M ILESTONE M OMENT

Influence sits down with Karen Moore, Florida’s grand dame of public affairs, after 30 years in business

By Peter Schorsch

KAREN MOORE’S 5 RULES FOR BUILDING A SUCCESSFUL BUSINESS

BE HONEST: Hard roads and easy streets. Be open and honest with your team about where you are and where you’re going.

SHARE SUCCESS: Don’t just share the good news. Share the rewards of a good year with the people who helped make it happen.

GIVE BACK: Be a mentor. Be a community steward. You didn’t get where you are without a little help along the way, so find ways to help others in their journeys.

FAIL FORWARD: Failure is inevitable so see it as a beginning, not an end. Failure is the realization that one way isn’t the only way.

SWIM UPSTREAM: Anyone can go with the current. You can’t be just anyone if you want to be No. 1 — it takes grind, guts and grit.

When Karen Moore decided to open her business, many people cautioned her that 90% of small businesses fail in the first year. Now, 30 years after her eponymous company opened with one room and one client, Moore has grown into the state’s leading public affairs firm with a robust team stretched across Tallahassee, West Palm Beach, Orlando and Miami — and across the Gulf Coast.

In addition to being the founder and CEO, Karen Moore is now an author, philanthropist and frequent public speaker. Even Henry Kissinger called her “one tough lady.” She has been called the grand dame of the public affairs industry in Florida — a moniker she accepts with pride.

Moore is at an exciting time, as she leads a company of 50 team members and after being recognized as the No. 1 public affairs firm in Florida, as ranked by O’Dwyer’s. This year, the award-winning agency announced the addition of seven new Partners to play a major role in propelling the success and growth of the agency.

I talked with Moore about 30 years of success, the dynamic nature of public affairs, Florida’s status as a national leader and her thoughts on what’s next for her industry.

Congratulations on Moore’s 30th anniversary! Tell us a little about how the industry has changed in that time.

So much! Thirty years ago, if you wanted the media to cover your issue or your event, you wrote a press release and you would fax it. Needless to say, the methods and channels for promoting our clients and issues have changed dramatically. One thing hasn’t changed – relationships are still key.

Our team knows how to build trusted relationships, and we have built long-lasting trusted relationships with industry and opinion leaders, members of the Capitol press corps and reporters in every media market.

We also understand the nuances of different channels and methods of delivering messages and building influence. At Moore, we have skilled experts in social, digital, paid advertising, public relations, crisis communications, data-informed research and strategic marketing – overlaid to the expertise of public affairs.

We have moved to monitoring what’s being said with best-in-class listening technology — leveraging these conversations for our clients and their issues. Our company is one of the best in the nation at taking that data and using it effectively to drive strategy and influence.

What is it like working with lobbyists?

Throughout our agency’s tenure, we have always worked in lockstep with lobbying and government relations partners. They bring critical relationships and expertise in legislative and regulatory processes, and we help provide the air cover.

From tailored media strategy to coalition-building and influencer engagement, our public affairs team complements the lobbying team by amplifying the message and ensuring it reaches the right people. New media platforms and digital innovations are giving us more opportunities than ever to help ensure our efforts are laser-focused and nimble to meet the fast-moving pace of the Capitol.

Digital is impacting everything. How is it changing public affairs?

Think of the people — sometimes even the person — whom you want most to hear your message. Data and digital platforms can now reach them with precision and assess, in real time, what tactics are working best.

Geo- or contextual-based targeting gives us the opportunity to reach audiences based on their physical location or their online activities. Our team can now get even closer to reaching the individuals we need to influence, regardless of where they are in the world, using first-party data technology.

Our director of data and intelligence loves to give clients a tour of their own website. He uses a heat map to show them where visitors are spending the most time and at what point they are most likely to click through to sign a petition or contact their legislator. Our team can quantify how many days between a user’s first visit and the converting visit and use that information to optimize digital advertising campaigns and other messaging. It is such an exciting time to bridge the opportunities presented by data and digital innovations with the tried-and-true strategies and relationships our agency has built over the past 30 years.

Why is it exciting to be in this industry in Florida?

The way Florida goes, the country goes. We’re the state that most other states look toward, and as a result I believe we are more groundbreaking. And to be successful in this industry, you must be at the top of your game and innovative. Thirty years ago, you needed to represent clients in tourism, agriculture, maybe technology — or at least have a foot in those industries. Now, think of all that Florida can boast in: healthcare, aerospace, finance, IT, life sciences, manufacturing, transportation and academic research.

The Florida Chamber of Commerce’s data shows that Florida, if it were an independent country, would be the 15th largest economy in the world. So it isn’t just that the nation looks to us; the world looks to us. We get to help our clients communicate their messages within and about this thriving landscape, and it signals that the future is very bright for our industry.

What’s in store for the future?

Five years ago, I could not have imagined the impact of all that has happened with technology, so it is amazing to think of the changes coming in the next five. So technology will continue to evolve our public affairs and marketing efforts and Moore will lead in leveraging new innovations. And we will balance them with smart strategies that target nuanced audiences while building genuine trust and relationships.

Who We Are

The Association of Early Learning Coalitions (AELC) supports the role of Florida’s 30 Early Learning Coalitions (ELCs) to develop and administer a comprehensive system of early care and education that supports families and prepares young children to succeed in school and in life.

The AELC’s main priority is to advocate for continued investment in early learning by informing policy makers and the public about the benefits of early education and the importance of preserving parental choice and access for Florida’s youngest learners.

Mission

To strengthen Florida’s early learning system through innovation, leadership and advocacy.

Vision

Florida’s children are supported in a community dedicated to ensuring they reach their full potential.

Primary Goal

Prioritize Florida’s youngest learners by providing access to a quality education that promotes Kindergarten readiness and allows families to enter and thrive in the workforce with a clear path toward upward mobility and long-term economic self-sufficiency.