Storytelling, travel, music, and media have always fascinated public relations and journalist professional, Paul Fitzgerald.
Founder and CEO of Salt & Pepper Media Inc., Fitzgerald has shared his passion for journalism for over 20 years with notable celebrities and news outlets.
“People always say, you must be Salt and Pepper because of your hair,” he laughs.
Yes, even though the silver fox has been in the industry for over 20 years, Salt & Pepper came into fruition through a dinner outing. By adding a bit of flare, or “salt and pepper” to his work, Fitzgerald has collaborated with many networks including, CNN, BBC, FOX, USA Today, The New York Times, The Los Angeles Times, MSNBC.com and with scores of stars from HGTV, ABC, CBS, NBC, and Sirius XM Satellite Radio.
Raised in Burlington, ON, Fitzgerald built his brand from Ontario to Calgary, Montreal, New York City, Las Vegas, and San Diego. He has also now joined forces with CoFounder Network in San Diego to help entrepreneurs and start-ups launch their products on the market.
“I’m looking forward to the new partnerships we developed with other networks and business leaders,” he says. Working with various entrepreneurs, Fitzgerald and his team continue building relationships with their clients with their one-stop-shop approach at an affordable price.
“We can get you earned media, do your social media, and design your website and logo. We even build apps and help in the legal space with trademarks and patents,” explains Fitzgerald. “The media is always a big connection with people. It tells a story about people, scenarios and situations, especially with brands and new innovations.”
Fitzgerald has a hectic schedule but enjoys the pressure of deadlines and giving clients results they deserve.
He has worked on many major news and promotional campaigns with notable celebrities, including Lennox Lewis (World Champion Boxer), Olivia Newton-John, (Songwriter, Singer and Actress), Leeza Gibbons (Entertainment Tonight Host/Talk Show Host), Donny Osmond (Singer and Entertainer), Jose Yenque (Actor, Film Director), and Lorraine Simpson (Cityline TV Travel Expert and Travel Personality).
While running a boutique PR firm, he is also a columnist with The Toronto Sun, The Toronto Tribune, The Toronto Post-Gazette, The New York City Herald, and his work has frequently appeared in The London Free Press, Inventorspot.com, CNN International Report, Halton Outlook Today (HOT) TV News, and YourTV News. He is also the author of Smoke on the Water: The Canadian Media and Lobster Wars (2018), which is now sold on Amazon and Barnes & Noble. Fitzgerald is now also completing a PhD in Communications Sciences.
Being at the forefront of a global pandemic, there has been a dramatic shift in how companies do business. With mass closures and the fear of the unknown, the growth of entrepreneurialism and e-commerce is at an all-time high. A case in point: over 75 million people in the USA and Canada have registered a business since the COVID-19 pandemic hit last March, and thousands of companies have closed up bricks and mortar to go online.
“Everyone saw the value of online, they saw the value of media, and more importantly, they saw the value of being discoverable on the first page of Google.”
Fitzgerald’s phone started ringing. And hasn’t stopped.
“My company has seen 9/11, SARS, the global financial meltdown, a global pandemic, and chaos from protests,” recalls Fitzgerald. “Everyone gets scared. Don’t be scared, embrace it.”
As time has progressed, the public relations industry has been no stranger to the impact of social media. Whether using Facebook, YouTube, Instagram, and Google search, it is imperative to capitalize on this form of exposure.
“It’s definitely an asset because their clients and customers see what they’re doing,” says Fitzgerald. “I think people are taking a more independent approach with their marketing, PR business, and consumer communications.”
Fitzgerald sheds some light on the importance of a website and content when establishing your brand. “So, your content, the look and feel of your website is first and foremost. You need to do a social media campaign, where you want to engage, you want to get more likes and more followers and engage people with different types of styles of campaigns.”
“It’s not like phone books are lying around everywhere.” Fitzgerald reminisces about print and how over the past 5 years he has seen that medium die. At Salt & Pepper, their team will work with you in creating the best action plan when it comes to content. Using video to share interviews with staff, clients, and highlight products can generate more reach on specific social media platforms.
Salt & Pepper Media Inc. specializes in an array of services for its clients: public relations, media training, web design, social media, content writing, marketing, advertising, and film.
Fitzgerald is also deeply involved in community outreach. He offers complimentary public relations services and volunteers his time to the following organizations: It’s Okay Not To Be Okay in Calgary; A&W at Auburn Bay in Calgary; Arts For A Better Tomorrow in Los Angeles; The Canadian Mental Health Association; and, The Burlington Teen Tour Band Alumni Association in Burlington.
Nothing is off limits as Fitzgerald understands the uniqueness and importance of new technologies.
“We all have to adapt to an ever-changing world,” says Fitzgerald. “However, do not be afraid of change. You’re reinventing every day.”
