Jonathan Yost's Journey in Communications: The Power of Hard work and Dedication

Jonathan Yost’s career has been anything but conventional. From entertainment PR to government communications, his journey has been shaped by diverse experiences that have honed his skills in media relations, crisis communications, and strategic messaging.

Yost’s journey began at Riverside City College (RCC), where he explored multiple academic interests, including psychology, graphic design, and music business. “The campus was big enough to accommodate a variety of interests, which was great for me since I was still figuring things out,” he recalls. “I took classes that helped shape my career path, but what I appreciated most was the flexibility and the chance to explore.”

One of the highlights of his time at RCC was the ability to balance coursework with personal interests. “I even got to take bowling for my P.E. class,” he laughs. “It was just a great environment that had everything I needed at the time.”

Yost’s early career was rooted in entertainment PR, where he handled a wide range of events, from Latin and Asian language shows to rock concerts and MMA fights. “Each type of event had its own media list and required a different approach,” he explains. “I learned how to quickly adapt my writing voice depending on whether I was promoting a jackpot winner, a celebrity-backed restaurant, or a major concert.”

His work also exposed him to the broader PESO (Paid, Earned, Shared, and Owned) model of marketing. “I collaborated with paid media teams, social media specialists, and web content creators to ensure integrated campaigns,” he says. “For example, when we promoted a Bell Biv DeVoe and Blackstreet concert, we built a nostalgic ‘mixtape’ branding campaign and even did a media takeover of a local radio station.”

Yost’s transition from entertainment to government communications was largely influenced by a crisis situation. “After seeing the impact of acknowledging those in pain, I knew I could use my skillset for to help people during stressful times and found that to be particularly fulfilling.”

That shift in strategy proved to be a turning point. “We saw public sentiment change almost immediately, from criticism to support,” he says. “That experience led me to develop a formal crisis communications plan for the organization, working with legal teams and government agencies.”

His work eventually led him to FEMA Public Information Officer (PIO) training, where he built relationships with county agencies and participated in large-scale emergency exercises. “I was the only non-county employee in many of those meetings, but we had established a strong partnership,” he says. “That experience was invaluable.”

Reflecting on his career, Yost emphasizes the importance of adaptability. “Your skills are more transferable than you think,” he advises. “I went from promoting concerts to handling public safety messaging, but the core skills—writing, media strategy, and crisis management—remained the same.”

For students still exploring their paths, he encourages curiosity. “Think about what you enjoy doing, then explore the different career possibilities within that space,” he says. “If you love sports, for example, you don’t have to be an athlete—there are roles in marketing, media relations, business management, and more. The key is to stay open-minded and be willing to pivot when opportunities arise.”

Yost’s career is a testament to the power of adaptability and strategic thinking. From RCC to high-stakes crisis communications, his journey demonstrates how a solid foundation in communication can open doors across industries.