NYWICI: A Conversation with Alyssa Bernstein
I got a chance to chat with Alyssa Bernstein recently, a seasoned communications professional at TelevisaUnivision. With experience at places like ABC News, CBS, ViacomCBS/Paramount, and now TelevisaUnivision, she’s seen it all and had some really practical advice for people at every stage of their communications career.
As someone currently looking to transition in my career and pursuing a Master’s in Marketing and Communications, I found our conversation genuinely inspiring, and here’s what I learned from our call.
The Primacy of Relevance
The thing Alyssa kept coming back to throughout our call was relevance. Whether it’s a media company launching a new streaming service or crafting a brand narrative, you’re invisible if you’re not relevant.
“How do you put out content or be in places that make you relevant as a brand?” Alyssa asked rhetorically during our call. This question has guided much of her strategic thinking throughout her career. Maintaining relevance, she explained, requires a strong sense of identity and a consistent effort to demonstrate value to your audience. In today’s crowded media world, that’s harder than ever.
She explained that staying relevant isn’t just a one-time thing; it requires knowing who you are as a brand and constantly showing your audience why they should care.
The Evolving Role of Communications
The communications function constantly evolves, requiring professionals to be adaptable and responsive. One of the challenges Alyssa has observed is the polarizing perception of communications within different organizations.
“It’s fascinating,” she mentioned, “how some companies value communicators as strategic advisors, while others see them as mere writers of press releases.”
Alyssa believes communicators must demonstrate their value as stewards of the business. That means understanding the money side of your work and connecting it to the organization’s business goals.
“When you can speak the language of business and show how your work impacts the bottom line, you move from being seen as a support function to a strategic partner.”
The Value of Community: NYWICI
When I asked about professional growth resources and the benefits of organizations like NYWICI, “NYWICI has been transformative for me,” she shared. “It brings together such a diverse group of communications professionals to connect, learn, and grow.“
When asked to describe NYWICI in one word, she chose “authenticity,” highlighting the organization’s genuine connections and supportive environment. I couldn’t help but share her enthusiasm as she spoke about events like the Matrix Awards and the Trailblazer Awards, which celebrate the achievements of women in the industry.
“There’s something special about being in a room full of women who understand your challenges and celebrate your victories.”
Advice for Newcomers
When starting out in your career, Alyssa emphasized the importance of hard work, “There’s no replacement for hard work,” and I couldn’t agree more. While networking and building a resume are important, a solid work ethic, the ability to deliver, and a willingness to contribute positively are essential for success in your career.
She also suggests broadening your skill sets by exploring different areas of Communications. By understanding how different functions work together, communication professionals can develop a more holistic perspective and become a more valuable asset to their organizations. I agreed wholeheartedly, thinking about how this advice resonates with my own career journey.
Inspiration and Reflection
When asked about sources of inspiration, Alyssa mentioned Mel Robbins and her “Let Them Theory.” The concept resonates with her approach to handling criticism and staying focused on her goals.
When I asked her about what career advice she would give her younger self, she said, “The hard work is going to pay off.” Even when the challenges seem unbearable, perseverance and dedication will lead to success.
As our call wrapped up, I couldn’t help but feel energized and reassured. In a field that’s constantly changing, Alyssa reminded me that the fundamentals, hard work, relevance, and authentic connections are the core principles for success.
Whether you’re fresh out of school or, like me, making a mid-career pivot, there’s something powerful in remembering these fundamentals. In this conversation with Alyssa, I found both practical advice and encouragement to keep pushing forward in my journey.
