Yesenia Reinoso Of Y Communicate On The Importance Of Professional Business Networks

An Interview with Vanessa Ogle

Content, Content, Content — You may have all the knowledge in the world, but you have nothing if you don’t have the content to showcase it. There are now so many mediums and formats to show off your expertise. Professionals can now customize their content to their liking, whether created independently or shared from someone’s feed. You can build your follower base and engage with your community. I offered additional input about content in my previous answer.

In today’s fast-paced business world, professional networks are more than just a pathway to opportunities; they are crucial for growth, learning, and innovation. Whether it’s finding mentors, navigating career changes, or driving business success, the right network can be a game changer. How significant are these networks, and how can professionals best leverage them? I had the pleasure of interviewing Yesenia Reinoso.

Yesenia Reinoso is an award-winning fourteen-year transformative bilingual storyteller, content creator, corporate communications practitioner, and entrepreneur. In June 2021, she founded Y Communicate and currently serves as Founder and Principal.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

It is ironic because I never anticipated a venture into the entrepreneurial space. I always thought I would have a standard corporate career in communications. However, life has other plans. I’ve worked in-house in corporate America for almost 15 years, splitting my time between for-profit and nonprofit organizations. While at Corporate America, I gained experience in corporate communications, specializing in everything comms — media relations, social media, public relations, communications collateral production, public affairs, advocacy messaging, and branding, among others. Between 2018–2019 and 2020–2022, I went through two career transitional periods where I started to test the waters of entrepreneurship through consulting. In 2018, I came up with the concept of Y Communicate, but it wasn’t until 2021 that Y Communicate became an official business. What led me to this path was also unconventional. Initially, I wanted to go into international affairs, but by the end of my 2nd year in college, to obtain the degree, I had to take two required accounting courses. I was dreadful in mathematics and, therefore, decided to switch majors. I knew I loved storytelling during my childhood and wanted to do something along those lines, so communications came into play. However, it wasn’t until my first corporate position at the Times Square Alliance, where I worked in the communications department and was involved in all aspects, that I realized where I truly belonged.

Can you share the most interesting story that happened to you since you began your career?

My career is like an open book where I can reflect and reminisce about every impactful moment. If there is one that I can pinpoint, it is being part of the all-event staff for the New Year’s Eve ball drop celebration in December 2007. It was indeed one of those bucket list moments you must experience at least once. Just being part of the all-event staff and seeing it up close was magical for me. The ball drop, the confetti coming down at midnight, the crowds, everything about it was how it was envisioned. What’s even more worthwhile was seeing how an event of this magnitude was put together and how communications significantly promoted and amplified it across the globe. There were plenty of events — the confetti test, the lighting of the ball, the numbers reveal, and so forth all had a moment that made NYE special. The countless stories I helped bring to the limelight through hundreds of revelers and telling just how NYE meant to them made me understand the power of communications — a storytelling force of good.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

That’s a good question. In every corporate environment, there’s always something that I look back upon and have a good laugh. Especially if a good lesson comes out of it, if there is one, it will be back during my tenure at a cinema advertising company where my communications team was overseeing the rollout of the organization’s new CEO announcement. I was responsible for managing the press site and had to upload and review all the information before it went live. I did my usual checks, and once it was ready to post at the designated time, I pressed the button, and nothing happened. Press it the second time, and again, nothing happened — it was blank. Therefore, I tried it again thrice, and the site crashed. Yikes! It was stressful for everyone, but I knew I had to get this fixed. In the heat of the moment, stress can overtake you if you don’t slow down and calm yourself down. This situation led me to one of the biggest lessons of my career — it’s okay to ask for help. Understandably, you want to do everything on your own. However, there will be a moment when you may not know something, and you must find someone who can assist. There is a reason why we all bring something unique to the table. We are all here to help one another and see each of us succeed.

To wrap up the story, I spoke with my then-direct supervisor, and we discussed a game plan to solve the problem. I executed the plan with the help of the IT team, and the press site was back up and running. I hit the submit button one more time, and all the changes went through. The announcement went up without a hitch, and I took a breather!

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

Throughout my career, I’ve been blessed to collaborate and be mentored by some of the best in the business. Whether it is in the short-term or long-term, there is always something new to learn. It’s about becoming a more robust multi-dimensional professional. I’m very thankful for my communications mentors, who guided and taught me everything I needed to know, and I’m still learning. Each of them played an essential role in helping me build my brand. As I enter the entrepreneurial world, a few affiliation groups exist, including Fylí and The Entreprenista League. In addition, I’m meeting all kinds of entrepreneurs offering their advice on navigating and launching a successful business. I’m a sponge jump, absorbing everything and being hands-on to ensure my confidence in what I say and do.

Is there a particular book that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

I’m more of a TV person than a book person. However, one book that impacted me is “How to Win Friends and Influence People” by Dale Carnegie. It is a timeless classic that I highly recommend every person read. It talks about how to make a great first impression, how to be a good conversationalist, the best ways to listen actively, and how to give constructive feedback, among others. Overall, what resonated with me is how these simple life and professional tips are impactful and critical ingredients in becoming a leader. Everyone is equally important; humans must show genuine sincerity, care, and empathy. We need to encourage, motivate, and uplift. Be honest and smile. The road to success starts and ends with gratitude — Appreciative of what you have and what’s about to come your way.

How have you used your success to make the world a better place?

I have used success to make the world a better place through my work. Communication is my gift; I want to use that power to help people bring change through their stories. Our words and actions are two of a person’s most potent weapons. In my case, I see myself as a communicator, gatekeeper, and teacher — providing people with the tools they need to tell a story or educating others about the true essence of corporate communications. Communication is storytelling; through Y Communicate, my goal is to re-forward it to basics. Get the public and the industry to understand why we communicate in the first place. Educate everyone on the basics of storytelling and how we can shapeshift perceptions.

My entrepreneurial journey is starting to get written. However, my corporate career has developed some fantastic moments that made me appreciate my work. Half of my career was spent in nonprofits, and I understand how mission-driven and purpose-oriented these organizations are. There are two that stand out for me:

1. Spearheaded and led the communications strategy for a unique Global Kids campaign where elementary and middle school students created digital art illustrations highlighting five women of color in the STEM fields on March 2019 across 1,700 LINK NYC kiosks in honor of Women’s History Month. The communications plan focused on a comprehensive external communications plan with a robust media release distribution, the landing of a broadcast (NY1) exclusive in English and Spanish, and excellent press coverage across the metro area. In addition, a solid digital communications rollout with targeted social media content and email communications further cemented this PR initiative as the best program amplification in organizational history.
2. Spearheaded and led the communications strategy in amplifying a nonprofit report titled “In Every County, Across All Budget Sizes,” which examines the state of executive representation across the nonprofit sector. This critical report comprehensively analyzes racial and demographic leadership across New York City. Thanks to my communications strategy, we landed an exclusive with one of the most important political and nonprofit trades — City and State/NYN Media. We also gained strong press traction, with local and regional media picking up and covering the report.

What strategies do you recommend for building and maintaining strong professional business networks?

Coming from the corporate communications world, I always tell my clients, whether in the corporate or entrepreneurial worlds, it is critical to build relationships for various reasons: 1. Cement your credibility. 2. Generate awareness for yourself or your brand. 3. The transformation into a trusted, reliable source. Networking paves the way for community. From a strategic standpoint, corporate communications can be a great asset when formulating and sustaining business networks. Here are a few recommendations:

Strategies

1. Formulate a Communications Plan — Networking Style.

• Determine your specific goals for networking, whether it is finding new clients and partners or making industry connections. Then, identify your audience (individual or organization) and craft elevator pitches highlighting yourself.
• Select your preferred communication(s) platform that showcases your profile, expertise, and thought leadership. Make sure it is a medium that you can regularly engage and share insight.

2. Pinpoint The Industry Events and Affiliations That Align with Your Brand.

• Like a map, research and select the industry events that best align you’re your brand and give you the high chance of meeting professionals in your industry.
• Attend virtual and in-person events to build relationships with other professionals. Also, determine how many you can attend and see if it fits your budget.
• Join industry professional associations to access networking opportunities and resources and be actively involved through committees.

3. Become a Content Creator Guru

• Thanks to thought leadership, pros can publish expertise and provide value to your network. What’s even more amazing is the creative control you can offer with your content. Customize it with your style and make it your own. The more unique it is, the more people will follow. Before you know it, you establish a community. But the bigger prize is cementing yourself as a thought leader and expert. Gives you instant credibility and relevancy.
• Content creation allows pros to partner with influencers to collaborate on content that resonates with target audiences. Partner collaborations can really expand and generate brand awareness. Depending as to the type of content, it can be a range from hosting virtual webinars, livestreams, guest blogging, podcasts, or joint in-person event participation.

Can you share a personal story about how a professional business network has significantly impacted your career or business?

There are two ways that I can answer those questions. First, on the communications side, my tenures in both corporate and entrepreneurial arenas led me to work and grow relationships with the media. I wanted to position myself as a resource and genuinely assist reporters with their inquiries while at the same time putting my organization(s) in a prime position to offer their expertise as thought leaders. Ultimately, we all want to cement long-term relationships that will benefit all parties while being equally valuable.

Second, since the start of my entrepreneurial journey, I participated in affiliation groups to help me learn, participate, and connect with other entrepreneurs as I pursue my business goals. One of the affiliations that made an impact was formerly known as Fylí. I was part of their mastermind group in 2021, and they helped me un-tap my entrepreneurial spirit. When I struggled to find my way, those twelve women in my mastermind and the leaders who oversaw the program believed in me and helped me understand what entrepreneurship can bring. Through their meetings, training sessions, and one-on-one conversations, I developed and expanded my organizational vision and awareness. Each woman had a valuable network that allowed me to further build my connections with her. Exposure to a wealth of female business owners and forming relationships with them is monumental when crafting a business. They also encourage me not to fear my worth and believe in what I can bring to the forefront. Fylí laid down the foundation for me to start discovering my voice. For that, I am forever thankful.

In your experience, what are the common misconceptions about networking, and how can professionals overcome them?

From my experience, building genuine relationships is not just a requirement, but a cornerstone in corporate communications. These relationships, especially those with the press, are like 24K gold — invaluable. Similar to business networking, they are a vital aspect of professional growth. While there may be misconceptions, how you address them will determine your success level.

Common misconceptions that I have heard are:

1. Networking is inauthentic or manipulative, which is NOT THE CASE! Genuine empathy is based on real authenticity and connections. BE REAL. In corporate communications, we educate clients on authenticity in their presence and messaging to establish connections with their audience(s).
2. Networking is only about quantity, which again is NOT THE CASE! The QUALITY of connections is more important because it’s about building authentic, meaningful relationships that will last a lifetime.

In terms of strategies, here are some tips to overcome them — corporate communications style:

1. Education — Provide training sessions on developing effective networking strategies and emphasizing brand authenticity. In communications, I give clients, executives, staff, and external partners different types of corporate communications training ranging from media relations to outreach, and social media to teach them the best practices and further strengthen their skillset. The same can be said for networking.
2. Mentorships play a crucial role in developing networking skills. By formulating and executing mentorship programs (whether it is one-on-one or group), industry experts guide others at any point of the career journey, providing the support needed to succeed in any sector. I personally benefited from mentorship programs and see how highly effective it is.

Can you please share your “5 Ways to Make the Most of a Professional Business Network”?

The million-dollar question! Out of everything I learned, here are my “5 Ways to Make the Most of a Professional Business Network” with a communications spin of course:

1. Content, Content, Content — You may have all the knowledge in the world, but you have nothing if you don’t have the content to showcase it. There are now so many mediums and formats to show off your expertise. Professionals can now customize their content to their liking, whether created independently or shared from someone’s feed. You can build your follower base and engage with your community. I offered additional input about content in my previous answer.
2. Active Engagement — In communications, one of the things we monitor is follower sentiment. The best way to learn about your brand’s performance is by actively engaging and listening with your audience. The same principle applies from a networking perspective. You can make your audience feel involved and influential by engaging with your network, responding to comments, seeking feedback, and participating in discussions. This demonstrates that you value their contributions and fosters meaningful conversation.
3. Promote Yourself Everywhere — With the emergence of virtual events and the return of in-person events, professionals can attend any hybrid occasion and use it to promote their participation across corporate communications channels. You can announce your speaking engagement at an upcoming conference on your social media, live-tweet or live Instagram story key sessions, and write a post-event byline highlighting key takeaways.
4. A Touch of Personal Outreach — Tailor your communications to connect with your network on a deeper level, whether through social media, emails, phone calls, or in-person. Depending on your mode of communication, you can personalize them by referencing a particular point from a conversation or meeting and suggesting ways to stay in touch or collaborate. Keep the communication lines going.
5. Show Off That Expertise — This strategy not only has a more internal communications connection but also serves as a great way to showcase in-house talent. If you have a team, giving them the platform to offer their input about the industry and sharing excerpts highlighting your team’s expertise can make them feel recognized and appreciated. Professionals can showcase their team’s insight through interviews, videos, and blogs, further enhancing their visibility and credibility.

What role does digital networking play in today’s business environment, and how can individuals maximize its potential while maintaining meaningful connections?

Digital networking has revolutionized the way people can authentically build meaningful interactions. By tapping into the potential and power of their professional networks, individuals can forge enduring, valuable relationships. Moreover, they can leverage these connections to enhance their personal brand, reaping the benefits of increased visibility and credibility.

In today’s business environment, the role of digital networking has opened the door for all individuals to engage and cement their professional personas actively.

1. Expand Yourself Worldwide — It is now easier to connect with people internationally through social media platforms and global industry affiliations and events. I started to expand my brand globally when I was featured for an international publication.
2. It’s All About Personal Branding — Thanks to digital networking, personal branding has forever changed the game. Professionals utilize their digital platforms to develop and demonstrate their personal and professional brands. Personal branding also gives people the flexibility to be innovative with their brand personas. The one thing to remember is that you must regularly check and post fresh content to keep your followers informed. In addition, leveraging your brand opens doors to potential new job opportunities and development initiatives.

From understanding its role to maximizing its potential, every professional must have these two core components in their arsenal:

1. Authenticity — Be authentic and transparent in how you present yourself and focus your efforts on building relationships. Be clear about your intentions.

2. Value — Showcase your value through your content and input. Regularly share and comment input that your network can benefit from. This is where you need to have the industry’s heartbeat and constantly follow all trends and news. When I work with clients, establishing credibility is done by displaying authenticity and value in your offer. The public does not like to consume any fakeness. You must be genuine in who you are, what you represent, and why.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.

As a communications professional, I believe in us as humans taking back control of our stories and using the power of storytelling to bring change. As I mentioned in one of my previous answers, my goal through Y Communicate is to re-forward to the basics. Bring communications back to its true essence. Why do we communicate in the first place? We speak because we have a story. Each one of us has something that we want to share. As communicators, we are here to inform, educate, and inspire. Our words are what shape narratives and perceptions. As an industry and society in general, it has become too narrative-based, and we have lost how we communicate — with truth and ethics. It is time to return that power to the people. We do that through the re-institution of media literacy across academic institutions, communications, and media industries — the advocacy and passage of media-related policies such as a new Fairness Doctrine. All prominent parties involved in developing and implementing new communications business strategies and policies tied to ethical communications.

These are some of the ways we can build and elevate a movement. But ultimately, the communications industry must lead the way in not only re-earning the trust of the public (because frankly it is currently lost), but to return to what it truly stands for — informing the public about any news regardless of viewpoint. Through Y Communicate, we aim to be the catalyst and usher in a new era. This movement will finally put the WHY in genuine storytelling, deliver hope in what they consume, and propel a call-to-action of transformative change. This new era promises a future where storytelling is genuine, hope is abundant, and change is transformative, inspiring a positive outlook for the industry.

We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.

From a communications standpoint, I hold Florence Quinn from Quinn Public Relations and Didier Morais of Vital Versatility in high esteem. Their unique storytelling styles, vast strategic knowledge, and multi-versatility in various industry sectors make them game-changers. Their understanding of how communications can bring a story to life is truly admirable. Interacting with them would be a privilege and would undoubtedly enhance my industry prowess.

From an entrepreneurial standpoint, it’s Mark Cuban. I’ve been impressed with how progressive he is when he talks and does business. He has a keen eye for what works and would be a fantastic brain to pick for entrepreneurship advice. He knows business straight up and is not afraid to take risks. I highly regard people who disrupt the scene with their distinctive style, and he is it.

I am always open to meeting and learning from the best regardless of sector. You never know who can become a collaborator, mentor, or friend.

How can our readers further follow your work online? You can follow me online through these channels:

LinkedIn: Yesenia Reinoso or Y Communicate

Instagram: @y.communicate

Webpage: https://ycommunicate.carrd.co/

You can also follow me through my thought leadership newsletter “The Legacy” exclusively on LinkedIn.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.

About The Interviewer: Vanessa Ogle is a mom, entrepreneur, inventor, writer, and singer/songwriter. Vanessa’s talent in building world-class leadership teams focused on diversity, a culture of service, and innovation through inclusion allowed her to be one of the most acclaimed Latina CEO’s in the last 30 years. She collaborated with the world’s leading technology and content companies such as Netflix, Amazon, HBO, and Broadcom to bring innovative solutions to travelers and hotels around the world. Vanessa is the lead inventor on 120+ U.S. Patents. Accolades include: FAST 100, Entrepreneur 360 Best Companies, Inc. 500 and then another six times on the Inc. 5000. Vanessa was personally honored with Inc. 100 Female Founder’s Award, Ernst and Young’s Entrepreneur of the Year Award, and Enterprising Women of the Year among others. Vanessa now spends her time sharing stories to inspire and give hope through articles, speaking engagements and music. In her spare time she writes and plays music in the Amazon best selling new band HigherHill, teaches surfing clinics, trains dogs, and cheers on her children.

Please connect with Vanessa here on linkedin and subscribe to her newsletter Unplugged as well as follow her on Substack, Instagram, Facebook, and X and of course on her website VanessaOgle.