiqueta Negra (Miss Johnnie Walker Black Label). Ms Lopez won the top honors over 100 contestants nationwide. Ms Lopez was discovered by Joe in a Los Angeles area search. Joe worked closely with Ms Lopez at a myriad of special events featuring the classical young Latina

Joe launched the debut of Johnnie Walker Gold Label at a VIP party held in Pasadena, which featured Tim Rooney (son of Mickey Rooney) as celebrity bartender, and music by renowned Latino band, Los Lobos



One of Joe's special guest at the Johnnie Walker Gold Label inauguration party is long-time friend and fellow journalist, Captain Jorge Jarrin (center), the air traffic reporter for KABC Talk Radio. Jarrin is the son of Jaime Jarrin, veteran Spanish-language announcer for the Los Angeles Dodgers




Joe showcases Nora Lopez, the newly nationally crowned Miss Etiqueta Negra (Miss Johnnie Walker Black    Label) at the JW Gold Party. The event was held in the private home of Art Gastelum (2nd from right). in   Pasadena. Gastelum was Mayor Tom Bradley's top assistant for 20 years.


Miss Johnnie Walker made numerous appearances throughout Southern California to promote Johnnie Walker Black Label. She visits with famous Latino rock musicians from the group MALO.




Joe maintained long term friendships with community leaders who went on to become elected officials. Here he is with long-time friend (US Representative Esteban Torres), who 25 years earlier began The East Los Angeles Community Union (TELACU).



Joe worked closely with elected officials who dealt with issues concerning youth and drug abuse. One long-time friend included former LA District Attorney, Gil Garcetti




Randy Garcia was voted CIF High School Football Player of the Year (1972) and was interviewed on Joe's TV Show (Bienvenidos) that year. Garcia, a Wilson High School graduate, went on to play quarterback at Nebraska behind 1980 LA Rams' Super Bowl quarterback, Vince Ferragamo. Garcia is now a member of the LAPD, and also quarterbacks the LAPD's football team. Joe and Randy are reunited after many years at one of the team's games at the LA Colliseum, which was sponsored by his client, The Miller Brewing company.


Although Joe was extrememly successful in the public relations business/media/political arena for many years, the hectic pace drained him of his physical and spiritual health, and he decides to leave Los Angeles and return to his home town in Palm Springs. He begins working as a fund raiser for Catholic Charities in San Bernardino in July 2000, using his skills and talents to help the poor.
After the Raiders moved back to Oakland, the Boys Scouts tournament was changed to the Tom Flores Invitational. Even though Joe moves back to his Palm Springs hometown, he provided public relations for the tournament until 2001. Flores, the former quarterback and twice coach of the World Champion LA and Oakland Raiders coach, received much support from former Heisman Trophy winner and two-time Super Bowl Champion, LA and Oakland Raiders quarterback Jim Plunkett. Joe and Flores stay close in touch, both now living in the Coachella Valley. Joe now serves as the President of The Official Tom Flores Fan Club, which has websites on Google sites and Joe' main efforts is to promote Tom to all the writers and others who vote on the candidates for the NFL's Hall of Fame.
While working as the Director of Development & Public Relations for Catholic Charities of San Bernardino -Riverside, impressed with Joe's media savvy, Bishop Gerald Barnes of the San Bernardino Diocese appoints Joe as a member of the board for the Diocese telecommunications arm, Caritas Telecommunications Inc.
After working several months at Catholic Charities corporate headquarters in San Bernardino, Joe wants to work in the front lines of the anti-poverty movement and volunteers to manage the agency's emergency homeless shelter for families with kids in Palm Springs. In addition to counseling and developing resources for homeless clients and their children, he uses his knowledge of public relations to promote and raise funds for the shelter.
One of the exciting endeavors for Joe is the Holiday festivities he instituted for the homeless at Nightengale   Manor. Himself a gourmet cook, he enjoyed most the seasonal holidays where he cooked food to feed over150 people on Thanksgiving and Christmas. He recruited many volunteers (pictured here) including members  of the Palm Springs PD, teachers from Palm Springs Unified Schools, as well as newly elected California State Assemblywoman, Bonnie Garcia (left of Joe), to serve the food and hand out presents.
The activities included many volunteers from Palm Springs Unified Schools, United Way of the Desert, Christmas Lists for Kids, and numerous organizations..
Joe worked closely with United Way of the Desert by speaking to various companies and corporations in the Coachella Valley about the homeless shelter (which is partially funded by United Way) to donate to CV-based charities. He confers with UW's Executive Director Linda Kregel (second from left), as well as State Assemblywoman Bonnie Garcia (third from left), Chief Fundraiser Jeff Thiry and support staff. 
 Joe has found true peace and happiness in providing his time and efforts to helping the homeless. He still  operates Joe Ortiz Associates and also helps other nonprofits with public relations consulting services. In  his spare time, he does extensive research and is working on his third book. His most recently completed books are titled, "The End Times Passover" and "Why Christians Will Suffer Great Tribulation." To learn more about his books, please click the "Links" section of this web site, or cut and paste the following address in your browser.

Joe has always believed that the greater joy is in giving, not receiving. He works closely with community leaders, like Dan Brown (Christmas Lists For Kids) and the Palm Springs Fire Department, to collect toys for homeless children. The event sees Joe not only handing out presents to the kids, but he also cooks a turkey dinner to feed about 150 people.
Joe recognizes that any successful program requires support from all sectors. He thanks Palm Springs Police officers Bill Judd (far left) and Peter Rode, as well as Dan Brown (far right), President of Christmas List for Kids, who provided 100's of toys for shelter kids.
 Joe was injured while working at Nightengale Manor family homeless shelter in July 2003, and spent one year on disability   and undergoing physical therapy. He returns to do volunteer work on February 15, 2005 for Episcopal Community Services as a homeless services coordinator and is assigned to The Well In The Desert, a nonprofit program founded by Dr. Wayne McKinney. McKinney is best known for rescuing 400 Vietnamese orphans during the fall of Saigon.

One day, on his way to a church to assist Dr. McKinney in feeding the homeless, Joe slips and falls and breaks his ankle.  After more rehabilatation, Joe realizes he won't be able to do manual labor from now on and is adjudicated permanent disability status by the Social Security Administration. After more rehabilatation. Joe and his fiancee, Martha Gonzalez,  set a December 10, 2005 wedding date. She tells Joe that after their marriage, she will continue her work as a Registered Nurse in a major southland hospital and he can devote his semi-retired status promoting his three published books.   The couple decide to live in Redlands, California.
Mark Guerrero (far right) is one of the most talented musicians ever to come out of the Latino community. The son of Latino music icon, Lalo Guerrero, his music was showcased in media for the very first time on Joe's TV and Radio shows back in 1972. Joe and Mark are now working on developing a radio talk show where Mark will interview many other great Latino musicians as well as playing their music.To the left of Joe is famed Latino artist, Ignacio Gomez, who designed the famous poster for the movie "Zoot Suit." The three friends were reunited at the memorial service reception for his father, Lalo Guerrero, who passed away in March 17, 2005.
Joe is reunited with old friends from Los Angeles when he attends the funeral services for
Lalo Guerrero in Palm Springs. He reminisces with friends, Los Angeles-based band leader
Rudy Macias (far left), artist Ignacio Gomez (far right) and the mother of Edward James Olmos
Joe is also reunited with friend actress Dyanna Ortelli at the Lalo Guerrero Memorial services in Palm Springs. The consumate Latina actress has starred in many TV shows (including CSI) and movies, including La BambaBorn In East LA, Luminarias  and played the lead role in the TV Series Marblehead Manor. Dyanna was a frequent guest on Joe's radio shows.
Joe and new fiance Martha Gonzalez celebrate their engagement with friend and performer) Mark Guerrero, the legendary singer-songwriter and Chicano Music Historian. Joe and Mark have known each other for over 35 years, and still work together on various projects. Joe also provides the voice for Guerrero's Chicano Music Chronicles on the Internet's Chicano Radio Network.
Joe has always credited Latino broadcaster and concert promoter/salsa legend, Lionel "Chico" Sesma, as the one person who opened the doors for him to enter the broadcasting arena. Joe was recently united with Chico 45 years since they last   saw each other, and met for lunch at the famed Serenata de Garibaldi restaurant in East Los Angeles.Chico was the famous East LA DJ who recommended Joe to replace him on KABC Talk Radio in 1971, launching one of the most successful Latino broadcasting careers in the nation.
After not seeing each other for 35 years, Joe was reunited (June 11, 2007) with legendary musician/salsa promoter and broadcaster Lionel "Chico" Sesma at the famed La Serenata de Garibaldi Restaurant in East Los Angeles. Joe (pictured with Chico,his wife Margo and Joe's wife Martha) credits Sesma for launching his broadcasting career when he recommended Joe to KABC Talk Radio to host its weekend radio show. Joe thusly became the first Mexican American in the nation to host a talk show on an English-language, commercial radio station.
During Joe's professional career in education, politics, broadcasting and public relations, he always made time for Bible study, researching and writing books on theology. His first book was a modest effort concerning the subject of Salvation. He began writing his first book (Saved? What Do You Mean Saved?) in 1981 and published it 1983.
His next book, The End Times Passover, took 20 years of research and writing, even though 95 % of the book was finished within two years. He spent about fifteen years going over and over again and again to insure the manuscript was correct. His initial manuscript was so long (850 pages) he and his publisher (Author House) decided they would produce his book into two volumes. The first book deals with a biblical refutation of the Pre-Tribulation Rapture.
Believing he had provided enough biblically-based challenges to the Pre-Tribulation Rapture and the Left Behind mythology, in his second book, Why Christians Will Suffere Great Tribulation, Joe provides his readers with deep, insightful and biblically based evidence that prove Christians will remain on earth, and experience great tribulation, until Jesus returns to establish His kingdom on earth forever.
"Well, folks, That's it for now; who knows what future ventures God has in store for us. Thanks for viewing this pictorial history. Actually, these pictures barely represent one fourth of my professional career and could have include many more photos and stories of what I accomplished during my 30 years of service in Los Angeles, and since I have been back in the Inland Empire. Life definitely has been exciting and rewarding on many fronts! We never know what the future holds, all we can do is hope that we have the strength and faith from God to do the best we can with the tools we have been given and, of course, the love and support of family and great friends like you. As the Lord says, 'Let's take it one day at a time,'" Hope you enjoyed the PICTURES section! Obviously space and time prevents us from telling the entire story. There is so much more to tell; but enough for now!
Mil Gracias!