LIVEMagazine #219 October 9, 2015

Sean Borg
British born Sean Borg is Palm Springs’
newest arrival on the scene. Though he is
quick to point out he’s been coming to the
desert for years. As a successful publicist and
entertainment news reporter, Sean, now in
his mid-forties has worked in the mainstream
media since the early 90’s, producing
television and writing news in the UK and Los
Angeles.
In 2007 Sean joined hit FOX television show
and news breaking website TMZ as a producer
and voiceover personality. From there, after
a short period working at the Beverly Hills
office of the New York Post’s infamous PageSix
column, he landed the job as International
entertainment correspondent for TV Guide’s
‘Hollywood 411’ with The Bachelor’s Chris
Harrison.
By his own admission Borg says, “A good
journalist is a good PR, and a good PR is a good
journalist. So I merge my talents to create
interesting people in the news, that’s what I
love doing. I’ve been known to put my friends
on the front pages many times.”
LIVE Magazine’s Levvy Carriker caught up with
the Palm Springs’ new man-about-town at
Tropical Restaurant and here’s what he had to
say.
Levvy Carriker: Sean, you’ve just burst onto the scene here and everyone
seems to know you… What brought you to Palm Springs?
Sean Borg: I’ve been living in Palm Springs for a couple of years now, but
in fact I have always visited the Desert for long weekends with friends who
had homes here. It’s strange actually, somebody said to me the other day
that they had never seen me out-and-about before the launch of Eight4Nine
(referring to the swanky new ‘it-spot’ eatery located on N Palm Canyon in
the Uptown Design District.)
I went there for it’s Grand Opening and had a blast. I love what John Paschal
and Willie Rhine have brought us. It not just another place to eat - it’s a
lifestyle… The Desert has been screaming out for a cool restaurant and bar
like this forever. For once you can dress up, go out and be seen, like I would
do in London, LA or New York.
Literally anyone who is anyone in town has adopted it as their new hotspot.
My birthday week shortly followed their opening and it appeared on social
media as if I was living at the place as I somehow ended up posing in every
local person’s selfie pics on Facebook. And then I had a hundred new friend
requests the next day. It was all rather amusing and I loved it.
But like I said, I’ve been coming here for a very long time, though I’m
normally under the radar and not such a socialite. September was a social
month for me indeed!
Levvy Carriker: You’ve met a lot of locals lately and networked really well. It
will be interesting to see what you create here.
Sean Borg: I’ve met a lot of interesting and intelligent people here in Palm
Springs, some of which should have been and perhaps still can be successful,
or famous… or even news worthy in some way or another.
I have my eye on few locals whom I think have what it takes to go that extra
mile, so we shall see. I never get bored here; it’s a beautiful city even when
it’s as hot as hell!
Levvy Carriker: What is your approach working with famous people?
Sean Borg: I’ve worked with many big names over the years but I tend to
treat celebrities as equals, I don’t go in for all that bowing down to the rich
and famous stuff… They often need creative people like me to help them
find their direction in the media or they just end up (more often than not)
making mistakes and saying the wrong thing publicly. This leads to all sorts
of problems, that kind of stuff happens all the time. You have to be on the
Photo by Shaktima Brien
same level with communication and command the same respect or you
won’t do them justice. I was never a yes person Levvy!
Levvy Carriker: You are multi-talented. I thought PR’s were PR’s and
Journalists were Journalists. How do you divide the two, how does that
work?
Sean Borg: Whether you are working with some hip hotel or a fancy
restaurant, you have to apply the basic principles of PR and News. What
sells? The same applies to a front-page story. Who am I am trying to
attract? Who is my target audience? So, I don’t specialize in any particular
area of the media. I do it all.
If you understand news, if you understand what it takes to attract people
to something, Whether a hotel, restaurant, politician, business owner or
a celebrity, they are simply trying to drum up business for themselves in
some way or another. They are seeking attention. That’s where I come in.
That’s what I am good at. I am bringing attention to people or businesses
that need to be newsworthy.
Levvy Carriker: Can you elaborate a bit more on your point?
Sean Borg: Yes, here’s how I see it. PR and Journalism go hand in hand.
You have to understand both if you are to succeed in either. A good
publicist has a nose for a good story; a cracking journalist would definitely
know how to promote his or her work. Take your cover star, Dr. Bruno
Lemay for example. I met Bruno at a social gathering here in Palm Springs
and immediately he stood out to me.
I mean, the man screams Beverly Hills. He is glamorous and sexy! But he’s
in the Desert, so he doesn’t get that “Beverly Hills attention”.
And we can’t let all that glamour go to waste, can we? So Bruno and I got
chatting and within minutes it was established that he was a successful
cosmetic dentist. And I thought to myself, if this man were in Beverly Hills
the Bravo Channel would snap him up in a second. He’d be a reality star!
So that’s what I’m talking about. I then merged my PR and Journalism
skills, pitched Dr. Lemay to your magazine and other publications and
boom, he’s now on your cover and being talked about all over town. And
the phone is ringing off the hook for him.
Levvy Carriker: It’s an effective marketing package that’s for sure...
Sean Borg: That’s what I do Levvy. I am not just a journalist. And I am
not just a PR. I promote brands. I’ve worked with fashion brands, pole
dancing queens, fitness gurus, rock stars, super models, and even cosmetic
dentists. I bring the elements together and make it an attractive package.
I create ideas and bring out the best in a good story.
I want to end by saying I love living here in the Desert. And I love the
people of Palm Springs. There is so much talent here. Actually, there is so
much more to this city than the out-of-towners even realize. And it’s ever
changing. Palm Springs is growing in a big way. It’s a very exciting time to
be here!