Friday, October 23

“You always have to be 10 steps ahead” | The NY Journal


Public relations businesswoman Dee Rivera, from DCG Media Group, adapts to the reality of COVID and explains that there is no need to have fears but a plan

Dee Rivera thought that one day she would be a television presenter. He was also seen in a travel show or would work in the theater.

Finally, this woman of Puerto Rican origin but born in the Bronx ended up in the world of fashion and creating a public relations and brand image company, DCG Media Relations, from which she is working and launching ideas for a moment in the that COVID-19 marks lives and jobs.

Last August, and following the restrictions imposed by the fight against the virus to the letter, he returned to Midtown Manhattan to continue with his Times Square Fashion Week. There, and for the second year in a row, he launched an outdoor fashion show in which the designers Cenia Paredes, Isabella Barrett, Gloria Lee, Cherelle Towns, Chokomode participated. Y Kimberly Pucci.

Jean Shafiroff, Melissa Shea, Gale Brewer and Dee Rivera at the Times Square Fashion Show held in August./Courtesy DCG Media Group

This businesswoman admits that difficult times are being experienced, while chatting on the phone with this newspaper from her home in New Jersey. His Manhattan office has closed, and employees also work from home.

But she says she’s prepared, not just because she’s long gotten used to working from home but because the increase in virtual interactions is something she had on her mind before the disease was the norm. “You always have to plan and be 10 steps ahead, not only in business but also in life,” he explains. “Living in the moment is good but you always have to have a plan, not fears, a plan,” he says.

Rivera started as an intern at Bridal Magazine where she ended up as an assistant to the fashion director. “I loved it,” he says, recalling that experience. The job opened the door to another magazine, Latina Magazine that had just come out. It was 1996 and she became a fashion director, organizing and planning campaigns, reports and also producing shows.

Organizing fashion shows, working with designers, models, photographers and all the montage that this production takes around put him on the path of starting his own company. It was the late nineties and although he continued working full time at the magazine, he started to set up a small public relations firm.

“You cannot leave the job you have because nothing is certain when you launch a company, for a while you have to have two full-time jobs,” he explains. She says you can keep working and keep your dreams and in fact she did for four years. “Until my company took off.” That was in 2010.

Experience marketing – “I want people to touch the products” – brands and public relations are the hallmarks of a business whose first brand to represent was Iman Cosmetics. Rivera has specialized in fashion and in being a platform for Latino designers. Over time he has been creating fashion shows such as Times Square Fashion Week and Hamptons Fashion Week that this year he has not been able to produce.

Rivera says that before COVID he had already begun to pivot towards a more virtual business. Following her mantra that you have to get ahead with plans, this businesswoman explains that it is difficult to live in the moment but that is why you have to be clear that you have a path. Along that path, he had already experimented with online events, bags of goods sent by mail.

“We haven’t stopped,” he says of his company that he considers a public relations boutique-firm in which four people now work. “When the pandemic was declared, I didn’t have time to rest,” he says. One of her goals was to keep the Times Square parade going, and she explains that she didn’t stop calling the Manhattan president’s office until she had all the permits to do so.

With masks designed for the occasion, without prior notice to avoid crowds but with the presence of Gale Brewer herself, president of the borough of Manhattan.

Dominican designer Cenia was one of those who paraded in Times Square at the event organized by DCG Media Group./Courtesy DCG Media Group

Rivera admits that COVID is a problem but is counting on nothing ever being easy. “To be successful there are no elevators, only stairs, there are no shortcuts.” She explains that you always have to be professional, use your intelligence and shares that in the years she has been in business she has learned that you have to work with people with whom you share the same “etiquette” when doing business and in the one you can trust.

She explains that her clients are always referred by other people she trusts and when that is not the case, she first studies the client before committing to work for him.

“When I started I trusted everyone but then I learned that things were not like that and that’s when I started to get advice from a lawyer,” he says, laughing but seriously.

Their future plans were to a large extent to start this year and involve hiring more people and growing internationally in Europe and Latin America. He wanted to go to Dublin to start but has had to cancel. Now she is convinced that with COVID the world she works for is going to change, with big brands disappearing, and a change in the priorities of consumers. “People are rethinking how we live, how we consume, and if we need a simpler life.” She believes that is going to change the world of fashion.

And your business will adapt. But maybe in the future without her. Rivera says she sees herself in the future selling the company and dedicating herself to philanthropy. It is something that is moved by the reality of the homeless, the homeless and the children who suffer because of it. This crisis has made it clearer. “It destroys me that we live in a rich country and do not see the homeless.”


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