Some careers follow a straight line, while others are shaped by moments that force a recalibration of purpose. From Sandra Torres‘s perspective, Contigo PR & Media Consulting emerged from that second path, a response to years spent inside large communications organizations, combined with a growing desire to build something more intentional. “Contigo wasn’t created just to provide media services. It was built to support people and organizations whose work carries meaning beyond visibility, so their stories are told with the care and intention they deserve,” she explains.
Torres spent nearly two decades inside a major Washington, D.C.-based firm, where she helped build and lead a broadcast public relations program. According to her, that chapter began with a genuine love of news and storytelling. “I fell in love with the newsroom,” she says. “I was heads down, building something I really believed in.” Over time, Torres notes that the way success was measured became increasingly driven by values. It became about quantity rather than quality.
She explains an environment where output and numbers were often emphasized more than process or well-being, particularly for women and professionals who did not fit traditional leadership molds. Torres refused to be another cog in the system, simply contributing to what she saw as a social problem. “It became impossible to ignore what I had already been feeling. I knew I couldn’t be part of that anymore,” she says. “It was the moment I realized I had to build something different.”
That decision was also shaped by a deeply personal experience. “Caring for a close friend during her final months changed how I saw everything. It clarified what truly matters and shaped the kind of work I wanted to do, which is being present for the people behind every story while leading everything with intention and heart. That’s what she was, so that’s what I had to become,” Torres states.
Founded in October 2025, Contigo PR & Media Consulting operates as a bilingual boutique communications firm specializing in broadcast media, strategic public relations campaigns, and spokesperson development. According to Torres, the company supports organizations that are working to create positive social outcomes, whether in healthcare, education, or community-based initiatives. She explains that many of these groups are doing complex or technical work, yet may not have the experience needed to communicate that impact to the public. “Some people are creating things that can really help others,” she says. “But that doesn’t automatically mean they know how to tell that story.”
For those who know how to tell the story but language becomes a barrier, Contigo PR & Media Consulting becomes a guide. “Too often, Spanish-language audiences are treated as an afterthought. Stories are translated instead of truly told. I don’t see bilingual storytelling as a bonus or a niche; I see it as a strategic necessity. It’s not about translating stories. It’s about originating them correctly, from the start, with cultural fluency and care,” Torres remarks.
Torres’s background in broadcast news shapes how those stories are approached. From her perspective, effective media outreach is not just about placing an organization in front of an audience, but about making sure the message is accurate, timely, and aligned with what journalists and producers need. She explains spending significant time learning reporters’ beats, understanding how different newsrooms operate, and preparing clients before they ever step in front of a camera. “Media training is really important,” Torres says. “It’s about making sure someone is confident and clear before they ever walk into an interview.”
That hands-on model extends to campaign strategy as well. Torres explains that Contigo works with clients to map out how and where their stories should appear, whether through television, radio, digital platforms, or print. According to her, the goal is to meet audiences where they already are, rather than relying on a single channel. “Every campaign starts with understanding who you are trying to reach,” she notes. “Then you build the plan from there.”
Internally, Torres envisions Contigo as a workplace that reflects the same values it brings to clients. She speaks about building a team where people feel supported, listened to, and able to grow without sacrificing their lives outside of work. “I want it to be a place where women can move up comfortably, where people are appreciated for what they bring,” she says.
As Contigo PR & Media Consulting continues to grow, Torres explains her focus as remaining rooted in intention rather than scale. The firm, she explains, is designed to stay close to its clients and their stories, offering strategy, alignment, relationships, and careful preparation rather than volume. Torres says, “At the end of the day, this work is about standing beside people when their story matters most and making sure they are never walking into that moment alone.”
