On the Airwaves – My Love of PR

People shouldn’t discount radio. It still carries a lot of weight, especially in big drive-time markets like South Florida, where most of us are in our cars for long drives, seeking content we can hear versus read.

I was recently invited to do a little PR for myself on a radio show, Women in PR Blog Talk Radio during a chat with Anje Collins of Women In PR.  She asked me to talk about my start and the future of my profession. So I thought, if I were listening to myself on-air, I would want to know what inspires a person, to do what they do, where they find their daily motivation, and what do they see themselves doing five or 10 years from now. Would their job be fundamentally different or would just the tools of the trade change? Duree

Here’s what I shared: I fell in love with media relations at a young age (19) during a pivotal internship. The gratification of hearing, seeing and reading my work promoting a client’s product or organization was heady stuff. I knew I wanted to do this as a career from that point on, and I’ve never changed my mind.

On a daily basis, my clients motivate me. They come to me with challenges, and together, we create solutions. No client is the same as another, and no challenge feels like the last.

And finally, looking forward, the future of PR will remain as it always has been –based on strong relationships. Whether we are communicating through a blog or a magazine article, on TV or through a Web campaign, readers want to feel like you understand their issues and care about their worlds.

PR is also evolving into an efficient machine, where clients want to come to one person and ask them to do it all. Thanks to technology and those always-important relationships, my team is both physical and virtual, so we can mix and match our talents to best meet the clients’ needs.

Thanks to Women in PR for inviting me on their show. It was a blast! I hope my audio content makes someone’s drive time fly by! Here it is (I start after the 12-minute mark): http://www.blogtalkradio.com/womeninpr/2013/12/04/pitching-learn-how-others-pitch-to-the-media

PR Basics


So, what exactly is it that we do at Durée & Company? One entity of our firm is Public Relations – a multi-faceted field that requires the expertise, talent and outgoing personalities of our seasoned team members. To break it all down for you, we have answered a few simple questions below to describe what is the exciting field of PR.

Public Relations

1. the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

2. the art, technique, or profession of promoting such goodwill.

What is PR?

Public Relations (PR) means image management of a company or individual. Most often, this includes communication with media outlets in order to manage the image that is represented to the public. PR can bring positive press to a company or individual, and can help mitigate blowback when negative press is announced.

What types of individuals work in PR?

The people who work in PR are extremely outgoing and enjoy communicating with a wide variety of people. Those in PR are well-versed in pop culture and know the current happenings and trends of the world. They’re dedicated to maintaining the image and representation of their clients to the public.

What type of business can benefit from PR?

All types of businesses can benefit from PR. Getting the name of your business in front of a large audience is essential for building a client base. Advertising is one way to do this, but it can be quite costly. PR can be done on a variety of budgets, and can significantly increase the number of potential customers reached. It’s possible for a small business to use localized PR efforts to gain representation by smaller media outlets, while larger companies may need the help of a PR agency. But no matter the company’s budget, PR can pay off greatly.

What are the main tools used in PR?

◦ News releases

◦ Public service announcements

◦ Guest editorials

◦ Media tours

◦ Special events

◦ Sponsorships/contributions

◦ Press meetings

◦ Speaking opportunities

◦ Bylined articles

What is the main advantage of PR?

PR involves promoting the client through third-party media outlets. PR is different from advertising, which is done by the company and is sometimes viewed as untrustworthy by consumers. PR uses third-party outlets to distribute information about the client, which increases trust by the consumer. It has been validated that people are more likely to believe a third-party endorsement of a product or service, rather than an advertisement placed by the company itself. This is the distinct advantage of using PR in addition to advertising.

How can you access a PR publicist?

There are multiple ways to approach obtaining PR representation. One way is to go the route of an agency. PR agencies are established entities that have expertise in client image management and standing media connections. Working with a PR agency is great if you have available funds, because agencies offer a wide variety of exposure opportunities. It is also possible for a company or individual to hire a PR expert or publicist to officially represent them in the media. Hiring a personal PR publicist is effective both for smaller businesses, and for those clients who prefer to have more control over their media representation. Working with an agency or an individual are both good options, depending on the needs of the client.

Everyone can benefit from PR – but it takes the right PR experts to make it all work. If you’re interested in starting or increasing your PR efforts, be sure to contact us!

How to Make a Better Public Relations Pitch

The public relations pitch. If you’re in charge of your company’s public relations efforts, it’s the bread and butter of your job. If you can’t grab the media’s attention when you need it most, you’re in a lot of trouble. Fortunately, if you’re just starting out or if media interest has been low lately, there are a number of methods you can utilize to revamp those pitches and start getting results.

First of all, your subject line needs to do half the work. That’s the first part of the e-mail that anyone is going to see, and it has to work to get people to open the message. Make your subject line the headline of the story. Not only does that get your mind focused on writing captivating copy, but it shows your media contacts the potential your story has for their outlet.

Second, no one likes feeling like part of the crowd. Personalize your e-mails as much as possible. Ideally, it should go beyond simply mentioning the reporter by name, as everyone knows there is software available to do that. Reference anything that shows that a person (and not a computer) customized it, especially for their outlet, and why you thought this would be a good story for them.

Along the same lines, you need to make it clear why they should care about your story. Maybe it’s because the news is something their readers care about. Maybe it’s because of something the recipient had mentioned once. If you can’t think of why the recipient and their audience should care about your message, then don’t bother sending it.

Last, make sure the message is available on your company’s website, and include the link in the e-mail you send out. Besides giving people a place to find it, it’s also an excellent tool for SEO.

If you haven’t had much luck lately with your PR pitches, take time to re-analyze them and apply the above pointers. Don’t be afraid to call some of your contacts, too, and ask them if there’s something you’re doing wrong.