Dina Mostovaya is CEO and founding father of Madrid-based consulting agency, Mindset Consulting. Drawing from over 15 years of expertise, Mostovaya has been instrumental in offering strategic communications assist to tech and life science corporations in addition to enterprise funds throughout the USA, Europe, and Latin America. Her experience lies in growing and implementing campaigns that resonate globally.
Mostovaya was named the Bulldog PR Awards PR Star of 2022, in addition to a PR Star Below 40. As well as, she’s a member of the World Girls in PR Affiliation, a member of the TEDxWaterStreet’s Advisory Board, and a choose for The Worldwide Enterprise Awards by Stevie Awards.
The award-winning international cultural and communications advisor is a staunch believer within the important position of cross-cultural relationships in at this time’s world. As borders between international locations blur, Mostovaya emphasizes the rising significance of cultural consciousness for PR professionals. She firmly asserts that possessing a deep understanding of various cultures has develop into more and more essential on this international panorama.
We caught up with Mostovaya to get her ideas on the way forward for the communications trade.
What ebook, podcast or different media do you suggest to different comms professionals?
I’m actually fascinated by cross-cultural communications, and one notably good ebook I like to recommend to all my friends who work globally is “The Tradition Map” by Erin Meyer. Since we at Mindset Consulting work with shoppers and journalists from the USA, UK, Germany, France, Spain, and the LATAM area, it has helped me to construct higher connections with them. Meyer explores variations in communication types: for instance, she explains present damaging suggestions, persuade somebody and write emails, how selections are made, and so on.
One other long-time favourite ebook of mine is “By no means cut up the distinction” by Chris Voss. I learn this ebook a few years in the past and contemplate it the very best one about negotiations, which is why I nonetheless comply with its ideas in my every day life.
As for the podcasts, I like listening to Purple Sky Gasoline For Thought and PR Roundtable with Jesse Wynants to remain recent and up to date in regards to the newest information and traits within the trade.
What’s your favourite instrument you utilize commonly for work?
Initially, my every day routine includes checking my Telegram messenger, which I exploit for communication with each my shoppers and workforce. As well as, as somebody who works intently with startups and traders, I discover myself steadily utilizing Crunchbase to remain knowledgeable in regards to the market and its gamers. To maintain monitor of my packed schedule, I depend on Calendar by Readdle, which helps me handle all of my duties and appointments in a single handy location.
What excites you most about the way forward for communications?
I’d say the significance of cross-cultural relationships and 360 model communications.
Borders between international locations are blurring and so, to achieve success, it’s vital to be culturally conscious and successfully talk with individuals from various backgrounds. From my expertise, as somebody who lives between Barcelona and London and builds a worldwide enterprise, I can undoubtedly say that the power to find out about and adapt to numerous cultures is one thing that each PR skilled and entrepreneur ought to work towards. The significance of cultural sensitivity can be confirmed by a number of disaster instances not solely in tech, however within the artwork and vogue industries (e.g. Dolce & Gabbana’s scandal in China in 2018).
Apart from, at this time the position of repute grows steadily, and pervasive model communications turns into a should. The notion of a model is formed not solely by its positioning and tone of voice but in addition by the values it conveys, the colour of the emblem and UX expertise within the utility or on the positioning, the standard of packaging and the fabric from which it’s made. Most significantly, the notion and perspective an viewers has in direction of a model is predicated on the habits and existence of key firm audio system. Textual content and audio communications aren’t every thing, we’re on the edge of the longer term, the place we understand manufacturers tactilely and intuitively.
What communications problem retains you up at evening?
As we proceed to face an vitality disaster, provide chain disruptions, worker strikes, and a myriad of different financial and social issues, I work in a relentless state of problem-solving mode. Because of this new predictive disaster administration tradition, I discover myself honing my disaster communications expertise and dealing with the difficult conditions of our shoppers.
As well as, I’m involved in regards to the prevalence of pretend information and the overwhelming variety of bots on social media platforms, which is basically attributed to generative AI and its poster baby ChatGPT. These components hinder our capability to achieve a transparent understanding of present occasions, presenting a major problem for PR professionals who should adapt accordingly. These days, individuals are likely to belief those that current data extra successfully, relatively than those that convey the reality straight.
What’s the most important problem you’ve overcome in your profession?
After Russia’s Ukrainian invasion, there have been so many points to resolve in a second. Navigating a portfolio of dozens of shoppers, all in disaster mode with uncharted wants, plus transferring to Europe and relocating the corporate was the most important management problem in my 15-year-long profession. This expertise has taught us quite a few priceless classes and examined all of our values like transparency, honesty, and resilience.
Then again, this disaster grew to become a brand new chapter for Mindset Consulting and our shoppers. We’ve continued to efficiently propel the corporate ahead, and since our launch in Madrid a 12 months in the past, our portfolio has added British, French, German, Spanish, Swiss and Estonian startups and VC funds. We additionally developed new recruitment and onboarding applications and carried out worker teaching practices to assist development and sustainable psychological well being. Right now, our workforce consists of prime professionals from main cities like New York, San Diego, London, Madrid, Barcelona, Tel Aviv and extra, and we proceed to develop and rent.
What’s the greatest recommendation you’ve ever gotten?
Top-of-the-line items of recommendation I’ve ever gotten and have been following for years in my profession after which in my entrepreneurial ventures is to take the place of an equal companion and talk brazenly; to be an unbiased and unbiased advisor, relatively than only a performer.
Since studying is certainly one of my core values, I’m devoted to being a lifelong scholar, and I’ve realized so much from international professionals. Thus, Claudine Moore, founding father of C.Moore Media (acquired by Allison+Companions), has been my mentor for years and made an important contribution to my growth. She taught me to take a strategic view on enterprise targets, construct my private model within the U.S. and develop within the course of enterprise consulting. She additionally motivated me to maintain finding out, which is why I made a decision to go to New York College the place I’m at the moment widening my data in worldwide affairs, gender and human rights, and extra.
I additionally wish to point out Marvin Bower, who grew McKinsey from a small agency to a pacesetter within the consulting trade. He’s a legend for me, I share his values, ideas and morality. I’ve learn all of the books about his profession and the corporate he led, and I imagine he was a unprecedented instance of do enterprise.
Isis Simpson-Mersha is a convention producer/ reporter for Ragan. Comply with her on LinkedIn.
