The Common Sense Colloquy: Q&A with Kristelle Siarza Moon of Siarza

2025 is the tenth anniversary of RENEWPR. During that time, we’ve worked with dozens of clients and enjoyed many successful collaborations across the industry and across the country. One of my proudest collaborations is the one I started with my friend LaTricia Woods of Mahogany Xan Communications: The Change Agencies (TCA). TCA is the nation's inclusive communications agency network and includes 15 public relations, communications and marketing firms owned and operated by people of color and/or LGBTQ people. 

I have the pleasure and privilege of working with LaTricia and each of our member agencies on programs and projects for clients focused not just on RENEWPR’s core energy, environment and equity offerings, but on a variety of other activities and well. It’s a fantastic network of really smart communications, marketing and public relations professionals and they inspire me every day. 

One of these inspiring colleagues is Kristelle Siarza Moon, CEO of Siarza in Albuquerque, New Mexico. I first met Kristelle at the PRSA Counselors Academy Spring Conference in Scottsdale, Arizona in 2022. I was instantly impressed with her outlook, perspective and remarkable drive and determination. She is fearless and fierce and I love working with her. 

Kristelle describes herself as a “business executive, non-profit founder and entrepreneur.” In addition to her role at Siarza, a marketing and communications firm she founded in 2014, she is the founder of the Asian Business Collaborative, a non-profit that provides advocacy and support to Asian business owners in New Mexico and Texas. Kristelle serves on a number of boards and was named one of New Mexico’s “40 Under 40” and honored as one of the “Women of Influence” in the state as well. 

Kristelle was one of the first people to join TCA when we opened it up to members in 2023 and she has been an active and engaged participant in the development of the national network, identifying other potential members and collaborating with multiple members on client projects. Kristelle is also a member of the Executive Committee of the PRSA Counselors Academy and is the 2026 Spring Conference Chair as well. 

It's wonderful to have this opportunity to include Kristelle in this ongoing series of Q&As as we highlight the fantastic leaders who are members of The Change Agencies. My thanks to Kristelle for sharing her wisdom with us – and you. 

Q: Why is a network like The Change Agencies needed? What role do you see it filling in the marketplace and why should clients hire one or more of The Change Agencies to help them change the way they communicate across cultures?

A: The Change Agencies are essential in today’s public relations landscape because representation truly matters. The industry is shifting fast—and the future of communications is undeniably diverse. So why shouldn’t agency owners reflect the lived experiences of the audiences our clients are trying to reach? Clients come to us because they want their messages to be authentic, relatable, and culturally competent. They want trusted counsel—and The Change Agencies offer that, not just through strategy, but through lived experience and meaningful connection.

Q: Why are you passionate about inclusive communication? What excites you the most about this work?

A: I'm passionate about inclusive communication because I’ve been the person in the room who didn’t feel like she belonged. I’ve seen the frustration of brands trying—and failing—to genuinely connect with Asian communities. What excites me is being able to blend cultural competency with creativity. I get to bring my full self, my culture, and my lived experience into the work—and that kind of authenticity fuels real innovation.

Q: How has your career experience helped you in leading inclusive communications and marketing initiatives with clients? What lessons have you learned that have applied to your work?

A: My work founding the Asian Business Collaborative taught me how to use my voice to advocate for Asian-owned businesses—and that’s deeply informed how I support clients today. My advertising background pushes me to go beyond surface-level representation. We don’t rely on cookie-cutter stock photos; we focus on telling real, representative stories. I’ve learned that language access and thoughtful messaging aren’t optional—they’re essential if we want to truly reach and respect diverse audiences.

Q: What’s the best “common sense” advice about communications you’ve received?

A: The best advice I’ve received is simple: Be authentic. We have so many tools at our disposal, but none of them matter if the message doesn’t feel real. Communication isn’t just strategy—it’s emotion, vulnerability, and human connection. That’s what sticks. That’s what moves people.

Q: What’s the best “common sense” advice about communications you've given to others?

A: I always tell people: Be vulnerable. Communicators often feel like they have to hold back—whether it’s emotions or cultural norms. But when you allow yourself to be vulnerable, you’re able to truly connect. That’s when your message has the most impact. That’s when communication becomes meaningful.