Daily Inspiration: Meet Gina Kaysen Fernandes

Today we’d like to introduce you to Gina Kaysen Fernandes.

Hi Gina, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
As a self-professed news nerd, I’ve always found human interest stories and current events fascinating. I loved watching the CBS Evening News on the couch as a kid with my parents. I totally credit Dan Rather for motivating me to major in broadcast news at the University of Oregon. My passion for writing, asking questions, and learning about other people’s experiences, led me to a communications career. My drive as a storyteller has evolved over the years from line-producing local TV news to producing legal documentaries to pitching news stories as a media relations professional. At the root of what inspires me is sharing compelling stories that make an impact.

When I joined Juris Productions as a documentary producer, I had an opportunity to tell stories about some of the most complicated and heartbreaking tragedies that ended up in civil court. These personal injury cases involve people and their families coping with the aftermath of life-changing incidents like a catastrophic car crash, a medical mistake, or a workplace injury.

While interviewing plaintiffs and experts, I learned jaw-dropping details about dangerous products, defectively designed roadways, excessive force by members of law enforcement, and other public safety issues. Those cases might have gone to trial, and the verdicts might have received some publicity if the incident was high-profile. But most personal injury lawsuits do not get any attention. Most cases resolve quietly, confidentially, and behind closed doors, while the public remains unaware of a potential danger that may still exist. Because of confidentiality issues, only a small audience watched the mediation videos we produced for some of California’s most accomplished and respected trial attorneys.

Plaintiff attorneys typically spend years building a case, uncovering the wrongdoing, and pursuing justice for the victims by telling the story through court filings. Unless you’re Erin Brockovich going up against PG&E, most of these lawsuits are litigated “under the radar” because many news organizations lack resources for investigative teams and continue to struggle with downsizing.

The lawyers I work with share the same tenacity and desire to uncover corruption, injustice, and mistreatment, just like investigative journalists. Because of my background and relationships in both worlds, I felt uniquely qualified to bridge the gap between plaintiff attorneys wanting to inform the public about consumer safety issues and reporters looking for quality stories to share with their audience. And that’s how I became a legal publicist. With the blessing and support of Juris Productions’ co-owners Rob Feldman and Keiko Feldman (both former KNBC producers) Juris Productions PR was born.

Alright, 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?
I’m happy to report that over the past 8+ years, our boutique PR firm has had amazing success! By connecting attorneys that want publicity with media outlets that want good scoops, I have landed many impactful news stories in many local, regional, and national papers, radio stations, and TV networks (yes Dan, even CBS).

The most rewarding cases resulted in real change like police departments enforcing policies to prevent officer misconduct, companies pulling defective products off the shelves to avert future injuries, and new legislation enacted to bolster consumer protections. For plaintiffs who have lost loved ones or suffered life-altering injuries, sharing their stories is hugely therapeutic. Going public can make them feel empowered by raising awareness and hopefully preventing the same thing from happening to someone else.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
Juris Productions is a Pasadena-based video production and media relations company that was launched 20 years ago by two former KNBC producers, Rob Feldman and Keiko Feldman. The co-founders developed several documentary services that provide civil litigation attorneys with visual tools to help resolve lawsuits. The mediation videos are used to provide more context and background about the plaintiffs in emotionally charged and complex civil actions. The videos are produced like a news-style documentary you might see on Dateline or 60 Minutes with narration, music, graphics, and interviews.

I joined the company in 2004 and produced dozens of documentaries that involved traveling across California and other parts of the country to tell the stories of victims fighting to hold corporate giants, insurance companies, and public entities accountable for devastating mistakes that could have been prevented. After recognizing a need to share some of these cases with the public, we opened the PR division of Juris Productions to continue servicing the legal community in a broader capacity.

Juris Productions PR specializes in promoting the accomplishments and causes that trial lawyers champion on behalf of their clients. The attorneys work on contingency and front all costs for litigation and the medical needs of their clients who don’t have the means to take on well-funded corporations or government entities. As a legal publicist, I’m always looking for ways to get my clients into the conversation about topical issues impacting consumer safety and showcase the interesting cases they handle. Most of my clients work with me on a month-to-month retainer but I regularly take on short-term projects for specific campaigns. I also enjoy working with non-profits and advocates who focus on social justice issues.

A background in journalism and understanding how the news cycle works give me an edge in knowing how and when to pitch a story. News judgment comes with experience, and it’s essential to recognize what makes a story newsworthy. Timing is everything. With the 24-hour news cycle, you must be aware of what is happening locally and nationally before reaching out to your contacts. Even the best story can get passed over or buried if it’s a busy news day. It’s better to wait a couple of days or even a week if a big story is breaking.

Whenever I’m developing a PR campaign, I put myself into the reporter’s shoes and think about all the elements I need to tell the best story. I’m not sure that all publicists think that way- many focus on what they think the client wants: (magazine cover story, a hit on a network news morning show) without thinking about the best audience for the story and the proper outlet to share that message.

Whenever I work with a reporter, I want to help them tell the best story possible, which means providing as much material, information, and interviews as possible to ensure they understand the story. A lot of hand-holding and shepherding happens after a reporter responds to a pitch and agrees to do the story. Landing the pitch is only half of the work— the rest is coordinating, communicating, preparing the client for interviews, and providing everything the reporter needs on their deadline.

I’m proud of so many of the stories we’ve shared and how it’s helped the plaintiffs raise awareness about important issues and gain recognition for the attorneys working to make the world safer. Within the legal community, our brand has a reputation for excellence, professionalism, and compassion. There’s no other video production and PR company with our caliber of experience and expertise in this space.

Juris Productions PR is a full-service boutique agency focused on the individual needs of our clients. We provide in-depth media strategy consulting to help procure the right headlines to publicize a case, practice, or cause.

Our services include:

• Writing and distributing press releases.
• Pitching stories to mainstream, legal, and industry press outlets.
• Ghostwriting articles and blogs.
• Drafting website content.
• Managing social media.
• Reputation management.
• Award submissions.
• Collaborating with marketing professionals.

What would you say have been one of the most important lessons you’ve learned?
Trust your instincts. I’ve learned it’s important to stand firm when you feel strongly about a story, whether it works or not, and the best way to tell it.

Play nice in the sandbox.
I encourage collaborating and bouncing ideas off of other PR professionals who are generally very receptive to sharing tips, insight, and contacts.

Support each other.
I’ve found that in the PR world publicists support each other. Find networks online and maintain relationships, offer free advice because you never know when you are going to need it.

Contact Info:

• Website: https://jurisproductions.com
• Facebook: https://www.facebook.com/JurisProductions
• Twitter: https://twitter.com/JurisProd
• Youtube: https://www.linkedin.com/in/ginafernandes/