Jules Zunich brings her PR firm to Idaho
by Gaye Bunderson
Published: June 24,2010
Time posted: 2:29 pm
Tags: Jules (Julia) Zunich, New Business, Z Group PR
Jules Zunich
Idaho transplant Jules Zunich speaks with high praise for the Boise area – as a businesswoman, resident, and parent.
“The Treasure Valley is such a great area to conduct business, and to participate in business,” she said. She is the owner of Z Group PR. She and her husband Steven originally started the business in 2001 as a consultancy in Rancho Cucamonga, Calif., where they were living at the time.
Steven made frequent trips from California to Eagle for another job he was working and would call home to Jules, telling her what a great place the Boise area was – “You ought to see this place,” he’d say. She’d counter with questions such as, “What are the arts like there?”
Now, her children are enrolled in Eagle Elementary for the Arts, as it wasn’t long before she was persuaded to make the move from the Golden State to the Gem State. “It is beautiful here – it has exceeded my expectations,” she said. “Here you can be safe and work and enjoy the lifestyle. I vacillate between bragging and keeping it a secret.”
Jules (who also goes by Julia) is not just a former Californian. She was born and raised in Portland, Ore., and educated in graphic design at a school in Tempe, Ariz. When she and Steven moved here last August, they brought the consultancy they started in California but incorporated it for tax and accounting purposes, as well as to make it “reflective of how we intend to grow the business,” Jules said.
Z Group PR formally became an Idaho-headquartered company in May.
Jules gave up graphic design years ago in favor of working on “the other side of the computer,” as she puts it, with clients and the public. She got an internship at a public relations firm, loved it, and eventually took a job there, which she held for three years prior to starting her consultancy.
She explained the value of public relations to business by stating, “Any business making high-level strategic decisions needs to insure that PR is involved in the process.”
She cited two prior work experiences to explain the depth of her knowledge in the field of public relations.
“My background is unique; I have strong public affairs experience,” she said, noting that public affairs work involves government entities – in her case a water agency in California that had to undertake a massive rate increase as well as a merger with the city.
“For two years, I worked with elected water officials to communicate to 200,000 citizens in the region – in English and Spanish – plus regional water boards,” she said. She worked across the board with all interested parties from water users to Environmental Protection Agency officials to high-level municipal water engineers.
Zunich studied a small tower of information and said, “I have never been grilled by the media more. … It was an instant, deep, career-changing involvement in government affairs, in the way public agencies work, and in water and conservation issues. It was trial by fire, and I loved every minute of it.”
The second example she cited involved working for an innovator seeking to sell his golf-related invention. Without citing specifics for the sake of client privacy, she said, “An engineer on the East Coast developed a revolutionary golf product. He develops the product, has it produced, then spends a bundle of money for an infomercial.”
Sales went nowhere.
The inventor contacted Z Group to lament the fact his product was selling under par, and to hire Zunich to help him. She got writers at golf magazines to take interest in the product and feature it in their publications. She also got it featured on a cable golf channel. The news finally reached the right audience, and the inventor got his money’s worth in both publicity and sales.
“He paid me less than he paid for the infomercial and got better results,” Zunich said.
She believes public relations is both an art and a science. “It requires heavy research and heavy metrics, combined with creative ideas and experience,” she said.
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