PR Pros: Brian S Gross On The 5 Things You Need To Create A Highly Successful Career As A Public Relations Pro
An Interview With Michelle Tennant Nicholson
You need to begin networking, starting from where you are in life.
Have you seen the show Flack? Ever think of pursuing a real-life career in PR? What does it take to succeed in PR? What are the different forms of Public Relations? Do you have to have a college degree in PR? How can you create a highly lucrative career in PR? In this interview series, called “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” we are talking to successful publicists and Public Relations pros, who can share stories and insights from their experiences.
As a part of this series, I had the distinct pleasure of interviewing Brian Gross.
Brian Gross, President of BSG PR, has been in the service of media and public relations for over 30 years. Gross has been employed by companies such as Def American Recordings, Warner Brothers Records, Reprise Records, Elektra Entertainment Group, Vivid Entertainment Group, and such organizations as The Lollapalooza Tour. Brian Gross was an Executive Producer for Reality-X: The Search For Adam & Eve. His background includes all facets of public and media relations, working with some of the largest businesses, celebrities and music acts in the world.
Clients of BSG PR, past and present, include Gene Simmons, Sasha Grey, Maitland Ward, Adam & Eve, Penthouse, Phoenix Books, The AVN Adult Entertainment Expo, Joanna Angel, BurningAngel, Greg Lansky, The Vixen Media Group, Pink Visual, Evil Angel, Girlsway, Autoblow A.I., CamCon, The Fearless Man, Nina Hartley, Lupe Fuentes, Kendra Sunderland, LA Pop Art, Liberation Entertainment, Ecko TV, Kaiju Big Battel, Eyeglasses.com, Lucky 13 Clothing, Pinup Girl Clothing, Punk Rock Bowling and Music Festival, Chuck Zito, Omarosa, Blanc/Biehn Productions, Stockroom, Tony Clifton, Sheri’s Ranch, Big Teaze Toys, Slixa, Sofia Rose, Whitney Wright, WantedList, Sheri’s Ranch, WoodRocket, Jane Wilde and many others…
Thank you so much for your time! I know that you are a very busy person. Can you tell us a story about what brought you to this specific career path?
My journey started when I was senior in High School, where I had a desire to intern at a record label. I would call each of the record labels located in Los Angeles. I was told that the only interns they would accept were those who were in college, so I was consistently turned down until I placed a call to Def American Recordings, where the person who answered the phone was in the publicity department for the label. I was told to come to the office for an interview, and from that moment on, public relations became my calling.
Can you share the most interesting story that happened to you since you began at your company?
Starting BSG PR was a bit by accident and a bit of luck. Three separate people called to ask if I would represent them as their publicist, and I soon realized that it was time to start my new journey working for myself versus working for another company. I handled all of the paperwork, got my ducks in a row, found the right people to guide me in this new journey, and in 2001 I created my own business.
What are some of the most interesting or exciting projects you are working on now?
I am working with an incredibly diverse client roster of companies, talent, models, creators, that cover a wide dynamic of entertainment and sexuality. It is ALL exciting to me!
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Work ethic, perseverance, and a lack of fear. My work ethic is showing up, every day, to take on what they day may bring. Perseverance is never letting anything or anyone get you down, no matter how they respond. And the lack of fear is having the ability to try anything and take chances with your clients.
Ok super. Thank you for all that. Let’s now shift to the main focus of our interview. For the benefit of our readers, can you help articulate what the different forms of PR are?
Public relations is taking your clients and strengthening their name and brand in the public eye. In its simplest form, my daily grind is to make more people aware of who I work with.
Where should a young person considering a career in PR start their education? Should they get a degree in communications? A degree in journalism? Can you explain what you mean?
Any university will have a public relations and communication program. If a degree is obtainable, go for it! Enrich and learn!
That being said, as a person who left college after my first year, I will always focus on the work, getting your foot in the door wherever possible, and climb the ladder to accomplish the goals you aspire to. The education, while certainly quite accomplishable through education, is one of learning through practice, through relationships, and through putting in the work.
You are known as a master networker. Can you share some tips on great networking?
I appreciate the kindness, but I am far from a master. What I do know is this: great networking is constant, consistent, tireless, and never-ending. It’s infinite. Reaching out to people, helping people, asking people for help, giving and receiving, listening… All of this goes into great networking. It’s important to know that with every day comes new ways and new opportunities.
Lead generation is one of the most important aspects of any business. Can you share some of the strategies you use to generate good, qualified leads?
Let your work do the talking. Give everything you have to your work, and let those who you work with be your lead generators. Focus on your work, and let it garner the attention you are looking for you.
Ok super. Here is the main question of our interview. Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why.
- You need a great attorney and a great accountant.
- You need to begin networking, starting from where you are in life.
- You need to be open-minded and a great listener.
- You need to understand all aspects of your clients.
- You need to read the news every day.
Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
We need to listen more. We need to listen and help each other more. We need to open the door for others, and guide whenever and wherever possible.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
About the Interviewer: Inspired by the father of PR, Edward Bernays (who was also Sigmund Freud’s nephew), Michelle Tennant Nicholson researches marketing, mental injury, and what it takes for optimal human development. An award-winning writer and publicist, she’s seen PR transition from typewriters to Twitter. Michelle co-founded WasabiPublicity.com.
