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The Sacramento Bee and Nehemiah Leaders Programs are celebrating this year’s 60 Change Makers. Join them at our gala at 5:30 p.m. on Tuesday, Oct. 13 at the Grand Sheraton in downtown Sacramento. Buy tickets at sacramentochangemakers.com.
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Wendy Aguilar knows the value of a good story.
Soon after immigrating from Guatemala at 10, Aguilar saw the importance of up-to-date news during the aftermath of the 1994 Northridge Earthquake. That inspired her to pursue journalism and work for a few years as a broadcast reporter — including in Sacramento. Eventually, she pivoted to public relations for government agencies.
“I never imagined that I would end up here, but now that I’m here, it’s such a wonderful career,” said Aguilar.
As Sacramento Fire’s former media and communications specialist, she was responsible for growing Sacramento Fire’s social media accounts. Her digital strategy relied on people-focused content that highlighted those behind the uniform, from videos that spotlighted firefighters’ backgrounds to a series on cooking team lunches.
Her approach worked. Sacramento Fire’s Instagram and TikTok accounts added more than 140,000 followers each in the past few years. Some of her videos had millions of views.
Aguilar was told by fire academy recruits that her social media content helped bring them into the profession.
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“It’s been amazing to see the growth that these accounts have had,” said Aguilar. “But most importantly, what I take pride in is people and making people feel seen.”
Aguilar won several accolades for her work and was consulted by other agencies on their social media strategy. Last year, she joined the board of directors of nonprofit Frontline First, which provides trauma counseling and recovery services to first responders.
Aguilar was recently named director of media and public relations at Sacramento State, a role she took over as of Sept. 14.
She also helps mentor young PR professionals through the local chapter of the Public Relations Society of America, with a focus on uplifting first-generation students like herself.
“Once you get to these places that I’m in now, my role is to help other people get there as well,” said Aguilar.
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