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10 Skills Needed to Pull Off a Successful PR Campaign


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At Fort Lauderdale-based public relations firm Durée & Company, we’re always working to polish our PR skills. And while we spend a lot of time with newer channels including social media and digital marketing, it’s always time well spent to go back revisit some “PR 101” initiatives.

It takes a distinct constellation of attributes to be a successful PR professional, but it also requires a specific skill set to execute a successful PR campaign. Below, we put together a list (because we love efficient lists!) of skills needed to pull off a successful PR campaign, including tips to think about while strategizing your campaign.

  1. Research – Know the industry and market in which you’re creating a campaign. Tip: Details count!
  2. Competition – Know what is unique about your product or service. Tip: What separates you from the competition?
  3. The Hook – Know what’s newsworthy. Tip: What will ‘hook’ the media in your campaign?
  4. Strategy – Have clearly defined goals and objectives. Tip: These should be realistic and obtainable.
  5. Features and Benefits – Know the features and benefits of your product of service. Tip: Think what will attract the end user?
  6. Elevator Pitch – Create brief, bulleted talking points about your product or service. Tip: Make it so succinct that you could deliver in a short elevator ride.
  7. AP-Style Writing – All written communication must adhere to the Associated Press Stylebook. Tip: Invest in an AP Stylebook.
  8. Appropriate Contacts – Do your homework. Tip: Know the media outlets you are pitching and what the reporters at each outlet would be interested in.
  9. One Size Does Not Fit All – Customize each pitch to the appropriate outlet. Tip: Never mass email.
  10. Follow Up, Follow Up and Follow Up. Persistence and tenacity pay off here, but be polite and professional. Tip: Confirm receipt of the email. Inquire if any additional information is needed. Confirm attendance if it’s for an event.

Each of these skills are necessary in achieving a successful PR campaign. Although some may seem like no-brainers, it’s always good to revisit this information every once in a while, as this fast-paced industry is always changing.

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 estate, public relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.

 

 

 

Infographics: Getting the Full Picture


infographic v2The amount of information that a person digests on any given day is tremendous. At Durée & Company we are always challenging ourselves to find interesting, efficient and unique ways to present information. Understanding that consumers react positively to images and graphics, we have started utilizing the tool that has won over industry professionals: the infographic. Infographics have become increasingly popular in media for their quick and concise way of relaying information on a particular subject. They have also become a fun way to learn about something in a visually captivating way.

Infographics, a combination of the word “information” and “graphic,” are a visually engaging way to represent information and data. Many professionals agree it is one of the most effective strategies in an overall digital marketing campaign. Its popularity can also be attributed to the fact that humans process visual content faster than written content. They enable information to be in-depth without the strain of heavy reading. Media that we pitch likes “snackable” content and also likes the condensed easy-to-use format of infographics. A successful infographic can be shared across a wide range of audiences.

At Durée & Company, we are always taking note of the latest industry trends. In the case of infographics, our President Durée Ross stumbled upon a recent article from Entrepreneur magazine that examined the growing trend in adult internet users in the U.S. turning to social media platforms to obtain news. We thought we would take this opportunity to create an infographic to illustrate this information. Take a look and see if you agree!

The infographic illustrates the percentage of internet users and the various social media platforms from which they obtain news. The number is as high as 70% for Reddit.com in a 4,654 participant PEW study. A close second is 66% which is attributed to Facebook, 59% for Twitter and even 31% for LinkedIn.

As social media continues to evolve, it is important to stay on top of the latest trends in order to keep the interest of your audience. What’s next? We’ll be sure to let you know!

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 estate, public relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.

Taking Notes: The Public Relations Boutique International Conference


13239313_1143981902299454_2512758614075238968_nPublic relations is constantly evolving and the top PR agencies are always striving to deliver the best value for their clients. No one knows this more than Durée & Company President, Durée Ross who recently traveled to the annual Public Relations Boutiques International (PRBI) 2016 conference in San Francisco. (A special thank you to Impress Labs for hosting!) With public relations professionals from all over the world in attendance, the conference featured diverse viewpoints and productive conversations on a variety of topics.  Durée shared her take aways from this valuable conference, including what avenues an agency can explore to enhance client experiences, efficient use of resources, and what defines great work.

For four days, Durée attended presentations from impressive industry leaders who delved into their best practices, the mourned pitfalls and their perception of the rapidly expanding and evolving industry. Some of the most memorable highlights of the event came from the content marketing expert Jason Miller of LinkedIn who looped attendees in on the best way to achieve “Face-Melting Content Marketing ROI”. His comparison to the bandKISS as a perfectly blended modern marketing team had to be one of the most captivating ways to describe the importance of successful branding!

Michael Pranikoff, Global Director of Emerging Media for PR Newswire, highlighted the reward of modifying blog posts into press releases, writing them in a direct-to-consumer style, and then releasing them via a web release. It was a great way to learn the ever evolving distribution strategy in today’s direct-to-consumer content world.

The entire conference was insightful, but a trip to Facebook headquarters brought the most excitement. (And we’re not just Public Relations Boutiques Internationaltalking about getting stuck in an elevator for two hours!) PRBI conference attendees were exclusively invited by Facebook who conducted a tour and presented an array of topics by some of the most prominent influencers and marketing strategists on the platform. The information shared was extremely valuable and we are fortunate as an agency to benefit from the insight Durée passed along to us.

As social media continues to play a significant role in the
communications strategy for our clients, it is imperative that we stay well informed and utilize our expertise to best advise our clients when it comes to interacting with the public, creating content and sharing images.

The lesson of the week? Learning is a lifelong endeavor, and the Durée & Company team is always eager to embrace new opportunities for learning. It’s also beneficial to hear new and different perspectives from both industry veterans and emerging innovators and to play an active role in those conversations.

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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 estate, public relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public Relations, Social Media, Marketing, Advertising, Special Events, and Radio Promotions and Outreach.