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It’s the 21st Century. Do you know where your consumers live? If you’re a South Florida business, a Fort Lauderdale law firm or a Miami retailer – no matter where you are in South Florida, it’s not a trick question. It’s actually a puzzler for many marketers in any market.

Today’s consumers “live” in a multichannel, multiscreen universe. They’re actually called “three screen” consumers. When they’re in front of the TV, they increasingly are using their smart phone or tablets to search or learn more about products or services they discover on the silver screen. Even their laptops are put in play.

Some may see this multiverse as a challenge. Smart marketers see it as an opportunity to cross-market across various platforms to hit consumers where they “live” today.

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Recently, Mark Cuban made a statement that enraged many in the business community.

During a June 14, 2013 interview on Bloomberg Television’s “Street Smart,” entrepreneur Mark Cuban discussed the U.S. economy and starting a business with Trish Regan.

At one point, Regan mentioned to Cuban that “it’s hard to get a loan right now for a small business owner …. or you’re trying to come up with an idea. How do you get the capital to start that business?”

Cuban responded with, “First of all, if you’re starting a business and you take out a loan, you’re a moron.”

That controversial line has been repeated and often heatedly debated in many media circles, especially social media.

The P.R. Verdict

Whatever your feelings about Cuban’s comment, one thing is for sure:  from a South Florida P.R. pro’s perspective, Cuban’s comment was a win, for three important reasons:

1. This comment, while controversial, is in line with Cuban’s colorful, aggressive image. The public has come to expect Cuban’s larger-than-life persona, and he did not disappoint. With his hand in so many business ventures, a strong image is something that Cuban continually needs to reinforce.

2. Cuban’s comment is a classic example of using controversy to generate a media firestorm. The P.R. world loves controversy, when used appropriately. In fact, it wouldn’t surprise us if Cuban (or his P.R. team) came up with this line and was just waiting for the right time to insert it into the interview. We’re sure he was well aware of the controversy it would create.

3. The conversation that Cuban started was an important one. In an uncertain economy, businesses of all sizes are trying to figure out next steps. The depth and breadth of conversations that Cuban started is amazing. Chances are, you’ve probably heard about Cuban’s comment, and you have an opinion, one that you may have shared with others. A quick Google search on Cuban’s comments shows a large number of spin-off articles, interviews and mentions.

Unlike other well-known personalities who have made controversial comments, we’re sure Mark Cuban will be just fine, and more powerful than ever.

What do you think about Cuban’s comment?


By Don Silver

Hats off to South Florida attorney, Lara Edelstein of United Auto’s Office of the General Counsel for providing the first of a weekly series of appellate case profiles being featured by the Daily Business Review.  This Miami attorney understands the importance of good PR in spreading the word to her key audiences including Florida attorneys, judges, the insurance industry and her employer, United Automobile Insurance Company.


Tropical Financial Credit Union Spokester Candidates

Boardroom Communications client Tropical Financial Credit Union is one step closer to picking a new face to connect with young adults on personal finance issues.  For the past month, the Miramar-based credit union has been soliciting entries for a full-time “Spokester” who will be assigned to communicate with this so-called Millennial generation primarily through social media.  Interested candidates were required to submit a video describing why they would be the best candidate for the position, and they were required to write a short blog on any financial topic of their choosing.  Now that all of the entries have been submitted to www.YoungFreeFlorida.com, it’s the public’s turn to vote on their favorite and help determine who should land this dream job.  Voting will be open until May 17 at 3pm.  Click here to view the candidates and to vote for your favorite.  Boardroom Communications wishes good luck to all!


Award finalist Boardroom Communications’ Don Silver and Todd Templin represented the company at last night’s packed event held at the IGFA Museum in Dania Beach.  And they were in good company.  Boardroom South Florida PR clients City National Bank and McCraney Property Company were also finalists in their respective categories; but It was City National that brought home the cup.

A very special moment came as Related Group’s Jorge Perez accepted the second annual Lifetime Achievement Award from SFBJ Publisher Melanie Dickinson.  He stressed the importance of family and providing people with innovative housing.  Many didn’t know that Jorge began his college education at Dade Junior College, where he earned his associate degree.  Also in attendance, was last year’s honoree, H. Wayne Huizinga.

Of the two photos on the left, see if you can differentiate the PR guys from the billionaires.


When we think of bullying, we might think of the tough kid on the playground who shakes down others for their lunch money or the “mean girls” who make it their life calling to pick on others.

Some will grow out of their bullying ways, but others will grow up to become bullies in the workplace.

A recent piece on Intuit’s Small Business Blog notes that the stakes are high for companies that allow bullies in the workplace. Boardroom client Kelly Kolb, a labor and employment attorney with Fowler White Boggs in Fort Lauderdale, notes that bullying should be treated the same way that complaints about sexual harassment are.

A bullied employee typically feels helpless, gets distracted by those feelings, and becomes less productive. “You must bring them back to their ‘center’ by showing them that you take the complaint seriously and will act on it, thereby assuring them that they can control the relevant aspects of the workplace,” Kolb tells Intuit.

Twenty-one states, including Florida, have proposed workplace anti-bullying legislation, but no laws have passed, Kolb says. Companies can take control by developing and implementing anti-bullying policies themselves.


This year’s tax deadline is quickly approaching. For the procrastinators, Boardroom Communications client Fiske & Company is the accounting firm for you.

Fiske & Company’s own Sheri Schultz stopped by the Local10 studio last weekend to provide some tips for the last-minute tax preparers, from opening an IRA to filing an extension.

Don’t forget the IRS tax filing deadline is Monday, April 15. Sheri will be back on the air tomorrow, April 13 on Local10 at 9 am with even more tips.


Mark your calendars. The annual Sunbelt Senior Tour (SST) golf tournament will be returning to Coral Springs! The event will take place Monday, April 15 at the TPC Eagle Trace Golf Club. The tournament is one of the longest running Senior Tours in the U.S. Proceeds benefit the World Institute of Pain (WIP) Foundation, a charitable organization that strives to end the suffering of chronic pain throughout the world.

The event’s title sponsor is longtime Boardroom client Anesthesia Pain Care Consultants (APCC). Founder, APPC’s Dr. Ira Fox, is chairman of the advisory board for the WIP Foundation. The event raised almost $10,000 for the charity last year and is hoping to increase that amount this year.

With more than 100 players participating each year there is a wide variety of professionals participating in the SST. Most players have past PGA tour experience and are hoping to sharpen their skills for the upcoming Champions Tour Debut. The Pro-Am tournament features amateurs paired with tour pros as well as a free long drive exhibition and junior clinic. So, bring your clubs and your A game! Individual spots are still open, but are filling up quickly.

For more information, please contact Tom Eubank, Tournament Director, at 404-944-9988.


The Wharton Club of South Florida held its Annual Corporate Growth Event at the Sabadell Banking Center on Brickell Avenue in Miami.

About 100 people came out just as the sun was setting on Thursday, March 21 to enjoy gorgeous water views from the 30th floor and listen to the great minds of two South Florida entrepreneurs.

New Wave Surgical’s Alexander Gomez was one of the guest speakers. Alex told his “American Dream” story that actually came true, even when the economy hit some of the worst times seen in decades. Alex also talked about how he cleared the funding hurdle for his new company and how he has learned from his experiences.

The Wharton Club event organizer said the event was extremely successful and members were intrigued by his energy and determination.


Boardroom PR Client Florida Property & Casualty Association (FPCA) Participates in Palm Beach Post Roundtable on Property Insurance

The FPCA took a seat at the homeowners’ insurance table along with a panel of Florida property insurance experts on March 20 to help answer consumers’ questions about property insurance. The event included FPCA Chairman Charles Grimsley, Citizens Property Insurance President and CEO Barry Gilway and Palm Beach Post Business Editor Carolyn DiPaolo, among others.

The roundtable started off with the panelists’ priorities in the 2013 legislative session, including discussion of Citizen’s “Clearinghouse proposal.” The FPCA’s main priority this session is lowering the Florida Hurricane Catastrophe Fund (FHCF) attachment point so that private insurers can be more competitive with Citizens.

For more information on the roundtable, check out this story from the Palm Beach Post.


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