We were thrilled to launch The PR Net in Miami late last year, and are excited to have already connected with some of the city's greats. We spoke with Lyndsey Cooper and Chad Fabrikant, co-founders and principals of communications agency Carma Connected, to help us get a lay of the land - both literally and in the PR sense. Having just celebrated 10 years in business, the two share their intel on navigating the city's multicultural landscape and exciting, continuous growth. And with a top-tier roster of clients, from restaurants and hotels to clubs and museums, you'll want to check out their visitor recommendations.
There seems to be a real sense of progress and excitement in Miami right now. To what do you attribute the forward-movement in very recent years?
Miami has always been a city filled with excitement, but in recent years the focus has shifted away from just South Beach and we’ve seen some of the most amazing and exciting neighborhoods emerge - Wynwood, Downtown and the Design District to name a few. We were a city in its infancy that has now grown into its adolescence. Miami is so rich in culture and people are finally realizing it.
You recently celebrated 10 years of business and it’s fair to say the past decade’s seen the most change the industry has ever had. What would you say are the major changes you have experienced?
The biggest and most obvious change in our industry has to be the shift from traditional media to digital media and the introduction of social media as a tool to market your brand. We’ve realized that social media is pivotal to our success and we have built an entire department dedicated to it in our office.
How have you pivoted to adapt to the increasingly digital industry landscape?
We’ve had to go outside of our comfort zone and adapt to the digital landscape, as everyone in the industry has. Of course, PR continues to be at the heart of what we do, but after a couple of great lessons learned, we have shifted our business to fully integrate digital media - this includes the development of a strong social media department and influencer marketing program. We’ve also developed stronger crisis management techniques as we’ve seen the sometimes negative effects of social media.
What is different about the Miami marketing/PR landscape, compared with other cities?
Miami has many unique qualities. Not only is the city a total melting pot of cultures and nationalities, but Miami is also very much an extension of Latin America. Due to our proximity to many Latin countries and islands, Miami has inherently embraced the international market and is heavily influenced by Hispanic culture. We need to take this into consideration in every PR, marketing and social media campaign we launch. It is our job to ensure we’re inclusive, multi-cultural and exploring all relevant avenues to get to our target audience.
How did the agency get its start and how did you become co-founders?
We met through mutual friends and Chad actually worked for me at another company! As time went on, we realized that we had a lot in common and both had the same goals - we felt that there was a need in the market for a full-service lifestyle agency that had the feel and experience of a New York City agency, so we partnered to make that happen.
What have been the greatest challenges and rewards of entrepreneurship thus far?
We control our own destiny, which is both rewarding and challenging. One of the best and worst things about running a business is that you are always on!
What unique strengths does your location in Florida provide?
Miami’s proximity to Central and South America has become a very unique strength, separating us from agencies that aren’t bi-lingual or aware of these major feeder markets that truly move the needle when it comes to hospitality in this town.
What are some of your current projects that you’re excited about?
We have so many great clients and exciting new projects, but nothing is as exciting as growing with a client as they go from one venue to many venues - something we have many examples of in the company. Recently Wynwood Walls turned 10-years-old, Groot Hospitality was acquired by LIVE NATION, Sugar Factory opened 6 new locations and the Phillip and Patricia Frost Museum of Science changed Museum Park’s landscape forever. We are so excited about what the next decade holds!
How do you plan to grow and develop your agency in the future?
Carma Connected is always evolving, growing and changing. We take pride in our ability to quickly adapt to what the market trends are as we learn each day. Our motto has always been that “we will not take on clients that we do not believe in,” so that continues to be our strategy as our firm grows.
For someone visiting Miami for a long weekend, can you provide your best suggested itinerary?
There are so many great neighborhoods to explore in Miami. Stay at Delano and have dinner at Prime 112 for the classic Miami Beach experience. Take a day away from the Beach and explore Wynwood Walls and Frost Science, or go shopping in Bal Harbor and dine at Makoto. If you want to experience Miami like a celebrity, end every night at LIV or STORY and do dinner at Komodo, Papi Steak or Swan.
