PR Pros: Chase Roberts Of Chase Roberts Creative Services On The Five Things You Need To Create A Highly Successful Career In Public Relations
…I would like to go back to basics, and I really mean this. You’re asking what good can be? Believe in the greater good. I’ve noticed that, over time, goodness, rewards, etc. has become almost elitist — meaning it’s treated as if it’s only for a select few. Moving forward, especially in these fast-evolving and turbulent times, I believe in offering your best wherever and whenever you can. Everyone needs it. We’re all just here trying to live our best lives, and goodwill matters. We’re supposed to be here together, helping each other, everyone…
I had the pleasure of talking with Chase Roberts. Chase is a producer, publicist, and media strategist whose career spans television, journalism, public relations, and brand consulting. With a background in both broadcast production and media relations, she has built a multifaceted career that bridges storytelling, strategic messaging, and creative content development.
Roberts began her career in television, working at BayTV (KRON4) as a producer, and on the assignment desk before moving into national news as a field producer for FOX News Channel. Her early experience in live television and news production laid the foundation for her later work in both entertainment and public relations. She has directed and produced projects such as Club Sets San Francisco and has worked as a correspondent for the W420 Radio Network. In addition to her media work, Roberts has held leadership roles in public relations companies and later founding Chase Roberts Creative Services.
Her expertise extends across a range of disciplines, including production, brand building, advertising strategy, media relations, content creation and campaign development. Over the years, she has spearheaded major social, environmental, and health-related awareness initiatives, overseeing large-scale production efforts and media buys. Her client work spans a broad spectrum of industries, from artists and musicians to consumer products, technology, and advocacy campaigns.
Roberts’ path into public relations was somewhat unconventional. Originally focused on television production, she was recruited by a PR agency that saw value in her firsthand experience with media. The transition allowed her to merge her skills in storytelling and journalism with strategic messaging and brand positioning. This dual perspective — understanding both the editorial and promotional sides of media — has become a hallmark of her approach.
Throughout her career, Roberts has gravitated toward projects that amplify underrepresented voices. From producing television segments featuring diverse guests to working with clients on cultural and social awareness initiatives, she has sought to highlight stories that might otherwise go unnoticed. In recent years, she has been involved in the production of a music docuseries centered on local bands and venues in the San Francisco Bay Area, reflecting her long-standing appreciation for the arts and independent creators.
Currently, Roberts continues to develop new projects while consulting on media and PR strategies. She remains active in both production and brand storytelling, helping clients shape their narratives in an evolving media landscape.
Yitzi: Chase, it’s a delight and an honor to meet you. Before we dive in, our readers would love to learn about your personal origin story. Can you share the story of your childhood and how you grew up?
Chase: Thank you for having me — I am delighted to be here with you today. I’m originally from Cleveland, Ohio, and I grew up in the greater Cleveland area. We moved a bit, so I got to meet a lot of different people and see different places at a very young age.
As a child, I loved being creative and always had a project, usually visual arts or music I was working on. I have always been drawn to creative people. My dad was a television producer, and my mom had her art and art shows on the weekends. Even in my youth, I knew that my profession would probably have some kind of creative slant to it. Coupled with my love of people and discovering new places, it just felt like a natural progression of my personality and interests into what I do now in my career.
Yitzi: Amazing. So please tell us how you first started as a publicist. How did it evolve?
Chase: It was not a straight or predicted path. I originally started out in television production. I was a TV producer for a Bay Area news show that aired live four nights a week — an hour-long show. I did that for a while, some field producing, and then a PR agency reached out to me. They said, “Hey, we need you because you’re the people we’re pitching!” It was a smart move.
I was brought into a small, boutique, mom-and-pop-style ad and PR agency here in San Francisco. I stayed there for a long time and really learned the ins and outs of PR because, as I mentioned, I had been coming from the production side. But interestingly enough, all of that factors into what I offer my clients now. One of the unique things about Chase Roberts Creative Services is that I’m a seasoned, fully comprehensive media machine. I’ve done every piece of it along the way.
Yitzi: You probably have some amazing stories from different parts of your career. Can you share one or two that stand out the most?
Chase: I won’t go into great detail, but at one point, I worked as a field producer for a nationwide news channel. Each morning, we had to call the office in New York, pitch local stories, and see if they wanted to cover them. I got sent out to some really intense real-time stories. That experience steered me away from that type of news production. We also did a piece on a local university offering a class called Sex 101 which was new and semi-controversial back then. It was a memorable shoot.
I’ve met so many incredible people in production. When I was producing the TV show, we had four guests — two at the top of the hour and two at the bottom — we were constantly bringing on new voices. Some of my favorite guests weren’t necessarily well-known, but they really shined or had resources and connections to communities that didn’t always get attention. I love lifting up voices that aren’t usually heard, and that passion carries over into my work with clients. Some of the projects I’m working on now involve big cultural events, talented people, and worthy projects that don’t have a lot of mainstream awareness, and I’m happy to be part of that space. We also had well-known guests featured including now Governor Gavin Newsom, and the manager of the San Francisco Giants…
Yitzi: Amazing. It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake you made when you were first starting in public relations and the lesson you learned from it?
Chase: In the very beginning of my career, when I first started writing press releases, it was intimidating especially when you realize a press release is the final voice going out into the world, it originally added a lot of pressure.
Despite the team double-checking, a release went out with an error — thanks to spell check. That’s the thing — spell check isn’t always your friend, as I am sure we have all experienced at some point. At the time, it wasn’t funny at all. We managed to fix it quickly. Looking back, the way we handled it was actually pretty comical; the office briefly panicked.
Yitzi: That’s amazing. We love hearing stories where someone a little further ahead, with a bit more experience, opens a door or creates an opportunity that changes someone else’s career trajectory. Do you have a story where you did that for someone else, or someone did that for you?
Chase: I don’t have specific story, but I will say that, whether in production or PR, I’ve had clients tell me, “Chase, it never occurred to me to see it that way,” or “I never realized that was an opportunity,” or even “It didn’t crossed my mind that this would be a strong visual.” Because I see the big picture — everything from a full 360-degree perspective — I love helping people recognize opportunities they hadn’t considered before.
On a personal level, I have so many people I look up to. But in general, I find that creatives really support each other. It takes a lot of people power, time, energy to get projects done and execute a vision the way one sees it, and I’ve always felt that the creative community is incredibly supportive.
I also have to express gratitude for the circle of people that I have in my life — my family, friends, and colleagues. They’re here for the highs and the lows. Watching how some of them interpret situations differently than I do has been a huge learning experience. I can definitely say I’m surrounded by critical thinkers — people who are forward-thinking, who evolve in real time, and who offer insights that I don’t always see myself. That kind of perspective I really value and appreciate.
Yitzi: That’s beautiful. Chase, you’re involved in so many things and have so many great projects behind you. Tell us about the exciting things you’re working on right now and what we can expect to see in the near future.
Chase: Right now, I’m working on some really exciting projects that I’m passionate about. One of them is a music docuseries about local bands and venues here in the Bay Area. I recently directed and was one of the producers on it. The pilot is completed.
I find myself surrounded by so many incredible people in music, film, television and other arts. There is a real musical renaissance here at the moment. I think when turbulent times come, artists really step up — whether they’re expressing joy, fear, or anything in between, their work resonates with people. There’s a real epicenter of music happening in San Francisco, and being in that space with such talented and altruistic people is incredibly inspiring. I also have cannabis industry projects, and other major events.
Yitzi: That’s amazing. Tell us more about your producing career.
Chase: It has been a long journey, and things have definitely evolved — especially with the rise of the online channels and shows. I came from broadcast TV, which is a completely different world than what we see now.
I studied production at the University of San Francisco because that’s what I really wanted to do. I think part of that was inspired by watching my father — he was able to be really creative while also putting out important messages, which is exactly what I strive to do as well.
I started out at a local TV show hosted by Michael Krasny, formerly of NPR, where we covered important and timely Bay Area news topics. From there, I moved into hard news on a national level. But now, I’m shifting back toward the more creative side of things — focusing on artists — visual or musical.
I’m excited about what’s ahead. There are projects on the horizon that I’m hoping to be involved with, and I have things in development that I might actually take the lead on myself. Usually, I jump on board with existing projects, but there are some I might kickstart on my own. There’s definitely a lot in the works personally and professionally!
Yitzi: That’s great. You know, a question I’ve been asked recently is about people in Hollywood — actors, set designers, and others in the industry — who have been out of work due to the strike and now the fires. What do you recommend for someone in the entertainment industry who’s in between jobs? How do they survive during these in-between stages?
Chase: Those in-between stages are definitely to be expected in this industry. My best advice — and many do this — is to align yourself with projects or groups where you can volunteer your skills or contribute in some way during the down times. Keep yourself present. Sometimes, that means giving a little to get a little — offering your expertise or support in a way that could open doors down the line. Also, you must have a plan B. Production people tend to have a variety of skill sets.
Yitzi: Agreed. Amazing. Okay, this is our signature question. You’ve had a lot of success in your career, so I’d love to ask — what advice would you give to someone looking to start in PR?
Chase: Potential clients are everywhere. I’ve had casual conversations at parties, and then, years later, someone reaches out and says, “I remember you — I’m thinking about executing this project.” Be about your business in your everyday life. That mindset can open infinite doors.
Secondly, I’m a huge proponent of internships. If you’re struggling to break into a competitive field, an internship can be one of the best ways in. I know a few people who targeted a specific company and kept trying until they got in. That is how I got my internship at Industrial Light & Magic, a division of the film production company Lucasfilm.
Thirdly, and this applies to production as well, understand that there will be highs and lows. PR is unpredictable — one day, you might hit a media home run and land multiple media placements for a client, and feel on top of the world. The next day, a pitch might get little traction. That’s just the nature of the business, and you have to roll with it.
For production — my biggest advice is to just get started. People can be daunted by how much goes into it — the idea, the script, assembling a crew, scouting locations, securing talent, raising funds, handling legalities — it can feel overwhelming in the beginning. But the best thing you can do is take that first step. Go for it!
I also really believe in networking groups. I’m part of several for both production and PR, and they’re invaluable. Everyone’s in it together, and it’s such a great way to hear about projects, discover new opportunities, and get inspired. Get involved in your community — it makes a huge difference.
Yitzi: Amazing. This is our aspirational question. Chase, because of your great work and the platform you’ve built, you’re a person of enormous influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would it be?
Chase: I would like to go back to basics, and I really mean this. You’re asking what good can be? Believe in the greater good. I’ve noticed that, over time, goodness, rewards, etc. has become almost elitist — meaning it’s treated as if it’s only for a select few.
Moving forward, especially in these fast-evolving and turbulent times, I believe in offering your best wherever and whenever you can. Everyone needs it. We’re all just here trying to live our best lives, and goodwill matters.
We’re supposed to be here together, helping each other, everyone.
Yitzi: How can our readers get in touch with you to engage your services? How can they support you?
Chase: If you would like to contact me for my services I am currently accepting new clients, and open to onboarding onto TV or film productions. You can also learn more about my current projects, clients, events and causes at Chase Roberts Creative Services LinkedIn or contact me at [email protected].
Yitzi: Amazing, Chase, it’s been so delightful to do this with you
Thank you Yitzi, it was a pleasure talking with you!
PR Pros: Chase Roberts Of Chase Roberts Creative Services On The Five Things You Need To Create A… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.