Getting to know Catarina Sanjuan, Director of Canela PR Portugal
What has been your best moment / achievement in the world of communications?
Just a month after I started working as an intern in a PR agency, one of the consultants left the agency. So from one day to another I was responsible for nine accounts, most of them from the IT sector, which I wasn’t very familiar with. Those were the months of hard work, during which I gained a lot of knowledge, and improved my creativity and organizational skills.
What advice would you give your 25 year-old self?
“Yes, you can!” Our learning process is based on different dichotomies: true/false, good/bad, you know/you don´t know (and look out if you do not know!). That means that once we land in the world of work, we are afraid to ask, to admit mistakes… I wish that 25 year-old Catarina had had more assertiveness and confidence to question things and talk about her doubts. Now I’ve learned that there are no mistakes, just feedback. And this changes everything!
Which social media network do you think will be still popular in 2020?
As popular as it is today… none. I belong to one of the first-born in the generation of Millennials, and I have high expectations with social networks and, in turn, I am increasingly picky about what I want to see and how I want to interact. Also, these platforms end up being generational, a 15 year-old kid no longer wants to be on Facebook, for the simple reason that his mother and grandmother are there.
What is your unfulfilled pursuit?
I still have hope that one day I will be able to make myself a dress! Although I´ve never studied anything related to dress-making, being a mother has played its role, and I hope that someday I could make unique and original clothes for my daughter.
What has been the biggest hurdle you´ve faced in the world of communications?
People. We all have different mental maps, and knowing how to interact with different people constructively is a great challenge for all of us since it requires a lot of work, tolerance and creativity.
Which challenges do you think the world of communications will face in the following years?
I think that the biggest challenge is for the Millennial generation. Our generation has the freedom and responsibility to change the world. The economic crisis and the climate change are there to remind us that we have to change our attitudes, and this affects our consumer and communication habits. Another challenge is the professionalization of the digital communication; when the business community understands the need to adapt the communication to various channels with the help of experts, I’m sure that companies will reach their target and achieve their goals more easily.
What do you think are the advantages of the Internet and social networks for the world of information?
The web has become the main showcase for a company, and it makes us more on view. If the world is moving, as I want to believe, towards a path that seeks honesty, transparency and tolerance, a web and a presence in social networks will be able to create even more emotional relationships with people.
What is the motto that always comes along with you?
“I have all the resources I need to achieve my goals.” This is one of the NLP´s premises that I´m most identified with since it helps me grow constantly.