Finding Your Voice in Puerto Vallarta | Jessy Ruiz on Reinvention, Media & Moving Forward

What does it take to build a voice in media—and why does storytelling still matter so deeply?

In this inspiring episode of Healing Forward with Barbara La Pointe, I sit down with Jessy Ruiz, a well-known media personality in Puerto Vallarta, to talk about her journey in radio, media, communication, and the power of using your voice to create connection, impact, and opportunity.

Jessy shares why she fell in love with radio, what media means in a fast-changing world, and why authentic storytelling remains one of the most powerful ways to inspire, inform, and bring communities together.

As a woman building a visible presence in media, Jessy offers insight into confidence, courage, personal branding, and what it means to show up with purpose—both behind the microphone and in life.

✨ In this episode:
✔ Why radio still matters
✔ The power of media and storytelling
✔ Finding your authentic voice
✔ Women creating influence in media
✔ Personal branding and visibility
✔ Puerto Vallarta media, community & opportunity
✔ Why communication can change lives

Whether you’re curious about media, dreaming of launching your own platform, or simply inspired by strong women creating impact, this conversation is full of wisdom, heart, and motivation.

🎙️ Healing Forward with Barbara La Pointe features conversations that move us forward through healing, growth, resilience, and transformation.

📍 Filmed in beautiful Puerto Vallarta, Mexico

💗 If you enjoy meaningful conversations like this, please like, subscribe, and leave a 5-star review on Apple Podcasts.

Transcript

SPEAKER_01 0:26

So let's move forward. Third three, two, one, and left. Everyone wants a platform, but very few people are willing to build one from the ground up. And let's be honest, it's not always that easy. So what happens when you stop waiting for permission and start creating your very own voice in media? Our next guest, Jesse Ruiz, has done exactly that. And I've watched her do it. She didn't just participate in media, she has helped build it. She is a true pioneer of English language broadcasting in Puerto Vallarta, Mexico, and she's played a key role in English radio and English news television. Welcome, Jessie. Thank you, Barbara. Hello, everybody. So excited you're here because I admire you so much because I've literally watched you build your own path here in media.

SPEAKER_00 1:36

Yeah, well, it has been a fun ride and I have enjoyed every minute of it. It's great.

SPEAKER_01 1:43

Oh my gosh. Well, why don't you share with us a little bit about that journey? And maybe the moment you realize that no one was going to hand you an opportunity because uh that you had to create it for yourself, because I know that you've done exactly that. You created your own opportunity. So with Ashfalt Radio. So maybe let's start back there in the day when you you weren't in media diva.

SPEAKER_00 2:10

All right. Well, I've always liked communication because it's something that's really hard for me. It's really hard for me to communicate. So I went to school for communications with emphasis in marketing. And when I was in the US, I um got to work with Telemundo and I got to work um with different radio stations um in a commercial manner. Um but then that was like 20 years ago or more. And so I thought, you know, after that I met my now husband and I got married. I have, you know, a different life. Um and when I got here to Puerto Vallarta, I loved it because there was a lot of English, there was a lot of people speaking all kinds of languages, not just English. There's a lot of tourism, of course. And I thought, oh my gosh, I missed this so much from the US. I think that's the only thing I actually missed from the US, that you know, the melting pot of cultures that you see out there. And so um when I saw this, I thought, oh my gosh, I cannot believe they don't have anything in English on the radio. Because I'm a radio lover and I listen to the radio all the time. It's radio and podcasts for me. It makes me feel like someone's right there with me at all times, and it makes me feel like I'm learning every day. And so I thought, I cannot believe that there's all of these people that speak English and there's not an English radio. If I ever have the chance, I will do that. And so every day I would go into my computer and you know, write down an idea of how I would do it and what I like and what I didn't like, and what I saw people liked, you know, the people that lived here liked and all that. But that was that. I I have a business, which is a furniture store, and I would just work on my business, and then the opportunity came to me. And when an opportunity comes to you, you grab it. And a person from the radio show from a radio station, they asked if I wanted to sponsor them somehow. And I said, Yes, I will sponsor you. Um, but I would like a radio show, and they said yes right away. They said yes, like they didn't no questions asked. I said, Okay, well, God, thank God I have a whole plan. Like, I knew exactly what I wanted. I presented it to them, they thought it was fantastic, and I started my radio show, but um, it was a little bit hard because I mean you it's fun, it's fun to be on the radio. It's it's um you get to meet a lot of people and you get to give all of these people um you know a voice, but it's not free. Like it's I mean, there's a price to it, right? And so um I I started to get sponsors. So to get sponsors so that we could promote their business in order, you know, to be able to showcase them in the radio. And uh it was a hard job, but we did it.

SPEAKER_01 5:24

You know, watching you work over the past four years, one of the things I really admire about you, um, many things, is that you make the hard look so easy. And every time you do something, it looks so effortless. Really, truly it does, because you know, you did have to create your radio show from the ground up. So tell us a little bit about like what is Ashfall, how has it made an impact in X in the XCAT world? And now, you know, sponsors are coming to you, and people are coming to you and saying, Hey, I want to be showcased on the radio. Go ahead. No, I just I love that you're so passionate about radio. And the other thing I've noticed about you is that you're also genuinely passionate about collaboration.

SPEAKER_00 6:12

Yes, I love networking and I love to uh meet people and uh have them collaborate. You know, if someone's looking for a product or service, and then this other person offers that, I love to connect those people, right? So yes, I'm truly passionate about that. And I really, really um love radio, and I think being passionate about what you know what you do is the key factor of making things seem easy because it doesn't matter, you know, you're enjoying the whole the the whole um the whole thing, so it's fantastic. And so I'll tell you a little bit about asphalt radio. Uh asphalt radio, it's a small radio show. We have a two-hour show every Saturday from 11 a.m. until 1 p.m. here in Puerto Vallarta. I like to um talk about anything that has to do with Puerto Vallarta. So events, of course, community, nonprofits, you know, random people that are interesting, you know, have come up to the show. Um, a lot of culture and rock, because I like classic rock, and I think a lot of the people, I mean, just visiting different bars here in Puerto Vallarta before I started the show, it was like, oh my gosh, everyone's in love with classic rock. And so, and I like that because I used to be um like a Harley Davidson girl back when I was in the US, and so I really enjoyed that music as well. And so I thought, oh my gosh, well, if they like it, and I like it, and then we could just showcase the community and create um, well, create a community, you know, people that can connect and they can know about products and services and rules and regulations from Puerto Vallarta. And everyone can listen if you're a tourist, if you're an expat, if you're thinking of moving to Puerto Vallarta, um, if you have family here and you're, you know, um in the US, Canada, or any other part of the world, you can listen because radio now is so modern, right? It's like you can listen to it on the radio, old school style, but you can also listen to it on the website, on social media, in all kinds of ways.

SPEAKER_01 8:33

Yeah, it's been, I mean, um obviously I'm a huge fan of the show, and it's been a lot of fun. And you and the show have been kind of an anchor for me here in Puerto Vallarta, and you actually have built a community uh just through your show, and and you've expanded it out to even doing English uh programming, uh English television programming with CPS News in English, which is a social language.

SPEAKER_00 8:59

That actually has been another, oh it's it's been so much fun, and um and we've done CPS News, the only televised newscast in Puerto Vallarta in English, but then from there, other shows have been born in English, and I think that's very important. Um, a lot of the people that have done this, um, that have created shows with me, it has been their dream, or it has been in the back of their head for a long time. And it's amazing that they come to Puerto Vallarta, they and they are able to do it, you know, and I I I really love that. It makes me feel really good inside to be able to help someone, you know, create or make their dream come true.

SPEAKER_01 9:46

Do you think I'm genuinely curious that it's difficult to be a woman in media? And if I was asking you that question in North America, it might be a more of a flat question, but I do find that um Latino culture is even a bit more male-dominated. Have there been challenges or points along your journey building this, you know, like really like a little mini expat empire you've built. You're very well known here. But what about points where you've been very challenged as a woman in media, carving out her own path?

SPEAKER_00 10:22

Yes, being a woman in media is a challenge. And I mean, I can think of things since I started back when I was 20 years old, right? Back in Telemundo. Um, I was 26 years old when I stopped being on camera in Telemundo. And this is, and the only reason that I was like, okay, I think I'm not gonna be on camera, I'm gonna be directing or I'm gonna be marketing, I'm gonna be, you know, behind the camera now, because I thought at 27 years old that I was just too old for the camera now. I said, no, we need to have a new fresh face. You know, I this is not gonna work. People are looking for younger, fresher, you know. So that's the thing with girls, right? It's like you only have it until 20 your 20s, and now nowadays it's a little bit different. But back then I was like, okay, I'm well, I'm like the oldest girl on TV right now. Uh on the entertainment side, right? Yeah. And so when I came here and you know, I started working um for the Spanish news, I thought, oh my gosh, like I cannot believe that I'm now 40 years old and trying to be on camera, like what am I thinking? But I mean, things have changed a little bit, and also the show was different because now I'm the news girl, right? Um, but um other than the look, you know, and we have to we have to look good all the time or else people don't like it anymore. That's like one of the challenges. The other one is also here in Mexico, it's a very male, um, it's like a male world, it seems like, right? And so it has helped a lot that now we have a Mexican president, and that's a girl, that's a lady, and I think that has changed the mind of a lot of people, but there's still um, I don't know, old ways, I guess I would say, you know, that guys or males seem more, I don't know, powerful, or I I can't even describe it. But oh yeah, I have uh I have gone through some stuff like that, especially when I'm um like on sales, right? It's like they they're like, okay, you're a girl, you don't know about this, you don't know business.

SPEAKER_01 12:58

Yes, they dismiss you sometimes, but you've obviously conquered that because you're you're also very excellent at sales. So has tenacity or uh played a part in it where you just uh you know keep going no matter what?

SPEAKER_00 13:14

Yes, you cannot you cannot you cannot be afraid of anybody, you just have to face it and keep going, I think.

SPEAKER_01 13:23

I love that because back in the day when you started out, since you've been talking about it, it wasn't such a a media forward world. YouTube wasn't as big as it is now, social media wasn't there, and now you know everyone wants a platform, and there's so many avenues to have one. But a lot of people start out and then they just they stop or they fail or they disappear. And um, what is it that's kept you consistent in your in your work?

SPEAKER_00 13:54

Well, I think we have to see a radio show like a business, like if you come, you know, if you create a radio show or a podcast or a channel of some kind, it you have to see it like a business. You have to see it like um you you have a door, you open the door to a business, you know, you put the open sign, and then you're there, you know. And if you don't open your business, there's you know, then you won't be able to sell. So uh having a radio show, having a podcast, having even a digital, you know, anything digital like you, you have to do this all the time. Because if not, then it's this it's a close business type of deal.

SPEAKER_01 14:39

Oh my gosh. Yeah, that's very, that's very interesting. You know, on one of my first podcasts in this relaunch, I interviewed a gentleman that was in the United States, and he was actually deported back to Mexico. And this was kind of interesting to me. And I thought, well, I'll I I'll talk with him. And it was an interesting conversation, but I ended up admiring him because it was a very controversial talk, even though we did it through a very neutral lens. And today, you know, telling your friend that you ate a ham sandwich for lunch could be a polarizing concept. Um sometimes, you know, we're scared to be criticized or scared of negativity that comes when we put ourselves out there on social media. Did you ever deal with that type of fear?

SPEAKER_00 15:31

Every day, I think we all do every day, right? And so, but I think what's selling nowadays, especially with all the AI and all the you know fake stuff, I think uh what people are looking for is authenticity. And so the more authentic you are, you know, the more you show yourself as you are, the better people, you know, wanna get to know you more. And so I think um you have to understand that we're all human, we all make mistakes, we all have bad hair days, we all have, you know, all that stuff. And so um I think people actually like it when you're not a hundred percent perfect.

SPEAKER_01 16:20

Yeah, I I agree. We were all hungry for authenticity, and and you also have like a sense of vulnerability when in your interviews as well, Jesse. What do you mean with by that? Oh, just your vulnerability is like meaning that you're willing to just be really honest or uh and very genuine, or you're you know, you're willing to put your yourself out there, and then even if a mistake could happen, sometimes you might have a really great moment in in an interview. Oh, I get it.

SPEAKER_00 16:51

Well, that's because I grew up uh listening to the radio, and I think um it seemed to me like most of the radio people that I listened to were very, you know, human. And so that's who that's what I liked, and I think the more they were just themselves, and so I think there's nothing, there's no one else I can be, even if I'm on the radio, or even if I'm on TV, or even if I'm you know, right in front of you having a coffee. So um I think it's important to show to show people your true colors.

SPEAKER_01 17:30

I love it. And now that you're you're doing English news in Puerto Vallarta, what what's what's great to you about living in Puerto Vallarta for those that are watching and don't know how beautiful Puerto Vallarta is, um, through the news and through the radio, and your own personal podcast, you're a pretty cool ambassador for Puerto Vallarta. So maybe tell us tell us what you think of Puerto Vallarta. You're still here, you moved here and you're still here. You must like it.

SPEAKER_00 18:00

Puerto Vallarta is addicting. It's fantastic, I love it. Um I was not never had in my head that I would live uh close to the beach at all. Like I really like mountain and cold, and you know, so I didn't never thought that I would like to live in Puerto Vallarta. I thought, okay, we'll give it a try for just a couple years, see how it is. But the people that live here in Puerto Vallarta, and like I said before, the melting uh pot of cultures, um, you know, seeing so many different faces every day, and some of them are tourists, some of them are expats, um, you know, locals, and the flavors of Puerto Vallarta, the the beauty of Puerto Varta, it's a paradise. I really enjoy living here. Um, and it's just friendly, you know. It does say when you get here, welcome to the friendliest place in the world. And I think it's true.

SPEAKER_01 19:05

It is really friendly, yeah. It's a beautiful place, and the food is incredible. You never you're never bored in Puerto Vallarta, there's always something really fun that you can do.

SPEAKER_00 19:17

It's true, and I like also that um it also if you feel like being very Mexican and going to all of these Mexican events or really embracing the culture, you have that. But if you feel a little more fancy and you want to, I don't know, you know, go uh have a mimosa with your uh with a tourist, then you can do that as well, you know. So you can have like the best of both worlds.

SPEAKER_01 19:48

Yeah, it really is true. It really is true. So we invite everyone to, you know what, sit come on down to Port of Iron and visit and say hi to Jesse and myself, and don't forget to leave a comment as well for Jesse. I'm sure she'll make time to answer any questions, smash that subscribe button. It's been so fun speaking with you about media, collaboration, and creating your own voice in media, which you truly, truly have done. And I acknowledge you for that, Jesse.

SPEAKER_00 20:17

Thank you, thank you. And I'd like to invite anyone that lives here in Puerto Vallarta, or even if you're out there, if you want to get your voice out there, if you want to, you know, get your ideas out there, if you have, if you're an expert at something and you want to share with the world, do it, create your podcast, create your YouTube channel, you know, do what Barbara is doing. It's fantastic. How do you like it, Barbara?

SPEAKER_01 20:43

You know, I think it's very activating and very empowering to actually express yourself. And it's very important. Yes.

SPEAKER_00 20:51

And if you um if you if you you know, if you want to help, uh, if you want some help on, you know, how to get started and you're here in Puerto Vallarta, don't forget to look for me.

unknown 21:01

I can help.

SPEAKER_01 21:02

Jesse, how can folks find you if they want to connect or maybe be featured on your radio or television show?

SPEAKER_00 21:09

Well, you can um look for Bayartas Asphalt, that's Bayartas Aspalt on Facebook. You can also contact me by email, jessy j-e-s-s-y dot ruis, r-u-i-z at cps.media. It's so easy. And yes, I'll get back to you fast.

SPEAKER_01 21:33

Yeah, I highly encourage you to do that. You know, Jesse and I both have children, and I remember when I had a son, he sang in choir, and his music teacher would always say to him, Alexi, your voice is your instrument, you know, inside of you. And so I encourage everyone to remember that your voice is not optional, it's actually your opportunity. So thank you for being with us here today, Jesse. Joining us on Healing Barbara. Healing doesn't happen all at once, it happens in moments like these. Wherever you are in your personal journey, honor it. If this episode meant something to you, share it, leave us a review, and stay connected for more conversations that move us forward. Until next time, I'm Barbara LePointed and remember, keep healing forward.