By Chris Cochran
There are 33.2 million small businesses in the United States according to the U.S. Chamber of Commerce, which combined account for 99.9% of all U.S. businesses — employing close to half of the U.S. private sector workforce. It’s a good bet most people know at least one small business owner. If you’re also a small business owner like me, you’ve probably worked with other small businesses, too. In my business, I strive to help my clients solve their information puzzles with targeted business information research.
Recently I talked with a small business owner I know about his business, how he finds satisfaction, and the challenges he faces. Meet Michael Goodman, owner of GPR/Goodman Public Relations, based in Fort Lauderdale, FL. He’s a small business owner with a big heart and a successful business that is focused on his south Florida community.
GPR was founded in 2014, but Goodman has been in the public relations field for most of his career. While studying mass communications in college, he had a few part-time jobs, including one at a PR firm. He enjoyed that work and has continued in the public relations field ever since, working for and with other organizations, especially the not-for-profit sector, in communications, marketing, and fundraising. His company focuses on strategy counseling, media relations, special event planning, social media management, branding, creative design services, and crisis communications.
What’s the biggest reward you get as a businessowner?
Well, it’s a big responsibility. I get a lot of pleasure from helping the livelihoods of the people who work for me or provide services to my company (IT services, cleaning services, etc.). It’s twofold: fostering a positive, productive environment for my staff, and creating projects that last and create a difference. One example is the Men of Style fashion show, which raises money for a dozen charities here in south Florida.
What’s the biggest challenge you face as a business owner?
Maintaining a happy staff. They’re my number one commodity and I’m committed to them. I treat and pay them well. Staff retention is important.
What’s a typical day like for you?
A lot of juggling. I’m in strategy meetings, copywriting, working on event planning, and overseeing creative direction. My day is changing every 15 minutes, but I love it. It never gets boring.
How do you find your clients?
The nature of this business is referral, so that is a large part of it. Maintaining those relationships with previous or existing clients is important. With government clients we go through the normal competitive bidding process for contracts. My staff and I take a team approach to new business generation, writing proposals, and finding that next client.
How do you stay informed of what’s happening in the local market that could affect your business or your projects?
We utilize online media services like Meltwater and Cision to get client news on a daily basis. I also subscribe to local publications like South Florida Business Journal, City & Shore, and Coral Gables Magazine.
What’s your favorite thing to do at work?
It’s exciting to create new programs that help perpetuate my clients’ images – creating new programs like events, award shows, and other collaborations, especially in philanthropic areas. The key to a successful business is having a passion. Owning a small business is a lot of work. If you have the passion for it, it’s not a job. You have to love what you’re doing. If you don’t, you have to get out. Go and find what makes you happy.
And your least favorite thing to do at work?
Well, the hardest thing to do is manage client expectations. But doing that is part of our success. My motto is never oversell, but always overdeliver. I tell clients we’re part of their team, that we’re an extension of their staff.
How did the Covid pandemic affect or challenge your business?
Well, we’re mostly focused on south Florida clients now. Before Covid, I was working at various times with clients in about 20 states. The business evolved and now we’re mostly focused on south Florida. In fact, the first year of the pandemic was our busiest and most financially successful year. Suddenly there was this need for organizations to communicate about Covid, healthcare, safety, protocols and related information. GPR was able to pivot into that, creating virtual events and programs and helping with communication strategies.
How do you “future proof” your business against potential crises like another Covid, a natural disaster (e.g., hurricanes in south Florida), or decreases in government or nonprofit funding?
My business model is pretty lean. I employ seven people and we hire freelance staff to help out with specific event work. We have to be flexible anyway, because clients come and go. Every day has the potential for change. I run a lean machine, so that helps be prepared for any challenges. There are always things you can do like cutting staff or reducing salaries. Luckily I haven’t had to do that. We have flexible work policies, so people can work from home when they need to. That helps balance any fallout from potential crises.
You’re very involved with your local community as a philanthropist. What motivates you in your philanthropic work?
I have a love for the arts, and also work in areas of children and families, and the LGBTQ community. Those have been the mainstays of my efforts to give back. My company motto is “share the good.” I think that’s part of our job as a PR firm: to share good news but also to give back to the community. For example, I volunteer for marketing and planning the annual Harvey Milk Foundation gala in south Florida.
And finally, have you mapped out any plans for retirement when that time comes? Do you have particular business goals in mind when you think about retiring?
I have mixed emotions about that whole process and making decisions as to how I switch gears. Someone has offered to buy my business, but I’m not sure that’s the right thing to do. For now, I want to maintain my success and I’ll decide when it’s time.
Michael Goodman also serves on the Executive Committee of the Greater Fort Lauderdale Chamber of Commerce, where he’s also a member, and is a former chair of the Gay and Lesbian Business Exchange, a council of the Chamber.
An Inquiring Mind 