“Forging Strong Relationships”

Yuridia Peña’s career as a communicator has been centered around achieving social justice for immigrants and communities of color. The Founder and Strategic Communications Advisor of the firm Alta Consulting (Alta), has worked with community advocates and activists, labor unions, government agencies, elected officials, the private sector, and non-profit organizations to highlight proposed legislation, amplify city and statewide initiatives, and develop multilingual marketing campaigns that impact the most vulnerable populations.

Yuridia’s passion transcends in her work. “Storytelling is a powerful tool beyond measurable analytics. I enjoy elevating individuals, families and entire communities simply by providing access to a platform or various platforms where they can share their story,” says the steadfast leader. Armed with this ideology, Yuridia is leading the company to new heights.

“Storytelling is a powerful tool beyond measurable analytics. Alta uses compelling storytelling to develop a brand’s personality and purpose. We offer tailored strategic communications and marketing that is laser-focused on meeting the needs of the consumer, amplifying our clients’ services and positioning them as industry leaders.”

Alta is designed to provide tailored strategic communications to brands, C-level executives, and organizations. With deep knowledge of issues and strong relationships with the media, the firm leads proactive press opportunities and manages crises. Yuridia works diligently with clients to build and protect their credibility and reputations.

Alta was created during the height of the COVID-19 pandemic as many businesses struggled to engage with their audience due to the oversaturation of pandemic media coverage. “All of our lives were upended in 2020 by a global pandemic, it was during that time of turmoil that I identified a need and decided to launch a public relations firm,” says Yuridia. “Today, Alta’s diverse portfolio includes issue-based brands and campaigns around good government policies and progressive initiatives,” she added.

According to Yuridia, identifying your competitive advantage is a crucial factor to achieving success. “As a Latina in the communications industry launching a Minority/Women-owned business, my competitive edge was clear – Alta brings not only nearly two decades of public affairs and communications experience across sectors, but also provides cultural competency, strong relationships and a strong network with city and state public agencies, elected officials and thought leaders.”

Digital marketing is imperative for the success of any company – whether its services or product-based, lifestyle, public or private sector. Creating captivating content is critical in our globalized world. “Alta uses compelling storytelling to create a personality and a purpose to brands, offering a tailored approach that is laser-focused on consumer needs, promotes clients’ services and positions them as an industry leaders,” she said.

Alta is committed to amplifying the stories of organizations and thought leaders advocating on behalf of underserved communities. In 2020, Alta represented Former HUD Secretary and OMB Director under President Obama Shaun Donovan as an NYC Mayoral Candidate. “We disseminated a smorgasbord of innovative policy ideas in the areas of housing, economic development, health care, immigration, education, criminal justice, climate, that underscore real issues affecting everyday New Yorkers,” she said. As a result, the campaign was recognized as 'The Campaign of Ideas' and received praise from thought leaders and journalists for developing smart policies that would rebuild and reimagine a city that works for everyone.

Alta is currently working on commissioning artists to create public artwork around climate change in New York City, overseeing the creation of a workforce development space that will bring career training and family-sustaining jobs in Connecticut and working with a tech company committed to bringing fresh, nutritious and culturally relevant food to food insecure communities in New York City. “Social responsibility is giving a voice to the voiceless. Most of my career has been rooted in social good. Incorporating cultural competency is key when communicating a service, product or ideology with consumers, thought leaders, and the general public,” says Yuridia. IEWL