Entries tagged with “Miami Herald”.

Marina Palms Yacht Club & Residences, a North Miami Beach luxury condominium site, was included yesterday in a Miami Herald article on the 2014 FIFA World Cup, which will take place in Brazil. While the condos and an international sporting event might not seem related, publications are increasingly looking to localize national events to better appeal to its readers.

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As publicists, we constantly keep our eyes on breaking news, emerging trends and social media topics in order to turn worldwide events and stories into placing our clients in the news.

Our publicists pitched the idea of a story about local businesses benefiting from World Cup fans to the Miami Herald, with clients in mind. The pitch was both local and timely. The result was media coverage on Marina Palms’ viewing parties at its sales center, which caters to its Brazilian buyer base.

Thinking outside the box is what we do best – we brainstorm every possible newsworthy angle to pitch our clients to the right publications and to the right reporters.

Cantor Mark Goldman of Temple Kol Ami Emanu-El in Plantation, Florida is the first openly gay man elected president of the American Conference of Cantors. As something of a pioneer, he spoke with the Miami Herald’s Steve Rothaus on the important issues of religion, homosexuality, the future of Judaism and their impact on the Jewish community.

From a public relations and marketing communications perspective, the emergence of South Florida Senator Marco Rubio on the national political landscape was no accident.

The meteoric rise of the Marco Rubio brand to the top of the Republican – even the American – political pack was well conceived, if not opportunistic. He was first elected in 2009 after GOP Sen. Mel Martinez’s resignation.

Timing is one thing. Message control has been Rubio’s mastery. His face on the cover of Time magazine – the one headlined, “The Republican Savior” – his being selected to give the Republican response to President Barack Obama’s State of the Union address, en español, no less, or his breaking a major immigration overhaul in the Wall Street Journal in advance of the GOP’s own effort, were not the equivalent of some politician stumbling into good fortune.

His tale is a case study in how a politician and his handlers can orchestrate his every public message and appearance.

As one political strategist told the Miami Herald, “It’s almost like he’s the Backstreet Boy of American politics, a Hollywood creation of what a model political candidate should be. He has to deliver on the hype but from a P.R. perspective, it’s textbook.”

The Senator Marco Rubio we see today is the continuation of a once-local politician being meticulously and deliberately groomed for his current and future rise in public office. He has veteran political operatives helping run his machine; Reclaim America, the political action committee he formed, has made inroads into key American political circles.

Increasingly, the name “Marco Rubio” is being mentioned along with “2016.”

A new-found media darling, it’s not hard for Rubio to get the press’s attention. Just ask the Wall Street Journal, or the media in general, which received no fewer than 17 press releases last week. Or the Rubio Senate staffer, who follows, videos and photographs the senator at every presentation or event.

While his “Watergate” episode during his English-language response to the State of the Union was chided by the Left and the Right, Rubio himself found humor in the follow-up and played along. And as some P.R. pros say, “There’s no such thing as bad P.R. Just spell my name right.”

Young, Hispanic, comfortably acculturated in the salad bowl that is the new face of the American electorate, Rubio embodies a multicultural politician who is acceptable to the masses, not unlike President Obama himself.

Yet, politics is not a sprint, but a marathon – especially if this young senator and former speaker of the Florida House of Representatives hopes to continue this meteoric rise to the eventual apex.

As Rubio’s story unfolds, we may find ourselves reading only the first few chapters in this textbook. His story is not yet complete. We’re sure to keep reading – and studying the building of the Marco Rubio brand.

The annual Herald Hunt (once known as the Tropic Hunt) began in1984, and the Bergs (Caren of Boardroom Communications, Peter of Transworld Business Advisors) have been participating for years and years.  Every outing is fun – great outdoor activities, lots of camaraderie and the proverbial a good time is had by all.  But it is ultimately excruciating to find out one little clue you missed.  We could have won – if only.

Along came2012, and the team of the Caren and Peter Berg, along with friends/clients Jamie Cole, managing director at Weiss Serota Helfman Pastoriza Cole & Boniske and his wife Debbie and daughter Julie, decided for the first time to register a team name – the Fiscal Cliff Hangers.  This was the start of something new.

And it there was indeed a new ending – winning, as Charlie Sheen once uttered!  After an estimated nineteen times (memories of Susan Lucci!), the puzzles and enigmas and clues and hints all clicked.  The stars aligned.  It all worked.

Next year can’t come soon enough!

In the Monday, October 29th edition of the Miami Herald, Boardroom Communications’ Chief Operating Officer Don Silver offers advice on how to react to online consumer reviews.

“Smart business owners and managers watch for unhappy customers and respond in ways that turn a negative into a positive.”

Don explains that how you react to a negative Yelp or Ripoff Report review says a lot about you and your business. The right reaction can have a big impact on how potential customers view you. This is an important aspect of your online reputation management (ORM.)

To check out Don’s article for more tips on ORM, click here.

The popular Brazilian based furniture brand, Sacarro, has expanded its reach and opened its first store in the United States. Located in Miami, Fl., the company has attracted not only locals looking for unique and decorative pieces, but the many Brazilians seeking name brand furniture that can be purchased for less than that of their home-based stores. Focused on providing its customers with top notch designs and quality, the company encompasses the tradition of allowing individual craftsmen to work on a product from start to finish.

Sacarro’s new placement within the Miami shopping district will grant it increased exposure, as the area is commonly heavily populated with eager shoppers. Featured in The Miami Herald’s Biz Monday, Sacarro hopes to attract the mass of individuals drawn to the recent trend of contemporary design.

The holidays are a stressful time of year, especially if you have to run around doing last minute gift buying.  C3/CustomerContactChannels recently offered great tips for reducing holiday shopping stress.  These tips were picked up by publications around the country, proving that holiday shopping stresses out more than just Floridians!

Here are their secrets:

Do your homework and ask questions.  Learn the store’s return and exchange policies before you buy something; know which coupons a store will accept and ask about promotional deals before you get to payment.  Read product reviews to maximize the valuable time you have with a busy employee.

Be prepared. Lines may be a mile long, so be courteous to other shoppers.  The cash register is not the place to realize you don’t have your wallet.  If you’re buying over the phone, be prepared with the recipient’s shipping information and your payment details.

Communicate clearly. If you have a problem or complaint, get to the root of the situation immediately and state what went wrong without raising your voice.  Tell a salesperson what you expect to be resolved and what you’d like them to do.  Bring up your brand loyalty as appropriate, but don’t overstate your store experience.

Be solution oriented. Focus on what can be done to resolve a situation.  If a product is out of stock, find out when the store will receive new inventory.  Find productive solutions and recognize that the ideal resolution may not be possible in all cases.  Customer service is a two-way street.

Take a deep breath. Take a moment to think clearly before you escalate a situation. Don’t use profanity at other shoppers or customer service agents.  Be the type of person you would want your grandma to speak with – anger and frustration will get you nowhere.

For more of C3′s shopping tips, click here.

Let’s face it— there’s no such thing as a straight print journalist anymore. If you’re in the journalism field, never has going multi-platform been more important.

Miami Herald reporter, columnist, blogger (and tweeter!) Cindy Goodman agrees, encouraging all journalists to use new media to enhance their brand as well as the quality and readership of their stories.

This is 2011. If you’re not on the new media train, you are most likely soon without a job.

Goodman was one of the first writers at The Miami Herald to start a blog (eight long years ago!), The Work/Life Balancing Act, and is an active voice on Twitter. She has additionally developed her own blog, Raising Teenagers in The Digital Age, uses a website for her own personal branding, and has Facebook pages devoted to her stories.

Goodman is an awesome example of using new media to stay alive in journalism, without sacrificing her journalistic integrity. Here are some tips and tools you can use to follow this new media maverick into the realms of multi-platform journalism:


  • Have fun with voice and personality in your blog. It’s a platform where there’s some wiggle room for editorializing. But don’t go overboard! You are still a journalist at heart.
  • Make sure your blog has a consistent theme, voice, or message to establish yourself as an “expert” or “go-to” on your topic.
  • Use your blog as a place to put ancillary, fun, less relevant information that didn’t necessarily fit into your stories.
  • Keep up a conversation with your readers on your blog. Listen to their opinions and give them what they want!


  • Be smart about your tweets to bring traffic back to your news story rather than give it all away in 140 characters.  Always try to tweet with links to a bigger story unless you are giving periodic updates from an event.
  • Create a conversation with your followers. Don’t simply promote yourself, your brand, and your stories.
  • Be careful about retweets: even if you’re not the one writing them, they still reflect on you and your journalistic voice and integrity. Make sure your retweets are reputable and that you are willing to be liable for them.
  • Follow and retweet relevant sources to expose your readers. Twitter is all about vanity, so retweeting twitpics from your followers will encourage others to send in their photos, and ultimately follow you.


  • Be sure your videos complement the print/online story. They should not reiterate the print but augment it.
  • Keep your videos short, from 90 seconds to 3 minutes.
  • Sometimes you can use footage from an interview as online video; an interesting fact that didn’t necessarily fit into the story could make it in to the piece this way.
  • Again, don’t shoot video for the sake of shooting video. There has to be a reason for people to play it.

With regards to all of this new media, take a deep breath before you post or upload. Think, do you really want to say this? Once you click submit, your words, pics, and video have free reign in the online vortex. You can never really take anything back! So next time you write a story, grab your flip-cam and your smartphone, because you’ll need them!

As a journalist, you may be entering uncharted waters, but with street smarts and adaptability, you should be a-okay.

The University of Miami football scandal has rocked the college sports community, players, and coaches for almost a month now.

In mid-August Yahoo! Sports reported the corruption within the University of Miami football program- detailing a UM football booster’s showering of 72 players (and even administrators!) with lavish gifts including parties at night clubs, prostitutes, jewelry, clothing, and electronics. Nevin Shapiro, the culprit who is currently serving time for a $930 million dollar Ponzi scheme, wined and dined the players to get into the “in crowd,” and develop a posse of top players turning top recruits and then pro. Shapiro is serving a 20-year prison sentence for his actions- but the University of Miami as a college, community, and brand is facing serious repercussions. In fact, in their September 5th game against Maryland, certain UM players who were deemed ineligible to play because of their part in the scandal left many inexperienced freshmen taking over their positions. The investigation will continue on.

The scandal floats like a black cloud over campus, and University President Donna E. Shalala has only recently instated a crisis communications plan. As WPLG-Miami reporter Michael Putney writes in his opinion piece in The Miami Herald on August 23rd, “UM President Donna Shalala certainly didn’t look good the other day striding around the campus with a pasted-on grin as she welcomed reporters, none of whose questions she would answer…Not even ‘no comment.’” Even if Shalala didn’t have all of the facts, we at Boardroom Communications would have advised her to at least let reporters know she was on their side. She could have said, “I have no comment at this time other than to say that we are taking this very seriously and investigating it,” or something of this nature, from the very start. Putney puts it well, asking, “Why didn’t Shalala just call a news conference, say she wouldn’t be answering questions and read the limp, ineffectual statement her office issued…?” Maybe the media would’ve given her a break if she went humbly to the camera right away.

Then again, it probably wasn’t too fun greeting the parents and students of the Class of 2015 amidst the biggest scandal in University of Miami history.

Shalala did pen a letter to the community, and has made two videos reaching out to the university and community at large- directly addressing the incident from her own office. “When our values come into question, we only have one option,” she says in the video. “Do what is right and have confidence in tomorrow. The allegations leveled…are serious. And we are treating them with the urgency and priority they warrant.” Shalala also notes that the NCAA has instructed her and the university to not yet comment on specifics, and her personal frustration with being “unable to speak more freely and answer questions.”

Though initially faltering (and getting beaten for it), Shalala is starting to take the right steps by confidently looking straight into the camera and accepting responsibility for this scandal. When CEOS and corporate executives are faced with any sort of catastrophe, more often than not there is simply a press release, a general statement sent to publications and mass media, and nothing more. Shalala has employed a simple yet successful public relations strategy- appearing personal, humbled, and intimate with her audience and community. It’s obvious that she and the University of Miami administration are trying very hard to remain proactive in an attempt to redeem themselves and the reputation of their college. Thankfully, their current coach Al Golden remains untainted by the scandal- having arrived long after Shapiro’s departure. If he takes the reins and focuses on the future, maybe, just maybe, Miami can recover.

Sun Sentinel re-runs Miami Herald article on Boardroom PR Client Flamingo Road Nursery and Farmers Market

It’s no secret that many newspapers don’t have as many reporters as they used to, so securing home run media placements – such as the Miami Herald Business Monday Cover story on innovative ways that nurseries are bringing in more business – are often some of the most challenging part of a publicist’s job. But sometimes, it can work to your advantage.

The Sun Sentinel recently re-printed the original Miami Herald article featuring Jim Dezell, owner of Flamingo Road Nursery and Farmers Market.

Click the image to read the full story…again.