Michael Goodman
GPR | Goodman Public Relations
by Andrew Armano | www.AndyArmano.com
This series focuses on individuals who give to our community and make a positive impact on the lives of others. Often it is through our personal adversities that we discover who we are and transform the challenges into strength.
Michael Goodman is the owner-founder of GPR (Goodman Public Relations). He is recognized for his award-winning public relations and marketing work on behalf of past and present clients such as The Galleria at Fort Lauderdale, Broward MPO, SFRTA/Tri-Rail, History Fort Lauderdale, Design Center of the Americas (DCOTA), Miami Beach Community Health Center, OUTshine LGBTQ+ Film Festival, Pfizer, and Sawgrass Mills/Simon. His community involvement is as extensive as his career, having contributed significantly to numerous arts, business, and philanthropic organizations. Currently, he’s the board chair of the Florida Theatrical Association, a newly elected board member of the Greater Fort Lauderdale Chamber of Commerce, and an honorary board member of both Neighbors 4 Neighbors and Art & Culture Center Hollywood. He’s also served on the boards of ArtServe, Poverello, Junior Achievement of South Florida, and others. He created impactful annual events such as The Galleria’s Annual Men of Style, which benefits 12 charities. He has been honored many times during his career, most recently with the Arts Leader of the Year, Art & Culture Center Hollywood, and Leadership Broward Foundation’s “Profiles in Leadership.” Despite these high profile accomplishments, Goodman’s quiet, unassuming presence is a surprise. He recently sat down with OutClique to discuss the values that drive his work – the positive impact of connecting people to each other and nurturing good. In addition, he enjoys a side gig he usually keeps quiet about, but opens up to us about his successful stage presence as a Cher impersonator.
Andy Armano: How did you get into public relations? Has it always been something you’ve wanted to do or was it something you, more or less, fell into?
Michael Goodman: It’s been an incredible journey. I’ve grown from a green associate to making $5 an hour, to the owner of a company. I did not originally see myself as the owner of a PR firm. I always use this narrative when I talk to kids at colleges or schools; I always say, “Anything is possible because you never know where your life’s going to take you.” I started in this field, more or less, by chance. While I was in college, I worked three jobs. One of my jobs was at a PR firm and I literally did make $5 an hour. My job was to track clips. Back then, there wasn’t social media or the internet, so we had to manually track clients, names, and mentions by reading publications from around the country. I would physically clip, paste, and create files. That was my job. Gradually, I left the nest to become an event manager at Macy’s. Next, I worked for Broward House for three years. That’s when my career really took off. I had the opportunity to get my feet wet being a volunteer coordinator, a communicator, and a fundraiser. I received a tremendous amount of recognition for the work I did there. That’s what really propelled my desire to do this long-term.
AA: You were lucky to have found your calling in public relations. What do you love about it the most?
MG: For me, it is the collaboration and the connecting. It all comes down to people and relationships. That is the most enduring. That said, I love everything about public relations and offering a well-rounded portfolio to our clients. My company is a full-service agency, so we offer clients traditional PR plus interactive social campaigns. We create TV and radio commercials, public service videos, social media plans, and more. We are attuned to online presence including websites, Facebook business, LinkedIn, Yelp, and Travelocity. We handle crisis communications. Event planning is also part of what I do, from fashion shows to black-tie events to awards presentations. I’ve just always had a very full-service approach. My client base has been pretty diverse over the years. So, yeah, I think part of my success comes from not being limited to one aspect. Even if a client doesn’t hire me to do all aspects, I’m able to give them direction for consistency. That’s the key to good campaigns. When I donate my time, I am grateful that I have skills to offer. For example, I support Diversity Honors, which is a partnership between The Pride Center at Equality Park and the Harvey Milk Foundation. I am a great team asset because I can execute PR, marketing, advertising, and event planning.
AA: How has the COVID-19 pandemic changed your work and life?
MG: Pre-COVID, I could attend an event every night and always be out and about, but I definitely enjoy my alone time. That’s the best life lesson to learn – to enjoy time with yourself. Years ago, to be home on a Saturday night, by myself, was like a torture chamber. To get to the place in life where that’s a fun thing, where it’s exciting to have some dinner, have your dedicated place in front of the TV, enjoy great food, take in a movie … that’s a great thing! You don’t need someone to fulfill you.
AA: Absolutely.
MG: I definitely think connections, emotional and physical connections, are important. If that becomes a crutch, then I don’t think that’s balanced. In the past it got me in trouble when I was dependent on others. It was a good life lesson to learn for me to learn to take care of myself, first. That way, I can give all day and help others. Then, I can put-up my hair and relax on the couch enjoying myself at home.
AA: I know we mentioned in our prior chats that you split your time between here and Palm Springs, CA, right?
MG: I do. I’m primarily here in Florida, but I do go back and forth. I was in a show there for two years and developed some wonderful friendships. Plus, I’m just in awe of the majestic mountains that are visible from every angle.
AA: Yes, I was surprised to see your Cher impersonation! I always conduct research on the individuals I speak with before sitting down with them. I had not come across that aspect of your life.
MG: Not too many people are aware of it. It’s not the focus of my life, however, it’s fun and I’m just sharing with you to give you a full circle of my being. It’s definitely a part of me. I’m very lucky to be hired and booked to do Cher. At first, I was private and reluctant; I didn’t talk about it. No one knew. How would they? And then, little by little, more people started to acknowledge my performances. I did a show at the Seminole Hard Rock Hotel & Casino in Hollywood. A lot of my peers were there, and the word started to get out. For the most part, it was really positive, and it’s something that I cherish. Honestly, I spend a great deal of time honing my skills – from nuances to elaborately decorated costumes. Cher, herself, has given a thumbs-up. She hasn’t seen my shows, but she sees my pictures. When she was giving me kudos for it, it was sweet and humbling. Some of the top “Cher people” in the country have been very complimentary to me about my performances, so I’ve been very fortunate to add that to my life. It’s another great facet of my life that I’m grateful for.
AA: What’s the key to a successful Cher impersonation?
MG: While working at a show in Palm Springs, CA for two years, a producer asked me to stay after the show. I was anxious and nervous. Basically, his message was clear and constructive, that I didn’t really have to overperform, to do less. He said I looked like her and had the perfect body type. That was when I turned the corner. My Cher became 100%. I learned not to over-exaggerate the mannerisms; just to trust in myself and my skills at illusion.
AA: That’s such a fascinating current metaphor in life itself, “Don’t try too hard.” In a weird way, the more you let go and relax the better you actually are. Thank you so much for talking with us and for everything you do to support the community. I don’t know how you find the time to do everything you do.
MG: Thank you so much for this opportunity. I am grateful for everything.
