PR Pros: Brian Gross Of BSG PR On What It Takes To Create A Highly Successful Career As A Public Relations Pro

…Everyone has something on their chest — something they want to express — and they want someone to hear them. So if someone comes to you with something they need to say, take that moment and really listen. Don’t think about yourself — be selfless — and give that person the chance to share what’s on their mind. I just don’t think we listen enough, and we see the consequences of that every day…

We had the pleasure of talking with Brian Gross. Brian, the president of BSG PR, has built a career spanning over three decades in media and public relations. With experience at industry-leading companies like Def American Recordings, Warner Bros. Records, Reprise Records, Elektra Entertainment Group, and Vivid Entertainment Group, Gross has played a pivotal role in shaping the public image of major brands, celebrities, and global music acts. His professional journey also includes work with renowned cultural institutions such as The Lollapalooza Tour.

Born in Hollywood, California, and raised in Southern California’s San Fernando and Conejo Valleys, Gross was immersed in music and community engagement from an early age. His involvement in school choirs and local sports eventually evolved into a lifelong passion for the entertainment industry. An internship at Def American Recordings while still in high school marked the beginning of his PR career. By sheer chance, a phone call to the label landed him an interview after the receptionist was out to lunch — a serendipitous moment that led to his first industry role.

At Def American, Gross gained firsthand experience working alongside musical legends like Rick Rubin, Henry Rollins, Slayer, and Danzig. Surrounded by creative icons, he quickly realized PR was more than a job — it was his calling. This early exposure laid the foundation for a career that would see him representing high-profile clients like Gene Simmons, Sasha Grey, and Maitland Ward through his firm, BSG PR.

Throughout his career, Gross has managed everything from major event publicity to crisis management. One standout experience involved working with Blink-182 during his tenure at Vivid Entertainment. The partnership took him on a whirlwind press tour that included stops at music festivals, the MTV Music Awards, and high-profile promotional events.

Gross credits his success to essential traits like listening, persistence, and a fearless approach to new challenges. He emphasizes that PR is about more than press releases — it’s about building trust, telling compelling stories, and managing relationships with media outlets across TV, radio, print, and digital platforms. He notes that while advertising offers guaranteed placements, PR delivers credibility through earned media, though its impact is less immediately quantifiable.

Asked about the values that guide his career, Gross points to the power of listening. He believes that truly hearing others — whether clients, colleagues, or the media — is a cornerstone of meaningful communication. It’s a principle he practices daily, fostering trust and strengthening relationships across an ever-changing industry.

For those interested in connecting with Brian Gross or learning more about BSG PR, his firm’s website is bsgpr.com, and he remains active on social media platforms like Instagram and Twitter under the handle @BSGPR.

Brian, it’s a delight and an honor to meet you. Before we dive in deep, readers would love to learn about your personal origin story. Can you share the story of your childhood and how you grew up?

Brian: I was born in Hollywood, California. I grew up in both the San Fernando Valley and the Conejo Valley. I lived in a beautiful area of Southern California, playing sports and getting into music at an early age. I was in choir in junior high and high school, while also being heavily involved in sports and the local community. I was also active in the local temple. We had two temples for the entire Conejo Valley, so I attended a Jewish school and later became a member of one of the temples.

Awesome. So, tell us what led to your career in public relations.

Brian: I was literally going through my CD collection, calling record labels, but no one wanted to take a chance on a senior in high school. This was the winter of ’93. I ended up calling an independent record label called Def American. The person who answered the phone was covering the reception desk while the receptionist was out to lunch. At that company, the most recently hired employee had to cover the front desk for an hour a day. It just so happened that she worked in the publicity department at Def American Recordings.

I asked about being an intern, and she told me to come down for an interview. I put on a shirt and tie, and when I met with her, she said, “You’ll never wear this again,” and I thought, “I like this already.”

Three days a week, I would drive after high school from Newbury Park to Burbank, California, to the Def American offices. That’s where I started learning the ins and outs of public and media relations at one of the most iconic record labels of its time.

I got to be around people like Henry Rollins. Rick Rubin, the founder of the label, was often there, and I met him too. I spent a lot of time with artists like Slayer, Danzig, and comedians like Andrew Dice Clay. Henry Rollins would come by, and there was also a band called Skinny Puppy for those into a certain niche of music, as well as the punk band Flipper. One day, even Sir Mix-a-Lot came in, and I got to hang out with him.

It was pretty incredible being a high school senior surrounded by so many musicians, listening to all this amazing music, and taking home free CDs. At 17, that was an unforgettable experience. I quickly realized this was the career I wanted to pursue.

I’m sure you have some incredible stories from different parts of your career. Can you share one or two stories that stand out the most from your professional life?

Brian: Two stories come to mind. One was when I was at Vivid Entertainment. I got to work closely with the band Blink-182 because they put one of the Vivid girls on the cover of their album. We did an amazing press tour that included New York City, LA, big music festivals, and the MTV Music Awards. It was such a fun and exciting run — shooting music videos, doing promotions at their shows — just a really unforgettable experience.

Later, when I was on my own, I worked closely with Sasha Grey. She was a client of mine, and we handled her entire campaign for The Girlfriend Experience, the Steven Soderbergh film she starred in. We took the film to the Tribeca Film Festival, sent her all over the world to promote the movie and herself, and secured some incredible magazine covers, interviews, and press junkets.

Eventually, she landed a recurring role on Entourage, so we were promoting that as well. It was an intense and rewarding few years where she was at the peak of both her adult and mainstream careers. At the same time, she worked incredibly hard and accomplished so much. It was amazing to be part of that journey and to help build something together.

It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake you made when you were first starting out, and the lesson you learned from it?

Brian: One of my first humorous mistakes was actually what set me on the path toward calling record labels and landing internships. I was a basketball coach at the time, and during a game, we lost on a technical foul. I got upset with the referee, and it just so happened to be the Friday night of my brother’s bar mitzvah.

The same referee was officiating the next game, and I went down to have a “word” with him — which he didn’t appreciate. By Monday morning, I got called into the principal’s office and was told that my services as a basketball coach were no longer needed. I also had to write a letter of apology to the referee.

Looking back, it was definitely an issue of learning how to manage my emotions better. But that whole situation essentially ended my basketball coaching career, which might’ve been the best thing that ever happened. Who knows where I’d be if that hadn’t happened?

I wasn’t good enough to play on the basketball team, but I loved the game so much that the head coach gave me an opportunity to be an assistant coach. It was such an incredible experience, and I loved every second of it. But in the end, that “mistake” led me to pursue something entirely different — and ultimately, my future career.

Brian, you’re a successful leader. Can you share three character traits that you think were most instrumental in your success? And if you could, share a story or example for each?

Brian: Sure. First, I’d say listening. It starts with really listening to your clients. I’ve been on my own for over 24 years now, and listening has been absolutely essential. You need to understand what your clients’ needs are — even when they might not be able to articulate them clearly. Sometimes, they just need someone to talk to, someone who truly hears them, and that can make all the difference in building trust and delivering results.

Second, I’d say experience. You hear about the whole “10,000 hours” idea, and I really believe in it. Whatever your craft is, you need to put in the hours and commit to mastering it. Early on, when I started getting legitimate jobs with real responsibility, I realized that success comes from hard work and time. It’s like in sports — you have to be the first one in and the last one out. That mindset has been crucial throughout my career.

Lastly, I’d say being fearless. Over my career, I’ve taken on more than 450 clients in a 24–25 year span. Some projects came with uncertainty, and there were definitely moments where I wasn’t sure how things would turn out. But I took them on anyway, faced challenges head-on, and learned from every experience. Being fearless is key to growing and succeeding in any industry.

Are you currently working on any exciting or interesting projects that you’d like to share with us?

Brian: Yes, I’ve been the publicist for the AVN Expo, the largest adult entertainment expo in the world, held every January in Las Vegas. I’ve been running the publicity for that event for well over a decade, and it’s always an incredible experience.

We have thousands of media members coming out to Vegas, along with hundreds of exhibitors. It’s the ultimate challenge of managing logistics, putting puzzle pieces together, putting out fires, and ensuring that everyone — from the media to the exhibitors — is happy and taken care of. It’s an intense week of work, but also a lot of fun. Every year, I walk away from it with a sense of accomplishment after handling such a massive, dynamic event.

So let’s now shift to the main focus of our interview about how to be a successful public relations practitioner. For the benefit of our readers who may not be familiar, can you explain the different forms of PR?

Brian: Sure. Public and media relations is really about being the conduit between my client and the media. There are four major types of media: TV, radio, online, and print. But when you break those down further, there are many layers within each.

For TV, you’ve got national TV, regional TV, documentaries, production-related media, and both domestic and international outlets. In radio, it’s become its own unique world. You’ve got terrestrial radio, which includes radio stations across the country with syndicated programming. Then there’s satellite radio, which is crucial, especially with so many people commuting in their cars. And of course, there’s podcasting — which has become a massive industry with over 5 million podcasts worldwide. We’re constantly working with podcasters and producers to get clients booked on relevant programs. Managing podcast outreach alone can be a huge task.

Online media includes all the digital outlets where stories are published. These sites have writers I pitch to, editors who clean up the articles, and the potential for stories to go viral, which is always the ultimate goal.

And then there’s traditional print — magazines and newspapers that are still printing stories and distributing them to readers. While print may seem old-school, it’s still very important in many industries.

So, in essence, I’m the link between clients and the media. I deal with media professionals who come to me with their needs while also pitching my clients’ stories and projects. It’s about balancing those relationships and ensuring both sides are satisfied while achieving results. At any given time, you could be dealing with hundreds or even thousands of media contacts. It’s a constant balancing act.

I think when most people think of PR, they picture shows like Scandal, which focus on crisis PR. How is that similar or different from what you do?

Brian: Well, I’ve definitely done my share of crisis PR. I’m old enough to remember Absolutely Fabulous, the classic UK show where one of the characters was a wild and crazy publicist. I prefer that style of PR! But when it comes to the Scandal-type crisis PR — yeah, I’ve handled plenty of those situations over the years.

When a crisis comes up, you have to handle it strategically. You talk to the client, assess the situation, and figure out what outcome you’re trying to achieve. There’s no perfect playbook — every situation is different, and no matter what you do, it’s going to be questioned and scrutinized.

In today’s world, social media has made crisis PR even more challenging. Whatever you say or do will be dissected in real time and judged from every angle. You have to be ready for that level of scrutiny while still making decisive moves.

I’ve studied crisis PR extensively, and I’ve learned a lot from real-world experience. I also have publicist friends who’ve been through major crises, and I try to help them when I can — not just to be supportive, but to learn from their situations as well. Crisis PR is definitely its own unique skill set, and it’s something you have to stay sharp on constantly.

Often when people hear PR, they think it’s essentially the same as marketing or advertising. How do you describe the difference or similarity?

Brian: Think of marketing as the overall umbrella, and within that umbrella, you have both public relations and advertising. Advertising is when you’re paying for specific ads — you’re paying a set dollar amount to place an ad with the expectation of a measurable ROI. You have control over what the message is, where it appears, and how frequently it runs.

Public relations, on the other hand, is about earning media coverage rather than paying for it. You’re paying a PR firm to build relationships with the media and secure press coverage for your brand. The ROI from PR can be less straightforward because it’s more about brand building and credibility. If done well, PR leverages what we call “earned media,” which means you’re not paying for specific ad placements but instead getting media coverage through relationships and compelling storytelling.

So, while advertising is more transactional and predictable, PR is about creating a long-term, credible presence in the media that supports the overall brand strategy. There’s always some risk involved because you can’t control exactly how or when a story will run, but the payoff can be significant when it comes to building brand awareness and public perception.

You mentioned ROI, which is something every marketer struggles with, especially when it comes to attribution. Unless you can directly measure conversions or sales, it can be tricky. How do you define conversions or measure success in PR?

Brian: PR is very much about perception versus reality. I could tell two different people about a client of mine, and one might say they see that client everywhere, while the other might say they’ve never heard of them. That’s the nature of PR — it’s about visibility and public perception, which can be hard to measure precisely.

Success in PR is ultimately about long-term brand building, not short-term conversions. With crisis PR, you’re often working on short-term fixes, but traditional PR is about establishing credibility, building an audience, and growing a loyal customer or fan base over time. When done right, it supports increased sales and more significant business opportunities, but it’s not something you can expect immediate returns from.

If you’re solely focused on immediate ROI, you’re better off focusing on advertising, where you can track clicks, conversions, and sales more directly. But if your goal is to build a sustainable, recognizable brand that people trust, PR is the way to go. It’s a long-term investment in your company’s image and reputation through the media process, and when approached with that mindset, you’re on the right track.

For a young person considering PR, where should they start their education? Should they get a degree in communications or journalism? Are those degrees still necessary?

Brian: I think it depends. You’re talking to someone who started when he was 17, went away to college on a music scholarship, and ultimately dropped out to start working. I came up at a time when internships were readily available, and I could intern and work my way up the corporate ladder — especially in the music industry.

In public relations, you can go to school for it. I was doing interviews and writing, so I was essentially practicing journalism while learning on the fly. You can study communications, PR, journalism, or something similar, and I’m certainly not against that.

But at the end of the day, you still have to get out there, get the internship, do the work, hustle, and put in the hours. There’s no one “right” path — it’s about finding what works best for you — but it’s going to take time. Working your way up isn’t something that happens overnight.

PR is an unlicensed profession, meaning anyone can technically do it. You don’t need a formal license like you would for law or medicine, but you are competing with others to build your brand, get your name out there, and seize opportunities. Hustle is probably the most important part of public and media relations.

So Brian, I know you’re a master networker. Can you share some of your tips on quick networking?

Brian: The simplest way is sending a quick “Hello, how are you?” email to people and seeing what kind of response you get. It’s really about not being afraid to reach out and not overthinking it. Don’t waste anyone’s time, but some of the biggest stories, features, or opportunities I’ve gotten over the years have come from the simplest emails sent just to reconnect or introduce myself.

You never know where one email can lead. I heard a great quote that said, “Every day is a new day,” meaning it only takes one person, one moment, or one opportunity — and that moment can happen any day.

Ultimately, it’s about not being afraid to reach out. Be fearless when it comes to connecting with someone.

Okay, this is the main question of the interview. You’ve had a lot of success now. Based on your experience, can you share five things you know now that you wish someone had told you when you first started in public relations?

Brian: Five things… I was fortunate to have incredible mentors, so some of these things I did learn along the way. But if I had to list five key lessons, I’d say patience, tolerance, empathy, listening, and hustling. Off the top of my head, those would be the five things that I maybe didn’t fully understand or appreciate when I started, but I definitely learned how vital they are to where I’m at today.

When you say “hustling,” does that just mean working hard, or is there a finer nuance to it?

Brian: I think it’s a combination of things. Hustling definitely means working hard, but it also means not being afraid to seize the moment. It’s about recognizing opportunities and acting on them.

I’m a big fan of sports metaphors, so I think of hustling like competing — it’s putting in those extra shots, staying late, and doing whatever extra work you need to succeed.

One of the best ways to frame it is this: when you wake up in the morning, you’ve already won the day — you’re up, you’re out of bed, you’re ready to go. Everything after that is house money. So getting past that initial hurdle and not overthinking your morning or your day is one of the biggest challenges, if not the biggest.

Hustling can be small or big — it’s infinite in that sense. I don’t categorize it in one specific way. It’s really about what you can do today to improve yourself and move forward.

Here’s a final aspirational question, Brian. Because of the great work you’ve done, the platform you’ve built, and the role you play, you’re, by definition, a person of influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would that be?

Brian: Man, it would be about listening. It really would. Everyone has something on their chest — something they want to express — and they want someone to hear them. So if someone comes to you with something they need to say, take that moment and really listen. Don’t think about yourself — be selfless — and give that person the chance to share what’s on their mind. I just don’t think we listen enough, and we see the consequences of that every day.

Amazing answer. How can our readers engage your services or support you in any way?

Yeah, my website is bsgpr.com. On social media, I’m on Instagram and Twitter at @BSGPR.

Amazing. Brian, it was a delight to talk to you.

Brian: So good! Thank you, sir.