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AAPRC Weekly: Roslyn Bibby

Roslyn Bibby
Public Relations Director
FX Networks
Los Angeles CA

When cable's FX Networks launched in 1994, unless you had a yen for NASCAR or reruns of the "The X Files," chances are you didn't know much about the upstart channel. The launch of highquality original programming such as "The Shield," "Nip/Tuck" and the brand new "Rescue Me" changed all that, and FX is now a network whose star is ascending. Public relations director Roslyn Bibby is proud to say she played a significant role in that success. "FX has a commitment and has proven to provide a slate of standout original programming for which I am proud," says Bibby. "We are building a brand of intrepid and sophisticated dramas that demand more from viewers than most television shows out there, in addition to developing the same quality comedies."

For those who know her, Bibby's part in the building at FX Networks should come as no surprise. The publicist has applied that same focus and enthusiasm to her own 11-year career. Starting out as a broadcast journalism major at Howard University, Bibby, after an internship, quickly realized news wasn't for her. She headed back to Los Angeles intent on not getting work in television news. She did, however, manage to find a job as an assistant in the public relations department at 20th Century Fox Film. "I had the desire to venture into entertainment, but was not exactly sure what discipline I wanted to move forth in," she recalls. "As it turned out, starting in film was a great beginning. I had a terrific boss who was a mentor and allowed me to go beyond the duties of an assistant."

After three years at the legendary studio, Bibby made the leap to radio and to Atlanta. There she worked as a marketing manager for WVEE/WAOK Radio. "I wanted to explore promotions," she says of her move to radio. "But publicity just pulled me back in once again."

After a year in radio and a brief stint as a field producer for Georgia Public Television, Bibby returned to Los Angeles and to 20th Century Fox. "They [20th Century Fox] knew I was back in the area and was available for work. They wanted me back and I wanted to be back." she says.

Now a junior publicist in the studio's national feature publicity department, Bibby dug in and tested her skills on campaigns for "Big Mama's House," "Bedazzled," "Moulin Rouge," "Bulworth," "How Stella Got Her Groove Back," and the mega-hit "There's Something About Mary." "Coming back to Los Angeles and being able to work on exciting projects with my mentor again was refreshing." Bibby remembers.

Her most important lesson? "Cultivating relationships, not only with the press but with your peers as well," says Bibby of her early learning experiences. "Having great work ethics is also rewarding."

It was that relationship cultivation, in fact, that enabled her to jump back into film after her detour in Atlanta. "Fostering trusting relationships is key," Bibby points out. "I stayed in contact with them and when I moved back [from Atlanta] was able to land a job immediately."

In 2000, after three years at 20th Century Fox, Bibby came across an exciting, but risky opportunity––an invitation to get in on the ground floor of an upstart cable network. "Back then, FX was a cable network widely known for NASCAR and its repeats of acquired programming," Bibby recalls. "But I learned they had hired a very savvy executive, Peter Liguori, as the new president, who prior to joining FOX, was vicepresident for consumer marketing at HBO."

Bibby talked to a friend who was an executive at FX and learned about the network's plans for growth and new programming and decided to take a chance.

Her early days were…well, a challenge. "When I first came to FX, we had shows which weren't...let's say…too thought-provoking," Bibby recalls. "We received some good press but it was difficult, especially when you're pitching shows that were neither too popular nor interesting. But then again, with the new president on the rise and all that was coming, I knew FX would be a place where I could definitely grow with the company and to help build and to brand it."

Her persistence and foresight paid off. According to AdAge.com, for the 2002-2003 season, FX had the number one and number two original drama series among the 18-49 demographic. FX's "The Shield" made history when series star Michael Chiklis earned the first major Emmy and Golden Globe Award for a basic cable original with a win in the Best Actor category. Additionally, "Nip/Tuck" was the only first-year drama to receive a Golden Globe Award nomination. Series star Joely Richardson of "Nip/Tuck" also received a Golden Globe nomination for best actress in a drama series, which was the first nomination of its kind for a basic cable series. The network's original movie, "Redemption," starred Jamie Foxx in a critically acclaimed performance. Needless to say, the stellar product makes Bibby's job a lot easier. "It really is an enjoyable experience working on our shows because it's simply good programming," she says. "I am such an enthusiast of all our shows that I'm constantly knocking on development's door begging for the next rough-cut episodes."

Part of a small, five-person department, Bibby is able to get her hands on just about everything that comes out of FX, from providing input on campaigns for "The Shield," "Nip/Tuck," and "Rescue Me" to overseeing campaigns for the network's original movies.

After 11 years, Bibby says she's still excited about her work, but, in all honesty, there is a significantly bigger project in her life outside the studio––her son, 1-year-old Lheyton. "I can't really say that I'd prefer being a stay-home mom because in my opinion, that job is more difficult than my office job. My baby son is my pride and joy, but he's a ball full of energy all day and all night and works us to no end!" Bibby says of motherhood. "But my earnest desire is to be able to do what I love to do work-wise, but to also be able to spend much more time with my son, which I love most, so I am trusting in the Lord to work that out for me."

The Los Angeles native admits that the needs of her young family consume most of her time outside of FX. When it comes to a discussion of hobbies and other activities, this daughter of a USC basketball coach and sister of a Sacramento Kings basketball player confesses to a decidedly spectator only approach to sports and hobbies. "Because my son is so young and full of zip, everything we do is about him," she muses. "Lheyton is my extracurricular activity and I love every minute of it."

Bibby lives in Los Angeles with Lheyton and her fiancé Dennis.


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