A Mogul with An Open Door
An Introspective Look Back Into Media & Success
by Arkeah S. Jacobs
For many years, Sharrarne was a regular guest commentator on an ABC news affiliate show in Washington, D.C. called “NewsTalk” where she offered her views on local, national and international news. Formerly an adjunct college professor, Sharrarne taught English and Journalism for 16 years and that experience lead her to take advantage of a great opportunity as an executive producer and on-air host two national shows with Sirius XM Radio Channel 141/HUR Voices: “The Small Business Report” which highlights business growth and development in the U.S., and the “Skin Deep” show which focuses on health and wellness issues in communities of color. As a businesswoman, Sharrarne is the CEO of Morton Media, a media training and public relations firm that helps businesses build their brand by placing them on TV and radio. Morton Media also produces both Sirius XM radio shows. Additionally, Sharrarne has and continues to serve as a speaker and Mistress of Ceremonies for many organizations. She is the mother of two adult daughters and a member of
Alpha Kappa Alpha Sorority, Inc.
The Interview
AJ: Thank you for giving us the opportunity to take a look back on your media career to acknowledge and celebrate your achievements. Please, start off by sharing with our audience how you got started in the media?
SM: It is a pleasure. I always knew I wanted to be a journalist. I was an editor of my school newspaper, a DJ in college and went into politics shortly after. However, lost the election. Which was a blessing in disguise because I received a call from an ABC affiliate in DC that was looking for a commentator. It was supposed to be a one time gig but turned into 14 years. Once the show got canceled , I was able to produce through my own media company and co-host two shows on SiriusXM Radio Channel 141/HUR Voices . Skin Deep is in its third season and though I no longer cohostThe Small Business Report, it is in its sixth season.
AJ: That is awesome, to be a part of something groundbreaking. What have been some of your heartfelt stories that have shaped you as a producer?
SM: Great question. A long time ago in college, Susan Taylor, then Editor in Chief of Essence Magazine,spoke at a function I attended. She was regal, poised, just beautiful. She was all about the people and the culture before those were even “buzzwords’ ‘. I remember standing up to ask a question. She said to me, “ Young lady you ARE in the right field” and went on to offer me a job at Essence after I completed my studies. I’ve always admired her and in that moment I knew I was destined to share compelling stories through various media outlets.. Every young person needs to hear they are on the right track. That for me was a defining moment that gave me the confidence needed to fully pursue my dreams.
AJ: Yes, you are so correct. With so many voices, trends and nonsense around, being told you are on the right track from someone who has walked those same steps is beneficial. As a producer, what makes you stand out?
SM: I think the good news is, as a producer, you can produce your content of choice. I bring focus to issues that are important to people of color. I don’t hold my tongue. I tell the truth without offensive and profanity and have the freedom and flexibility to do so. HUR voices, Sirius XM affiliated partner, allows me to be me. No censor nor watered down version of what they think people want to see. I present the truth because that has always been what news is to me, the truth, not over embellished versions of facts appearing to be the truth of the matter.
AJ: That is a good point and I’m actually glad you mentioned that, “over-embellished version of facts”. With so much happening in the world today, news doesn’t seem like real news anymore.. It does feel more embellished for rating purposes. What are your thoughts about that?
SM: News today is very biased, tailored to their audience. Either it is very right winged, others prefer the left wing. In both scenarios, news is allowing viewers to drive the content and that’s not news. I attended Rutgers University for journalism and that’s not how we were taught. Yes they may say in news “ If it bleeds, it leads”. However, we were taught balance too. The news is always bad these days and I believe it just contributes to people feeling worse. We have high rates of suicide and drug addiction now more than ever. It has become too much of an emotional roller coaster. People listen to what they want to hear and feed what they want to feed. Nothing is balanced anymore. We need the good news and feel good stories as well to keep our spirits lifted and to also sew that there are real people in the world doing and experiencing good things.
AJ: Many still do not understand how media is designed to arouse your emotions to get you to react vs respond. Knowing this, why is branding important to small businesses and how has your company managed to navigate the obstacles faced when seeking exposure for your clients?
SM: Thanks to my show through Sirius XM, I am able to promote and elevate small businesses unhindered. We don’t have to figure out anything outside of their purpose and message to the audience. Being that HUR is black owned, we don’ t have to jump through so many hoops we may have if we were dealing with our counterparts. HUR has already opened the doors for us.
AJ: Speaking of open door, tell us more about your newest endeavor?
SM: Most certainly. I recently established my business, Black Doors Society, to help others walk through doors to opportunities. We seek to help women of color create opportunities of wealth, wellness and legacy.
AJ: Congrats on your newly established business. When we can move out of our own way and allow it to be, a win for one becomes a win for all. What advice would you give to anyone considering a career in media, broadcasting or even journalism?
SM: All in all, I would say, it is all about who you know regardless of your field. Start making connections right away from high school and college. Relationships are key! See how you can help one another. People will remember you based on how you treated them so be mindful not to burn any bridges.
To catch either of Ms. Mortons shows on Sirius XM Channel 141, check out the schedules below and/or visit these sites www.hurvoices.whur.com and mortonmediatv.com
Skin Deep airs Fridays- 5:30PM EST, Saturdays- 7:30PM EST & Sundays — 4:30PM EST
Small Business Report airs Tuesdas & Thirsdays at Noon EST, Fridays at 9:00AM EST
