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Common Misconceptions About PR


Common Misconceptions about PR“It’s so glamorous!” “Really, how much work can go into PR?” “Social media is most important — who needs PR?”

These are all common misconceptions about the highly demanding field of public relations. We at Fort Lauderdale PR firm Durée & Company, which has been serving local, national and international clients for nearly 20 years, know what it takes to be a successful public relations agency. Strategic thinking, behind-the scenes stamina, long and demanding hours, working hand-in-hand with clients, and oh yes, an incredible amount of dedication are all resounding qualities of a successful PR professional.

And while we do wear many hats, there are a few common falsehoods we have discovered that people think about the PR field:

  • PR isn’t hard; anyone can do it.

Au contraire. Learning the basics of PR can be easy — but how one utilizes the skills that this business demands defines how she can help a client achieve success. PR requires a unique professional skill set, extrovert personality, and highly vigorous work ethic. Not so easy to come by.

  • Working in PR is one giant party.

Unless a “giant party” is working tirelessly to strategize, develop important business and media relationships, and constantly come up with creative ways to promote clients, then this is just plain wrong. Those of us in PR may make many strides at events, lunch meetings and conferences, because that is where we are working to meet reporters, make connections and share our clients’ stories.

  • PR has no business value.

Actually, PR creates business value. Every company feature, executive profile, product placement, special event — the list goes on and on — ultimately has the power to build credibility in the market, and increase an organization’s profile for the better. In the long run, this has the ability to boost a bottom line, time and time again.

  • Social media triumphs all.

Guess what? Not everyone uses social media. While this is a wonderful tool for PR professionals to get the word across to diverse audiences, it won’t get across to all audiences. As PR professionals, we know how to use many tools — from targeted media placement, to special events, to orchestrated marketing tactics — to get the word out.

  • PR results are guaranteed.

Never. Journalists are constantly pulled in many different directions. Breaking news can eliminate another story in an instant. It’s a PR professional’s job to diligently pitch, and open every door of opportunity, for a client’s story. Any PR person who guarantees results is wrong. Any PR person who “underpromises and overdelivers” — that’s a true professional.

  • PR pros control what journalists publish — and when.

PR is not paid advertising. What PR pros pitch may very well not be what ends up in print or on the screen. It may not run when the reporter said it would. There are so many facets of the publishing process that are out of PR pros’ control. However, PR pros make every effort, in every way possible, to open smart doors of opportunity for clients.

  • Results from a dedicated PR effort happen overnight.

Rome was not built in a day, and neither is effective PR. One press release or campaign is most likely not going to go viral. PR efforts take time, consistent work and nurturing to get successful results.

Do PR pros get dressed up sometimes and go to fancy-schmancy events? Yes. How many hours of work go behind knowing whom to talk to, what to say, and how to say it at that event? Endless.

There is strategy, dedication, knowledge, experience and honesty behind every move that a successful PR pro makes. Don’t be fooled by the occasional glitz and glamour.

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.

 

3 Reasons Why Your Company Blog Still Matters


 

Without a doubt, content is king when it comes to digital communications. There are many opportunities to connect with your audience, and it’s important not to forget corporate blogs hosted on your website. At Durée & Company, we know and leverage the power of blogs and owned content as part of our brand and our clients’ digital footprint. Recently, our client Gulfstream Park created their oen company blog. In honor of our client’s latest blog launch, we’re sharing three reasons why your company should blog in 2018.

  1. Owning Your Content

Blogging can be integrated into your brand’s existing content strategy, generate leads to your website and support your offline marketing efforts. By owning your content, you have complete control over what is said about your brand. You also have more control of how your brand’s message is distributed and received, with access to the direct results.

  1. Improve Your SEO

Blogs still play a crucial role in purchasing decisions. Web searches can lead current and future customers to your page. By using strategic keywords in your blog, customers searching for a particular service or product will be directed to your page. Regularly updating your website with blog content can improve your SEO by tying in key trends and search terms your audience might be searching.

  1. Build Authority and Trust

Blogging allows your company to speak on relevant topics within your company’s industry with authority. Your blog can speak to your company culture and process, plus it works without the noise found on social platforms. Speaking to industry trends or highlighting relevant news also increases your company’s credibility in the field. An updated website with relevant content gives visitors a full view of who your brand is and supports a lasting relationship with your customers.

Having your own company blog still matters in 2018. Company blogs allow you to create sharable content that points your company as the authoritative voice in your industry while improving SEO to bring in more customers.

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.

 

Master Social Media with Any Budget


Last week Durée & Company CEO Durée Ross participated in a panel at the 2018 Broward and Beyond Business Conference hosted by the Broward County’s Office of Economic & Small Business Development about social media. She shared tips on keeping up with the latest trends, allocating an effective budget, the best content to share and so much more. Many of the questions posed are things that all businesses – big or small – struggle to answer. D&Co is here to provide some answers!

A limited budget:

With a limited budget, drilling down to your main goals and preferred outcomes becomes even more important. Decide who your main audience is and target them first. Be highly specific in your outreach so that every dollar counts. Social media is becoming an increasingly ‘pay-to-play’ space, and strategic spending, even with a small budget, can exponentially increase the reach of your message.

Content:

Focus on delivering quality, value, consistency and authenticity to your audience. Every post should tie in to the story you are trying to tell and be a compelling piece of your social media plan. Always use images you own the rights to and make it a point to expand video use on all of your channels. Don’t be scared of video! Viewers look for authenticity and a video from your smartphone will get just as many (if not more) views than one created in a professional studio.

Growing your social presence:

Your social presence can grow with your brand. Just like you wouldn’t open ten stores at once, start with one or two social accounts. This will keep you from overextending and give you time to learn what your audience responds to on a smaller scale. Once you feel confident on one or two channels, expanding won’t seem overwhelming but just another way to reach a larger audience.

Trends and tools:

Digital and social media are almost interchangeable terms these days. While websites are still incredibly important to any business, social media is a place where your audience can not only learn about your brand – but also engage with it. The right tools can help you capitalize on this by monitoring activity and allowing you to measure outcomes. This data allows you to see what works and what doesn’t and should be a huge driver in creating and refining your social media strategy.

What are your top tips for social media? Share them with us!

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.