The public relations team at Miami International Airport adheres to a well-defined process with each story it wants to spread: Specialists are assigned elements of the story best aligned with their skills, a matrix defines the elements of the project (goals, tasks, status, etc.), tasks are assigned and clarified, a project coordinator is named, and a timeline is established. A liaison for internal and external stakeholders coordinates follow-up meetings and measurement. This process is applied to each project—like telling the story of the airport’s distinction as America’s flower gateway (More flowers destined for florists come through Miami International from international locations than any other airport). The tale was told in conjunction with International Women’s Day, with 20,000 fresh-cut flowers distributed to passengers on that date. The story included a press event (including a behind-the-scenes tour), a social media campaign, in-airport advertising, and more. Significantly, the press conference announcing the event was held on Valentine’s Day.