Questions & Answers: Joseph Molina

Just check out that car. More to the point, check out the dreamy expression of Joseph Molina. This is a man who loves his fancy car even more than he loves doing PR for fancy cars.

Describe the company you work for. JMPR is a full-service media relations agency servicing lifestyle, automotive and consumer brands. Our philosophy is, 'If we can't do it, then nobody can.' We have affiliates in New York and London and represent a number of high-profile companies including eBay and Rolls Royce and Bentley Motor Cars.

What do you do? I am the president and 'chief information officer.' We are an aggressive strategic media relations firm with our finger on the pulse of today's news trends and tomorrow's headlines.

How do you make a difference? By taking their products and services and exploring any and all possibilities that make sense for their goals. Dreaming is an integral part of the service. Brainstorming with clients is part of the thrill.

What was your proudest moment? My proudest moment in public relations was when I called my father and told him we were representing Rolls-Royce and Bentley Motor Cars. He had started my love affair with cars at age five at the Rolls-Royce dealership in Newport Beach, CA. He showed the cars to me and said they were the best in the world. As fate would have it, he passed away less than a month and a half after we landed the account.

How did you get into PR? I love the news business! Ever since I was a child, I've been fascinated by the media. I combined my love affair with the automobile with my love of luxury items and services to form JMPR in 1977. I had been a rock and roll journalist for six years and had gotten into music PR. I walked into a classic car restoration shop one day and saw a great story. Within two weeks, I had every television station in Los Angeles there.

What would you like to change about the PR industry? I'd like to remind all these young communicators that it's not all about e-mails, faxes and VNRs. A good proportion of what we do involves developing news contacts and relationships. If you do that, those busy editors will take your call.

What is the secret of your success? Having a great staff that is strong where I am weak. Read everything in sight.

What is your philosophy? If you ask more questions, than give answers ... they don't need you.

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