We caught up with the brilliant and insightful Charlotte Shaff a few weeks ago and have shared our conversation below.

Hi Charlotte, thanks for joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

When deciding on a name for my PR business back in 2005, I didn’t think using my name would be smart because 1. What if I got married and I changed my last name? 2. No one really knows me…yet! And 3. I felt it was important to use a term that explains what I do, so I started to think about words with action that made sense regarding what I would do for them. I didn’t want the word “PR” or public relations because I wanted to be more general about my services in the industry. The Media Push made so much sense. And to this day people say things like “I needed a media push…” and it perfectly explains what I do. I give your business a push in the media (social media now too.)

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers?

My TV career began at WUPW in Toledo, OH then WZZM in Grand Rapids, MI and ultimately, KNXV in Phoenix, AZ. After leaving TV, I worked with MCDOT in Community Relations and seasonal work with the Fiesta Bowl as a Media Relations liaison for the Bowl games and Tempe Block Party. I also spent time at an agency for Subway Restaurants doing promotion and added value work in the markets of Northern California, Kansas City and El Paso. With these diverse experiences in promotion, writing, producing, the media, customer service, and community relations, I have successfully owned The Media Push, LLC since August 2005. My sharp writing skills, keen promotional capabilities, connections in the Phoenix media, and a strong Midwest work ethic bring Arizona small businesses exposure and credibility through smart, personalized PR campaigns.

I have served as a board member and active participant in the local Phoenix PRSA chapter. I worked closely with the Cystic Fibrosis Foundation for their Finest Couples events, Camp Patrick, a summer camp for kids with Spina Bifida, the Big Brothers Big Sisters organization in Central Phoenix, and the Children’s Museum of Phoenix. I am a former #LoveUp Foundation executive board member and now devote the majority of my volunteer time as a PTO executive board member for my sons’ school.

I am a big believer in supporting the little guy, small biz. Locally owned companies and nonprofits are my jam! Many businesses need help getting the word out, but think they need a big fancy firm to do that. But because I focus specifically on media relations and some social media management, many clients have found my way of doing business is the best fit for their needs and pocketbook. Don’t get me wrong, you must do more than PR, so that is why I work with a variety of freelancers, contractors, and even other agencies to ensure my clients are getting well-rounded opportunities to find the right people to be the right fit for their needs.

I love getting my clients TV exposure. That is where I really shine because of my past work in TV. Because of the pandemic, that has been a bit more challenging, but we are making our way with Zoom interviews, shooting video and getting images, etc to get a producer or reporter the story they need. I love working with “evergreen” clients. The folks who always have something to speak on as an expert throughout the year. For example, in the summer, my HVAC client is going to talk about ways to save money on the AC bill, and in the winter they are talking about ways to ensure their home is in shape for freezing temps.

I feel one of my strengths as a PR pro in Phoenix is to be fast, responsive, and helpful to not only the media but to other professionals in the industry. We truly are all in this together!

Can you share a story from your journey that illustrates your resilience?

I’ll share two of them. When the pandemic hit, many of my clients began to scramble and worry. No one could predict the future. It was scary! BUT, some of those clients were with me during the recession in 2008, and they withstood that storm with confidence in their work, their clients/customers, and being creative. I was there for them to help with ideas to support our community, bring awareness of the ways people could save money, stay healthy, etc. We were all there to help each other. And we all knew that going dark would not help their business if they didn’t want to shut down. Being out there as leaders in their industries, finding ways to stay relevant realistically was a way to continue business and keep customers/clients. I used that positivity, confidence and work ethic to cheer on my clients and help them get through the trials of the pandemic. We are not in the clear yet. Now we are challenged with continuous supply chain issues, rising costs in every sector and finding good employees. But I have faith in my clients and we will get through it.

In 2018 I was diagnosed with breast cancer. This was a big blow to me as a business owner because I was not sure how I’d manage a business, my family, etc. Plus, the day I found out I had breast cancer I was just announced the PTO President for our sons’ elementary school. How would I do it all? Should I do it all? And guess what? I got through it with the support of those in the PR industry, my family, my clients and friends, and neighbors. Honestly, staying busy was the best way for me to battle the disease. Yes, I had to juggle a lot of doctor appointments, then radiation and PT appointments, but it kept me from feeling sorry for myself and gave me determination. Luckily you can do a lot from your laptop and smartphone, so I was able to work as well as I could. The saying “It Takes a Village” is so very true and knowing I had the love and support of so many along with a positive spirit helped me stay resilient.

We’d love to hear the story of how you built up your social media audience?

I have been a fan of social media since AOL and Myspace! And when I started my business, without a degree in Public Relations, I needed to learn everything I could from those who were already doing it. And I found my people through social media, like Twitter, and through blogs. I was working from home, and as an introvert, this was my “office water cooler.” I met SO many amazing, talented people who offered tips, shared advice and let me know when I was off track. I began to blog for the now-defunct Valley PR Blog as a contributor new to the industry and sharing my experiences along the way. Because of my openness and my love to help share what I learned with others, my social media presence grew. I’ve always believed in the role of social media to share, help and show…it is about only selling a product or service, but being REAL and having real experiences, conversations and discussions. I started a side business with someone I met online. I made friends with reporters and writers and bloggers who I never knew in person and when I did finally meet some of them, we already had a foundation in our relationship. Social media showed others who I was, a work-at-home mom, a sports lover, a midwest transplant, etc. We want to do business and become friends with others because we find commonalities with them and social media was the connector! My advice to those who are starting to build their presence is to remember that social media is always changing. You must commit to a few platforms at least an hour a day to scroll, learn, comment, etc. Remember the point of social media…to be SOCIAL. Not to sell. Reply to posts, share posts, tag others in discussions, etc. Follow a few people in the industry on your favorite platforms and learn from them. Don’t be afraid of learning new trends. And remember, it takes TIME. Just like any friendship or relationship, you need to work on it for it to blossom. And then to keep it going, you must nurture it and remember to keep learning. Who knows what social media will look like in a few years, or even next year!

Contact Info:

• Website: www.themediapush.com
• Instagram: www.instagram.com/themediapush
• Facebook: www.facebook.com/themediapush
• Linkedin: https://www.linkedin.com/in/themediapush/
• Twitter: www.twitter.com/charshaff
• Youtube: https://www.youtube.com/user/themediapush
• Yelp: https://www.yelp.com/biz/the-media-push-phoenix
• Other: https://www.tiktok.com/@charshaff

Image Credits
Photo in green top: Blue Eyed Boys Photography Family photo in front of house: D’Elia Photographic, LLC