Faces and Markets of PRGN is a series of blog posts that puts PRGN member agencies and their markets in the spotlight.
Each week, expect to read about a market from an economic, business and communications point of view, brought to you by the very people living and working on the ground in that country, state or region.
The blog pieces illustrate the vast amount of in-depth knowledge of business, media, communications and marketing PRGN brings together having presence in more than 40 countries and 70 cities on six continents through its member agencies globally.
In this week’s blog post Terrie Ard, President & COO of The Moore Agency, describes the business and communications environment in Tallahassee, Florida, and offers advice to businesses navigating her home market.
Business environment in Florida
Florida’s business climate is highly favorable, making it attractive for companies and entrepreneurs. The state boasts a large market and strategic location that serves as a gateway to Latin America, enhancing its global connectivity and supporting infrastructure. Known globally for its theme parks and beaches, Florida’s diverse economy is driven not only by tourism but also agriculture, aerospace, international banking, and life sciences.
Miami, Florida | Getty Images
Currently, Florida’s GDP is ranked 16th globally, just behind Spain, and growing rapidly. The state’s population is third in the U.S. and growing faster than any other, with projections indicating an additional 2.8 million residents by 2030. This growth necessitates the creation of 1.23 million new jobs by 2030. Florida’s unemployment rate is projected to remain low, with a forecast of 3.6-3.8% in 2025.
Florida is also ranked No. 1 in the nation for higher education and workforce development — a draw for businesses seeking a skilled labor force. Opportunities to grow and relocate abound, particularly in the state’s northwest. Millions of dollars in compensation for economic damages from the 2010 Deepwater Horizon oil spill are pouring in, with significant incentives for businesses relocating there.
The Sunshine State is making waves as President Trump elevates some of its key leaders – 18 to date – to positions of national prominence. With the President calling Florida home, the state’s influence is creating exceptional opportunities for businesses with ties to Florida.
Media, Communications and PR environment in Florida
The U.S. is divided into 210 “designated market areas,” and 10 are in Florida. Three are in the top 20 by size (Tampa-Saint Petersburg-Sarasota, Orlando-Daytona-Melbourne, and Miami-Fort Lauderdale), and all but one fall in the top half. Many markets are as varied as they are large.
In central and south Florida, large and small media outlets report in languages other than English: primarily Spanish, but also French Canadian, Haitian Creole, Portuguese, and more.
Florida also features high diversity when it comes to socioeconomics and age. Publications like The Villages Daily Sun reach a high demographic of retirees, while others reach a more moderate age range. Florida is also a center of attention for national and international media, which make frequent visits during Trump’s visits home or due to a constant swirl of news. Outlets like CNN, Fox News, AP, and national representatives for ABC, NBC, CBS, and The New York Times can be found throughout the state.
Key expertise of Moore
Moore is a top-ranked marketing communications agency delivering trusted influence and impactful results. With 32 years of experience, Moore offers comprehensive services: digital marketing, public relations, paid media, public affairs, branding, crisis communications and data intelligence. The agency provides data-driven insights through cutting-edge technology and proprietary tools.
Moore specializes in healthcare, education, workforce development, agriculture, and environmental industries, maintaining a 92% employee retention rate and 98% client retention rate. Our client roster includes notable names such as PhRMA, Takeda, the Florida Department of Agriculture, Ford Motor Company, Meta, and CareerSource Florida. We operate from our headquarters in Tallahassee, Florida’s capital city, with teams in South and Central Florida.
Top 3 advice for companies to navigate the media and communications environment in Florida
Multicultural considerations: Well-translated materials are crucial but insufficient. Engage with multicultural audiences through community partner initiatives to gather feedback and make informed decisions on messaging and collateral.
Conservative-leaning political climate: It influences business aspects such as regulatory policies, tax structures, and labor laws. Understanding these values helps businesses navigate the market and build stronger relationships.
Commitment to talent development: From its numerous colleges and universities (ranked No. 1 in the nation) to strong support from the Florida Chamber of Commerce, including the Florida 2030 Blueprint to plan strategically for growth, Florida promotes a skilled workforce ready to drive economic growth.
Most influential media for communication in Florida
Many media outlets have several different hyper-local publications in order to cover the unique interests and needs of our 10 designated market areas, including:
Four different Business Journal publications (business outlets)
South Florida Business Journal
Tampa Business Journal
Orlando Business Journal
Jacksonville Business Journal
Palm Beach Media Group Lifestyle publications (high-end glossy magazines)
Palm Beach Illustrated
Naples Illustrated
Aventura magazine
Jupiter magazine
Tallahassee Magazine
Emerald Coast Magazine
Gannett Newspapers, the owner of USA Today, also owns most of the daily newspapers in Florida, including:
The Palm Beach Post
The Palm Beach Daily News
The Tallahassee Democrat
Naples Daily News
The Florida Times-Union
Florida Today
Fort Myers News-Press
Northwest Florida Daily News
Ocala Star Banner
Panama City News-Herald
Pensacola News Journal
Sarasota Herald-Tribune
Treasure Coast Newspapers
All DMAs feature TV/radio outlets that provide hyper-local and time-sensitive information.
Spanish-language outlets including Univision, Telemundo and El Nuevo Herald have extensive reach.
Most influential media for corporate communications in Florida
Florida Trend Magazine (statewide reach; highly read by the business community. Readership > 270K)
Miami Herald (Miami-based with larger regional and international focus; highly influential. Readership > 1.5 million per week between print and online for the Miami Herald and El Nuevo Herald)
Tampa Bay Times, independent and locally owned (also owners of Florida Trend and several smaller Tampa-area news outlets. Readership > 1 million each week)
FIFA World Cup: Coming to Miami in June 2026, the international tournament presents opportunities to engage with a global audience, foster international partnerships, and leverage increased visibility to expand market presence.
Art Basel and Miami Art Week: These events connect the world’s premier galleries and their patrons, serving as a meeting point for the international art world – offering a platform to network with influential art collectors, investors, and cultural leaders.
South Beach Wine & Food Festival: This star-studded, four-day event in Miami Beach showcases the talents of renowned wine and spirits producers, chefs, and culinary personalities.
eMerge Americas: This premier technology conference in Miami brings together senior executives, innovators, investors, and tech enthusiasts from around the world.
Concordia Americas Summit: Leverage this nonpartisan summit to gain insights into regional policies, engage with key policymakers, and explore investment opportunities in Latin America.
Finally, the Orlando area, Florida’s tourism hub, hosts a constant stream of trade events across numerous industries that draw national and international audiences.
Real Estate (25.87%), Professional & Business Services (15.98%), Education/Healthcare/Social Assistance (9.55%), Commercial/ Food industry/Hotels (5.72%), Agriculture (0.52%) – (2023)
Mobile penetration (X per 100 people)
75 (2021)
Internet users (% of population)
90.2% (2023)
Corporate profit tax
5.5% (2025)
Rate of consumer tax or VAT
6% (2025)
*Sources: U.S. Census Bureau, Florida Senate, Pew Research Center, USA Facts, U.S. Congress Joint Economic Committee, Statista, Tax Foundation, Florida Department of Revenue
As Partner, President & COO, Terrie Ard leads the strategic direction of The Moore Agency, including key initiatives, partnerships, and client and business development. She specializes in corporate positioning and branding with a keen focus on strategy and creativity.
Terrie’s expertise includes crisis communications, communications strategy and employee relations. Through Terrie’s leadership, the agency has achieved a 98% client retention rate and is ranked a top 50 agency nationally and top 200 globally. Florida Trend has recognized her as one of the state’s top 500 most influential leaders, and PR News named her a Top Changemaker in the nation. Terrie lends her deep workforce expertise to community volunteering and was appointed in 2023 as Chair of the Board for the Greater Tallahassee Chamber of Commerce in its landmark 100th anniversary.
