Florida PR works city by city because each market has its own newsrooms, audiences and reasons to run a campaign. Florida welcomed a record 143.3 million visitors in 2025, according to VISIT FLORIDA preliminary estimates, and those visitors, new residents and companies spread across eight separate media markets. This guide covers each one. 5W is headquartered in Florida, with offices in Miami and Tampa.
How does Florida PR differ from one city to the next?
Florida PR differs by city because the state has no single dominant media market. A story placed in the Miami Herald does not reach Tampa Bay Times readers, and Orlando's visitor press does not overlap with the Tallahassee press that covers state government.
Build one media list per city, then add statewide outlets on top. The table below shows the eight markets 5W plans around, the sectors that drive each, and the outlets to pitch first.
| City or region | What drives the market | Outlets to pitch first |
|---|---|---|
| Miami | Beauty, fashion, real estate, consumer launches | Miami Herald, South Florida Business Journal |
| Tampa Bay | Consumer brands, relocating companies, regional B2B | Tampa Bay Times, Tampa Bay Business Journal |
| Orlando | Theme parks, tourism, conventions | Orlando Sentinel, Orlando Business Journal |
| Fort Lauderdale | Marine, hospitality, professional services | Sun Sentinel, South Florida Business Journal |
| Boca Raton and Palm Beach | Luxury property, private schools, wealth management | Palm Beach Post, South Florida Business Journal |
| Jacksonville | Logistics, finance, sports | Florida Times-Union, Jacksonville Business Journal |
| Tallahassee | State government and public affairs | Tallahassee Democrat |
| Gulf Coast | Tourism, retirement and second-home markets | Sarasota Herald-Tribune, Naples Daily News |
What does PR in Miami look like?
PR in Miami centers on consumer, beauty, fashion and real estate stories, and 5W runs this work from its Brickell office at 100 SE 2nd Street, Floor 38, Miami. The Miami PR agency page explains how the office handles press, crisis and consumer work.
Three 5W projects show the range. For inDrive's South Florida launch, a three-month campaign produced 19 local news features and broadcast segments and more than 281 million unique impressions. The Miami Fashion Week practice page covers fashion programs, and the Cosmoprof Miami 2027 playbook sets out a trade press plan for beauty brands.
What does PR in Tampa Bay look like?
PR in Tampa Bay serves consumer brands and companies relocating to the Gulf Coast, and 5W runs this work from its Tampa office at 110 South 12th Street, Tampa. Local coverage in the Tampa Bay Times and Tampa Bay Business Journal carries the most weight with regional audiences.
5W explains how local coverage turns into AI recommendations in its Tampa and Miami AI search guide. Read it before you plan a regional media calendar.
What does PR in Orlando look like?
PR in Orlando revolves around tourism, theme parks and conventions. Orlando welcomed a record 76.7 million visitors in 2025, according to Visit Orlando figures, and group meetings alone drew 5.8 million of them.
New attractions reset the news cycle. Universal Epic Universe opened in May 2025, which gave every nearby hotel, restaurant and tour operator a reason to pitch. 5W's Orlando PR agency guide covers how brands earn recommendations in AI answers for this market.
What does PR in Fort Lauderdale, Boca Raton and Palm Beach look like?
PR in Fort Lauderdale, Boca Raton and Palm Beach shares one South Florida press corps, so a single pitch can reach all three counties. The Sun Sentinel, the Palm Beach Post and the South Florida Business Journal cover them together.
Two 5W studies map this corridor. The South Florida luxury real estate AI visibility index measures how AI engines describe the region's top new developments, and the Florida private schools AI study examines how AI search describes three schools along the coastal corridor.
What does PR in Jacksonville look like?
PR in Jacksonville targets logistics, finance and sports audiences in Northeast Florida, with the Florida Times-Union and the Jacksonville Business Journal as the main local outlets. Jacksonville brands can run campaigns with 5W's Tampa and Miami teams, which handle statewide work.
What does PR in Tallahassee look like?
PR in Tallahassee means public affairs, because the city is the state capital and home to the Florida Legislature. Pitch the Tallahassee Democrat for policy and regulatory stories, and pair that coverage with statewide business press when a story affects companies in other cities.
What does PR on Florida's Gulf Coast look like?
PR on Florida's Gulf Coast covers tourism, retirement and second-home markets in Sarasota, Bradenton and Naples. The Sarasota Herald-Tribune and the Naples Daily News set the local agenda, and Tampa Bay outlets cover the region's northern end.
Which Florida stories cross city lines?
Some Florida stories belong to the whole state rather than one city. 5W's report on Israeli tech in Florida tracks one such story across Miami, Tampa and other markets, and statewide tourism numbers give every destination a shared hook.
Use a statewide angle for the lead pitch, then localize it with a city-specific quote, number or event for each newsroom.
Which Florida city should a brand start with?
A brand should start in the city where its customers live and where its sector news is written. Use this order of decision:
- Choose Miami for beauty, fashion, real estate and consumer launches.
- Choose Tampa Bay for relocating companies and regional B2B.
- Choose Orlando for tourism, events and convention business.
- Choose Tallahassee when a state policy decision drives the story.
Once local coverage exists, check how ChatGPT, Gemini and Google AI Overviews describe the brand for city-specific searches. 5W's GEO optimization practice handles that measurement, and the 5W Florida page lists how to reach the Miami and Tampa teams.
