By Peter Berton

LOS ANGELES – Brian Gross’ BSG PR agency doesn’t promote only adult entertainment. In fact, he maintains strong ties to the mainstream. That may explain, at least in part, why Gross’ adult client list reads like a Who’s Who of porn’s power players: Adam & Eve, Penthouse and Pink Visual, to name a few.

Judging by the endorsements on his website, Gross leaves his customers on both sides of the divide … well, satisfied.

YNOT.com turned the tables on Gross, putting him in the spotlight for a change.

YNOT.com: How long has BSG PR been around?

Brian Gross: I started my PR agency in January 2001. My first clients were Tabitha Stevens, Penthouse Pet Devon, Jill Kelly Productions, and the adult actress and Vivid Girl Jenteal, who was going to star in a mainstream film at the time.

Before I even could look up, I realized I was on my way. Now, 13 years later, I look back and I am amazed at the people and companies I have worked with over this period of time.

You started out in the music industry. What motivated you to get into adult?

It was actually a phone call from a friend that started the process. I saw where the record industry was going and, as a publicist in the position I was in, I knew that I had to make some changes for my career.

I got a call about a position at Vivid, and I simply decided “Why not?” No one in my circle could answer that question, and I haven’t looked back. It was an incredible decision. Working for Steven Hirsch was an incredible experience.

So from there you launched an adult public relations agency?

First and foremost, this is definitely not an “adult PR agency,” but a PR agency that covers all facets of entertainment and more. In the 13 years I have been on my own, I have worked almost every possible type of project that one could imagine. I am excited every day at the opportunity to work something new, challenging, exciting and different.

That said, when my time at Vivid was done, I had to figure out what my next move was. I received numerous phone calls asking for publicity help, and then it just came to be that starting up my own PR company was the right move.

Were you successful right away, or did BSG PR build over time?

My early days were 14 to 16 hours a day of nonstop work, to make sure I was doing the best job that I possibly could for my clients. To be honest, a lot of that has not changed, but I have a lot of passion for what I do. I love and appreciate my clients and the media people I get the opportunity to work with.

The early days were full of incredible experiences while I learned as much as I possibly could about starting my own business and watching it take off. I had tremendous support from incredible, selfless people who were guiding factors and helped in many ways.

What is the key to creating a successful adult PR strategy?

The key to successful PR, as far as I am concerned, is to have a complete lack of fear. To think as far outside the box as possible and to be excited about the opportunities you have.

What are some of the common PR mistakes adult industry insiders make?

Adult film stars who do not treat themselves as a business and a brand will stumble and create more challenges than necessary in their quest to find success.

Can a good PR agency help an adult star break into mainstream markets?

Of course!

You must have some interesting memories that tend toward the strange side.

I have been told to save those for the book I [hope to] write down the road. Will I do that? We will see.

I’m not one to tell all or anything of that nature, but do I have incredible stories. Buy me a drink, and I will share a few. That said, the sparkle in [Metallica co-founder] James Hetfield’s eyes when I told him I was leaving Elektra [Records] to go work at Vivid was pretty amazing.

So, as a porn PR person, do you lead a rock star life?

I lead a pretty good life. I have little to complain about.

One last question: What separates good clients from bad clients?

A good client works hard. A bad client does not.