Our BIG BLACK BUSINESS profile for April is Grand Rapids, Michigan native Gen Johnson. Senior Editor James R. Sanders sits with the brand strategist to talk marginalization, client relations, and her biggest accomplishment thus far.
Gen Johnson’s voice is soft but make no mistake about the tone; there’s a storied wisdom behind it that comes from the Black women that taught her the lessons she leveraged to build her business, SL Next Level — a PR powerhouse behind some of the most important moments in the culture.
Most recently, Gen took time out of her busy schedule to talk about career highs and lows for our new series BIG BLACK BUSINESS.
How much of your experience as a Black woman uniquely contributes to your job as a publicist and communications professional?
It gave me the oomph that I needed!
It helps me do the things they say we can’t do. It makes me strong and confident. I had soft skin when I came into this industry, and I still do because I’m a Cancer, however Black women can do anything; and I am versatile.
A lot of my Black women clients and I have personal connections, which helps me relate more because I know their struggles, their wins and history.
Let’s talk about Black women in your life and their influence. What did these women teach you about image?
My Mom, my grandmother, my sisters, aunt Kim, and my aunt Margaret all instilled in me a sense of business and respect along with a sense of how to love yourself from a young age.
My Mom always told me that I had to create the atmosphere. She would always tell me that “Even if you don’t feel like getting up, get up, put your clothes on and do something to change how you feel.”
How you look the first time is going to be your last impression, so make it a beautiful impression.
Did you know that this career would always be your professional path? If you weren’t doing what you’re doing now, what would you be doing?
I never thought I would be here.
I still have dreams of owning apartment buildings, most people don’t know that because I’ve been so focused on Entertainment and PR work, but I want to have multiple buildings and properties.
I was Originally involved in leasing, I moved up from Assistant Leasing Manager to Manager to Regional Manager.
Now pay attention people, because there’s about to be a shift in the atmosphere…
One night I was out with some friends and I was introduced to someone who was involved in a YouTube Series that I use to watch all the time. He complimented my look and offered me a production assistant position on his production on the spot!
I was so excited and of course, I said yes.
We worked on several episodes, but things came to a head one night after filming. I called a meeting with the cast members and mentioned to one gentleman that the meeting would be exclusive to production and talent only, so his boyfriend would need to leave. However, that cast member had other ideas.
He was so angry with me, he threatened to drug me, pull my hair, and all types of stuff. It was crazy. As I looked around the room to the people, I thought supported me, I noticed they were all quiet.
That’s when I decided to leave.
I had a degree in communications and business from Clark Atlanta University. I Interned for Yo Gotti at CMG the Label as well as a few local artists for several years, and built up my clients, my skills — and when I was ready, I spread my wings and took my talents solo.
I don’t regret my decision.
What are unique challenges that Black women face in PR that you deal with regularly and how do you overcome those challenges?
It can feel like we are lowest on the totem pole.
You have the white man, korean man and the Black man, and then you repeat that with women. But the Black woman is always on the bottom. You always must fight and fight. It isn’t always a bad thing; it brings strength, courage, and life into things. It gives you a certain type of strength and because of that strength, I bring the tenacity that a lot of these people are missing.
To date what’s been your biggest career accomplishment?
Creating my business, SL Next Level, She lights up — that was my Boss Move. I did it for several reasons. First, to prove to myself that I could make it work in PR. Second, I know that women and young kids need someone who has their head on straight. You can achieve much without losing your morals. Last, because of the way I set up SL Next Level, it can be broken into so many different business sectors. I made it official in 2019 and I haven’t looked back since.
Client Relations is essential, especially when you’re your own boss. What is your approach to landing a client, and what keeps your client coming back?
It’s always honesty. I pride myself on being honest. Letting my clients know what I can, can’t and possibly can do. Honesty is truly the best policy in this industry and I actually deliver on what I’m going to do.
When I meet with my clients, we get to know each other and I listen to their wants, needs and must haves. Most of my clients are familiar with my work and what I have done in my career which speaks for itself.
The face card does not decline!
Let’s Talk about advice, if you could go back in time and speak to your younger self- what’s the one piece of advice, you’d give yourself?
Patience and put a price on it. Make sure you have patience with the projects you work on. Keeping yourself on a schedule and on track because time is money, and your price is equal to your value. So, make sure the bottom matches the top.
I always like to end my interviews with special thanks to my Lord and Savior Jesus Christ, my husband, my kids, parents and my sisters and everyone who believes in me I do this for you all.