Florida’s Premiere PR Marketing Firm: BoardroomPR
Ask ten business owners what a public relations agency does and most will describe one narrow slice of it: getting into the newspaper. That was a reasonable definition in 1995. It has not been an accurate one for a long time.
A modern full-service agency operates across a range of disciplines that did not exist together under one roof a generation ago — media relations alongside search engineering, video production alongside crisis counsel, brand design alongside the emerging work of getting AI systems to cite you correctly. The disciplines are related, they reinforce each other, and buying them separately from five vendors is how companies end up with a website that contradicts their press releases.
BoardroomPR, headquartered in Fort Lauderdale at 1776 North Pine Island Road and operating eight offices statewide since 1989, runs all of it internally. This guide explains each service in plain terms: what it is, what problem it addresses, and what a company actually receives.
Earned Media and Attention
Earned attention is coverage you did not pay for. A reporter writes about you, an editor publishes your column, a producer books your executive. It carries credibility that advertising cannot buy, precisely because someone independent decided you were worth the space.
Media relations and publicity
What it is: The systematic work of getting your organization covered by journalists.
How it works in practice: An agency develops your news — an expansion, a financing, a hire, an acquisition, an award, a facility opening, a milestone — into a form journalists can use. That means a properly structured announcement, but far more importantly it means knowing which specific reporter at which specific outlet covers your niche, what they have written recently, and why your news is relevant to their beat this month.
BoardroomPR builds targeted distribution lists reporter by reporter rather than relying on blanket wire distribution, then follows up directly. The distinction matters. A wire release reaches thousands of inboxes and gets deleted; a call to a business journal reporter who has covered your sector for eight years gets a conversation.
What you receive: Announcement development and writing, custom media lists, direct outreach and follow-up, placement tracking, and coverage reporting.
Thought leadership and executive positioning
What it is: Establishing your executives as the people reporters call when they need an expert on your industry.
How it works in practice: Journalists maintain informal source lists. Getting onto them requires being available, being quotable and being right — repeatedly, over time. An agency engineers those opportunities: monitoring stories where your executive is a credible commentator, pitching them as a source, preparing them for the interview, and building the relationship over successive appearances.
What you receive: Source pitching, interview coordination and preparation, commentary placement across print, broadcast, trade press and podcasts, and ongoing relationship development with relevant journalists.
Byline articles and opinion pieces
What it is: Articles published under your executive’s name in trade journals, business publications and industry newsletters.
How it works in practice: Trade publications need expert content and have limited staff to produce it. That creates an opening. The agency develops a timely angle, writes or ghostwrites the piece, and negotiates placement with the editor.
What you receive: Concept development, drafting or ghostwriting, editor pitching and placement, and coordination through revisions and publication.
Editorial calendar tracking
What it is: Advance intelligence on what publications are planning to cover.
How it works in practice: Business journals and trade magazines publish editorial calendars months ahead, listing special sections and planned features. Knowing that a publication runs a commercial real estate feature every March means positioning your executive as a source in January rather than reading the finished article in March.
What you receive: Ongoing calendar monitoring across relevant outlets, and proactive pitching into planned coverage before assignments are made.
Press conferences
What it is: A structured event where you deliver one message to every outlet simultaneously, on the record.
How it works in practice: Press conferences are logistically demanding and go badly when improvised. The work includes selecting and sizing a venue, arranging audio-visual and broadcast technical requirements including cable runs for camera crews, preparing every participant on sequence and anticipated questions, and driving attendance through advance releases, media alerts, newswire distribution and direct phone outreach.
They serve two very different purposes. On the positive side: facility openings, major announcements, campaign launches. On the defensive side: responses to lawsuits, investigations, allegations and safety incidents, where the format’s genuine value is replacing rumor with verified information in front of every outlet at once.
What you receive: Full event production, participant preparation, media invitation and attendance management, newswire distribution, live-streaming capability, and on-site facilitation.
Optimizing Your Owned Presence
Owned presence is everything you control outright — your site, your identity, your content library. It is where interested people land after earned attention sends them looking.
Branding, creative and advertising
What it is: The visual and verbal identity of the company, and the paid campaigns that carry it.
How it works in practice: Branding failures are usually coherence failures. The logo says one thing, the website says another, the brochure was made by a different vendor in 2019, and the advertising sounds like a fourth company. An integrated creative practice keeps designers and copywriters working together so the visual and verbal identity say the same thing.
What you receive: Logos and full identity systems. Graphic design and stationery. Mission statements and taglines. Writing for every piece of collateral. Brochures, designed and produced. Direct mail programs. Trade show materials. Ad campaigns from concept through media buying and audience targeting. The advertising side of the practice holds Addy Awards.
Website development
What it is: Design, construction and ongoing management of the site.
How it works in practice: A site has to do three jobs at once — present professionally, convert visitors into business, and organize information so both people and search systems can navigate it. Sites built without the third consideration tend to look fine and rank poorly.
Because the same firm handles search and AI visibility, site architecture is planned around those requirements from the start rather than retrofitted. The team can also build emergency dark sites and incident pages in advance, held in reserve as part of crisis preparedness.
What you receive: Mobile-ready site design and build, content organization, news and video integration, ongoing maintenance, and architecture coordinated to search and AI discoverability.
Video production and multimedia
What it is: In-house video, produced rather than outsourced.
How it works in practice: Video is now the default format across social platforms, sales conversations, recruiting and internal communications. Keeping production in-house means it can move at the speed of a news cycle rather than a vendor’s booking calendar — which matters most on the day an executive needs to deliver a controlled on-camera statement.
What you receive: Executive interviews, brand storytelling films, short-form social video, event coverage, long-form production, and the distribution strategy behind the deployment.
Content and thought leadership programs
What it is: The sustained production of useful material under your own name.
How it works in practice: Content programs fail from inconsistency rather than quality. A structured program sets a cadence, builds a topic pipeline from what your buyers actually ask, and repurposes each substantial piece across formats — a long article becomes a byline pitch, a video script, a set of social posts and an email.
What you receive: Executive thought leadership programs, blog and long-form development, content repurposing across channels, and email marketing.
Discoverability
Discoverability is being findable at the moment someone goes looking. It splits into two disciplines that are increasingly distinct.
Search engine optimization (SEO)
What it is: Work that improves where your pages rank in conventional search results.
How it works in practice: SEO divides into on-page and off-page work. On-page covers what is on your site: URL structure, title tags, meta descriptions, content written against real keyword demand, and internal linking that helps search engines understand which pages matter. Off-page covers signals from elsewhere: inbound links with meaningful anchor text, blog and cross-linking strategy, and consistent directory listings and citations.
Preceding both is the analysis — competitive review within your niche, identification of keyword phrases with genuine commercial intent, and an architecture assessment of the existing site. BoardroomPR has run SEO campaigns for roughly two decades, and reports monthly on rankings, traffic and first-page keyword counts with Google Analytics and Google Business Profile integrated.
What you receive: Competitive and keyword analysis, architecture review, full on-page optimization, off-page link and citation development, Google Business Profile optimization, and monthly reporting tied to traffic and return on spend.
Answer engine optimization (AEO)
What it is: Work that makes AI systems cite your brand when they answer a question.
How it works in practice: This is the newest discipline in the practice and the one most companies have not addressed. Conventional search returns a ranked list of links; a person clicks one. AI systems — Google AI Overviews, ChatGPT, Gemini, Perplexity and their successors — compose an answer and cite a handful of sources. The objective shifts accordingly: not placing a link in a list, but being the source the machine quotes.
What earns a citation is authority, and authority is built substantially through third-party validation. That makes earned media a technical input rather than a separate marketing activity — the coverage that gets you into a business journal is the same signal an AI system weighs when deciding whom to trust. An agency that runs both disciplines has a structural advantage over one that runs either alone.
BoardroomPR operates a proprietary Florida Authority Network for this work: a system of Google-indexed news properties, cross-linked domains and a substantial library of indexed articles, supporting sustained daily publishing volume.
What you receive: Authority auditing of your current AI visibility and your competitors’, gap analysis identifying unclaimed question territory, content strategy built around real buyer questions, high-volume publishing through the authority network, byline and earned media placement, local listing optimization, and reporting on AI citations and authority growth.
Paid media
What it is: Advertising that buys placement rather than earning it.
How it works in practice: Paid media covers the gap while organic visibility builds, and targets audiences too specific to reach organically. It works best pointed at high-intent audiences rather than broad awareness.
What you receive: LinkedIn Ads, Google Ads, account-based marketing programs, and retargeting campaigns.
Audience Engagement
Social media marketing and community management
What it is: Building and maintaining a direct relationship with an audience on the platforms where they spend time.
How it works in practice: The common failure is treating six platforms as one channel and cross-posting identical material. Audiences, formats and expectations differ substantially between LinkedIn and TikTok, and content built for one reads as an intruder on the other.
Effective programs run on a research-driven calendar, publish at times the audience is actually present, and treat comments and messages as a service function rather than an afterthought. Social channels are also where recruiting impressions and customer complaints now happen in public, which raises the stakes on response quality.
What you receive: A per-platform strategy spanning LinkedIn, Instagram, Facebook, YouTube, TikTok and X. Original artwork and captions. A publishing calendar and scheduling. Daily monitoring, replies and message handling. Cleaned-up profiles and bios. Trend and hashtag research. Influencer programs. Paid campaigns. Monthly numbers on reach, growth, referral traffic and conversions.
Reputation Defense
The final category is the one nobody budgets for until they need it. It contains three related but distinct services.
Crisis management and crisis PR
What it is: Rapid-response communications counsel during an active threat to your reputation.
How it works in practice: Crisis work is a speed discipline. The team assesses the situation, maps legal and reputational risk, establishes a single approved voice, and produces the messaging architecture — holding statement, core message, talking points, anticipated hostile questions — before the company says anything publicly. It then handles the media directly: inquiries, statements, interviews and, where appropriate, spokesperson duty.
Internal communication runs in parallel, because employees, boards and partners who learn about a problem from the news become the source of the next story. Monitoring continues across news, social and search for as long as the matter is live.
BoardroomPR’s crisis practice is co-chaired by Chief Operating Officer Don Silver and Executive Vice President Todd Templin, staffed with former journalists and senior strategists, and available 24 hours a day with mobilization in minutes. Situations handled include investigative reporting, litigation and regulatory action, executive misconduct, data breaches, viral social incidents, accidents and safety events, product recalls, misinformation campaigns, layoffs and closures, and personal reputation matters involving executives and public figures.
Organizations facing an active Miami Fl corporate PR crisis — or an equivalent situation anywhere in the state — reach the same senior team regardless of which office is nearest.
What you receive: Assessment and response strategy, all messaging and statements, internal and stakeholder communications, direct media handling, continuous monitoring, and ongoing counsel until resolution.
Crisis preparedness and media training
What it is: The work done in advance so that a crisis meets a plan instead of a scramble.
How it works in practice: Preparedness is dramatically cheaper than response and almost universally deferred. It begins with a vulnerability audit that maps where a specific organization is actually exposed, then produces a written plan with defined roles, escalation thresholds and a clear chain of command. Holding statements are drafted and approved in advance for foreseeable scenarios. Spokespeople are designated, with backups.
Media training runs alongside it: interview mechanics, message discipline, bridging techniques, handling hostile questioning, and on-camera performance. Tabletop exercises test whether the plan survives contact with a realistic scenario.
Comprehensive PR crisis management Miami Florida programs typically combine preparedness and response capability under a single engagement.
What you receive: Vulnerability audits, written crisis communications plans, pre-approved holding statements and scenario playbooks, spokesperson protocols, tabletop simulations, and media training.
Online reputation management
What it is: The long-term work of shaping what appears when someone searches your name.
How it works in practice: This is the counterpart to crisis response — slower, continuous, and concerned with search results rather than news cycles. It involves monitoring search, review platforms and social channels; responding to and managing reviews; and developing and promoting positive authoritative content so that negative items carry less relative weight.
An honest agency is clear about the limits here. Lawfully published journalism does not come down on request. What changes is prominence: what surrounds a negative item, how far down the page it sits, and whether an AI system treats it as the defining fact about your company or one data point among many.
What you receive: Monitoring across search, review and social platforms; review management and response; positive content development and promotion; and coordinated SEO and AEO work aimed at displacement rather than deletion.
How the categories work together
The argument for a single integrated agency is that the categories feed each other in ways that are difficult to coordinate across vendors.
Earned media coverage improves search authority, which improves AI citation likelihood. A well-structured website makes earned coverage convert instead of bouncing. Video produced for social becomes a crisis asset. Crisis preparedness produces messaging that improves routine media performance. Search data reveals which questions buyers ask, which tells the content program what to write and the PR team what to pitch.
Run separately, these are five invoices and five strategies. Run together, each one makes the others cheaper.
Who BoardroomPR works with
The firm maintains dedicated experience across the sectors it serves:
- Real estate and construction — developers, brokerages, funds, lenders and contractors
- Legal — statewide firms, boutiques and solo practitioners, with Bar-compliant marketing throughout
- Banking and finance — community banks, credit unions and alternative lenders
- Healthcare — hospitals, facilities, physician groups and practices
- Education — private schools and institutions
- Hospitality — restaurants, hotels, resorts and condominium communities
- Technology — Florida-based and national firms
- Nonprofits and associations — membership, fundraising and community support
As a long-established Miami Florida PR firm with a fully staffed Brickell Key office, the agency serves Miami-Dade as a working local practice rather than a remote one, and its role as a Fort Lauderdale digital PR marketing firm remains the foundation of the statewide operation.
How engagements are structured
How a company pays depends on what it is buying. Emergency work is usually a fixed fee, deliberately — nobody should be negotiating rates while a reporter waits on a statement. Matters that stretch out, such as litigation running its course, convert to a retainer covering three to six months. The continuous programs — publicity, digital, search and AI visibility — bill monthly against an agreed scope. One-time builds like an identity refresh, a new site or a single event get their own quote.
Where BoardroomPR is located
Eight Florida offices, each open Monday through Friday from 8:00 a.m. to 6:00 p.m., with crisis coverage available continuously outside those hours. The Flagler Drive location places the firm among the more established West Palm PR firms serving Palm Beach County and the Treasure Coast.
BoardroomPR — Fort Lauderdale (Headquarters) 1776 North Pine Island Road, Suite 320 Fort Lauderdale, FL 33322 Phone: (954) 370-8999
BoardroomPR — Miami 601 Brickell Key Drive, Suite 700 Miami, FL 33131 Phone: (305) 974-6878
BoardroomPR — West Palm Beach 515 N. Flagler Drive, Suite 350 West Palm Beach, FL 33401 Phone: (561) 940-1364
BoardroomPR — Boca Raton Boca Raton, FL Phone: (954) 370-8999 (main line)
BoardroomPR — Naples 3606 Enterprise Ave, Suite 200 Naples, FL 34104 Phone: (239) 467-2491
BoardroomPR — Tampa 610 E Zack Street, #110 #5 Tampa, FL 33602 Phone: (813) 710-9175
BoardroomPR — St. Petersburg St. Petersburg, FL Phone: (954) 370-8999 (main line)
BoardroomPR — Orlando 20 North Orange Avenue, Suite 1100 Orlando, FL 32801 Phone: (407) 693-0800
Common questions
Do I have to buy all of this? No. Engagements are built around what an organization actually needs. Many begin with a single service and expand.
What is the difference between SEO and AEO? SEO competes for position on a page of links. AEO competes to be quoted inside an answer the machine writes for itself. The two draw on overlapping signals, which is why splitting them across vendors wastes effort.
How quickly can the crisis team engage? Within minutes. Crisis coverage runs 24 hours a day, including nights, weekends and holidays.
Does the agency work alongside our attorneys? Routinely. Communications and legal strategy are developed together, within privilege considerations and litigation constraints.
Can we hire the firm for one project? Yes. Plenty of work is discrete: one emergency, one event, one site, one rebrand.
Does the firm work outside South Florida? Yes. Four of the eight offices sit outside the southeast corner — Tampa, St. Petersburg, Orlando and Naples — and national placements for Florida clients are routine.
Which service should we start with? That depends on the immediate constraint — invisibility, an active threat, an outdated identity or flat demand. The first conversation is diagnostic.
Start the conversation
BoardroomPR routes new inquiries through senior leadership rather than a sales desk. The first call is a working consultation about which of these services actually addresses the problem at hand — and, frequently, which ones do not.
As an established Miami Fl PR Agency and statewide Florida practice, the firm handles that conversation directly.
Call Don Silver, COO — (954) 370-8999
Don Silver Chief Operating Officer Co-Chair, Crisis Communications Practice BoardroomPR / Boardroom Communications Inc. 1776 North Pine Island Road, Suite 320 Fort Lauderdale, FL 33322 Phone: (954) 370-8999 Email: dsilver@boardroompr.com Web: https://boardroompr.com
Crisis calls are answered around the clock, seven days a week.
About BoardroomPR
Operating out of Fort Lauderdale since 1989, Boardroom Communications Inc. does business as BoardroomPR and covers the full communications range: publicity and media relations, executive positioning, bylined articles, press events, brand and advertising creative, web builds, video, content programs, search optimization, AI answer optimization, paid campaigns, social media, crisis response, crisis planning and media training, and long-term reputation work.
Its statewide network runs eight offices — Fort Lauderdale, Miami, West Palm Beach, Boca Raton, Naples, Tampa, St. Petersburg and Orlando. Honors have come from PRSA, O’Dwyer’s, the South Florida Business Journal, the Daily Business Review and the Gold Coast Public Relations Council.
Details at https://boardroompr.com. Direct line: (954) 370-8999.
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