“Friends and colleagues started coming to me asking for advice in media coverage, so I started to teach business owners how to gain media success.”
NAME: Eva Shortt
JOB TITLE: Zahav PR agency owner
YEARS WORKING IN COMMUNICATIONS: 6+
CHILDREN: 2 (ages 7 and 4)
After I graduated with a Bachelor’s in Anthropology, I worked in many different fields testing out what the right fit was for me. I worked in EVERYTHING (seriously!) from professional matchmaking, the film industry, the school board, receptionist, all while volunteering on the side. Nothing felt like the right fit. I returned to school and got a degree in social work. I worked in that field for two years, but it also was not what I expected. I loved my clients and the work I was doing, but the politics and huge caseloads made it an environment where I could not see myself thriving as a person.
In 2015, after my eldest turned one, I started an event-based company for mothers, Modern Mommy Events. I was inspired by the fact that there were no self-care programs for parents in my community at the time. I utilised the media frequently to spread the word about my unique programs and as word spread about my events, they began selling out. Friends and colleagues started coming to me asking for advice in media coverage, so I started to teach business owners how to gain media success. I realised that I could fuel my training and energy into helping entrepreneurs and businesses reach their target audience. I feel I have found my true calling and passion; I work directly with businesses and brands to tell their story and help get them in front of their target audience!
FAVORITE CAREER ACCOMPLISHMENTS:
My biggest achievements right now surround getting my clients media coverage. It makes me so happy that I have the skills and knowledge to get people recognised on local, national, and international scales. When I ran Modern Mommy Events, I sold out most of my programs. Moms would take the time to participate in important self-care activities, and thanks to media coverage, it inspired other moms around the world to start similar programs. Knowing that I had a hand in helping parents in that way brings me a lot of joy and pride.
DID YOUR CAREER GOALS OR OUTLOOK CHANGE WHEN YOU HAD A CHILD? IF SO, HOW?
Yes! After I had my child I knew I needed a career change. Starting a business gave me flexibility and allowed me to dream bigger than I had before.
WHAT DO YOU LOVE ABOUT WORKING IN COMMUNICATIONS AND WHY DO YOU THINK IT IS A GREAT INDUSTRY FOR MOMS?
I love working in communications because of all of the amazing networking opportunities. Communications pushes me out of my comfort zone as someone who is naturally shy. It gives me no excuses as I have to put myself out there! It’s a great industry for moms because it is the exact opposite of what many moms can experience, which, in many cases, is isolation and loneliness. In communications you are always talking to people!
WHAT DON’T YOU LIKE ABOUT THE INDUSTRY AS IT RELATES TO MOMS?
The news cycle doesn’t stop and it’s not a cut-and-dry 9-5 which can be challenging when you have kids. You may find yourself working on the weekends or when the kids are asleep.
WHAT ARE YOUR 3 TO 5 BEST PIECES OF ADVICE FOR COMMS MOMS?
- Put time aside for you! Even if it’s half an hour each day, that is your time and it’s sacred.
- Sometimes your kids may come onto the screen while you are being interviewed and they may not be dressed. Just roll with it (this may or may not be speaking from experience).
- Get up an hour earlier than everyone else! Meditate, journal, eat, or write your to-do list. I need to do this more, but each time I do it I know how powerful this is.
FAVORITE THINGS TO DO AS A FAMILY:
Hiking, snowshoeing, going to the beach, bike riding…anything that gets us moving!