Kevin Pennant has rubbed elbows with some of Hollywood’s brightest stars such as Leonardo DiCaprio, Tom Cruise, even former president Bill Clinton.  As founder and president of Pennant Media Group, a boutique communications and public relations firm, Pennant is responsible for developing and creating a personal brand for his clients.

Since opening his own public relations firm in 2003, Pennant has created a name for himself as a visionary in the field. He has spearheaded major media campaigns, worked directly on numerous blockbusters such as Ace Ventura and Batman Forever, and has been involved with the Toronto International Film Festival. With all his hard-working success, he remains down-to-earth.

Pennant credits a high school teacher for getting him into public relations.a

“I grew up in Richmond Hill and went to Bayview High School. In my last year, I decided to take an internship because I had no idea about the real world. My teacher stopped me and said, “I have the perfect placement for you. Warner Brothers are hiring… I went for my interview and I got it.”

His temporary internship lasted for six years. Pennant says “I loved it so much. I loved the marketing aspect of it. I was shy so it was a real coming of age thing. I just don’t know how I would have done without Warner Brothers. That was really helpful.”

After graduating, Pennant juggled working at Warner Brothers and studying International Business Marketing at Seneca College. When he wasn’t in class, he was a campus representation for the Canadian Division of Warner Brothers, promoting movies targeted to the 18-30 year old market.

“At Seneca, I would go to an 8a.m class and then get into my car and go to a 10a.m screening. I got to see and promote every movie that came out. Everybody wanted to be my friend,” he laughs.

A chance encounter with Tonya Lee Williams, an actress in The Young and the Restless, propelled his career to new heights. Pennant was at a party for Samuel L. Jackson, when he decided to sneak into the exclusive VIP section.

“Tonya Lee Williams went up to me and was like ‘Who are you? I see you everywhere.’ We exchanged stories and I told her what I do.”

Tonya Lee Williams and Pennant bonded and created The Publicity Group, a boutique public relations and communications firm. For five years, the pair worked together on cutting-edge projects in the fashion, music, film and television industry.

Pennant recalls a funny incident when he was working with Kevin Spacey during the Toronto International Film Festival. Spacey was in town promoting American Beauty and his own film. A limo was instructed to pick up Spacey and “he was supposed to come down, go to the limo and attend a screening at Yonge and Bloor.”

Near the red carpet a massive crowd of fans gathered around screaming his name while waiting for photos and autographs. However, Pennant says, “a minute to 6p.m, Spacey is no where to be seen on the red carpet.”

Everyone is freaking out as to where he is so Pennant calls him up. Pennant finds out his limo is stuck in traffic and informs Spacey the screening has to start. The next thing Pennant saw was Spacey jumping out of the limo and running full speed down Bloor Street towards the screening.

It turns out Spacey was late because he instructed the limo driver to stop and pick up his friends. “A 10 minute car ride took 45 minutes,” Pennant says laughing.

Pennant eventually saw another vision on how to do public relations so he decided to start The Pennant Media Group. On a typical day, his job consists of writing contracts, press releases, setting up meetings, and taking care of a rooster of 12-15 clients. Pennant sat down with UC411.com and shared the secrets to his success.

How important is it to have an education in your field?
“It is pretty key. It is key because of all the discipline of education and having to get things done on time. It is about deadlines and understanding how to get along with people.”

UC411: You’ve met tons of celebrities in your career. Do you ever get star struck?
“I’m not star struck but just overwhelmed by some people’s presence. I feel blessed to take a little piece of that. There are two people who have an impact, an energy. Linda Lee (Bruce Lee’s widow) and Bill Clinton. Both have this thing, they touch you and you think you’re going to be nervous but no. They make you feel so comfortable.”

What struggles do you deal with on a daily basis?
“I don’t think anything is a struggle because they have been the best things that have happened to me. I’ve learned to embrace something bad and change it around.”

Public relations appears to be a very competitive field. How do you stay ahead of the competition?
“I don’t look at it as competition. There is so much work to go around. Clients come to me. I don’t fear competition unless someone is total impersonating me-they won’t do what I do. I try to break that myth about competition but of course, I’m always trying to do better and add change.”

You’ve been in the entertainment industry for 12 years and achieved a lot of success. What is your secret?
“Having a vision is and being clear on it. The things you can manifest are amazing. Everything came from a thought in my head that is very clear. Dream big. All my clients are all visionaries. All these amazing people see inside their head and do it.

Be a visionary. Create your own 'dream job' and go for it. Kevin's job draws from so many areas: entertainment business, communications, and public relations to name a few, and there are many schools out there that can prepare you for your own future in the glamorous world of entertainment
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In Mississauga Ontario, the Metalworks Institute is home to one of Canada’s elite Entertainment Business Management programs focusing on the music recording industry.  This one year program will provide students with the skills to navigate the  complexities of the music entertainment business world.  In Montreal Quebec, students in the Trebas Institute’s 45-week  Music Business Administration program will gain first-hand knowledge from music industry professionals as well as practical skills.

Degrees, diplomas, and certificate programs in Communications and Public Relations abound across Canada, from University College of the Fraser Valley and MarTech College of Marketing and Management in the west, to Cape Breton University or one of Nova Scotia Community College’s 15 locations in the east. Don’t have the time to attend a campus program? Students may also earn a certificate online from Athabasca University. Whatever you decide, your dream job is waiting for you.