In a digital world filled with overwhelming noise, the ability to communicate with clarity and connection is a powerful skill. Enter public relations (PR), the often underestimated engine behind brand identity, reputation, and visibility. When PR is done by women, for women, it becomes not just a strategy but a narrative transformation.
In our latest conversation with Aquila Mendez-Valdez, the founder of Haute in Texas, we dove deep into all things PR, including industry insights and advice for aspiring young professionals.
Founded over a decade ago, Haute in Texas is a full-service PR and marketing agency built to serve female founders. Aquila and her team specialize in earned media, digital strategy, social media management, and community programming. They perform all of these skills with a deep understanding of how to curate a presence both online and in person.
Let's find out five key insights from Aquila's journey that every Smart Girl can learn from.
1. Your Story is Your Strategy
The heart of PR is storytelling. Not just telling a good story, but telling the right story to the right audience in the right voice. Haute in Texas focuses on helping clients curate their narrative across every channel. This includes social media content, coordinating press outreach, and helping clients get on stages that matter. She calls it "community programming", a hybrid of PR, event planning, and platform-building.
This lesson applies far beyond traditional PR. Whether you're pitching investors, building a personal brand, or applying for a dream job, your ability to communicate who you are and what you stand for is extremely important. PR reminds us that narrative isn’t fluff, but leverage.
2. Women Thrive in PR for a Reason
Although PR is a woman-dominated field, Aquila explains why women bring something deeper to the table than just a knack for communication. They bring emotional agility and intuition. Both key traits when managing relationships, handling clients, or responding to crisis. Women are able to navigate different personalities and mold themselves into what the client needs in order to be as helpful and useful as possible. They can understand quickly what a client would most benefit from and have an innate quality to be a great support system.
"We're part therapist, part social media manager, part strategist. A lot of our clients see us that way, and women are naturally great at fulfilling that kind of multi-purpose role."
This insight speaks to a larger truth. Women don't just do PR, they elevate it by bringing authenticity, empathy, and a strategic touch to the work. It's also a reminder that skills traditionally seen as "soft", such as emotional intelligence and adaptability, are actually critical assets in any career.
3. Opportunity Favors the Fearless
When asked what advice she gives to fellow women in business, Aquila says you need to push for the yes. It is very easy to fall back and be passive. A lot of times, especially as a business owner, you have to push yourself to be more assertive while still being likable.
"It's easy to take a step back in negotiations. But you have to push. Push for the big contract. Throw your name in the hat."
This is more than just encouragement to be confident; it is a tactical strategy. Many women hesitate to put themselves forward as they are seen as "overbearing" and "too much". However, PR teaches us that visibility is earned, and you cannot be visible if you don't put yourself in the position to be seen.
Aquila's career milestones, such as winning the NAWBO Women Business Owner of the Year Award, did not happen by waiting quietly. They were made possible by having the courage to take bold steps as well as having the skills to back those steps up.
4. Complacency Won’t Build Your Career
If you're just stepping into the professional world, Aquila's advice is simple: do as many internships as you can, making the most out of each one. You are being evaluated from day one, where the employer is asking themselves if you are someone they can rely on and if you are someone who is hungry.
According to Aquila, one of the biggest frustrations agencies face with new hires is complacency. This is young professionals who only do what is asked and stop there. The expectation of "waltzing into a role", working strictly 9 to 5, and keeping a perfect work-life balance from day one can be very unrealistic at the start of a career. While boundaries are important, they can also come at a cost of being overlooked.
Instead, Aquila encourages aspiring PR professionals or any young person starting in a field to go above and beyond. Ask for more responsibility, like volunteering for projects. Show that you are not just meeting expectations but exceeding them.
"We always tell our team about a book called The Ideal Team Player," she says. "The best people to work with are humble, hungry, and smart. And by smart, I mean people-smart. You can walk into a room, connect with anyone, and have a great conversation. But the humble and hungry part? Those are your greatest assets when you're just starting out."
In a competitive field like PR, breaking out of the complacency trap is what sets you apart. It is often the deciding factor between landing the next opportunity or being unnoticed.
5. Words Can Make or Break You
When asked about other common mistakes young professionals make, Aquila was quick to answer, a lack of writing skills. She says poor writing remains one of the biggest liabilities she sees in new hires.
"You would be surprised how often those simple spelling and grammar mistakes are still happening, even though you've got a beautiful college degree."
Whether it’s a social media caption, email, press release, or pitch, clear and polished writing builds trust. It shows you care about details and are professional. Aquila's advice is to read and listen to as much as you can. Know what is going on in the world. Flex your writing muscles, as it is one of the best things you can do for your career. Writing is not just about putting words on a page. It is about shaping how others perceive you.
The Takeaway for Every Smart Girl
At its core, PR is about people and the stories we choose to tell. Aquila Mendez-Valdez reminds us that careers don't just happen, they are intentionally built. Be bold enough to take up space, humble enough to learn from every experience, and hungry enough to keep pushing forward.
From crafting your narrative to avoiding complacency and mastering the power of words, these lessons are a roadmap for success. PR teach us that visibility is earned and credibility is built. Being a woman in PR is an advantage, not a set back. In a noisy world, the Smart Girl who speaks with purpose stands out every time.
About Haute in Texas
Haute in Texas is a full-service PR and marketing agency dedicated to helping female founders propel and curate their presence both online and in person. Founded over a decade ago, the agency thrives on telling great stories for wonderful people. Some of their services include organic social media management, digital marketing and earned media outreach. Haute in Texas also offers community programming, helping clients plan events, reach the right audience, and get into rooms they want to be in.
The PR Playbook to Build Your Career with Aquila Mendez-Valdez is brought to you by Smart Girl Stories.
