Meet Gina Kaysen Fernandes | Director of Media Relations, Juris Productions PR

We had the good fortune of connecting with Gina Kaysen Fernandes and we’ve shared our conversation below.

Hi Gina, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
The idea to start the Public Relations division of Juris Productions didn’t come to me overnight. It was a gradual evolution of more than a decade of documentary production and journalism work. With my experience recognizing compelling news stories and building strong connections with TV reporters, I realized there was more to learn about public relations (PR) beyond pitching stories.

To strengthen my foundation and gain confidence in my skills, I enrolled in online PR courses and got advice from other journalist-turned-publicists. Their war stories and insights about the challenges in media relations inspired me. I wanted to serve the legal industry, specifically plaintiff lawyers, leveraging my deep understanding of the legal world to provide tailored and valuable solutions to our clients.

To test the waters, I offered pro-bono assistance in pitching stories, and both attorneys and reporters were receptive. Attorneys benefited from media attention for their cases, which boosted their profiles and validated their clients’ experiences. Reporters received unique and captivating stories they would have otherwise missed, providing meaningful content for their audience. This connection and the opportunity to share profound and timely topics fueled my passion and laid the foundation for a rewarding career.

When I shared my vision with the co-owners of Juris Productions, Rob and Keiko Feldman, they embraced the idea. We decided to grow our public relations services and established Juris Productions PR as a boutique firm, focusing on serving our existing clients. We could tailor our offerings and exceed expectations by understanding their specific needs and preferences. This personalized attention strengthened our relationships, fostered trust, and cultivated client loyalty.

For anyone considering a career change mid-stream, I recommend finding a specialized niche and immersing oneself in its intricacies. Become an expert in your field, provide unique solutions, and go the extra mile. While I always swing for the fences, it’s important to remember you don’t always get a home run. The fulfillment that comes from honing your expertise and making a meaningful impact in a particular area is unparalleled.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Juris Productions PR promotes the achievements and advocacies pursued by trial lawyers on behalf of their clients. These attorneys operate on a contingency basis, assuming all litigation costs and medical expenses for clients who lack the means to confront well-funded corporations or government entities. As a legal publicist, I actively get my clients to participate in discussions about current issues affecting consumer safety and highlight the intriguing cases they handle. While most clients retain my services monthly, I also undertake short-term projects for specific campaigns. Juris Productions, established two decades ago by former KNBC producers Rob Feldman and Keiko Feldman, is a video production and media relations company based in Pasadena. The co-founders have developed various documentary services that equip civil litigation attorneys with visual tools to resolve lawsuits. These mediation videos provide a deeper understanding of the plaintiffs in emotionally charged and intricate civil actions. Produced in a news-style documentary format reminiscent of programs like Dateline or 60 Minutes, these videos incorporate narration, music, graphics, and interviews.
Having joined the company in 2004, I have produced numerous documentaries that involved extensive travel across California and other parts of the country. These documentaries chronicle the stories of victims fighting for accountability from corporate giants, insurance companies, and public entities for preventable and devastating mistakes. Recognizing the need to share some of these cases with the public, we established the PR division of Juris Productions to expand our services and better serve the legal community at large.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
One of my favorite spots to visit in the LA area is The Huntington Botanical Gardens in Pasadena. It has more than 120 acres of meticulously landscaped gardens, including a stunning Japanese garden, a serene rose garden, and a sprawling desert garden. Visiting the Children’s Garden is an excellent activity if you have little kids. As someone with a green thumb, I’m always inspired when I stroll through the lush botanical oasis.

I absolutely love LA’s Smorgasburg. As the largest open-air food market in the country, it has become a foodie haven and a vibrant hub for culinary exploration. It is a family-friendly mashup of a flea market, farmers market, and food truck mecca with something for everyone.

Amidst the bustling metropolis, Little Tokyo truly has it all. It’s a food lover’s paradise, whether savoring sushi, indulging in ramen, or enjoying a comforting bowl of udon. The neighborhood is home to cultural festivals, art exhibitions, and historical landmarks that offer a glimpse into the vibrant heritage of the Japanese community.

If you’re seeing an escape from the hustle-bustle of LA’s city life, check out the breathtaking beaches in Malibu. Malibu is renowned for its celebrity homes and stunning coastal stretches, such as Zuma Beach. If you’re into surfing, head to Malibu Lagoon State Beach or Surfrider Beach. For a dose of local history, visit the Spanish Revival-style Adamson House, home to the Malibu Lagoon Museum and fascinating exhibits. Further inland, you’ll discover a beautiful landscape of canyons, waterfalls, and grasslands within the Santa Monica Mountains, offering amazing hiking trails.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Some of the most exciting PR projects I’ve been involved in are outside the legal field. I find great satisfaction in taking on projects that revolve around social justice and underserved communities because I enjoy sharing inspirational stories. One particular client that I have been assisting for several years is called Open Books (previously known as Gender Nation). Their mission is truly remarkable. Keiko Feldman and Morgan Walsh, the co-founders of this non-profit, are quietly making a difference. They raise money through private donations to purchase LGBTQ+ affirming picture books at discounted rates from publishers, which are then donated to hundreds of public elementary school libraries across California and beyond. This initiative is critical as it provides representation and a sense of belonging to kids questioning their gender identity or feeling isolated. Given the ongoing attacks on the LGBTQ+ community and trans kids today, it’s truly inspiring to participate in this meaningful project.

Website: https://jurisproductions.com

Instagram: https://www.instagram.com/jurisproductions_/

Linkedin: https://www.linkedin.com/in/ginafernandes/

Twitter: https://twitter.com/JurisProd

Facebook: https://www.facebook.com/search/top?q=juris%20productions

Image Credits
Photo Credit: Juris Productions