A passion for storytelling is at the heart of what Twin Minds Media co-founders Yaneiza Echezarraga and Claudia Solis do. The two Latinas founded their Hispanic boutique PR communications agency in 2015 after leaving their traditional 9-5 corporate jobs to become entrepreneurs. Their goal was to help businesses in the US Hispanic and Latin American market boost their brand visibility through modern forms of storytelling.
Everyone has a story and those stories have power
“We understand the importance of customizing solutions for each client and of creating a unique recipe for success tailored to their needs – one that elevates a brand’s presence by utilizing its very own voice and unique assets. Ultimately, we want to share their story,” say Yaneiza and Claudia.
Both women got their start in communications and together they have over 30 years of combined experiences in journalism and multicultural public relations encompassing digital, print, and broadcast media.
Claudia studied Communications in her home country of Peru, receiving a Master’s degree. Later she went on to pursue another Master’s in Spanish-language Journalism at Florida International University after winning a scholarship.
”My love for Spanish led me to study linguistics, literature, and journalism. I have worked as a teacher, journalist, editor, and communicator during my 20-year professional career,” says Claudia.
Upon graduating, she spent twelve years at EFE, an international news agency, where she fused her passion for storytelling and journalism as the Chief Editor for the Latino market.
Yaneiza also pursued her love for multicultural storytelling by double majoring in journalism and Latin American studies at University of Miami.
“Storytelling has always been my passion – whether in written, video, or audio form – so I always knew I wanted to do something related to media and communications,” sas Yaneiza.
Throughout Yaneiza’s public relations career she coordinated media relations efforts with partner agencies in Latin America for brands such as Kingston, AOC, and Polycom, among others and also provided services as a PR consultant for other brands, including Aveeno, Clean & Clear, and Johnson’s Baby.
In 2015, they each were looking to make a change in their careers for greater flexibility and independence. They decided to join forces, combining their passion for storytelling to create their PR agency, Twin Minds Media.
“Creating our own business had a double purpose: to continue exploring new paths in our professional careers and to have the independence and flexibility to be more present and engaged with our families,” they say.
“As immigrant minority women, we learned from a young age how to be physically, mentally, and emotionally self-reliant. This go-getter spirit, grounded and fueled by the love for and from our families, is what propelled us to venture out of the conventional career path to pursue a new dream as entrepreneurs. We knew there was something better out there for us, and we wanted to at least try to make it happen.
“These are the values we bring to the work we do every single day, and it is the same thing we want for our clients – growth, visibility, and success,” they explain.
Starting out as new entrepreneurs wasn’t easy at first
“When we left our 9-5 corporate jobs to become entrepreneurs, our vision was to help other public relations and marketing agencies secure media placements for their clients by providing content development services. After several rejections from companies we hoped to work with, it became clear that there wasn’t an interest in the market for what we wanted to offer. The demand was not there, and we needed to pivot.”
This ability to pivot and adapt their business concept is what led them to success today. They continued to network and pay close attention to where the industry was heading, monitoring the latest media and communication trends and dedicating more time to learning new ways of doing marketing and modern forms of storytelling. Soon, their first client arrived and Twin Minds Media was born.
Now, with 7+ years in the business, they say their greatest satisfaction and success is knowing that they have earned their clients’ trust and admiration and built an impeccable reputation within their space.
“We may not be the largest PR agency with the most impressive roster of international clients, but we are fully committed from day one and ready to overdeliver every single time. Most importantly, we see and value the humans behind the brands we work with,” says Claudia and Yaneiza.
“Our job is not only to help them raise brand awareness and boost visibility, it is also to serve as a sounding board and educate them in the rapidly changing world of public relations, so they understand the importance of a solid communications strategy.”
A client once said to them that he felt like they were an extension of his marketing team and part of his organization, not an external agency he had hired. That feeling and connection is precisely what Twin Minds Media aims for in everything they do.
“We develop close and long-lasting relationships with our clients because our interactions are not merely business transactions. We genuinely care about their businesses and show up eager to collaborate and be of service.”
Success means different things to different people
Every entrepreneur aspires to succeed in their ventures, but success can mean different things to different people.
“It is crucial for you to get clarity on what you really want in life and what your version of success looks like,” say Claudia and Yaneiza.
Success can be measured by money, impact, accolades, exposure, and countless other factors. Only you can know what success looks like for you, everyone is capable of achieving success.
“We believe that the United States is truly the country of opportunities and that if one consistently works and perseveres, the possibilities are limitless. We say this as two immigrant professionals who have achieved the American dream of having their own successful business while raising four daughters and juggling everyday life.”
What keeps them eager to achieve greater success and keep pushing forward is their families.
“Our parents made many sacrifices as we were growing up, and we want to show them it was all worth it. We also want to show our daughters that hard work and dedication pay off and that they, too, are capable of forging their own paths and designing a life that fulfills them. Our work ethic, hunger for growth, openness to learning have kept us aiming higher and higher and moving forward with discipline, passion, and dedication.”
To other aspiring women entrepreneurs Claudia and Yaneiza say to stay focused, grounded in your values, and inspired by your loved ones.
“One step at a time will get you where you want to be.”
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