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@ranchandcoast RANCH & COAST MAGAZINE JANUARY 2026 33 doctors and attorneys — they're doing TikToks, they're doing press, and that's what differentiates them from the rest." Peñuñuri says she sees so much potential within the San Diego business landscape that hasn't yet embraced new media as a critical element in their strategy. "San Diego, I noticed, hasn't really tapped into that, and there's a lot of [traditional] advertising, and I can really leverage that with my connections and my knowledge of media, because now everybody looks at social media for references of people's work, so it's very, very relevant to the next phase of marketing and people's careers," she says. "I think what makes someone stand out is a combination between modern media, of social media — all those platforms — and knowing how to use the algorithm and social proof >> Peñuñuri's love of living in San Diego has influenced her choice to never move to larger cities for her work