How to Start Your Career in PR


If you are thinking about beginning a career in PR, there are a few things you should consider before jumping in.

1. Establish Your Expectations

It is important to manage your expectations and be sure that the career you want to have is realistic for you. Of course, there are many fabulous and glamorous PR jobs, but that is not the whole of them. It is important to research particular jobs that are available in the industry, and familiarize yourself with the requirements, expectations etc. Some PR jobs involve more high-pressure situations than others, so consider how you work under tight deadlines and other pressures, and choose your PR job accordingly.

2. Keep Up-to-Date and Communicate

PR professionals have an awareness of current events and trends. If you enjoy keeping up-to-date with the media and world events, you may be a good fit for a career in PR. Another essential trait for the PR industry is the possession of stellar communication skills. In general, PR professionals are considered extroverts. They are not afraid to communicate with a wide variety of people, including clients and media outlets. Being extremely communicative is important in the PR world.

3. Be Organized

It is very important to stay organized and be a good planner.  Multi-tasking skills are also very valuable, as you will likely be working on multiple campaigns at one time, unless they are very large national and international campaigns. It is important to give your full attention to a campaign you are working on, so even if you are shuffling multiple campaigns, you have to be able to focus on the task at hand. That said, planning for future events and remembering deadlines is essential as well. When working with the media, deadlines are usually farther off, and must be watched closely so they are not missed.

4. Network

This goes along with being extremely communicative, but it is very important for PR professionals to constantly expand their professional network. PR professionals know what is going on in the world, because they are constantly communicating with people in their network. They are in sync with media outlets, and are attending events where they can meet other professionals in their industry. Working in PR means developing working relationships with a variety of individuals, businesses and organizations.

5. Improve your Writing Skills

As important as verbal communications are in the industry, writing and editing skills are also highly valuable. The ability to write, edit, and submit a press release is an essential part of working in the PR field. Much communication today is done over email or by other digital methods.  Writing effective copy that is grammatically correct is extremely important and will be noted by clients. When submitting a press release to a media outlet, it is important that the document be easily read and understood. This ensures that the message is clearly relayed, even when passed through multiple parties.

These are just a few things to think about when considering entering the PR industry. With proper research, you can be fully prepared to join the exciting and ever-changing field of PR.


Three is a Wonderful Number for the Stevie Awards

In 2012, our public relations firm, Durée & Company, was thrilled to win the Bronze Stevie® Award (also known as The American Business Award) for the first time, for Female Entrepreneur of the Year, in the category of firms with fewer than 10 employees. After all, The Stevie Awards are known as the world’s premier business award competitions.


And then in June 2013, we at Durée & Company were elated to win the Silver Stevie for Communications or PR Campaign/Program of the Year – Reputation/Brand Management. The recognition was for my PR team’s work on Boys & Girls Clubs of Miami-Dade Campaign: Reinventing a 73-Year Tradition.

Low and behold, on Wednesday, Oct. 9, we were notified that we were once again named a Stevie finalist!  On this occasion, our team is being honored in the category of Communications or PR Campaign of the Year – Crisis Communications for “Turning a South Florida Crash into a Happy Ending Across the Nation.” Gold, Silver and Bronze Stevie Award winners will be announced during a gala event at the Marriott Marquis Hotel in New York on Friday, Nov. 8.

A little background: The Stevie Awards for Women in Business honor women executives, entrepreneurs, employees and the companies they run – worldwide.

Kudos to our dear friend and client Eris Thomas, CEO of Coral Gables Executive Physicians, who is a finalist in the Female Entrepreneur of the Year category this year.

While the first Stevie Award was a thrill, with this latest recognition, to say that we’re happy, ecstatic and over the moon is a gross understatement. Maybe in the spirit of the day, we’ll just say what we’re really feeling three times with gusto – thank you, thank you, thank you!

Can’t make it to Rio? Go to Chima!

logo chima_white_bg

Our restaurant roster is growing! We are pleased to welcome our new client, Chima Brazilian Steakhouse on the trendy Las Olas Blvd. in downtown Fort Lauderdale. As the name implies, Chima grills wonderful meats, vegetables and seafood for tableside serving, with a cultural flair.

Chima is one of those places you look forward to for special occasions, a unique experience or just a reason to dress up and dine in true style. Everything about the menu, ambiance, service and atmosphere speaks to Brazil. Can’t make it to Rio? Go to Las Olas.

Insider Tip! With the arrival of fall, Chima is reintroducing its popular Grilled Prawns Skewer.

Available for a limited time, the Grilled Prawns Skewer delights with its unique seasoning combination of salt, garlic, coconut milk, lime juice and olive oil. Marinated and grilled to perfection, unlimited portions of wild caught, easy peel white shrimp are a highlight of Chima’s seasonal menu.

We’re getting hungry. Who’s joining us at Chima?