Today we’d like to introduce you to Jordyn Palos.
Named one of “Hollywood’s New Leaders” by Variety in 2015, Jordyn, founder of Persona PR, launched the company in 2010 and has established Persona as one of the most dedicated and hands-on independent PR firms in the entertainment industry today. With offices in Los Angeles and New York City, Persona has grown from a dozen clients that followed Jordyn when she left her previous PR job, to over 100 clients in the talent, music, branded lifestyle, non-profit and corporate space. Persona PR’s client list includes a select group of award-winning actors from film and television, New York Times bestselling authors, various experts in the beauty and lifestyle space, comedians, production companies and a handful of musicians.
Born and raised in Southern California, Jordyn obtained her Bachelor’s Degree in Radio, Television and Film with an emphasis in Electronic Media Management from California State University Northridge. Her educational experience has provided a background vital to navigating the PR world and ever-changing digital arena: electronic media systems, media management, media message design, audience analysis, mass communication research, international broadcasting, new media and more. During her senior year of college (2006), Jordyn took an internship with an LA-based entertainment public relations firm and worked for that company for four years before launching Persona PR out of her apartment.
Before finding her true calling as a publicist and business owner, Jordyn worked as a Marketing Associate for Ashley Furniture and in the music industry as a stylist (working with Tyga, Paramore, and Panic! At The Disco, to name a few). While her business and clients are two of her greatest passions, Jordyn is also a wife and mom and loves to spend time with her family. She is also a supporter of the American Diabetes Association (as several people in her life are Type 1 diabetics) and the Bumble Bee Foundation, a local organization that provides relief to families who have children suffering from cancer.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Launching your own business and working day in and day out to make it successful is a tremendous challenge, however, it has been so worth it. I have been extremely fortunate to be surrounded by people who have supported me and my business. The biggest challenges have probably been figuring out how to grow (and grow smart) and learning to not take things personally. One of my mantras has been to work hard in silence and let your success be your noise. Sometimes, I have to take a step back and see how much my business has evolved from 2010 to 2018 and realize that I have done some great work, and have an incredible team working alongside me every day. I am always pushing to be the best and that hunger for perfection can be a struggle for me when I need to stop, breathe and realize that we are doing great work.
Persona PR – what should we know? What do you guys do best? What sets you apart from the competition?
As one of the most reputable PR firms to emerge in the entertainment business in the past decade, Persona PR has become known for being on the forefront of new advances in media nationally and internationally. From traditional public relations campaigns to digital strategy, branding and marketing, we make it our commitment to stay constantly informed in an ever-changing industry. Persona PR has three divisions, the first being our Talent division which includes award-winning accomplished actors in film, television and theater, writers, directors, producers, musicians, and production companies. We have also worked alongside national and international bestselling authors, spearheading book campaigns and taking them to the New York Times and national bestsellers list.
Also housed under our talent division are athletes, corporations, non-profit organizations, lifestyle experts and fashion clientele. Connect is our second division and one of our newest ventures – it is where digital & social media marketing lives at our firm. Whether it be to increase exposure of a new film, amplify a book release via blogger channels, connect actor and philanthropic opportunity, our digital and social media division is the most innovative of its kind in the entertainment industry. Our third division, Profiles by Persona PR is where visual art is brought to life. Our relationships with top photographers throughout the world, studios, elite hair and makeup artists, stylists and their agencies, provide us with the tools to produce in-house photo shoots for editorial images and content that are unlike any other firm.
The synergy between our three divisions is a key factor in bringing our campaigns to life. Whether it is a Golden Globes Award campaign, launching a 20,000-square foot art installation in downtown Los Angeles, or partnering our clients with the right brands for social media activations, talent, connect and profiles work synonymously with one another. We believe that what makes us different is our core values – delivering results that exceed expectations, every single day. Our company culture is deeply rooted in the belief that teamwork is essential to bringing long lasting, purposeful publicity and digital campaigns to life. Through the process of working alongside our clients, we strive tirelessly to think outside of the box, be innovative in our strategies and work with a creative mind, passionate heart and positive spirit.
Where do you see your industry going over the next 5-10 years? Any big shifts, changes, trends, etc?
Public relations and marketing are changing vastly from year to year. The business I am in today is a completely different climate than what was important and meaningful in 2010 when I launched the firm. It’s not just our jobs that are evolving, you see it in the media as well with magazines shifting to all-digital coverage, social media teams being added left and right, even major broadcast outlets moving to Facebook live streams vs. actual television segments as that’s where viewers are living now. We constantly have to be informed and in the know with what is happening on the social media and digital front, paying attention to the shift in media outlets as they too are having to fluctuate with where the audience is going to consume content. We are also in the golden age of television, my firm represents leads on some of the top series on television today (and streaming services) and it’s so intriguing to see the caliber of press that an actor on an award-winning HULU or Netflix series can get vs. a film – when film used to be the end all be all for a career. It has been incredible to watch the rise of Netflix, Hulu and Amazon over the past few years – and I am sure we will see more of that with Apple and Facebook launching their original content in the coming months. It’s the wild west out there – and we are just working hard to stay up on it all!
- Address: Persona PR 6255 Sunset Blvd Suite 705 Los Angeles, CA 90028; Persona PR 401 Park Ave. South Suite 10-045 New York, NY 10016
- Website: www.persona-pr.com
- Phone: (310) 601-2734
- Instagram: www.instagram.com/personapr
- Facebook: www.facebook.com/personapr
- Twitter: www.twitter.com/personapr
Reposted from CSUN TODAY
As an entertainment publicist, a typical work day for Jordyn Palos ’06 (Cinema and Television Arts) might include a walk down the red carpet with a client, maneuvering them from photographers to journalists, from outlet to outlet at the Golden Globes or another major awards show. The chaos of coordinating logistics is par for the course for Palos.
For the past 12 years, Palos has worked tenaciously in public relations. She owns and operates the bi-coastal public relations firm Persona PR, which began in her apartment in 2010 and quickly grew into an industry standout. In 2015, Variety named her one of “Hollywood’s New Leaders in Digital and PR.”
“It was such an honor that they included me in their new leaders in Hollywood list,” Palos said. “In the representation world there are not a lot of ways we get recognized,” Palos said. “I was blown away, it was definitely a high point in my career.”
Her father, Ronald Borczon, chair of California State University, Northridge’s Department of Music and director of the CSUN Music Therapy Wellness Clinic, described his daughter as someone who always had an entrepreneurial spirit.
“She was driven. I mean, she started a babysitting company when she was 12,” Borczon said. “She put up fliers in the neighborhood and has always been a leader. She was someone whom people followed and gravitated towards.”
Borczon said their family believed Palos would have a great experience at CSUN, and it was a great entry to the entertainment industry.
“We weren’t sure what she was going to do until she took an internship and found her passion in public relations,” Borczon said. “When she was at the company she worked for, I told her she should leave and start her own business, and I knew she would be successful.”
Palos was ambitious and not afraid to pursue her goals. In 2002, she enrolled at Moorpark College to complete her general education requirements before transferring to CSUN in 2004. She practically grew up on the CSUN campus, Borczon has been teaching at CSUN since 1984, the year Palos was born. She said she would visit her dad at work and did not consider attending any other college after transferring from Moorpark College.
Once she arrived at CSUN, she chose to major in Cinema and Television Arts (CTVA) with an emphasis in Electronic Media Management, intending to work in advertising or marketing at a studio or network.
“The classes that I took were so rich in knowledge,” Palos said. “All of my professors were so intelligent, I truly learned so much.”
During her time at CSUN, some professors pushed Palos.
“The teachers who knew my dad were a little bit harder on me, I think they had high expectations” Palos said. “I will never forget, I took a test in my entertainment law class and didn’t do great, my professor wrote on it ‘I know you can do better than this.'”
Leading into Palos’ senior year, she found herself working in music videos as a stylist for bands like Panic! At the Disco, Tyga and Paramore. Her colleague and friend Brandon Bonfiglio (also a CSUN alumnus) had emerged as one of the most up and coming producers in the music scene, and he invited Palos to work with his team.
“Working on set for long hours and with some of my best friends was so fun, I knew I wanted to do something in the entertainment field but I hadn’t figured out what exactly that was, yet,” Palos said.
Also during that time, Palos needed to secure an internship before she graduated. She searched on Craigslist and found a position at a boutique public relations firm near where she was living. Although she had not taken any PR courses, the internship piqued her interest in publicity and upon graduation the company hired her full time.
“When I started working in PR I thought, ‘OK, this is cool, we are doing different tasks every day and juggling so many diverse clients,'” she said. “I was a part of a small company I was helping to build, and that was extremely rewarding.”
While working in her first PR job, Palos never thought she would run her own business. In 2010, four years after she accepted her internship, she took a leap of faith and quit her job to open up her own firm, Persona PR.
“In 2010 the economy was in a bad place, and I had applied to dozens of jobs once I realized it was time to leave the firm I started at. When I didn’t receive any call-backs, I thought ‘Well, I could start my own company,’ and my then-boyfriend (who is now my husband) helped me launch a website and logo in one weekend. It was extremely important for me to show my clients that this was going to be a legitimate company and that I was going to be successful.”
Since opening her business, Palos and Persona PR have represented hundreds of clients in the film, television, music, non-profit and corporate industries, including working with talent based in not just the US but Europe, Canada, South Africa, Japan and Australia, to name a few. As the company has grown, she relocated from her first small office in Beverly Hills to a suite on Sunset and Vine in the heart of Hollywood, and offices on Park Avenue South in New York City.
“It is such a pleasure and an honor to have a hand in our client’s careers, while also being a business owner and providing jobs to incredible people,” she said. “I try to be a leader, and I am definitely a perfectionist. I love to have everything a certain way, I am sure my staff would attest to that!”
Palos and her husband have a family, and she works full time as a publicist while running the business. She noted that she would love to get her master’s degree in the future and become a professor.
“College teaches you to follow through. [CSUN] taught me about responsibilities,” she said. “I learned to be thorough, research and come prepared, take notes, always learn new things and be open minded. I don’t think it matters what courses you take or what major you are in, the core values that college teaches you are what are most important.”
For more information on Palos and her firm, visit https://www.persona-pr.com