Charlotte Silverstein

Take an hour out of your day for yourself – whether it be a workout class, meditation, listening to a podcast, walking the dog, reading a book, baking, etc… If you take care of yourself, your productivity will increase.


Charlotte wanted to do it all — be a nutritionist, acupuncturist, outdoor guide, yoga teacher, marine biologist, a UN ambassador, interior designer — you name it. But what she found was that she gained more joy from working intimately with people in different genres, careers and places in their journey than she did becoming all of these things herself. It allowed her to learn new things each day through her clients and through research for her clients, which inevitably brought her the connection and fulfillment she craved.

Prior to her career in public relations, Charlotte started her professional experience with Nordstrom, touching everything from HR, to sales, to floor design and publicity — connecting continually with the people around her. After working at agencies, Charlotte found herself missing that authentic collaboration and connection to the outside world. She knew that PR can be a really daunting investment, and that messaging can be confusing and overwhelming, leaving people to wonder what exactly it is or why they really need it. She wanted to clear that up and decided to create a space where people felt at home.

Real public relations for real people. At Lena Rose, there are no gimmicks or empty promises of a magazine cover or television appearance. Charlotte prides herself on her honesty and her prospective and current clients praise her for it, allowing them to focus on their day-to-day and bigger picture growth while Charlotte earnestly guides them and shares their stories with the people who need it most.

Trilingual (in English, French and Spanish) and bicultural, Charlotte spends most of her summers in the Champagne Region of France, where her mother’s family lives. In her spare time she enjoys hiking, yoga, and spin classes, and trying all the new restaurants in her area.

Charlotte cares way less about money than she does about working with brands who she believes in, feels aligned with and truly cares about. This means that once you’re a part of the Lena Rose garden club, Charlotte is out there working her butt off to secure press.

Whether it be the act of putting away someone’s cart at the grocery store or landing them the cover of a high-end magazine, at the heart of Charlotte is a person who is eager to help others through life’s up-and-downs and believes in their stories.

Where did the idea for Lena Rose PR come from?

I worked at many a desk surrounded by closed walls, following strict rules and cookie-cutter protocols, in constant fear of missing an email or a call if I were to take the break I needed to feel the oxygen flow in my brain again. I stopped putting myself and my health first. Everyday I would wonder – why are you letting this become your life? I could not recognize myself; what had become of the real me? Finally I decided to take matters into my own hands, and create a space from the ground up. My vision, my choices – with an emphasis on work-life balance. Lena Rose PR stemmed from the idea that no business, person or brand is too big or too small to be recognized. Whether it be that self-starter mother who enjoys tending to her garden, or the CEO of a Fortune 500 company – I wanted to provide a safe-space where all can be promoted through the proper channels – via traditional media relations, partnerships, events, social media, and more. There is a public relations strategy for everyone out there. Real public relations for real people by a real publicist.

What does your typical day look like and how do you make it productive?

I always start off my day with a cup of hot lemon water. This helps re-hydrate the body and flush out the digestive system. I wait 30 minutes to an hour to eat breakfast, to let the lemon water do its work. During this time I answer any urgent emails and pitch my clients like crazy. This ensures that I reach all of the editors and writers based on the East Coast, before they head home for the day. It is important to keep the time differences around the world in mind. I will then eat a hearty breakfast. I also try and schedule most of my calls before noon as well while my brain is fresh. I have the luxury of making my own schedule, and often head to a workout class in the afternoon. I then return to my work space recharged, and then start crossing off the remaining items on my to-do list. In the late evening, I pitch international media, so they see my notes as they are starting off their days. Life in PR is different everyday, based on the news cycle, and appearances, shoots and meetings I book for my clients. Some days I may be on set all day, or have an early morning call time for a news station appearance. I have to be flexible and go with the flow.

How do you bring ideas to life?

I find that I come up with the best ideas when I am away from my computer. If I hit a wall, I go sit outside, go on a hike, lay by the pool, go grocery shopping or go out to coffee with a friend. Most people would see this as unproductive, but changing environments and unplugging makes me much more creative. I have developed my best concepts when work is not at the top of my mind. I of course have my phone or a notebook close by so I can jot down an idea, and develop it from there once I return to my work space. Basically, keep the blood flowing and the ideas will flow.

What’s one trend that excites you?

Remote work. Many businesses are eliminating their offices completely, or are switching to co-working spaces such as WeWork. This creates a lot more flexibility in terms of work-life balance. Those with a travel bug can go work from any corner of the world. For those with growing families can reduce their child-care costs and enjoy more quality time with their loved ones. It also allows for businesses to easily build teams that are spread out around the world and diversify their work force. I do believe that weekly team meetings are still important, but those can now be held via a variety of video conferencing services. The way business is conducted is on a new path, and most everything can now be done electronically.

What is one habit of yours that makes you more productive as an entrepreneur?

Take an hour out of your day for yourself – whether it be a workout class, meditation, listening to a podcast, walking the dog, reading a book, baking, etc… If you take care of yourself, your productivity will increase.

What advice would you give your younger self?

Do not be afraid to say “no.” Whether it is in your personal life, or at work, it is important to not get spread too thin. It is okay to stay in and lay on the couch. It is okay to tell your boss you are overwhelmed and cannot take on new projects. We as a society have been programed to be people pleasers, and say “yes” to everything. This is not healthy – mentally or physically- and this is how we all burn out quickly.

Tell us something that’s true that almost nobody agrees with you on?

Selfishness can be a really good thing. I know, the word “selfish” sounds icky and awful. But if you take a deeper look, it means getting a handle on your personal, emotional and physical needs. A Fast Company article from 2014 lists some interesting takes from psychologists, here:

As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?

Talk to anyone and everyone – even if you think they have nothing to offer you or their careers are completely unrelated to yours. You never know what doors they can open for you. You will be surprised.

What is one strategy that has helped you grow your business?

Do not be afraid to self-promote. I was always afraid that I would become that “annoying” and “cocky” person who always posted updates on social media about their achievements. However, by doing so, I have found there was nothing to worry about. After announcing my new business, I heard from old friends, colleagues and media contacts showing their support, and now get referrals and business leads by doing so.

What is one failure you had as an entrepreneur, and how did you overcome it?

Thinking that I could launch everything myself – from website design, social media, branding, etc – on top of properly servicing current clients on the public relations front, and searching for new ones. I took all of these tasks on, but quickly realized I had to ask for help. Luckily, a close friend of mine, and client, Devon Loftus, has a branding business (Two Lillies) and she and her colleague, Michelle Terris, took over a big chunk of my worries. Don’t be afraid to ask for help!

What is one business idea that you’re willing to give away to our readers?

I think this idea has been thrown out there a lot (and might already exist!), but a plugin or app on your phone/computer that alerts you each time you click on a fake news article.

What is the best $100 you recently spent? What and why?

A little more than $100, but new computer glasses with protective coating on the lenses. Unfortunately (or fortunately) my career is spent in front of screens for hours upon end – whether it be the computer, phone or television. I was recently diagnosed with chronic dry eye and taking care of my sight is extremely important. Get your eyes checked, everyone – you only get one pair!

What is one piece of software or a web service that helps you be productive? How do you use it?

I love using MuckRack. This service allows me to look up media contacts from all over the world, create great coverage reports, and monitor press hits. An element I really enjoy is the ability to search journalists interests – whether (it be) through social media, or articles they have written. MuckRack compiles all of this information for me really quickly and this way I can uncover new contacts and angles. This technique helps me form substantial bonds with media I have not worked with before.

What is the one book that you recommend our community should read and why?

The Elimination Diet : Discover the Foods That Are Making You Sick and Tired–and Feel Better Fast“, by Alissa Segersten and Tom Malterre

We all need to take better care of our bodies, and most of the time if we are not feeling well, or our brains feel foggy, it is because of what we are eating! A lot of people do not realize what they are eating is making them less productive at work. This book will help you find the foods that best react to your body.

What is your favorite quote?

And now here is my secret, a very simple secret: It is only with the heart that one can see rightly; what is essential is invisible to the eye.” Antoine de Saint-Exupery

Key learnings:

  • Put yourself and your health first, even if it feels like you might let others down. Once you are happy and healthy, then you can share your knowledge and skills with the world.
  • Talk to everyone and anyone! People are really interesting.
  • Don’t be afraid to say “NO.” People are more understanding than you might think.


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