This week on The Dragon Tree Podcast, we sat down with Teresa Yasutis, a seasoned entrepreneur who has been successfully navigating the field of communications for over 25 years.

Her journey is a case study in career evolution, with experiences ranging from high-stakes advertising campaigns for Discovery Networks to eventually founding her own boutique PR firm. What tied it all together? A fundamental love of storytelling, rooted in her childhood and reinforced by a career built on messaging that drives real change.

We talked about her early work on public awareness campaigns and about her belief in the power of community in business, comms, and beyond.

The Right Client

In 2006, Teresa took a calculated risk to launch her own communications firm. She quickly found success working with clients like ZocDoc and local DC powerhouse Sandy Spring Bank. The secret to her success? Choosing her clients wisely. For a relationship to be successful, she says, you must genuinely connect with the client's message and mission. As she puts it, if the story doesn't resonate, you most likely won't be the best match to drive that project forward.

Building Community from the Ground Up

Teresa also channeled her entrepreneurial spirit into fitness, founding PopCycle, a community-focused indoor cycling studio. This pivot allowed her to blend her business and communication skills with her passion for biking and music! During the height of COVID, she and her husband moved the studio's 30 bikes outside each day to maintain a needed sense of community for their riders. It’s a powerful example of what it takes to protect a brand and a business through unprecedented times, while keeping lines of communication open between owner and client.

Coaching the Authors of Tomorrow

Today, Teresa is focused on helping authors in ways that might at first seem counterintuitive. Working as a literary representative, she sees her clients not only as artists, but as entrepreneurs who are selling a valuable product. Viewed in that light, it becomes part of her job to help authors differentiate themselves in a crowded marketplace.

This work recently led her to client Ann Butler, who casually mentioned that she was writing a memoir about her 27 years as a covert CIA officer while juggling the responsibilities of being a mother to five children.

Recognizing a powerful story, Teresa helped Ann package and prepare her book for publication, which led to high-profile media coverage on platforms like NBC Nightly News and C-SPAN. Teresa emphasizes that preparation and coaching are integral to transmitting one's message, especially for those new to the public spotlight. Whether it’s anticipating tough questions or staying on script, a strong communicator should ensure that their client’s genuine story always shines through.