Tijuana-San Diego borderline fence.
Tearing Down Walls and Building Bridges
by Jorge F. D’Garay
I

am convinced that those of us who dedicate ourselves to public relations are at the same time builders of bridges because bridges shorten distances, overcome obstacles, bring people closer, and open communications.

Living in the border city with the highest number of legal crossings between Mexico and the United States is a challenge and a great privilege. Two cities, cultures, and languages converge here: San Diego and Tijuana, California and Baja California, sharing the same climate, air, water, and even mayor. Many of its inhabitants spend part of their day in each country for work, studies, commerce, tourism, and residence. For more than a century, we have crossed that imaginary line that later materialized with a fence of steel cables, then a wall, then two, and, in some regions, even three walls that go from the mountains and deserts to the Pacific Ocean.

The United States and Mexico share, and will continue to share, an extensive borderline of almost 2,000 miles from east to west, a geography that coincides with 10 states: California, Arizona, New Mexico, Texas, Baja California, Sonora, Chihuahua, Coahuila, Nuevo Leon, and Tamaulipas. With approximately 13 million inhabitants, the 10 cross-border metropolitan areas have a gross domestic product greater than some countries.

The teachings from these months have made it clear to me that, in any activity of our lives, from one minute to the next, the forces of the situation can close our physical boundaries but not the mental and imaginary ones.
It is in this context that I live. It is here that I decided 30 years ago to establish my public relations firm, the first in northern Mexico and with a binational emphasis. My firm’s philosophy is “Let’s build bridges,” because I have always been confident that every moment, every day, is a perfect one for leaders to spread a message of unity and solidarity so that more people, regardless of their location, origin, gender, and cultural identity, build bridges. No more walls and no more barriers.
A New World
The year 2020 is an excellent example of the butterfly effect, that is, how something that has happened on the other side of the world can have a global impact. In our region, the land borders were physically closed for a period of 20 months for non-essential travelers; many families were cut off, many businesses in both countries did not survive, and the consequences of this closure will be with us for many years to come.

I thought that 2020 would be the year of perfect vision, the 20/20 lens.

The appearance of the virus and its many consequences caused me to doubt this theory on many occasions. Yet after the first wave in June 2020, I was hopeful because I looked at the circumstances from another perspective. The measures that were taken, such as staying at home, the suspension of flights, and the transfer from office space to remote working, had some positive aspects: Some species of the animal kingdom recovered territories previously inaccessible. With the reduction of pollution, the sky became much clearer and the stars became visible in places where they were previously obscured.

But, above all, this change allowed people to look inward and appreciate what we have at our fingertips, that which we often, through myopia, do not realize is there yet have always had available and within our grasp.

The teachings from these months have made it clear to me that, in any activity of our lives, from one minute to the next, the forces of the situation can close our physical boundaries but not the mental and imaginary ones. Indeed, every crisis is an opportunity, and that leads me to think about what I do when my laptop freezes and stops responding. I have three options: 1) turn it off, 2) put it to sleep, or 3) reboot. The third option is the right one because it drives me to continue despite what happened.

Restarting a New Cycle
We live in fascinating times. The world is no longer the same. As we enter 2022, those of us who have the responsibility, commitment, and privilege of exercising a leadership position can contribute to our ship sailing smoothly through turbulent waters, because the more challenges there are in the world, the more necessary our skills will be.
Building Bridges sculpture at night
The sculpture “Building Bridges” is composed of six pairs of monumental hands, 15 meters high and 20 meters wide. This spectacular sculpture speaks to humanity’s commonality, emphasizing bridging differences in all aspects of life — geographically, philosophically, culturally, and emotionally. Says the sculptor, Lorenzo Quinn: “Each pair of the sculpture’s hands celebrate one of six human values: Friendship, to build on the future together; Wisdom, to make mutually beneficial decisions; Help, to cement lasting relationships; Faith, to trust in your heart and self-worth; Hope, to persevere in worthwhile endeavors; and Love, the fundamental purpose for it all.”
Photos by Jorge F. D’Garay
From the helm one steers the ship. Strategies are defined, and the course to be followed is communicated to the different points of the boat to reach a good port. Because situations can change in a matter of minutes, we need a plan to get there and stay there. We need to identify priorities, set measurable objectives, overcome obstacles, and break down walls.

But first, let’s ask ourselves:

  1. Why would I like to be at the helm?
  2. What would I like to influence?
  3. Who can help me achieve this?
  4. How does the community benefit from my involvement?
Leadership Takes Courage
Areas of opportunity exist, and it is up to leaders to look ahead and identify possibilities. We must have the vision and the courage to get to work.

We need values such as trust, honesty, loyalty, commitment to truth, transparency, ethics, and fairness to act as the solid pillars of our bridges so we can survive any critical situation.

Let’s dream. Let’s learn to see things from a different perspective. Let’s keep our radar active 24 hours a day, 365 days a year. Let’s spot opportunities and potential threats. Let’s be humble enough to listen, receive feedback, and learn from others, regardless of the generation to which the opinions belong.

Without exception, we all have one resource in common: time! Let’s learn to manage it because we only have 1,440 minutes per day, and they are NOT renewable.

A little more than 50 years ago, in his book, The Shock of the Future, Alvin Toffler told us: “Society needs people who know how to be compassionate and honest. Society needs all kinds of skills that are not only cognitive; they are also emotional and affective. You can’t make society run on data and computers alone.”

Today more than ever, leaders have the great opportunity, and responsibility, to take their teams to unimaginable dimensions, fostering a commitment to building bridges that generate trust, shorten distances, strengthen reputations, communicate clear messages, and transcend generations. We must take advantage of the fantastic tools that technology offers without ceasing to act with heart. It is there, in the heart, where love resides, and with this, we will be contributing to human beings —and humanity, to build a better-informed society for the benefit of all.

Jorge D’Garay Headshot
Jorge D’Garay is president and CEO of MXUS Public Relations, a bi-national firm in the United States and Mexico. He founded MXUS Public Relations in 1992, following a 15-year career in the banking sector.

D’Garay is a cyclist and photographer by hobby. He traveled the world for work throughout his career, consulting a broad spectrum of clients. His success in the field results from his passion for lifelong learning. As a public relations professional, he takes pride in building bridges and strengthening the common good.

He was the first director from Mexico to serve on the Public Relations Society of America National Board (PRSA 2020-2021). Today he also serves as co-chair on the PRSA Global Affairs Committee, vice president of the Mexican Association of Public Relations Professionals (PRORP MEXICO), director for Mexico of the Ibero-American Public Relations Network REDIRP based in Argentina, and one of the nine members of the North America Regional Council of the Global Alliance for Public Relations and Communications based in Switzerland.

Jorge D’Garay is president and CEO of MXUS Public Relations, a bi-national firm in the United States and Mexico. He founded MXUS Public Relations in 1992, following a 15-year career in the banking sector.

D’Garay is a cyclist and photographer by hobby. He traveled the world for work throughout his career, consulting a broad spectrum of clients. His success in the field results from his passion for lifelong learning. As a public relations professional, he takes pride in building bridges and strengthening the common good.

He was the first director from Mexico to serve on the Public Relations Society of America National Board (PRSA 2020-2021). Today he also serves as co-chair on the PRSA Global Affairs Committee, vice president of the Mexican Association of Public Relations Professionals (PRORP MEXICO), director for Mexico of the Ibero-American Public Relations Network REDIRP based in Argentina, and one of the nine members of the North America Regional Council of the Global Alliance for Public Relations and Communications based in Switzerland.