Salt & Pepper Media Inc.

Paul Fitzgerald has a long list of things he loves about living and working in Nova Scotia. From his home office overlooking the Halifax waterfront, dealing with world-class inventors and sports superstars, he's found a perfect balance between city and sea.

"I have a New York City job, but I live in Halifax," says Fitzgerald. And not many New Yorkers could top a view like his.

After spending 10 years as a public affairs officer with Saint Mary's University, Fitzgerald started his own communications firm, Salt & Pepper Media Inc., in 2007. He launched the company on a small scale, part-time basis at first, but made the decision to leave Saint Mary's earlier this year.

"One client turned into two, and finally my client list grew to the point where I realized that this was going to completely new heights," says Fitzgerald.

Salt & Pepper Media Inc. focuses primarily on companies that are research-orientated, inventing new innovative products and techniques. And the company takes a unique approach to the world of public relations and marketing. Instead of focusing on branding and advertising, Fitzgerald specializes in getting his clients news coverage.

"I get you into the news, so you're part of the story. I'm a journalist, and I've got journalists working for me. It's a new trend," explains Fitzgerald. "I come in and make a scientific story sound fun. It's the thrill of my job, finding those hooks, particularly when it comes to stories that promote healthy living and research."

This business model is not only innovative – it's effective. Salt & Pepper Media Inc. now represents 25 clients from Singapore to Truro. Fitzgerald connects with clients and media outlets all over the world from his Halifax office.

"Anytime I want to host clients in town, there are great accommodations and groh, eat restaurants," he says. "The last time I went to London, my flight was 5 hours and 10 minutes, and from here to Boston is about an hour. In other words, when my clients want to come to Halifax, they're here in no time."

And Halifax's reputation on the world stage makes Fitzgerald's clients eager to visit.

"It's a safe city. It's a clean city. It's environmentally friendly. I've heard those things from my clients," he says. "Plus, people have a great work ethic here."

As a journalist with a knack for the newsworthy, it's no surprise Fitzgerald's clients are getting exposure from big-name news giants like NBC, CBS, the New York Times, MSNBC.com, the Los Angeles Times and the San Francisco Chronicle.

"When my clients are in the news, their phones are ringing the next day," he says. "There are a lot of companies out there that spend thousands of dollars a month on marketing, but the trick is coming up with innovative story ideas."

Salt & Pepper's work for a Nova Scotian invention called The Pure Power Edge is a case in point.

The next time you're clicking channels and happen upon a Boston Red Sox game, watch for slugger Manny Ramirez, and take a good look at what's between his teeth. Ramirez is just one of many professional athletes sporting The Pure Power Edge, an invention that Salt & Pepper Media Inc. is helping to promote.

Dr. Anil Makkar, a neuromuscular dentist from Truro, invented The Pure Power Edge, a mouth guard designed to properly align the jaw and increase athletic performance. Fitzgerald remembers the day Dr. Makkar told him about the device he believed would change the face of professional sports.

"He sat me down and said ‘this is going to take the sports world by storm.' It's an orthotic that increases strength, balance and oxygen flow. There's no one else in the world offering this."

It wasn't long before the endorsements from professional athletes came rolling in. One of the NFL's most prominent kickers, Josh Brown of the St. Louis Rams and Toronto Blue Jays pitcher Shaun Marcum are just two of the big names putting their image behind "The Edge." Athletes from the NBA to the Olympics are also wearing the Nova Scotian invention, and many of Fitzgerald's clients are neuromuscular dentists who fit athletes with the appliance.

Dr. Makkar raves about the work Fitzgerald has done for his product. "Paul's a genius," says Makkar. "He's passionate about what he does, and he's taken the time to understand his clients' needs. He's a relationship-master, because he knows his clients so well."

With a focus on cutting-edge inventions and innovative PR strategies, Fitzgerald sees endless growth possibilities for Salt & Pepper Media Inc. And he is dedicated to giving other young journalists the opportunity to live and work in Nova Scotia.

"I had the benefit of staying in a place I love, and I appreciate that so much. The job at Saint Mary's got me to where I am now. I know there are other companies out there creating jobs so people can live here and stay here. I want to be part of that," says Fitzgerald.

Between running a booming business, working on his PhD in journalism and writing for an ever-increasing roster of clients, Fitzgerald still finds time to enjoy the fringe benefits of life in Nova Scotia. "I can drive 20 minutes outside of the city and go fishing," he says.

Although he was born in Burlington, Ontario, Fitzgerald wouldn't trade life in Nova Scotia for the world. He appreciates the unique sense of freedom that comes from living in Nova Scotia, and for an entrepreneur and journalist like Fitzgerald that includes the freedom to push the boundaries of creativity.

"I don't feel like I'm rushed. If I want to be busy, I can be busy, but the pace of life here in Nova Scotia is something I really enjoy. I find I'm more creative. In fact, I'm looking at the water from my patio right now, and it feels like home. When I look at the water and I walk the boardwalk I get new ideas. It's a good life."