Charlotte Berger PR: The five-year mark
On getting into public relations
I’ve always loved helping people and organizations tell their stories. When CBPR launched in 2020, it wasn’t about creating just another agency. I recognized the PR industry was weighed down by burnout, outdated hierarchies, junior talent stretched too thin and pay that often felt out of balance. CBPR was built as a people-first agency where creativity thrives, collaboration fuels growth and integrity drives the work.
On launching CBPR at the height of COVID
It was daunting, but it forced us to be resourceful and creative immediately. We leaned into crisis communications and helped clients adapt to a completely new landscape. That resilience shaped the ethos of our firm. We experienced strong interest in our fresh approach right from the jump.
On expanding beyond the hospitality sector
It was client-driven. We started with hospitality, but quickly had opportunities in real estate, construction, lifestyle, and consumer brands. The expansion reflected both trust from our network and the universal need for strong storytelling.
On PR, social media, and influencers
PR is no longer just about securing press coverage. It’s about building an integrated story across platforms and ensuring it feels authentic. Social media and influencers democratized visibility, but also made the space noisier—so clarity and consistency are more important than ever.
On artificial intelligence
AI is a useful tool, but not a replacement for creativity or relationships. At CBPR, we use it to streamline workflows and spark ideas, but the heart of PR—strategic thinking and human connection—will always be led by people.
On storytelling
Companies should focus on telling their story purposefully rather than just producing endless content. The ones that succeed communicate consistently and authentically—not the ones chasing every trend.
On growing in Charleston
We still see plenty of possibilities in growing here in Charleston, which invigorates us more than expansion elsewhere. In time, we might expand to another city, although I expect it’ll be organic, responding to where we see demand for our firm.
On courtesy
I think courtesy desperately needs better PR. Not the stiff or old-fashioned kind, but the everyday habits that show respect for others—listening before speaking, disagreeing without tearing down, showing humility even when you could boast. Courtesy used to be a social expectation, and it’s what helps communities hold together. Those small gestures of respect are a powerful form of social cohesion in a divided world.
On parenting
Listen first, then tailor your message to meet them where they are. It’s not so different from PR—you can’t just say what you want; you have to frame it in a way that connects.
If money weren’t an object
If money and other restraints weren’t an issue, I’d still be living in Charleston and working as the Founder of CBPR. I truly love what I do — it feels like my dream job in my dream city. My husband and I sometimes talk about one day splitting our time between Charleston and England when our boys are a little older, which would give us the best of both worlds. I’ve also always thought it would be incredible to host a culture and food documentary, à la Phil Rosenthal in Somebody Feed Phil. Combining storytelling, travel, and food into a career like that would be an epic adventure.
Fast Facts
Age: 34.
Hometown: Michigan.
Current location: Mount Pleasant. I was drawn to Charleston for its mix of history, hospitality, and beautiful nature. It felt like the perfect place to both raise a family and build a business.
Hobbies: I’m a big golfer—being out on the course clears my head and keeps me competitive in a way I love. And when I just want to check out and unwind, I’m all about Top Chef. It’s my guilty pleasure and my current binge; it feels like such a treat at the end of a long day.