Meet Tonya McKenzie

We’re excited to introduce you to the always interesting and insightful Tonya McKenzie. We hope you’ll enjoy our conversation with Tonya below.

Hi Tonya, thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?
I get my work ethic from my grandfather, J.C. Watts. My grandfather was one of 17 brothers and sisters from Sumrall, Mississippi. They were a part of The Great Migration to California from down south. Each one of them would head out west, get established, then send for the other one. They made a point of helping each other. Growing up, I watched my grandfather work diligently to provide for his family, his community, and his legacy. He rarely, if ever, took a day off. He never made excuses and never let anything, including racism, keep him from completing a task and building his legacy.

Since my grandfather passed away, I have been in awe of his legacy of service and humanity. It has been a compass for me as a public relations professional and civil servant, I often work with people who have totally different backgrounds and experience than I have. I learned from JC Watts to magnify similarities and minimize the differences to get to a common solution. My PR practice focuses on civic and nonprofit organizations. That includes police departments. I have taken heat from my community for working with police officers at a time when police brutality is magnified and happening at an alarming rate. What gives me solace is knowing that my grandfather used to donate to the local police associations.

My grandfather, JC Watts came to California and retired for the final time back in Mississippi where it all began. He built a 5-bedroom home with his bare hands right next door to the house that he and his 17 brothers and siblings grew up in. He left behind property and finances that took care of his legacy. To this day, legacy is what I think about with every phone call, press release, media pitch, and email that I send out. Every day that I feel too tired to work, I think about him and push through. I get my work ethic from my grandfather, JC Watts. I do my very best to continue to build that legacy of hard work and achievement with my own kids.

Thanks, so before we move on maybe you can share a bit more about yourself?
I am the founder of Sand & Shores, a Public Relations consulting firm that focuses on community engagement for civic and nonprofit organizations. I am an International speaker, moderator, author, and civil servant. I love public relations. It is truly how we win and celebrate wins. Communicating well with the public is an art that I have worked to master. Although many think about sports and entertainment when they hear the term PR, I am an ambassador for the industry because I know how impactful it is in every industry. Business success depends on public relations.

I am a Los Angeles County Commissioner of Alcohol and Other Drugs, Vice Chair. I believe that we are mandated to leave this world better than we got it. So, I work with our commission and other community leaders to try to solve some of the substance abuse that is plaguing our county. My primary focus is on our youth.

Podcasting is my guilty pleasure. I am the host of a top-100 podcast, Leaders & Learners, and the co-host of My Morning Coffee Podcast. I also provide training for the Black Podcast Association. I highly recommend that community.

I am the first African American woman elected to the Redondo Beach Chamber of Commerce, Board of Directors, and the only African American named Redondo Beach Woman of the Year (2021). Breaking barriers energizes me.

I can be found highlighted in the pages of Amazing Moms: Parents of the 21st Century. As a young gun violence survivor, I have become a dedicated youth advocate. I am the author of a memoir titled, A Child’s Memories of Cartoons and Murder and serve as a Senior Fellow for Everytown for Gun Violence / Mom’s Demand

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
1. Storytelling helps you connect with others through events that resonate with them, feelings of empathy, and transparency. You let people know who you are by the stories that you tell.

2. Listening to hear instead of listening to respond will allow people to feel valued by you. It also gives you real insight into what the other person needs and feels. If you are really listening, you can hear solutions to problems that you are trying to solve. When you pay attention to details, you don’t have to interpret, which can lead to misunderstandings.

3. Laugh a lot. Do not take yourself too seriously. It relieves stress. It lightens heavy environments. It heals.

How would you describe your ideal client?
My company, Sand and Shores, specializes in providing public relations services to nonprofit, civic, and government organizations. We understand that while many of these organizations have a Public Information Officer (PIO), they also need additional support to effectively communicate their mission and impact to their target audience.

Through our services, we aim to share the stories of the people and communities that our clients serve. We believe that these stories are crucial in showcasing the positive impact that these organizations have on society. We also recognize the importance of sharing the stories of the individuals running these organizations, as they are the driving force behind the work being done.

Our ultimate goal is to engage the community through public relations efforts. We help organizations raise brand awareness, build support, fundraise, and engage their audience in the work they are doing. We believe that community engagement is critical to the success of any organization, and we are committed to helping our clients achieve this goal.

At Sand and Shores, we are proud to work with decision-makers who are passionate about making a difference in the world. We are here to help these organizations tell their stories in a way that resonates with their target audience and inspires action.

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