Yesenia Reinoso of Y Communicate on shaping your story and building meaningful connections
Describe your business in a few words:
Hello! My name is Yesenia Reinoso and I’m an award-winning content creator and storyteller. Currently, I’m the Founder & Principal of Y Communicate, a small communications entity that assists clients in establishing and maximizing their brand reputation, voice and identity. We help businesses tell their story that’s authentic and credible through corporate communications. Throughout my ten-year career, I’ve worked in for-profit and non-profit sectors specializing in in-house corporate comms/PR. Ever since I was a child, I always have had a keen eye for storytelling. Wherever we turn, there’s a story that needs to be told and through that avenue, we can build meaningful connections: shape narratives and perceptions. In June 2021, Y Communicate was born and I’m very much looking forward to bringing your story to life, and also helping you become your own corporate comms department. Outside of Y Communicate, I’m a baseball geek (Go NYY), travel maven, creative rookie (cook, bake, paint, etc)., and cat mom (2 cats – Rocky and Donnie).
What was your background prior to starting your own business?
I have ten years in the communications/PR space with expertise in marketing, events, and social media. The majority of my career has been spent in-house working in PR departments.
Did you always know you wanted to be an entrepreneur?
I’ve always been open-minded about whatever came my way. What I do care about is legacy. I want people to know me by the quality of my work. I want to help people in whatever way I can, and I found that through communications which are my gift. In the end, if I can assist a person that changes their life for the better thanks to something PR-related then that’s all I care about.
Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?
Ironically enough, I started by having some early clients. I soon launched a pilot program thereafter to test the waters and see what exactly Y Communicate can become. I’m still in the exploratory stage, and this year being the first official year of the company, I will have a better idea in terms of direction. However, I’m excited to collaborate and produce projects that will soon be revealed in due time.
What is the accomplishment you are the most proud of to date?
Too many to think up to this date! But I’ll mention three:
1. Starting Y Communicate!
2. Being involved in a special educational PR campaign in honor of Women’s History Month in March 2019.
3. Participating in the New Year’s Eve Ball Drop celebration in December 2007 for Times Square Alliance (my very first job) and the National CineMedia (NCM) Upfront presentations.
Do you believe in work/life balance? What are some of your best tips?
The work/life balance is being redefined thanks to the pandemic, and I think businesses are putting that at the forefront. The remote/hybrid models are here to stay and employee-based policies are shaping internal communications and business models. In terms of tips, take a break if your mind is telling you to do so. Meditate. Finally, find the right stoke of balance between work and life. The last thing you need is burnout and we’ve reached a point where we need to start focusing on ourselves personally in order to be highly productive professionally. Life cannot revolve around work. It’s a part of our life and we must start finding ways to balance it.
What have you achieved recently that you’d like to celebrate with our community?
There will be plenty of opportunities throughout 2022 where I will be able to share small or large victories with the community.
What’s next for your business? What can we expect to see over the next few years?
That’s the million-dollar question. There is room for unlimited growth. I’m excited to see where Y Communicate goes from here. The world is my oyster. What I can say is my vision is for it to become a major multi-million (maybe even billion) dollar company and to be one of the most influential companies not only in PR/Communications but in all of the business. I want to be known as the “Rihanna of PR.” To be a game-changer and to help communities find their voice. Build a platform for myself and others to effectively bring real change. I certainly believe that my legacy will be etched in stone through Y Communicate.
What excites you about being an Entreprenista League member?
What excites me about being an Entreprenista League member is the chance to learn, grow and amplify with like-minded female entrepreneurs and leaders. Taking Y Communicate to the next level. Being open-minded to every opportunity. Also, the network, collaboration, mentorship, lead/idea generation, and thought leadership.