John Echeveste is a founding partner of VPE Public Relations based in South Pasadena, California, and former communications director of The East Los Angeles Community Union (TELACU). John first became acquainted with TELACU as a young newspaper reporter who interviewed David Lizárraga and the organization’s work during the 1970s. Recruited by David, John managed the outreach and community programs held by TELACU, which often involved event planning incorporating events related to Latino arts and culture. John also helped create a newsletter to keep TELACU’s partners updated with the organization’s work.

Interview (2022) Summary

In this interview, John discusses his earliest experiences in the early 1970s as a reporter in East Los Angeles before meeting David Lizárraga and being offered a job at TELACU to serve as the organization’s Director of Communications. John shares how David served as a mentor during his time at TELACU and taught him about community development and public relations. John also shares about his experience at TELACU led him to become familiar with the East L.A. community and continued a career in public relations and communications. John discusses his involvement in other community projects around the Los Angeles area, such as LA Plaza de Cultura y Artes serving as CEO until 2021.

Key Terms

TELACU, David, community, people, programs, organization, mural, work, Chicano, art, reporter

Date: August 9, 2022

Interviewers: Research assistant Ashton Jeffers