Beyond the Pitch: Daisy Cabrera on Authentic Multicultural Storytelling

We hope you are ready for another addition to our popular mini-series, let’s dive in. PaSH is centered around sharing inspiring stories, breaking down stereotypes, and sharing the authentic, behind-the-scenes moments that make entrepreneurs so amazing. Let’s get started with, “Beyond the Pitch: Daisy Cabrera on Authentic Multicultural Storytelling”

Thank you for the interview! Launching my consultancy and focusing on multicultural markets was a natural evolution in my PR and communications career – which is 28 years and counting!

The most unexpected lesson I learned was the pride, strength, creativity and joy the work would bring me personally, deep down in my heart. 

As a Latina, the impact of my work not only serves my resilient community, it also makes my soul sing! The Hispanic population isn’t a monolith; it’s a vibrant mosaic of 20 diverse nations sharing a common language thread and deep cultural pride, while each brings its own unique rich history, traditions, music, cuisines, perspectives and lived experiences. And I get to tell all these wonderful stories! 

Working with these communities means centering culture in a reflective, authentic way. I had to adapt a much more mindful, meaningful approach. Listening, learning and leveraging the insights that resonate with this audience. Going beyond translating to transcreating messaging that really hits home. Passing the mic to uplift voices that often go unheard. Shaping the positive stories of my beautiful community.  Empowering my Hispanic community in big and small ways that ripple beyond the immediate impact: representing others in a positive light, inspiring the next generation, and celebrating the richness of our culture every step of the way.

When brands approach Hispanic communities with cultural competence and a human-centered connection, you earn their trust and loyalty. People feel seen, valued, and celebrated, and communication stops being transactional and becomes transformative.

Sharing stories opens doors for others, because leadership isn’t just about personal achievement – it’s about raising others up along the way.

What’s one stereotype about entrepreneurs that you’d love to break?

There are so many stereotypes of entrepreneurs that simply aren’t true. One of the biggest ones is that we are workaholics, never take time off, and live to burn the midnight oil.

Work-life balance is crucial, especially as an entrepreneur. The narrative to hustle hard is loud, glorifying the grind is part of the culture, and folks like to chant the “when you’re dead” mantra.

Having your own business does sometimes require longer than usual hours. I wear many hats – from daily client calls, pitching media, and partnering with nonprofits to collaborating with influencers, writing press materials, and handling crisis communications. It’s a whole lot, and can be exhausting. 

But, carving out “me” time is essential to rest, relax, and recover. Burnout is real, boundaries need to be honored, and performing non-stop is simply not sustainable. Talk about stressful! Balancing work with wellbeing is all the vibes – fueling productivity, creativity, and longevity.

My downtime includes meditation, reading a book, spending time with loved ones, playing some jazz standards, enjoying a bike ride, going to the movies, learning a new recipe, and getting plenty of sleep.

What’s your go-to mantra or quote when the going gets tough?

When the going gets tough, I keep it moving with this: Focus on what you can control. (I also teach this during media training sessions.)

In PR and communications, there is plenty that we can control. We can control campaign planning that is holistic and well-rounded, creating compelling story angles, cultivating press relationships, developing clear messaging that resonates, preparing spokespersons for media interviews, handling crisis swiftly and transparently.

We can’t control if a media interview is canceled due to breaking news, whether a journalist runs our client’s story exactly as we wanted – or even at all, sudden trending topics that steal the attention away from our news, and social media algorithms that hide our posts.

Recognizing what can’t be controlled helps me stay nimble, manage client expectations, and focus my energy on smart strategy rather than frustration. 

By turning the table and focusing on controllable factors, I’m able to channel my energy into precision, preparation and progress – resulting in adapting to any scenario by being more focused, present, ready, and stronger.

What’s one piece of advice you wish you could give your younger self before starting this journey?

If I could speak to my younger self, I’d have a whole lot to say. Whew!

• Embrace the unknown. Some of my biggest and brightest ideas were the result of taking risks, experimenting boldly, and so many unexpected moments.

• Be fearless about failing. Throughout my career, I’ve learned failing is not the end of the world. Every single failure is actually a roadmap to learning what works, and what doesn’t. 

• Listen, learn and leverage. The whole world is a teacher, including your clients’ competitors. Connect with mentors, be relentlessly curious, and expand your horizon.

• Trust your intuition. It can point you toward the choices that feel right, and your instincts can guide you when the path isn’t necessarily clear. 

• Never wait for the perfect moment. The moment is now. Clarity comes through action, not contemplation. So take every step, even if it’s imperfect, and you’ll be closer to what you’re aiming for.

• Celebrate small wins, all of them. Every achievement, no matter how minor it may seem, accumulates into energetic momentum. You’ll build confidence, gain traction, and stay focused.

How do you keep your creativity flowing when motivation is low?

When I’m not feeling motivated, I take a step back. A pause is such a good thing to recalibrate. By combining reflection, connection, and action, I can reignite motivation and keep the creative juices flowing, even on those tough days. 

I’ll seek inspiration in nature, listen to a podcast, or read an interesting article to spark ideas. I’ll revisit the purpose behind my work, rearrange my workspace, start with one manageable task, and always practice self-compassion. I’ll collaborate and brainstorm with others, have conversations with peers, talk through a challenge aloud, and stay open to possibilities. 

The key is to keep it moving. Stay curious and open. Remember that creativity doesn’t have to be perfect. Envision the impact you’re striving for. Lean into the process. Discover ways to get past the roadblock. And, most of all – be kind to yourself.

What’s one misconception people have about your industry that drives you crazy?

There are two misconceptions about my industry that really drive me crazy. The first is the idea that PR people are spin-masters. The second is that communication is just about making people look good. Don’t believe the hype.

Everything we do is rooted in strategy, research, and storytelling. Our work is about headlining human-centered narratives, planning and programming, building credibility, analyzing data and research, problem-solving, and fostering authentic relationships with a very wide audience of stakeholders: media, influencers, celebrities, investors, nonprofits, communities, and more. 

In multicultural PR and communications, this takes on an even greater dimension. We must thoughtfully build brands across diverse audiences, engage influencers who resonate authentically with specific communities, pitch media with cultural sensitivity, and collaborate with community organizations to create impact that feels real and inclusive.

It requires listening as much as shaping our communications, anticipating how messages will resonate with cultures, platforms, and communities. The work is both creative and analytical, blending innovation with impact, and it’s far more nuanced than the clichés suggest. Effective multicultural communication amplifies voices, elevates stories, and ensures that every campaign not only reaches audiences, but resonates in ways that are culturally informed and meaningful.

Both misconceptions overlook the skill, strategy, and thoughtful execution that define what we do and our profession. PR and communications is both an art and a science – requiring creativity, analysis, and a deep understanding of people and audiences. It’s about building trust, respecting cultural nuance, shaping narratives with intention, and creating lasting impact. When done well, we don’t just tell a story; we build community, strengthen brand credibility, and foster authentic connections that endure for years to come.

In a world full of trends, how do you keep your business authentic and true to your vision?

In a world full of trends, I stay anchored in purpose and values. This helps guide every recommendation I make. Authenticity comes from balancing creativity with strategy. Trends can inspire, but they are temporary and shouldn’t drive business decisions. I embrace what aligns with my client’s long-term vision, values, and mission. By using trends as filters – not rules – clients can stay relevant without losing their voice and identity.

Speaking of authenticity, brands should always engage with the communities  they serve. By listening to their audience, instead of just following the hype, they’re able to cultivate relationships that are meaningful.

Equally important is creative storytelling that resonates. Authentic messaging reflects the lived experiences and values of the people behind the brand, as well as those they serve. When stories are genuine, they create trust, loyalty, and emotional connections that no fleeting trend can replicate.

It’s tempting to chase what’s popular in the news or going viral on social media, but true impact comes from making decisions that are grounded in integrity. Brands that commit to their values inspire not just customers, but their teams, partners, and communities by proving that authenticity isn’t just a strategy, it’s a legacy.

Can you share the story behind starting your business and what inspired you to take the leap?

I started my multicultural PR and communications consultancy 14 years ago, after having spent more than a decade in the industry – working on both the agency side and in-house. Think blue-chip industry leaders, from JPMorgan Chase, British Airways, Macy’s, and FedEx to Splenda, Lactaid, Marshalls, HomeGoods, and more.

Deciding to pivot (and elevate!) my career by launching my consultancy and focusing on the multicultural markets felt like a natural next step. I saw an opportunity to fill a gap in culturally relevant communications – helping brands authentically connect with growing, influential audiences. 

What inspired me most was the chance to leverage my expertise to make a meaningful impact, not just on business results, but on the communities of color that I care deeply about. Building a business from the ground up challenged me, stretched my creativity, and ultimately showed me the power of purpose-driven work.

Today, my consultancy isn’t just about delivering campaigns – it’s about telling stories that resonate, breaking barriers, and creating opportunities for organizations and multicultural communities. I’ve had the honor of working with Alvin Ailey American Dance Theater, metroPCS, Nike, Miss Jessie’s, St. Jude Children’s Research Hospital, Amtrak, Nestle, Heineken and endless more! 

Every project reminds me why I took that leap: to lead with heart, to innovate, and to champion voices that deserve to be heard.

How do you handle competition, and what sets your business apart from others in your field?

Competition keeps you on your toes. It’s a good thing! I focus on what I do best: understanding each client’s unique needs and delivering strategies that actually move the needle, instead of chasing what everyone else is doing.

What really sets my consultancy apart is my deep-rooted working knowledge of multicultural PR and communications. The decades have been good to my expertise.

Today’s audiences are diverse, and campaigns that truly reflect different cultural perspectives connect on a deeper level. When messaging feels authentic, it builds trust, loyalty, and lasting relationships. 

I don’t just talk inclusivity, I turn it into results. By embracing cultural insights, I help brands communicate in ways that resonate personally with their audiences, all while staying true to their core identity.

At the end of the day, it’s the mix of strategy, creativity, and cultural authenticity that makes my work stand out. I thrive on helping brands shine, connect meaningfully, and make an impact that lasts.

Authenticity always wins the day. I help brands tell stories that matter, connect with real people, and stand out in a crowded market. When you combine strategy, creativity, and cultural insight, competition becomes background noise – and impact takes center stage.

What is one lesson you’ve learned through your entrepreneurial journey that you think everyone should know?

One of the most important lessons I’ve learned through my entrepreneurial journey is the power of resilience. Starting and running a consultancy comes with so many unpredictable challenges – market shifts, client changes, budget cuts, accounting issues, project holds, and personal setbacks. 

Early on, I realized that success is about how quickly and effectively you adapt when things don’t go according to plan. Resilience allows you to turn obstacles into opportunities, and teaches you that every setback carries a lesson if approached with curiosity rather than frustration. Standing on business is the moment. And in business, resilience turns obstacles into opportunities.

I’ve also learned that clarity of vision is essential. Having a clear vision helps me bounce back when a project comes to a standstill, pitch new business with confidence, stay focused on my long-term goals even amid challenges, and navigate unexpected challenges without losing sight of the bigger picture. It allows me to make strategic decisions, seize opportunities, and turn obstacles into stepping stones toward meaningful growth. And, I am all about growth.

Another lesson I’ve learned is that failure is not the opposite of success – it is part of the process. Never fear failure, because the most innovative ideas and breakthroughs often come from experimentation and learning from mistakes. Embracing this mindset allows me to take calculated risks, pivot when necessary, and continually evolve.  Failure fosters resilience and clarity. And my consultancy thrives because I turn passion into creativity, vision into action, and challenges into opportunities.

Thank you for reading, “Beyond the Pitch: Daisy Cabrera on Authentic Multicultural Storytelling”, part of our  mini-series. To read more amazing Q & A’s click here or check back next month.

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