# SalterMitchell PR

> SalterMitchell PR is a privately held Tallahassee communications consultancy built around a narrow but valuable specialty: understanding how Florida's institutions, communities, media markets and political networks fit together. Founded by former state-government communicator April Salter in 1999, the firm sells research, public affairs, public relations, crisis counsel, advertising, marketing, creative, web and video services to corporations, associations, public agencies, municipalities, schools and nonprofits. Its clearest proof point came after Hurricane Michael, when it mixed Facebook updates with old-fashioned flyers and public radio to help Mexico Beach communicate through a communications blackout.

- **Founded:** 1999
- **Headquarters:** Tallahassee, United States
- **Founders:** April Salter (Founder and CEO)
- **Products:** Public relations and media relations, Public affairs, Crisis and reputation management, Research and audience insight, Marketing and advertising
- **Notable:** After Hurricane Michael, helped make Mexico Beach's Facebook page a recovery information hub whose posts generated more than 4 million impressions while also using flyers, radio and access bracelets offline., For ANACT and SurfearNEGRA, generated 17 positive stories, more than 130 million impressions and a reported publicity value above $1.7 million., For FAMU's Medical Marijuana Education and Research Initiative, a July 2021 to October 2022 public-education campaign recorded more than 303.6 million impressions and reached its target minority populations.

## Products & services

- **Public relations and media relations** — Positioning, launches, earned media, stakeholder communication and campaigns intended to build trust or change behavior.
- **Public affairs** — Research, coalition building, decision-maker engagement and communications support around policy, programs and legislation.
- **Crisis and reputation management** — Risk identification, response planning, message development and hands-on communications during operational or reputational crises.
- **Research and audience insight** — Focus groups, quantitative studies, expert interviews and secondary research used to shape campaign decisions.
- **Marketing and advertising** — Paid media, digital marketing, influencer relations and multilingual outreach with ongoing analysis.
- **Creative, web and video production** — Branding, graphic design, UX/UI website work and accessible multimedia production from research through final placement.
- **Fluent in Floridian** — A podcast and editorial platform featuring Florida leaders and reinforcing the firm's state-specific positioning.

## Achievements

- After Hurricane Michael, helped make Mexico Beach's Facebook page a recovery information hub whose posts generated more than 4 million impressions while also using flyers, radio and access bracelets offline.
- For ANACT and SurfearNEGRA, generated 17 positive stories, more than 130 million impressions and a reported publicity value above $1.7 million.
- For FAMU's Medical Marijuana Education and Research Initiative, a July 2021 to October 2022 public-education campaign recorded more than 303.6 million impressions and reached its target minority populations.
- Supported the Babcock Ranch transaction and approvals through research, environmental coalition building, dozens of charrettes and 22 planning workshops; 74,000 acres were sold to Florida for preservation.
- Won two 2026 FPRA Golden Image Awards of Distinction for the Charlie Ward Champions Ranch groundbreaking and the Fluent in Floridian podcast campaign.
- The Fluent in Floridian promotion was reported by the 2026 Golden Image Awards program to have increased daily downloads by 460% in 2025.
- Founder April Salter received FPRA's John Dillin Award for professional contributions in 2012.

## Latest updates

- **2026-09** — April Salter became president of the Florida Public Relations Association executive board for 2026-2027, while PR and Public Affairs Director Lexie Savedge became president of FPRA Tampa Bay.
- **2026-09** — The firm received two FPRA Golden Image Awards of Distinction for Charlie Ward Champions Ranch and Fluent in Floridian.
- **2026-08** — President and partner Heidi Otway began serving as global president of IPREX, following leadership of its Americas region.
- **2026-07** — Fluent in Floridian continued releasing video and audio interviews with statewide leaders, including National Hurricane Center Director Michael Brennan and Florida State Parks Foundation leadership.

## Links

- Website: https://www.smprflorida.com/
- LinkedIn: https://www.linkedin.com/company/saltermitchell-pr
- Twitter/X: https://twitter.com/smprFlorida
- YouTube: https://www.youtube.com/watch?v=ao8Z4Ku2bPc
- Instagram: https://www.instagram.com/smpr_fl/
- Facebook: https://www.facebook.com/SalterMitchellPR

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Profile page: https://yespress.io/saltermitchell-pr
Published by YesPress — https://yespress.io
Last updated: 2026-09-20