BoardroomPR

O’Dwyer’s Directory is an excellent place to get a general knowledge of PR firms. But equally easy is to google Public Relations firms within your geographic area, say Fort Lauderdale, and find out who comes up. The ones that rank high are taking the time to make sure their websites are easily located – that kind of attention to their own business is important - it’s a sign they’ll do similar work for you. There are other lists of top South Florida, Central Florida, Tampa and Jacksonville PR agencies in places like local American City Business Journals, Florida Trend, the Daily Business Review’s “best PR Firms,” and by getting word-of-mouth recommendations from people you respect.

PR Firms cannot work in a vacuum. But if you are a Florida Business, looking for excellent PR, a good firm can move forward with weekly calls and general emails. Meetings are important to maintain facetime but not without a good reason. As we say in the PR business, public relations is a participation sport. The more involved you and your team are, the more impact your Florida public relations campaign will be. It also promotes employee morale and helps build brand and reputation.

Similar to professional organizations, good PR firms find the right match for clients in the civic and charitable arena. Whether it is joining the Heart of Florida United Way or Jewish Federation of Palm Beach County or Legal Aid that does so much good in Florida, there is a myriad of organizations that a client can be advised about where they share a passion for the group and a knowledge of the cause. Many Florida entrepreneurs and executives and their employees enjoy giving back to their respective local communities by supporting local charities, charity events such as walks, runs and bikeathons, galas, fishing and golf tournaments and other types of fundraisers. You not only give back to these excellent charitable causes, but your company’s reputation also benefits from being viewed as active in local causes. Another way to channel your company’s outreach is to join committees and boards of directors of local charities.

Absolutely. Lawyers, for example, can be guided into the right committee of the Florida Bar Association or Broward Bar, Hillsborough or Orange County Bar or other regional association. A good statewide Florida PR firm will provide insight for a human resource professional to join SHRM - The Society for Human Resource Management or HRACB – Human Resources Association of Broward County. PR firms know organizations for accountants such as SFAFP – The South Florida Association for Financial Professionals. Public relations professionals guide their clients in the right direction. Hiring a local Florida PR agency will help make their connections your connections.

Clients vary and so do their campaigns. In busy metropolitan areas such as Orlando, Tampa, Miami and Fort Lauderdale, a good campaign should last at least six months and it is best to give it a year to gain traction and momentum. Then continuation is vital – start and stop campaigns can immediately dissolve the progress. In smaller areas such as Naples, Ocala, the Keys, a four – to – eight month program could be successful to penetrate the media and the mindset. Again, continuity is important.

Hyperlocal media is tremendously important. Most Florida businesses, small and large, gain valuable exposure in media where their headquarters are located as well as other cities and towns where they have other facilities, people and customers. Prominence in glossy magazines such as Plantation Lifestyles, Weston Gazette, Sunrise Forum and The Parklander, Boca Magazine, Coral Gables Magazine, Orlando, Tampa, Naples or Florida Trend magazine can work wonders to help improve business throughout your Florida markets.There is a wide variety of local publications in towns such as Davie, Cooper City, Lighthouse Point, Pompano Beach and Fort Lauderdale that offer wonderful opportunities for increased visibility. Throughout West and Central Florida, dozens of hyper-local papers are looking for good news stories. North Florida and the Panhandle also have a good assortment of media opportunities. The circulations may be smaller than the dailies, but the readership is often more attentive.

A good firm with excellent contacts can do business throughout Florida. It is often valuable to have permanent PR staff on the ground in the major cities including Orlando, Tampa, Naples, Miami, Fort Lauderdale, and West Palm Beach. Nothing can take the place of strong media and community relationships.

The best Florida PR firms combine talents in various fields. Seasoned public relations professionals who may be former print, digital or television journalists have many of the top PR skillsets such as written and verbal communications skills and excellent relationship development talents as well. Recent grads from the University of Florida, FIU, UCF, FSU or University of Miami might be a good fit along with a firm’s experienced publicists. Professionals with graphic design, website management, social media, and video production skills are all important. Most essential, however, is getting a team with a passion for providing the best opportunities for its clients, people who will make the investment in learning your company and the industries you compete in.

Public relation is an essential element in a business’s marketing plans. A Fort Lauderdale, Tampa or Orlando PR firm may work in tandem with a company’s in-house Florida communications and marketing team and possibly other marketing vendors such as graphic designers, digital ad agencies, web developers and out-of-town strategic communications departments. Or, a PR firm can provide all the elements in one place. Once a campaign unfolds, clients will recognize increased visibility through various elements -- media, word of mouth, greater interest in the company or business and a general acknowledgment of improved awareness. ROI is difficult to determine but easy to feel.

There are a number of print, broadcast and online media outlets that are critical when you select a PR firm. Priorities include: a) Knowledge and contacts in the major Florida newspapers, magazines, and portals. Florida-based companies need PR firms that can generate media in the Sun-Sentinel, Miami Herald, Tampa Times, Palm Beach Post, Orlando Sentinel, Tampa Bay Times, Sarasota Herald-Tribune, Naples Daily News, Lakeland Ledger, Florida Times-Union, etc. b) Knowledge and contacts of South Florida, Central Florida, Florida’s Gulf Coast, Southwest Florida and national trade journals. c) Knowledge and contacts of major market Florida TV and radio stations and their digital departments. From local stations such as WPLG, WFLA, WINK, NBC6, WLRN and WIOD radio to network news including CNN and NPR. Knowledgeable PR companies in South Florida, Central Florida, Gulf Coast, and Southwest Florida should have key contacts so they can call on them when they have clients' news to pitch.