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We haven’t posted much so far in 2018. I would like to say it is because we have been so incredibly busy kicking butt and making stuff happen, and sure, that was part of it as the year began, but mainly – we just didn’t know what to say.

When your job is to watch the news and help to create the news, and that news suddenly hits very close to home, it just leaves you speechless.

We left the words to others and for once we just watched. We didn’t pitch. We didn’t look for angles. We watched as the community around us, the one I grew up in, rallied around the survivors of the awful tragedy in Parkland at Marjory Stoneman Douglas – the high school I am a proud alumni of (class of 98). We watched and we cried, we volunteered, we felt helpless and angry and heartbroken. We attempted to work as we have many out of state and International clients, but it did not feel right so we did what we have rarely done in the history of Mugsy – we shut the office down, turned off the laptops and phones, and we walked away for a bit.

“How long until we should pitch South Florida media again?”, “Should our South Florida clients throw fundraisers or does it seem like a contrived pr move?”, “What do we do about events in the coming month – when is it proper to start promoting again?”

We discussed internally and sent notifications to all of our clients advising next steps. For those outside of Florida we explained the situation and asked for a few days of patience and understanding.

And while we have always had procedures and protocol on what to do if there is a client crisis, a national crisis, a weather situation (hurricanes, etc), we created an internal procedure as well for when Mugsy just needs a moment.

Now in March, everyone has been coming back to the office, and the work is strong, but the team is stronger. We look forward to blogging and working with our clients and the media, but with a renewed passion for change and a desire to tell the bigger stories.

We thank everyone for their patience over the last few weeks – now back to the regularly scheduled Mugsy madness!