Today we’d like to introduce you to Catalina Sanchez
Hi Catalina, thanks for joining us today. We’d love for you to start by introducing yourself.
My passion for communication, specifically public relations, started at a very young age. Growing up, my dad, who was the photographer for his high school newspaper and yearbook in the 80s, would always tell me, “Catalina, life is all about persuasion.” Anytime I wanted something, like ice cream, he would challenge me to convince him why I deserved it. This mindset became the foundation of my love for all things communication and persuasion.
When I needed to choose an elective in high school, my dad encouraged me to join the yearbook team, following in his footsteps. I quickly rose to co-editor-in-chief of the Dripping Springs High School yearbook, where I received multiple awards for my work. I remained in that role throughout my senior year, earning accolades such as First Place Single Illustration award by the Columbia Scholastic Press Association, the First Place Publication Award by the American Scholastic Press, and Best Overall Sports Coverage by the American Scholastic Press. These early experiences deepened my love for content creation, design, and leadership.
Upon entering Our Lady of the Lake University, I decided to pursue my passion by majoring in Mass Communications with a concentration in Public Relations and a minor in Sociology. During my time at university, I served as Content Editor, Design Editor, and eventually Editor-in-Chief of various school publications. I earned several prestigious awards, including Second Place Overall Newspaper by Texas Intercollegiate Press Association (TIPA) in 2020, an Honorable Mention for Overall Excellence by TIPA in 2020, and First Place Overall Excellence Website by TIPA in 2018. In addition, I was nominated for the Volunteer of the Year Awards (VOYA) and am a proud member of the National Society of Leadership and Success (NSLS).
Shortly after graduating, I started my career in Publication Design with Barton Publications. However, after reflecting on my passion and speaking with my mentor, I knew I had to transition into public relations. That’s when I made the transition to becoming a publicist.
Since then, I’ve had the privilege of working with notable clients such as San Antonio Shoemakers, Broadway San Antonio, San Antonio Auto and Truck Show, and Only One Hospitality Group. I eventually moved to San Antonio to work at a PR agency, all while commuting back home to Austin, where I serve as a personal publicist for athletes and other entities.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I’d say externally, it’s appeared to be a smooth road, but internally, it’s been far from an easy transition. One of the biggest challenges I’ve faced, like many young professionals, is imposter syndrome. It’s something that isn’t discussed enough, but it affects so many of us. You spend your whole life in school preparing for the ‘real world,’ and then, once you graduate, you’re suddenly thrust into it. In my case, I found myself writing press releases on serious topics like the Department of Defense, grand openings, and other significant news for clients. It’s overwhelming at times because all of a sudden, you’re not that 5-year-old wishing to grow up anymore—now you’re an adult wishing you were five again, without the weight of responsibility.
Imposter syndrome in the workplace can really make you second-guess your abilities, even when you know you’ve earned your place. You wonder if you’re good enough or if you belong, and it can create an internal struggle that’s hard to shake. However, acknowledging it has helped me push through. I’ve learned that confidence comes with experience and that everyone, at some point, feels like they’re figuring it out as they go.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
As a publicist, my day-to-day work is incredibly dynamic. There’s no such thing as a ‘typical day.’ One day, I could be in the office drafting press releases, media alerts, and pitches, or handling client meetings. The next, I might be in-studio at shows like Studio 512, Great Day SA, Good Day Austin, or even out on location with a camera crew. And then there are days where it’s all about relationship-building, grabbing coffee with influencers or media members to foster those key connections. Some days, I even find myself acting as a model for client content shoots—because as publicists, we really do it all!
In my role as a Public Relations Coordinator, I develop and implement PR strategies that align with clients’ goals. This includes crafting engaging press releases, social media content, and other PR materials, as well as cultivating relationships with journalists across print, digital, podcast, and broadcast media. I’m particularly proud of the consistent media placements and feature stories I’ve secured for clients, which have significantly amplified their visibility.
On the influencer side, I lead outreach efforts, identifying and collaborating with influencers to help amplify brand messages. I also organize impactful events and support digital and media campaigns to drive community engagement.
In addition to my public relations work, I also serve as a sports publicist. I specialize in working with professional baseball players, developing personalized branding strategies and collaborating with sponsors to align promotional activities with each player’s public image. It’s incredibly rewarding to see the impact of well-crafted stories and strategic media placements in elevating their visibility.
What sets me apart is my ability to blend traditional PR with innovative approaches. Whether it’s building long-term media relationships, getting in front of the camera, or organizing events, I always look for creative ways to elevate my clients’ presence. I pride myself on versatility, adaptability, and a deep understanding of how to position a brand or individual in today’s fast-moving media landscape.
Can you talk to us a bit about the role of luck?
I don’t really believe in luck, per se. Instead, I believe in the power of prayer and being in the right place at the right time. For me, it’s about preparation meeting opportunity. When you’ve put in the work and have faith in the process, those so-called ‘lucky’ moments tend to come your way. I’ve always trusted that when you align your actions with your goals and remain open to new possibilities, doors will open when they’re supposed to. I’m a firm believer that timing, combined with perseverance and faith, plays a far greater role than mere chance.
Contact Info:
- Instagram: Catalina.Isabella
Image Credits
Kody Melton and Albert Sanchez
