I had the pleasure of sitting down to talk with Christal Jordan, founder of Enchanted Branding & Public Relations, to discuss her incredible journey and receive candid advice for today’s young entrepreneurs. As a successful publicist and entrepreneur, Christal has served as the Executive Director of Chilli’s Crew, the non-profit foundation founded by Chilli of TLC, and serves high-profile clients like MTV and Bravo. As her answers reveal below, her key to success has been her down-to-earth and practical client approach..
Please tell us how you got into the business.
I knew in high school that I wanted to write and work in public relations, advertising, and marketing. I majored in organizational communication with a minor in Public Relations & English at the University of Oklahoma. When I graduated, I could not find a job doing PR. So, I took a job in customer service and volunteered for a local theater group serving as their Marketing Director. After a year of sold out shows, I was able to use that experience to land a job as Community Relations Manager for Barnes & Noble. I worked corporate PR for a bit and then relocated to Atlanta, GA.
In Atlanta, I could not find a corporate job that paid what I needed. So, I ended up working for an extremely dope boutique agency, Soulstice Media Group, that focused on entertainment. I worked there for almost two years then opened my agency, Enchanted Branding & PR.
You opened your first office a decade ago, represented clients like MTV and Bravo, and served as Executive Director for Chilli’s Crew. What is the secret to your success?
I have always believed in combining creativity with public relations strategy to achieve results for clients. I do not believe in limits and I do not believe there is anything I cannot achieve, as long as I believe in it. This practical theory has proven successful as clients know my team and I are committed to creating miracles.
Who was your greatest role model? What did you learn from them?
My greatest role models were my mother and granny. They were both strong women who believed in hard work and never giving up. My mother was the most loving mother and pushed me to strive for excellence. My granny was loving and lived by the mantra, “God helps those who help themselves.” In addition to them, I would say Oprah Winfrey is someone I admire for her tenacity and ability to impact culture.
Where do you see future growth coming from for your company?
We are currently working on a new show with Chilli. That’s exciting. Ever forward!
What are some of the biggest challenges for women, who want to venture in the world of Public Relations, face today?
The industry is saturated with professionals who do not really understand the discipline. I see a lot of young practitioners that
are sharp and get it. But, too many of them focus on social media hype instead of managing the clients public
perception correctly.
What are some ongoing challenges for your company? How do you overcome them?
Social media has created many challenges. Although, it also offers unlimited opportunity. It is often hard to stick to a plan when clients share emotional moments online or are captured in vulnerable moments. The best way to combat this is to maintain open communication with your client(s). You also have to manage expectations and be realistic about the client’s public persona.
As a noted expert in your industry and a mentor for many young black entrepreneurs, what prompted you to start a podcast now?
I have been pivoting from publicist to public personality for a few years now. As someone who has done media training/consultation for years, I know how powerful media is. I wanted an opportunity to help impact my community in a
positive way.
What do you think is the most significant barrier to female leadership?
In my opinion, a major issue is that the younger generation are leading culture while many of the more seasoned women are quiet. I grew up looking up to women like Phylicia Rashad, Cicely Tyson, Maya Angelou and Iyanla Vanzant. Today’s young women idolize young influencers that are pretty and paid. We are missing influential role models with wisdom.
In your opinion, what are the most common mishaps that halt entrepreneurs from becoming profitable and how can they
overcome them?
The biggest issue for young entrepreneurs is trying get too much too fast. Young people are able to navigate social media to create revenue, which is awesome, but (while that is a big part of it) there is more to being a business owner. Many get money but do not have a plan for growth and elevation. They end up “rich broke.” I admire their ability to go after the money, But, you also need systems and processes in place to protect you when your business starts to grow. I think it is important to remind young business owners that being focused on today only can create issues down the road. It is really important to be a big-picture-thinker if you aspire to open a business.
You have been phenomenally successful as a Black woman entrepreneur. What advice would you give the next generation of black entrepreneurs before they open or expand a business?
I love the younger generation’s confidence because many of us second-guessed ourselves. But, I would say to always have a mentor you can run things by, someone who has been there and done that. To this day, I still have mentors because there are some obstacles I need wise counsel to navigate.
Tell us a bit about your latest book.
This is my third book and is the one I am most proud of at the moment. I truly wrote this to share this process with other women who may feel frustrated attempting to balance their ambitions and career goals with their love life. Most authors write from their own experience. I am no different. I feel like my gift of writing was given to me in order to articulate my experiences to help others. My prayer is that this book does that.
My last question is for the entrepreneurs just getting into the game. What do you wish you knew when you started?
I wish I knew that the possibilities were endless. When I first started, I put myself in a box. It took me years to realize that no one can put limitations on you but yourself.
