Controlling Your Narrative in Media, Business, and Life with Tonya McKenzie

In this episode of Heard! Afros & Audio Interview Series, host Talib Jasir sits down with Tonya McKenzie, PR strategist, community leader, and founder of Sand & Shores, for a grounded conversation about narrative control, credibility, and visibility in media-driven spaces.

Tonya brings nearly three decades of experience across public relations, sports media, nonprofit leadership, and public service, including her work as an LA County Commissioner for Alcohol and Other Drugs. She shares how creators, founders, athletes, and organizations often misunderstand media exposure, and why owning your narrative requires more than attention or press coverage.

The conversation explores the difference between PR and marketing, the long-term nature of reputation building, and why authenticity, consistency, and clarity matter when your story is being told with or without you. Talib and Tonya also discuss how digital media has shifted expectations around visibility, credibility, and public trust, and what it takes to remain aligned while being seen.

This episode is especially relevant for podcasters, creatives, entrepreneurs, nonprofit leaders, and anyone navigating public-facing work who wants to be intentional about how their story is shaped and shared.

Episode Chapters

00:00 Introduction and Guest Welcome 00:50 Tonya McKenzie’s Role and Expertise 01:39 The Power of Crafting Your Own Narrative 03:01 Tonya’s Journey Into PR and Leadership 04:59 College, Early Career, and Political Awareness 07:14 Life’s Work, Impact, and Community Responsibility 09:16 Authenticity, Reputation, and Control 24:40 Client Success Stories and PR Strategy 27:13 What Authentic PR Really Looks Like 27:46 Building Legacy Through Community Work 30:25 The Reality of Media Coverage 33:31 How PR Has Changed in the Digital Age 35:56 Consistency, Visibility, and Credibility 43:55 Humility, Confidence, and Owning Your Wins 48:05 Adapting to Shifts in Media and Audience Behavior 52:05 Final Reflections and How to Connect

To learn more about Tonya McKenzie and Sand and Shores visit: https://sandandshores.com

Follow on Social Media:

Twitter: https://twitter.com/tonyamckenziepr

TikTok: https://www.tiktok.com/@tonyamckenziepr1920

Instagram: https://www.instagram.com/tonyamckenziepr

Facebook: https://www.facebook.com/tonyamckenziespeaks

LinkedIn: https://www.linkedin.com/in/tonyamckenzie

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