Yorktown Woman Named to Westchester's Most Accomplished Women Entrepreneurs

Yorktown's Christina Rae, an entrepreneur and public relations professional, has been named one of "Westchester's Most Accomplished Women Entrepreneurs."

Rae, founder of Buzz Creators, Inc., was selected among 28 other female professionals by Westchester Magazine's 914INC, which recognizes entrepreneurs who have founded "successful, innovative, and respected businesses -- large and small."

"No matter how and why they got their start, all of these women share the same inspiring qualities: a true entrepreneurial spirit, a winning vision, the courage to take a risk, and a commitment to the company they started," read a press release. Rae was selected based on her successful career – spanning nearly 20 years – in public relations and marketing, and for her drive and motivation in founding and growing Buzz Creators since its inception in 2009.

"I think the fact that I am so passionate about what I do makes me successful, because I give it my all and then some," Rae said. "When you truly love what you do, it doesn’t feel like work. I always recommend that people pursue something that they truly enjoy as a career – because not only will they be more successful, but most importantly, they will have a happier life!”

Patch asked Christina Rae some questions about her career. Below are her answers:

Patch: How long ago did you start Buzz Creators and why? 

Christina Rae: I had always known I’d start my own PR consulting firm, it was just a matter of when. It was difficult to imagine leaving a stable, great paying corporate job that I loved for the “unknown world” of entrepreneurism. But, while on maternity leave after the birth of my second child in 2008, the faltering economy took a major toll on my department. The majority of our team was let go during multiple rounds of layoffs. My job was affected during the last round, but luckily I was provided a great severance package.

After enjoying some extra time at home with my children, I started looking for my next career opportunity. Most of the job openings that I found were located in downtown NYC, meaning a four-hour daily commute for me. I also felt like I was being “pigeonholed” by recruiters into just pursuing financial services PR career opportunities, since that was my background. I, however, wanted to broaden my experience into different industries. I soon realized that this was the perfect opportunity for me to pursue my dream of starting my own firm and become in charge of my own destiny. 

Patch: Can you tell us more about your background -- how long have you lived in Yorktown? What other jobs did you have before starting your own business?

CR: I’ve lived in Yorktown for approximately seven years. I enjoy living here and I’ve met so many great people in this community.  

I started on my PR career path early in life, after a high school teacher of mine recommended that I either look into public relations or become a lawyer. Well, I definitely made the right decision for myself as nearly 20 years later, I’m still thrilled to be a PR professional.

Prior to founding Buzz Creators, I was the Vice President of Executive Communications at CIT Group, the world’s largest independent commercial finance company. During my two-year tenure, I led the development of strategies and plans to drive exposure of CIT’s executive management team externally. I also developed ‘thought leadership’ programs that supported CIT’s brand. 

Prior to CIT, I served as Vice President of Global Communications, at MasterCard Worldwide. During my seven-year tenure, I was responsible for developing and driving MasterCard’s communication strategy for its Advanced Payments, Security & Risk and New Markets & Investments divisions. I also helped lead the communications program for the very successful global rollout of the MasterCard®PayPass™ contactless payment program.

Prior to MasterCard, I served as a Senior Account Executive at Brodeur Worldwide (a public relations agency), developing and managing communications programs for clients including Symbol Technologies, Philips Consumer Electronics, ENTEX Information Services and IBM. I’ve also held communications roles at Prodigy Incorporated, Pepsi-Cola, and White Plains Hospital Center.

In addition to being named one of “Westchester County’s Most Accomplished Women Entrepreneurs” by Westchester Magazine’s 914INC in 2011, I was also selected by The Business Council of Westchester as one of its “Rising Stars – Westchester’s Forty Under Forty” in 2010, and by Westchester Spotlight magazine as one of Westchester County’s “Top Ten Business Professionals Under 30” in 2001. 

I currently serve as Vice President on the Board of Directors for the Westchester/Fairfield Chapter of the Public Relations Society of America (PRSA), and also as its Publicity Committee Chair. I am also a member of the Professional Women of Westchester and International Association of Business Communicators (IABC). 

I received a Bachelor of Arts degree in Communications from Pace University. I am a strong believer in “paying it forward” and volunteer for numerous community organizations, including The Alliance for Safe Kids (ASK) and Pace University’s alumni mentor program. I live by the mantra — work hard, play hard. Outside of work, my interests include reliving life through the eyes of my two children, traveling, photography and cooking.

Patch: What does success mean to you? When do you consider yourself accomplished?

CR: In just two short years, Buzz Creators has quickly grown into a significant PR force within Westchester County and beyond. Buzz Creators has worked with large companies such as Heineken USA and UBS Financial Services, and also smaller, local businesses such as St. John’s Riverside Hospital/The Ashikari Breast Center, The Mansion at Colonial Terrace, Frankie & Fanucci’s Wood Oven Pizzeria, Valley Pediatric Dentistry, Pied Piper Pre-School, Trokie Landau LLP and more. More than 90% of Buzz Creators’ clients have been referral based.

I think the fact that I am so passionate about what I do, makes me successful because I give it my all and then some! I was meeting with a potential new client one day, and he commented that he loved the high-energy and excitement that the Buzz Creators team brought to the table. He understood that energy would translate to better client service and increased results. When you truly love what you do, it doesn’t (usually) feel like work. I always tell people to pursue something that they truly enjoy as a career – because not only will they be more successful, but most importantly, they will have a happier life!   

I not only like what I do, but I also enjoy working with my clients and business partners. I’m fortunate to be surrounded by many wonderful people. I think that by sending out positive energy, you tend to attract that same type of person to you -- both in your personal and professional life. 

Based on Rae’s experience over the past two years, she offers the following insight on the pros and cons often experienced when starting your own business:

Pros

• Growth and opportunity. You are in charge of your own destiny and the only person limiting your income and growth is yourself. You will succeed or fail on your own merits.
• Flexibility. Since you are now running the show, you can often pick the times/hours that you want to conduct your business in many cases. This is especially great for women entrepreneurs who have children and want to be able to attend important school functions and activities. You can also determine your work environment, selecting what works best for you such as being a home-based business or opting to have commercial office space.
• Hands on professional development. You will learn more than you can imagine! Starting your own business usually means wearing many hats – you will be the CEO, the marketer, the bookkeeper, the secretary, the head of HR and more. Of course, as your business grows and matures, it’s important to surround yourself with great business partners and outsource some of the items that you are not as good at/interested in, so that you can focus on your core business.
• Meeting amazing people. When in the corporate world, you often don’t have the need to network beyond the organization that you are working in. However, when you run your own business, you will generally attend many different networking group meetings and events in your industry, and in the general business community. You will find that most people, especially other entrepreneurs, are very generous with offering their time and advice. They genuinely want to see others succeed in their business ventures, and are happy to help out in any way that they can.

Cons

• Fluctuating income. No more direct deposit paychecks. You have to become really good at budgeting your income and sometimes chase clients for payment. Inevitably, you will have clients who will not pay you on time – but, of course your own mortgage and bills will still need to be paid.
• Loss of benefits. It’s hard to say goodbye to company-sponsored benefits such as health care insurance and 401K matches.
• It’s hard to “unplug” from your business. Your business often becomes your life (which is why it’s important to love what you do) and there will be many long days and late nights. Be sure to set aside enough “me time” and/or “family time” so that you don’t become completely burnt out.
• It’s difficult to wear so many hats. In your former jobs, you may have performed one or a few duties.As a business owner, you will need to be able to do it all – which can be draining physically and mentally at times.

These 28 accomplished women entrepreneurs will be honored at the "Women in Business Luncheon" on Thursday, Dec. 8, 2011 from 11 a.m. to 2 p.m. at the Crowne Plaza Hotel in White Plains, located at 66 Hale Avenue.

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