Meet Sue Scheff, founder of P.U.R.E.

Sue Scheff is the founder of Parent’s Universal Resource Experts, Inc, residential treatment for troubled teens.

In 2001, Sue Scheff founded Parent’s Universal Resource Experts, Inc (P.U.R.E.) and was a nationally-recognized author, Parent Advocate, and Family Internet Safety Advocate.

She contributes to Psychology Today, Today Show Parents, and Education Nation.

Today Show, C.B.S. This Morning and ABC 20/20 featured her.

Scheff has educated thousands of parents, teachers, guidance counselors, and police officers about online safety and resources for teens.

She was the parent of a troubled teenager and was, therefore, a victim of the internet and its less ethical marketing and targets of online defamation.

Her journey led her to three bestselling books, including Shame Nation: A Global Epidemic of Online Hate.

She also founded an organization to help parents find safe and high-quality options for their teenagers.

What is the story of P.U.R.E. come from?

My daughter suffered severe injuries at a teen boarding school.

I felt guilty for placing my daughter there, and I felt awful for being duped in this way by these so-called schools.

It was one of the most horrible times in our lives.

My daughter was taken from me in 2000. I shared my story online about our horrendous experiences.

If we didn’t delete the account, the program threatened to sue.

I fought back and won a jury trial. It was a significant victory. Many called it the David against Goliath trial.

P.U.R.E. was founded during this time because I felt there wasn’t much online for parents.

There were many websites on the internet, including one that I was tempted to use.

Toll-free numbers went to people who were paid only to place their children.

They didn’t care about the family. I wanted to establish some accountability in the industry.

I wanted to be able to share what I learned with others.

My child needed assistance. We can’t ignore the fact that many children need help.

It is essential to discern the difference between good and bad – P.U.R.E. educates parents.

Because I am open to sharing, I learn from my mistakes and gain from my experience.

I won the lawsuit against this corporation that developed programs that ultimately led to their demise in 2004.

How do you stay productive?

It is essential to be as organized and prioritized as possible to stay productive.

This is especially true if you advise parents who have to make difficult decisions about their teenagers.

I review the submissions and decide who I can help with via email.

I then call those who may require more assistance.

This is all part of my day, in between writing and interviews.

It’s all about managing time. My experience has taught me to recognize when to end the day.

​How do you bring ideas to life?​

Talking with parents weekly gives me ideas and inspiration to support other families.

Even though many are struggling with the same issues, including anxiety, depression, school refusal, discord in the family, entitlement, and unfortunately, a widespread trend of today, self-harming, knowing that you are not alone can be comforting.

Cell phone addiction is the most common dominator.

I will regularly post new content to my blog and other publications to help parents navigate this issue or any other concerns I feel families might be interested in.

What’s your favorite trend?

A healthy digital diet!

More people realize the importance of detoxing from screens, especially social media.

This is a great idea, not only for young people but also for business owners and adults.

It will help you to recharge.

​What habits make you productive?

Networking. I am a person who is constantly networking and sharing information.

Interviews are a regular occurrence.

I learned this long ago.

It’s OK to share your work and resources.

If a colleague is better suited for the topic or has more insight, I share their name with them and contact information.

If I keep my head up and let go when necessary, I believe I’m a better leader.

What’s your advice for the Noob?

This sounds odd. It’s temporary. Although it sounds strange, the way I started my company was not easy.

However, it has had a bright end. It has been so rewarding to help families, and it continues to be.

However, sometimes the bumps along my journey to success can seem like forever.

This corporation was a shady company that hired someone to defame my organization and me, P.U.R.E.

It was undoubtedly one of the most challenging times, aside from my daughter being abused.

I also had to emotionally handle two lawsuits simultaneously because I had to file the defamation suit against them (my predator).

Cyberbullying and cyber-harassment were a part of my childhood, and I felt it was the end of my life.

I didn’t have the knowledge or tools to understand online bullying, shame, and the consequences on my online reputation in 2003.

2006 was the year I won the groundbreaking case of internet defamation.

It cost me just over $11M to win a jury verdict.

This was one of the first cases of online defamation.

Google doesn’t forget that I won the case.

It’s only temporary. I must remind myself.

What is one thing we can all agree on?

You don’t need to be active on social media 24/7.

Take a break from it, and it will still be there when your return.

​What do you recommend as an entrepreneur?

Being a person who is very aware of online reputation, it’s my job to ensure that people are happy with their services.

While you can’t please everyone after over 20 years of experience, I’m constantly checking my online reputation and reviews.

If I see one that I like, I will take the time to acknowledge it and ask permission to post it on my website.

They will be recognized, good or bad.

What’s your rich strategy?

Testimonials! My website developer once told me that my testimonials page was my most popular page.

It was pretty shocking. From that moment on, for every parent/client who sent me a kind comment or shared their thoughts via email, I asked permission to post it.

Today, I am proud to have more than 20 years of beautiful testimonials.

Tip: It works for me to ask for a kind comment (testimonial). Old business is good for new business.

How do you overcome Failure?

Online defamation made me a recluse. Depression struck hard.

Online slander was dictating the future of my life, and it was dim. It was tough to get myself up again.

I felt hopeless. This was before online reputation management (ORM) and before cyberbullying was invented. Online mobs attacked me and destroyed my company.

There was a lot of horrible content, and I felt defeated.

ReputationDefender was the first ORM to open after winning my 2006 internet defamation case.

They were the first client I had. It took me about 6-9 months to see my life again.

It took a lot of work. My lawyer had my back, but ReputationDefender was the one who gave me my career and my life back.

​Can you share a business idea?​

Be authentic. People appreciate people who are passionate about their cause.

Don’t be afraid to share your story, especially if it is about why you started your business.

What’s your recent best buy? ​

Although it wasn’t exactly $100, I did purchase a new Otterbox to go with my new phone.

I know it will be worth every penny, especially as phones get more expensive.

What are your favorite Softwares or Apps?

Outlook. Although it may seem a little old-fashioned, I find that all folders are handy and help me organize my life.

Which book would you recommend?

THRIVERS – The Surprising Reasons Some Children Struggle and Other Shine by Michele Borba Ph.D. We face a mental health crisis with teens, as youth are our future.

This book will help parents, educators, and communities understand the challenges they face and how to deal with them. I recommend this book highly.

​What’s your favorite quote?​

“Sometimes you have to face adversity to be successful.”
-Zig Ziglar

TL;DR by Sue Scheff

Adversity can be a gift that can help you live your passion.

No one can stop you from starting a business or organization out of passion.

Slow down. Enjoy yourself and your family. Limit your screen time.