Here’s the story of how Patty Vila is redefining PR in Miami
Patty Vila’s career started humbly in 1993 as a secretary at CNN, right before the Cuban rafter crisis shook Miami. But it didn’t take long for her to rise through the ranks, thanks in part to her Spanish skills, which were rare at CNN given that only about 2% of employees spoke the language. She soon helped open CNN’s Havana Bureau and reported on stories across Miami, the Caribbean, and beyond.
After nearly a decade in journalism, including stints at Oprah Winfrey’s network, WGN, and NBC News, Patty felt called to shift gears. She wanted to use her media experience to make a more direct impact. That led her to Chapman Partnership, Miami-Dade’s nonprofit homeless shelter, where she became the first marketing director and led efforts to rename the organization after Alvah Chapman.
Later, she moved into PR and represented several Miami hospitals for Tenet Healthcare. Doctors encouraged her to start her own firm, but it wasn’t until 2022, when she began working with a smaller startup doctor, that she finally launched Patty Vila Media.
Patty Vila Media: Personalized PR
Patty’s approach to PR is anything but one-size-fits-all. Unlike big-name agencies that tend to recycle the same strategy for every client, Patty gets to know businesses or physicians personally, how they find clients, what media works best for them, and how to balance traditional and digital platforms.
In Miami, that means using a combination of TV, radio, newspapers, and magazines with online tools. She believes being visible everywhere keeps businesses competitive, especially when up against healthcare giants like Baptist Hospital or Mount Sinai.
At Tenet Healthcare, Patty learned how to stretch a small media budget by staggering campaigns across different platforms, which helped maintain a steady presence instead of big bursts that quickly faded. “Slow and steady wins the race,” she says.
Campaign success & a vision for the future
One of Patty Vila's most impactful campaigns was “Heroes Work Here,” launched during the height of the COVID-19 pandemic with Tenet Healthcare. Her team was the first in Miami-Dade to roll out the campaign, witnessing firsthand the incredible dedication of frontline healthcare workers. Even amid furloughs, Patty and two colleagues stayed on to create and lead the initiative. They partnered with World Central Kitchen to provide daily meals for hospital staff and first responders.
The campaign became an instant hit because it was genuine and timely. Plus, it lifted morale during such frightening times. It also showed Patty’s ability to combine heart with smart strategy.
In the coming days, Patty aims to build partnerships, especially with solo PR practitioners. She sees the PR world at a turning point: medium and large agencies without solid, high-paying clients might struggle to survive. Her vision is to unite talented solos, creating a collaborative force that thrives together.
Influencers and earned media
Though Patty Vila has a deep respect for traditional media, she also understands the growing role of digital strategies like influencer marketing. She admits this is an area she’s still learning about but is excited by the possibilities. Many influencers have reached out to collaborate, and Patty is rebranding her company to incorporate these partnerships more fully.
Her advice to startups and small businesses is to focus on earned media, the kind you don’t pay for, like interviews and news stories. Earned media builds credibility and trust, which is essential for standing out.
She points to one of her clients, cardiologist Dr. Pedro Martinez Clark, whose innovative work eventually caught the eye of Florida Trend magazine after years of consistent storytelling.
Patty is known for being available 24/7 to her clients and for genuinely understanding their unique needs. She’s active in the local Chamber of Commerce and chooses events strategically to help her clients thrive.
Her success is a mix of experience, dedication, and strategy. All she wants is to help people and build trust.
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