S2E 7 How One Woman Built North Carolina's Latino Media Empire Lizette Cruz Watko is President of Watko Entertainment Inc. and Watko Properties LLC, and founder of the Diamante Arts & Cultural Center. A longtime advocate for North Carolina’s Latino community, she has spent over 30 years creating platforms that foster cultural diversity, communication, and community engagement. She founded the first Spanish-language newspaper in the Carolinas and the Latino Diamante Awards, now in its 30th year. Cruz Watko is a NALAC Fellow, board member emeritus of Diamante, and serves on the boards of the United Arts Council of Wake, Arts NC, and the Z. Smith Reynolds Foundation Public Art advisory panel.

Picture this: 1993, North Carolina. The entire state has just 56,000 Latinos. No Spanish TV. Barely any radio. Zero newspapers. Lisette Cruz-Watka moves from Los Angeles to a one-bedroom apartment in Chapel Hill and thinks, "Well, I know a little bit about newspapers and PR, why not start one?" Thirty years later, North Carolina's Latino population has exploded to 1.1 million, and the infrastructure Lisette built from the state's first Spanish-language newspaper to the Latino Diamante Awards is still creating pathways for an entire community.

North Carolina wasn't a border state. It didn't have established Latino enclaves. When Lisette arrived, Latino residents couldn't even identify themselves on voting ballots. The work she did in the 1990s wasn't just about creating media. It was about creating visibility, safety, and economic access. From writing the state's first Hispanic Heritage Month proclamation to helping secure Spanish DMV tests and banking access for people without traditional IDs, Lisette proved that when you build infrastructure, communities can thrive. Her story shows what's possible when someone spots what's missing and simply says, "Sure, why not?"

When Lisette launched North Carolina's first Spanish-language newspaper from her dining room table, she wasn't just distributing information—she was creating a sense of "oh, I'm here too." People started coming out of the woodwork. The newspaper circulated statewide, connecting isolated pockets of Latino families and creating the foundation for organized community action.

"If you're not in the room, nobody's gonna take it under consideration." Lisette served on 10 boards simultaneously—not for power, but for representation. Her strategy? Serve one term, then hand it off: "Hey, I have somebody for you." She built pipelines of Latino leadership rather than monuments to herself.

The cohesive Latino community of the '90s accomplished massive policy changes: Spanish DMV tests, driver's licenses for immigrants, banking access, and official state recognition. These weren't symbolic—they were practical tools that made daily life safer. When people had IDs, banks could serve them. When banks served them, they stopped being robbery targets for keeping cash in mattresses.

From television work to talent scouting to launching festivals to connecting Univision with a station purchase—Lisette's career was built on saying yes to opportunities that aligned with her values. "What's the worst that can happen?" She didn't pursue the limelight; she just did whatever work needed doing.

When Lisette created "Lisette Invita," an English-language cooking show featuring Latino cuisine, she was filling a gap she noticed: "I wasn't seeing anybody that looked like me on HGTV or Food Network." Now movie stars are doing her show concept. But she got there first because she understood: if you don't see yourself on screen, you can't imagine yourself in those spaces.

S2 E6 Smart Video Strategies for Mental Wellness Pros

Change the Reel website

Over 80% of clients say they're more likely to trust a therapist or coach they've seen on video before booking. But here's the kicker! Creating content as a mental wellness professional isn't like being a lifestyle influencer. You've got ethics, confidentiality, and credibility to protect.

WHY THIS MATTERS NOW

Mental wellness professionals face a unique challenge: how do you show up authentically on video while maintaining professional boundaries? Whether you're a therapist, counselor, or coach, video content helps potential clients get to know, like, and trust you—but only when done ethically and strategically.

This episode breaks down how to create impactful long-form and short-form videos that connect with your ideal audience without crossing professional lines.

KEY INSIGHTS

Lead with Education, Not Diagnosis:

Talk about general coping strategies for anxiety, not "how to diagnose anxiety on TikTok." Create a content comfort policy that defines your personal red lines for topics, language, and formats that maintain your boundaries.

Confidentiality Comes First:

Use composites or anonymize any client-related anecdotes. Never share identifying details, and always protect your scope of practice. Be explicit about whether you're a coach, counselor, or therapist in your bio, intros, and descriptions.

Long-Form Video Builds Trust:

Think of these as your "special sauce" videos: explaining what you help with most and who you serve. Structure them like a session by hooking viewers with a relatable problem, delivering psychoeducation value, and posing thought-provoking questions. Batch record 2-3 videos in one sitting for consistency.

Short-Form Video Builds Visibility:

TikTok reels and YouTube shorts are conversation starters. Hook people in the first few seconds (never lead with a graphic), stick to one clear message, and repurpose clips from your long-form content. Caption everything for accessibility since many people scroll without sound.

Live Streaming Expands Your Reach:

Host quarterly Q&A sessions on topics like maternal wellness or veteran support. Use prescribed questions to maintain boundaries, and decide upfront whether you'll engage through chat or on-camera questions. Always record for repurposing, and consider having support staff to manage chat or drop links.

Speak to Transformation, Not Trauma:

Frame your content around how you help clients feel more grounded, not "how to survive abusive relationships." Show the transformation possible, not just the pain point.

MAKING IT WORK

Batch Your Content - Record once a month: 2-3 long-form videos can be sliced into 5+ short clips each. This creates enough content for consistent weekly posting without burning out.

Repurpose Everything - Turn video transcripts into blog posts or captions. Pull key quotes for text posts. Use video snippets across platforms. One long-form video becomes a month's worth of content.

Maintain Ethical Standards - Include disclaimers like "This video is for educational purposes and not a substitute for therapy." Avoid engaging with questions so specific they could be perceived as clinical advice. Set clear community guidelines for live sessions.

Show Up As Yourself - Use storytelling to connect by sharing your "why," your values, and personal insights (without oversharing). If you're LGBTQ+, BIPOC, a veteran, or have lived experience that informs your practice, let that be part of your story. Representation matters.

Consider Production Level - Ask yourself: How do I want to be perceived by my ideal client? A clean background, good lighting, and clear audio signal professionalism. You don't need fancy gear, just...

2 5 The Heart Sell - Building Business Through Authentic Connection with Dora Rankin

• The Heart Sell Book - Get more from Dora Rankin. Order your copy of her book here.
• Dora Rankin - Dreamers & Doers® | LinkedIn - Connect with Dora on LinkedIn

Change the Reel website

From Corporate Banking to Heart-Centered Sales: How This Entrepreneur Ditched the Bro Tactics

What if everything you learned about sales and marketing in corporate America was wrong? Our guest today walked away from a 25-year banking career, fired her PR team mid-book launch, and built a business teaching women entrepreneurs that relationships, not tactics, drive revenue.

Meet Dora Rankin: seasoned banking executive turned business coach, author of The Heart Sell, and the woman who's bringing authenticity back to sales strategy.

Why This Matters Now

Most business owners don't understand the difference between sales and marketing. And that confusion costs them growth. Dora spent decades in corporate banking leadership, worked with high-growth fintech startups, and studied women's entrepreneurship at Cornell. Then she walked away from it all to teach a different approach: one where connection trumps conversion tactics every single time.

The Permission Moment

Dora's sister told her at 42, "Take everything wrapped around your pinky and give it to women." That permission, combined with immediate action, changed everything. She left the "corporate trafficking" of senior leadership roles where she had to filter her authenticity, and created a business where she chooses her clients instead of tolerating them.

Here's what most people miss: having the moment of clarity isn't enough. You have to take action on it. Otherwise, it just becomes another moment that passes.

Why She Fired Her PR Team

Dora published The Heart Sell, intending it as a "vanity play"! A big PR push with national and local agents running campaigns. She found herself at a major NYC event talking about the book, and realized: "I don't like this. I don't like how it feels."

So she fired both PR agents (after paying them serious money) and started teaching the curriculum at small business development centers and women's business centers to founders who couldn't afford $25,000 masterminds. She fell in love with actually teaching the content instead of promoting the book.

The lesson? Your original plan might be completely wrong, and that's okay. The book became a blueprint for teaching rather than a marketing tool.

Sales vs. Marketing: The Confusion Costing You Growth

The foundation of The Heart Sell addresses what most founders get wrong: they don't understand the difference between sales and marketing. Dora lays out the distinction simply and provides strategic roadmaps so you can actually grow your business instead of spinning your wheels.

Her approach isn't about being everywhere on social media or chasing follower counts. She doesn't need 1.5 million followers because she's not an influencer—her business model is one-on-one coaching and enterprise-level corporate curriculum. That requires relationship building as its anchor.

The Intention Behind Your Outreach

Here's where most people fail at authentic connection: their intention is "let me get in there and sell something." Dora's approach? "Let me see if there's really a problem, and I wonder if I'm the right person to solve it. Will they let me talk about that with them?"

When your intention is genuine, people can tell. Some...

Getting DIY Video Right Without the Epic Fails

You've got your ring light, your fancy mic, and you're ready to hit record. So why does your DIY video still look... off? After 20 plus years behind the camera, we've seen every DIY video mistake in the book, and we're here to help you avoid them.

Why This Matters Now

Video marketers get 66% more qualified leads per year, and 83% say video gives them good ROI. But here's the catch: 39% admit production delays hold them back. The fastest way to increase your video output? Smart DIY. But "smart" is the keyword here.

When DIY Actually Works

DIY isn't the enemy; complexity is. If you're going live on your phone to share a quick message, that's perfect. DIY is part of the message. But when you start adding lights, external mics, multiple cameras, and editing software, you've just created a second job. And unless video production is your business, that's a problem.

The Most Common DIY Fails We See

Lighting Nightmares: Your face shouldn't be darker than your background. Put the light source in front of you (not behind). A window or a lamp works fine. Skip the ring light (it creates weird reflections in your eyes). If you're adding production lights…Congratulations, you've just added complexity and potential glasses glare to your to-do list.

Camera Confusion: Your laptop camera or phone works perfectly fine for most DIY content. But the moment you start using external cameras without auto-focus experience, you're asking for trouble. Someone walks behind you? You're out of focus. You lean forward? Out of focus. And unfortunately, the hard truth is you can't fix out-of-focus footage in post.

Sound Disasters: The biggest fail? That $100 mic you bought isn't actually being used. Your computer is still recording from its built-in mic. We see this all the time. The fancy microphone is just a visual prop. Here is a solution: wear headphones and listen to what you're actually recording. Also, audio buzz can ruin otherwise good content. You’ll have to spend time learning how to fix the audio, paying for software you didn’t want, and then put in more time to actually clean it up.

The Authenticity Trap

"I want to DIY because I want to be authentic." We get it. But authenticity doesn't require doing everything yourself. Some of the most "authentic" creators you follow have full crews, but you just don't see them. That CEO who insisted on being "authentic" and winging it without a script? His one-hour shoot turned into an eight-hour nightmare.

Making It Work: The Velasquez Media DIY Rules

1. Keep it simple: One camera, one mic (or none), one message

2. Limit complexity: Every piece of equipment you add is another potential failure point

3. Use headphones: If you're using an external mic, you need to hear what you're recording

4. Light from the front: Windows and lamps are your friends

5. Skip the fake backgrounds: Blurred is better than watching your hand disappear into a faux beach scene

6. One topic per video: Save the complex multi-point presentations for professional productions

7. Know when to get help: If it's for a major launch, event, or revenue-driving content, bring in a crew

The Real Question: What Business Are You In?

You can learn to do your own bookkeeping, mow your own lawn, and produce your own videos. But should you? Every hour you spend troubleshooting why your audio has a mysterious buzz is an hour not spent on your core business.

DIY video works when it's fast, simple, and serves your immediate communication needs. Potential for failure increases when you're trying to create something complex while also being the talent, the crew, and the editor.

Bottom Line

87% of consumers say video quality impacts their trust in a brand. You don't need Hollywood production values, but you do need to avoid the distracting failures that scream "I

In this episode of Change the Reel, Monique and Piper sit

down with Jennie Lopez—Latina chemical engineer turned corporate

executive, professional dancer, author, and speaker—to talk about

authenticity, inclusion, and why embracing your uniqueness is the key to

success.

From NFL sidelines to executive boardrooms, Jennie’s journey shows

what happens when you stop hiding your “horn” and start leading as your

full self. Now known as the “Intentional Unicorn,” she empowers leaders,

entrepreneurs, and changemakers to harness their authentic superpowers

and thrive. #Authenticity #WomenInLeadership #ChangeTheReel

Why This Matters Now

In an era where AI and automation dominate headlines, authenticity is

becoming the most valuable edge. Jennie’s story proves that inclusion,

intentionality, and authenticity aren’t buzzwords—they’re business

strategies that drive impact, innovation, and legacy.

#RepresentationMatters #AuthenticVoices #InclusionInBusiness

Owning the Unicorn Within

• From Puerto Rico to the C-Suite
• Jennie reflects on her path as a Latina engineer and executive
• navigating industries where diversity wasn’t the norm—and the moment she
• realized hiding her accent, culture, or energy was holding her back.
• 
  
• 
  
• Turning Vulnerability into Power
• 
  
• What others called “too nice” or “too Latina” became Jennie’s
• differentiators. She shares how embracing vulnerability and authenticity
• transformed her career trajectory.
• 
  
• 
  
• The Power of Representation
• 
  
• For Jennie, representation isn’t optional—it’s a responsibility. Her
• work demonstrates how intentional inclusion brings out the best in
• people and organizations alike.
• 
  

Storytelling, Dance, and Video as Amplifiers

From dancing professionally and cheering for the NFL to launching

empowering videos on LinkedIn, Jennie shows how storytelling and

movement have always been part of her leadership. She explains why

video, used authentically, remains one of the most powerful ways to

connect with audiences. #Storytelling #AuthenticVoices #WomenInMedia

Beyond Corporate to Entrepreneurship

Leaving behind a career she loved wasn’t easy—but Jennie knew her

mission to empower others was bigger. Today, she speaks, coaches, and

consults through her brand Intentional Unicorn, guiding others to unlock their own superpowers and step boldly into leadership. #WomenEntrepreneurs #LatinasInBusiness

Looking Forward

From bestselling books to TEDx stages, Jennie continues to innovate. Her

upcoming app will make her coaching more accessible, proving that

authentic leadership and intentional inclusion scale far beyond a single

keynote or boardroom.

Bottom Line

Jennie Lopez reminds us that success comes from showing up as your full

self—intentionally, authentically, and unapologetically. By embracing

diversity, inclusion, and authenticity, leaders can create impact that

lasts beyond themselves.

Change the Reel: Where representation starts here. Join

us twice monthly as we explore how different voices shape the stories

we tell and help you navigate the world of authentic media production.

#ChangeTheReel #Authenticity #WomenInLeadership #RepresentationMatters

#IntentionalUnicorn #LatinasInBusiness #WomenEntrepreneurs

#InclusionInBusiness #Storytelling #AuthenticVoices

2 3 The Intentional Unicorn: Authenticity, Inclusion, and Leadership with...

Feeling overwhelmed by video marketing demands while managing a small team? You're not alone. In this episode, Monique and Piper break down the reality of video production statistics and share practical strategies for scaling your video efforts without burning out your team.

Why This Matters Now

The numbers don't lie: small businesses average 15 videos per year, medium businesses produce 84, and large companies create 118 annually. If you're not hitting these benchmarks, your competitors likely are. With 87% of businesses now using video as a marketing tool, the question isn't whether you should be creating video content, it's how to do it strategically without overwhelming your already stretched team.

Key Insights

The Video Production Reality Check

Here's what the data tells us: small businesses drop one video every 24 days, medium businesses every four days, and large companies every three days. If you're falling short of these averages, you're potentially behind competitors who might be offering less than what you provide but are more visible online. The psychology is simple. People engage with live streams and are 43% more likely to buy premium products after watching, and 67% more likely to purchase event tickets.

Building Your Video Strategy Foundation

Stop treating video as an add-on decided two weeks before an event. Developing a clear video strategy means knowing the purpose of each video, identifying your target audience, and understanding how each piece of content increases brand awareness. We've seen too many videos sitting in digital no-man's land with one or two views because there was no strategic plan for distribution or connection to business goals.

The Content Repurposing Game Changer

Your long-form content is a goldmine waiting to be mined. That 15-minute testimonial or executive interview contains multiple short clips perfect for social media. AI tools can now transcribe your content, making it easy to search for specific soundbites without watching entire videos. This isn't just about efficiency. It's about maximizing your content investment and maintaining consistent frequency.

Creating Your Production Workflow

Define roles across your team for planning, scripting, storyboarding, producing, editing, and publishing. Not everyone needs to be good at everything. Maybe you're strong on the technical side but shouldn't handle the writing. Spread the workflow across different departments so no single person carries the entire load. This collaborative approach can actually make video production an enjoyable, creative experience for your team.

Smart Tools and Outsourcing Decisions

AI editing tools like Eddie AI and Riverside FM can handle formatting for different social platforms. The landscape changes daily, so stay informed about available resources. But here's the strategic question: do you invest time learning these tools, or do you outsource to someone who already knows the prompts and has the technical skills? For complex needs like hybrid live events with proper audio management, outsourcing often provides faster scaling without the learning curve.

Making It Work

Video production success for small teams comes down to strategic planning over ad-hoc execution. Start with:

• Honest Assessment: Are you meeting industry video averages for your business size?
• Strategic Planning: Create a defined plan showing what you'll produce throughout the year
• Workflow Development: Assign clear roles so no one person is overwhelmed
• Content Maximization: Plan to repurpose longer content into shorter social pieces
• Smart Scaling: Decide what to...

2 1 The Truth About Retirement & Representation with April Browne

• Zelken Financial Services on YOUTUBE - April shares tons of information Youtube.
• Zelken Financial Services - How to work with April Browne

Change the Reel is back for Season 2! In this first episode, Monique and Piper sit down with April Browne, retired Durham Police Department captain turned financial advisor, to talk about representation, resilience, and rewriting the story of who gets to lead in finance.

After nearly 30 years in law enforcement, April faced the confusing world of retirement planning and realized how many hidden pitfalls existed for first responders and everyday people alike. Instead of settling for unclear answers, she launched Zilkin Financial Services to help others navigate their financial futures with clarity and confidence. #FinancialEmpowerment #WomenInFinance #ChangeTheReel

Why This Matters Now

Money is one of the last taboos, and financial literacy is often locked behind jargon and inequitable access. April’s work brings transparency and representation to a field dominated by white men, showing why diverse voices are essential in financial services. She reminds us that inclusion in finance isn’t just about fairness—it’s about creating trust and building futures that reflect our communities. #RepresentationMatters #FinancialInclusion #WealthBuilding

Building a Second Career with Purpose

• From Captain to Consultant
• April shares how her transition from law enforcement to finance was fueled by frustration and how that drive now fuels her mission to educate and empower others.
• 
  
• The Power of Representation
• From being one of the few women of color in the command staff to demanding diversity in financial partnerships, April talks about why visibility and intentional leadership matter.
• 
  
• Inclusion as a Business Value
• April doesn’t just talk about equity! She practices it. From who she partners with to who she serves, she insists that diversity and inclusion aren’t optional; they’re essential.
• 
  

Authenticity in Storytelling and Business

Whether it’s building a YouTube presence, bringing humor and honesty to tough financial conversations, or holding boundaries in business, April shows how authenticity attracts the right people and repels the wrong ones. Her story is a reminder that showing up as your true self is a superpower. #AuthenticVoices #WomenEntrepreneurs #FinancialFreedom

Looking Forward

April’s next chapter is about more than money…it’s about service. She’s helping people, especially first responders and those approaching retirement, build confidence in their financial decisions. And she’s proving that representation changes not only who’s at the table, but how the work gets done.

Bottom Line

Representation in finance matters. By blending the skills she honed in law enforcement with her commitment to equity and transparency, April Browne is changing the reel on who can be a trusted guide in building wealth and securing retirement.

Change the Reel: Where representation starts here. Join us twice monthly as we explore how different voices shape the stories we tell and help you navigate the world of authentic media production.

#ChangeTheReel #RepresentationMatters #WomenInFinance #FinancialEmpowerment #AuthenticVoices #InclusionMatters #WealthBuilding #FinancialFreedom #WomenEntrepreneurs #DiversityInBusiness

1 10 Fighting Disinformation and Elevating Diverse Voices with Martina Guzman

• Verdad - An AI tool that monitors Spanish-language radio for mis/disinformation

Change the Reel website

Martina Guzman

CHANGE THE REEL with Piper and Monique

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Executive Producers: Monique Velasquez and Piper Kessler

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Director/Editor: Simon Beery

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