Back in 2015, two moms, craving more creativity and flexibility than corporate life offered, decided to bet on themselves and start a communications agency. No safety net, no fancy connections or investors, just a shared vision for Hispanic PR and communications, a lot of grit, and the belief that the work we do can make a real difference, for brands, for communities, for people.
Ten years in PR feels a bit like ten years in therapy, improv, and sales, all rolled into one. It’s tested us, humbled us, and taught us more about people (and ourselves) than we ever expected.
Here are 10 things we’ve learned along the way:
1. PR is basically life school.
Rejection, resilience, reading the room, selling ideas, building relationships — you get a crash course in all of it. PR doesn’t just grow your career, it grows you.
For us, transitioning from journalism to PR was like switching lenses from telling stories to helping others shape and communicate their own. While journalism sharpened our instincts for news and storytelling, becoming PR entrepreneurs made us more resourceful and taught us to think strategically to turn ideas into impact.
2. Ideas are free, execution is what counts.
As they say, ideas are free. Las ideas son gratis. What matters is how you bring them to life, how quickly you adapt, and whether you can turn creative insights into real results.
In our early years as entrepreneurs, we would spend way too much time brainstorming and creating different versions of business ideas. Over time, we realized that no amount of planning can replace action. It’s only by putting ideas out into the world that you discover whether there’s real demand for them.
3. Your gut never lies.
Data helps, but intuition is powerful. Some of our best decisions have come from listening to that quiet inner voice that said, “this feels right.”
Many of the decisions we make in our business, from deciding whether to take on a new client to expanding into a new PR niche, and more, often come down to gut instinct, even when they seem to go against common sense.
4. Your culture is your edge.
From day one, we’ve leaned into our culture and heritage as the backbone of our agency. It shapes how we tell stories, build relationships, and see the world. Our cultural identity makes our storytelling and strategies more authentic.
When it comes to clients, the best partnerships happen when you bring your full self to the table. The right clients will value your perspective and won't ask you to tone it down. As communicators, we have a responsibility to advocate for inclusion from the start, not as an afterthought. Lean into what makes you different. That’s where the real connection and impact happen.
5. Embracing change is the way to go.
If you want to succeed in PR, you have to get comfortable with change. The industry moves fast, and stubbornness will only slow you down. Hold on to your values, but don’t get stuck on doing things one way just because it worked before.
Growth requires flexibility, and sometimes letting go of your ego. More often than not, the real bottleneck isn’t the market, the client, or the competition; it’s our own ego.
6. Every ‘No’ leads somewhere better.
“Se cierra una puerta, se abre una ventana.” Every closed door has redirected us toward something that’s a better fit for our business. Rejection hurts, but it always brings clarity.
In PR, longevity isn’t luck; it’s resilience, perseverance, and constant learning.
7. Treat people like people.
Behind every pitch, post, or email is a person: a nervous client, a stressed creator, an editor on deadline. The magic happens when you treat people like people, not just as roles, resources, or parts of your strategy.
Everyone’s trying their best. Leading with empathy doesn’t make the work easier, but it always makes it better. Relationships built on respect go further, last longer, and work better.
8. Always lead with transparency.
In PR, your reputation is everything, not just your clients’, but your own as an agency. That means being honest, upfront, and reliable in every interaction. Don’t hide challenges or sugarcoat situations; your clients trust you to guide them, and that trust only grows when you’re clear and direct.
As an agency, lead with transparency across all interactions with clients, journalists, and creators. It creates stronger relationships and partnerships based on trust and respect.
9. Success looks different at every stage.
What does success really mean to you? Is it a life of recognition, a fast rise to the top, or is it having peace of mind, fulfillment, and alignment? Is it expanding your client roster, earning accolades, or simply building something you’re proud of? One of the most important things you can do in life is to get crystal clear about what success looks like for you.
It’s natural to look around and compare yourself to your peers, especially now, when social media makes it so easy to get distracted by everyone else’s version of success. But real progress comes from focused persistence and staying committed to your own path. And remember: success evolves. What it meant two years ago may have already changed.
10. Be a lifelong learner
PR never stops evolving, and neither can we. Over the years, PR has blended with marketing, digital strategy, content creation, and data analytics. The lines have blurred, and that’s a good thing; it pushes us to keep learning, adapting, and expanding what it means to be in this field. Never assume you’ve mastered it all. The moment you stop learning is the moment you fall behind.
But education isn’t just for us; it’s also a key part of what we do. We believe it’s our duty to help clients see that every business today needs to be a communications business. No matter how great your product or service is, it won’t succeed if you can’t tell your story effectively. Communication is what builds real connection and lasting loyalty.
Ten years in, we’re still learning, evolving, and grateful we get to do this every day. Here’s to the next chapter! ¡Lo mejor está por venir!
