With more than a dozen years of experience in broadcast journalism, entrepreneur/media professional Tom McNicholas founded public relations and marketing firm McNicholas & Associates, Inc., in Stuart, Florida, in 1999. Particularly adept at gaining vital local and state government and community support for various projects, the agency has represented a range of industries, including legal, energy, agriculture, recreation, solid waste, and government entities. Tom McNicholas, the firm’s President, and his staff have also achieved clients’ objectives through implementing effective public information campaigns, coordinating national media events, and handling crisis management. Honored for his community leadership and media skills, Tom McNicholas has won numerous accolades over the years, including recognition from the Florida Public Relations Association as Crisis Communicator of the Year and from the Economic Council of Martin County as Community Leader of the Year. In addition, the Palm City Chamber of Commerce named McNicholas & Associates Business of the Year, and the agency has received multiple ADDY Awards from the American Advertising Federation’s Treasure Coast Chapter. In 2012, the latter awards acknowledged a logo design; advertising self-promotion; and advertising campaigns for the Treasure Coast Wildlife Center’s Wild Things in Wild Places presentation, a Private Beauty Collection reception for an arts council, and ArtsFest 2011. Prior to establishing his full-service media and public relations, marketing, and governmental affairs firm, Tom McNicholas worked in radio and television broadcasting. As a reporter and producer at WPTV News Channel 5 in West Palm Beach, Florida, he handled general assignments as well as special investigative reports, earning nominations for the Edward R. Murrow Award and for an Emmy Award. In Florida, the public-relations executive also served as a freelance reporter and producer at WPBF-TV in Palm Beach Gardens. Outside of his professional duties, Tom McNicholas supports such organizations as wildlife groups and area chambers of commerce as well as the Knights of Columbus. He earned a B.S. in Broadcasting Communications and Government/Political Science at Morehead State University in Morehead, Kentucky.
Tom McNicholas: Public Relations Tips for New Businesses
Tom McNicholas, owner of McNicholas & Associates, has more than 12 years of experience in the business. He offers public relations and media tips for start-ups and small businesses.
- Hire a PR firm that understands your company's vision and mission. This first step is one of the most important. You have got to find a firm that gets what you do--and is willing to do the work to help you get where you want to be.
- Develop outreach strategies. It may be unrealistic to expect that you will get covered by large media outlets. First, develop relationships with smaller media sources. Once they have validated your news, you have a better chance with bigger outlets.
- Be open to experimenting. Sometimes publicity stunts pay off; other times you are better off relying on word of mouth or more traditional avenues. Think creatively, and develop strategies and relationships with regard to social media, sponsorships, events, and more.
Learn about McNicholas & Associates and the company's services at mcnicholas.biz.
