6 questions with: Mindset Consulting’s Dina Mostovaya

Dina Mostovaya is CEO and founder of Madrid-based consulting firm, Mindset Consulting. Drawing from over 15 years of experience, Mostovaya has been instrumental in providing strategic communications support to tech and life science companies as well as venture funds across the United States, Europe, and Latin America. Her expertise lies in developing and implementing campaigns that resonate globally.

Mostovaya was named the Bulldog PR Awards PR Star of 2022, as well as a PR Star Under 40. In addition, she’s a member of the Global Women in PR Association, a member of the TEDxWaterStreet’s Advisory Board, and a judge for The International Business Awards by Stevie Awards.

The award-winning global cultural and communications consultant is a staunch believer in the vital role of cross-cultural relationships in today’s world. As borders between countries blur, Mostovaya emphasizes the growing significance of cultural awareness for PR professionals. She firmly asserts that possessing a deep understanding of diverse cultures has become increasingly crucial in this global landscape.

We caught up with Mostovaya to get her thoughts on the future of the communications industry. 

What book, podcast or other media do you recommend to other comms pros?

I’m really fascinated by cross-cultural communications, and one particularly good book I recommend to all my peers who work globally is “The Culture Map” by Erin Meyer. Since we at Mindset Consulting work with clients and journalists from the United States, UK, Germany, France, Spain, and the LATAM region, it has helped me to build better connections with them. Meyer explores differences in communication styles: for example, she explains how to provide negative feedback, persuade someone and write emails, how decisions are made, etc. 

Another long-time favorite book of mine is “Never split the difference” by Chris Voss. I read this book many years ago and consider it the best one about negotiations, which is why I still follow its principles in my daily life. 

As for the podcasts, I like listening to Red Sky Fuel For Thought and PR Roundtable with Jesse Wynants to stay fresh and updated about the latest news and trends in the industry.

What’s your favorite tool you use regularly for work?  

First of all, my daily routine involves checking my Telegram messenger, which I use for communication with both my clients and team. In addition, as someone who works closely with startups and investors, I find myself frequently using Crunchbase to stay informed about the market and its players. To keep track of my packed schedule, I rely on Calendar by Readdle, which helps me manage all of my tasks and appointments in one convenient location.

What excites you most about the future of communications?

I would say the importance of cross-cultural relationships and 360 brand communications. 

Borders between countries are blurring and so, to be successful, it’s critical to be culturally aware and effectively communicate with people from diverse backgrounds. From my experience, as someone who lives between Barcelona and London and builds a global business, I can definitely say that the ability to learn about and adapt to various cultures is something that every PR professional and entrepreneur should work toward. The importance of cultural sensitivity is also confirmed by several crisis cases not only in tech, but in the art and fashion industries (e.g. Dolce & Gabbana’s scandal in China in 2018). 

Besides, today the role of reputation grows steadily, and pervasive brand communications becomes a must. The perception of a brand is shaped not only by its positioning and tone of voice but also by the values it conveys, the color of the logo and UX experience in the application or on the site, the quality of packaging and the material from which it is made. Most importantly, the perception and attitude an audience has towards a brand is based on the behavior and lifestyles of key company speakers. Text and audio communications are not everything, we are on the threshold of the future, where we perceive brands tactilely and intuitively. 

What communications challenge keeps you up at night?

As we continue to face an energy crisis, supply chain disruptions, employee strikes, and a myriad of other economic and social concerns, I work in a constant state of problem-solving mode. As a result of this new predictive crisis management culture, I find myself honing my crisis communications skills and handling the challenging situations of our clients.

In addition, I’m concerned about the prevalence of fake news and the overwhelming number of bots on social media platforms, which is largely attributed to generative AI and its poster child ChatGPT. These factors hinder our ability to gain a clear understanding of current events, presenting a significant challenge for PR professionals who must adapt accordingly. Nowadays, people tend to trust those who present information more effectively, rather than those who convey the truth directly.

What’s the biggest challenge you’ve overcome in your career?

After Russia’s Ukrainian invasion, there were so many issues to solve in a moment. Navigating a portfolio of dozens of clients, all in crisis mode with uncharted needs, plus moving to Europe and relocating the company was the biggest leadership challenge in my 15-year-long career. This experience has taught us numerous valuable lessons and tested all of our values like transparency, honesty, and resilience.

On the other hand, this crisis became a new chapter for Mindset Consulting and our clients. We have continued to successfully propel the company forward,  and since our launch in Madrid a year ago, our portfolio has added British, French, German, Spanish, Swiss and Estonian startups and VC funds. We also developed new recruitment and onboarding programs and implemented employee coaching practices to support growth and sustainable mental health. Today, our team includes top professionals from major cities like New York, San Diego, London, Madrid, Barcelona, Tel Aviv and more, and we continue to grow and hire. 

What is the best advice you’ve ever gotten?

One of the best pieces of advice I’ve ever gotten and have been following for years in my career and then in my entrepreneurial ventures is to take the position of an equal partner and communicate openly; to be an independent and unbiased consultant, rather than just a performer.

Since learning is one of my core values, I am dedicated to being a lifelong student, and I’ve learned a lot from global professionals. Thus, Claudine Moore, founder of C.Moore Media (acquired by Allison+Partners), has been my mentor for years and made an essential contribution to my development. She taught me to take a strategic view on business goals, build my personal brand in the U.S. and grow in the direction of business consulting. She also motivated me to keep studying, which is why I decided to go to New York University where I’m currently widening my knowledge in international affairs, gender and human rights, and more. 

I also want to mention Marvin Bower, who grew McKinsey from a small firm to a leader in the consulting industry. He is a legend for me, I share his values, principles and morality. I have read all the books about his career and the company he led, and I believe he was an extraordinary example of how to do business. 

Isis Simpson-Mersha is a conference producer/ reporter for Ragan. Follow her on LinkedIn.