Basic Info

Patrice Tanaka
Contributor Status:
Native AdVice
Initial Contribution Date:
Primary Location:
New York, NY, USA

Career Info

Primary Industry:
Coaching / Training, Management Consulting
Personal Career Headline:
Founder & Chief Joy officer Joyful Planet LLC
Business Description (One-Liner):

Serial entrepreneur, author, public speaker, consultant focused on “purpose”

More Business Details:
Service Oriented Business
More Career Details:
Author, Serial Entrepreneur
Experience Timeline:
41-50 years of work experience

My Native AdVert

Career Snapshot:

Patrice Tanaka is a serial entrepreneur, having co-founded three award-winning, PR & marketing firms and, most recently, Joyful Planet, a Business & Life Strategy Consultancy to help individuals and organizations discover and live their purpose and unleash their greatest success, fulfillment and joy. This is the subject of Patrice’s best-selling new book, Beat the Curve (2016), co-authored with renowned management consultant and coach, Brian Tracy.  Her chapter is entitled, “Live Your Life’s Purpose and Unleash Your Joy.”


Patrice has been honored by many PR, marketing, business and civic organizations, including PRWeek (2016 Hall of Fame inductee), Public Relations Society of America (“Paul M. Lund Award for Public Service”), The Holmes Report (“Creativity All-Star” Award), New York Women in Communications (“Matrix” Award), Association for Women in Communications (“Headliner” Award), Girl Scouts of Greater New York(“Woman of Distinction” Award), Working Mother Magazine (“Mothering That Works” Award), Asian Women in Business (“Entrepreneurial Leadership Award”), University of Hawaii (“Distinguished Alumni” Award), among others. 


Leadership development for women and girls is what Patrice has long been focused on.  She believes we need more women seated at every leadership table.  Patrice spends many hours serving on the boards of non-profit organizations dedicated to helping women and children, including the Girl Scouts of Greater New YorkDancing Classrooms, and the American Friends of The Phelophepa Train of Hope (South Africa). She is also an avid ballroom dancer, tennis player, traveler and lover of soulful conversations over good food and wine, preferably a Reserva from Rioja.


My Native AdVice

How did you get into the industry?:

I was working for a small newspaper in Hawaii and someone offered me the position as PR Director of the Inter-Continental Maui in Wailea.  I wasn’t quite sure what PR people did at the time, but my thought process went like this:  I get press releases from these people; I could write these releases, therefore, I could do PR.  It was silly and simplistic, I know, but that’s how I got into PR.

What Else To Know

Tell Us More:

How does your firm utilize social media and stay ahead of competitors?
We have a group of about 20 “Socialites” – that’s what they’ve dubbed themselves – who make it their mission to stay on the leading edge of social media and to inform and educate the rest of our 180 employees at PadillaCRT.  We also use Yammer, an internal Facebook-like program, to connect all 200 employee so that we can communicate and share information and insights quickly and easily.  And, our agency’s Buzz Bin blog has been ranked as one of the “top 25 PR industry blogs.”

What is a great night out like to you?
Going to Dizzy’s Club Coca Cola for great jazz or staying in with friends and catching up over some nice reserva wines from Rioja.

t brands do you rep and what is the niftiest PR move you have implemented for them?
Wines from Rioja (Spain), Prosciutto di Parma, KitchenAid, Barnes & Noble, BASF, Rockwell Automation, Merck Consumer Care, Girl Scouts of the USA, United Healthcare, among others.  One of the accomplishments I’m proudest of is that our integrated marketing campaign for Rioja Wines has increased shipments by 45% over the past three years and the brand awareness we’ve generated for Spain’s oldest and most prominent wine region contributed to a Rioja wine being ranked #1 on three major lists of “top wines of 2013,” including the Wine Spectator.

What would you say are the top two personality traits someone needs to do a PR job well?
Passion and perseverance.

Who is your mentor and how do you stay so successful in the PR industry?
I have many mentors, including Mark Raper, president, and Lynn Casey, CEO, of our new agency, PadillaCRT.  Each of us used to run separate, highly regarded PR agencies.  Today, our new agency, PadillaCRT, created last September, is a roll-up of all three firms.  If I’m successful, it’s because of three “themes” that are common to Mark, Lynn and me:  “collaboration,” “creativity” and “community.”  I believe all three are essential to creating an innovative organization that can flourish and succeed.

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