Tag Archives: legal

Three Tips to Master Newsjacking


Recently the Durée & Company Dynamos had a chance to learn more about newsjacking from marketing expert David Meerman Scott. Newsjacking refers to the practice of finding timely content and relating it to your brand. This is an essential tool for public relations professionals and a great way to catch the eye of a journalist by providing a different angle. Our firm has been successful with newsjacking for our clients when appropriate, most recently pitching and securing our law client as an expert in a story about a significant class-action lawsuit. Newsjacking occurs between the time the news is breaking and when journalists are scrambling for info. Here are three tips to put this practice into action.

  1. Stay Relevant:

Time is of the essence and monitoring both local and national news sources and social media can keep you abreast of developing news stories to connect with your brand. Keep your news sources varied for a complete look at what’s going on in the world. In between stories, reporters are looking for angles and other newsworthy stories on sources like Twitter moments, local newspapers and Google News. Newsgathering happens in real time and it can encompass anyone who steps forward quickly with credible input. The life span of a story can’t always be measured and therefore it’s best to respond expediently to have a higher chance of connecting to the story.

  1. Choose Wisely:

Not every story will have an angle for your clients. While expediency is the best way to get featured, do not sacrifice your brand for the sake of timeliness. Know the story as best as you can and trust your gut. Stories can develop and more facts can come out that could hurt your brand. It’s not about connecting with every story – but rather about finding the right story. There are specific rules of thumb when it comes to choosing a story, such as avoiding political and religious stories. Give yourself ample time to understand the story before responding.

  1. Add Value:

We’ve all been a witness to Newsjacking that has gone awry for the parties involved. Learn from those mistakes and remember that your insight and commentary should add value and not sell. This tool in public relations can serve to connect your brand to a new audience and even shed a positive light. It’s about awareness rather than sales. There is immense value in being a thought leader in today’s market – use newsjacking as an opportunity to expand your brand by relating it to a story your audience is engaging with.

Now it’s your turn! Share with us your favorite examples of newsjacking on Twitter @DureeCoPR!

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.

Quick! Pop Star’s Legal Matters Spawn Nationwide PR for Law Firm


LizTiming. In public relations, it means everything. When music icon Prince suddenly passed away on April 21, 2016, fans across the world, including all of us at South Florida PR firm Durée & Company, were saddened and shocked. A few days later, it was revealed that Prince left no last will and testament. Headlines read, “Who would inherit Prince’s estate?” Instantly, estate planning became national news and we had the perfect source.  One of our clients, leading full-service law firm Lubell Rosen, could provide valuable insight.

Immediately, Lubell Rosen Partner Liz C. Messianu, Esq., who leads the firm’s Probate, Estate and Trust practice, drafted a commentary on the legal ramifications of Prince not leaving a last will and testament for his estate, valued at approximately $400 million. Then, we at Durée & Company sprang into action. We quickly polished the drafted piece for media and pitched the Daily Business Review, which published it. That very day, Lubell Rosen received dozens of calls from people urgently requesting a last will and testament.

It didn’t stop there — we saw another story. We contacted Reuters, which was doing a national article on the uptick in people wanting TIME-Magazine-Logowills as a result of Prince’s death. We advised Ms. Messianu to make herself available immediately for interviews, and she did. It made a huge impact across the nation. When that story was published over
the newswire, it was picked up by additional media outlets, including Time magazine, The Economic Times and St. Louis Post-Dispatch. Now, millions were reading about the importance of having a last will and testament, as explained by our South Florida client. Our fast action and a strong sense of newsworthiness made it all happen.

Plus, we turned our PR success into a marketing opportunity for Lubell Rosen. We swiftly created an eblast, which was sent to Lubell Rosen’s entire database, promoting Ms. Messianu’s article article and Ms. Messianu herself.

We are pleased to work with Lubell Rosen, a law firm dedicated to providing full service representation as well as defending and protecting entrepreneurs and business owners, physicians, health care professionals and businesses in the health care industry. The firm has been our client since 2013. In fact, we recently played an integral role in helping the firm jump 13 spots from No. 55 in 2015 to No. 42 this year, in South Florida Business Journal’s ranking of Top South Florida Law Firms.

PrintAt Durée & Company, we are pleased to represent some of the most successful South Florida law firms within several different practice areas. As of May 1, 2016, there were almost 90,000 lawyers in good
standing practicing in Florida. That makes it critical for attorneys to stand out — and that requires an edge. We provide that edge. We have the knowledge, expertise and valuable media relationships to get the word across about our legal clients’ legal victories, offerings, awards and recognitions, certifications, licenses and even their good deeds within the community.

Great public relations is paramount for law firms. Lubell Rosen’s exposure regarding the need to have a last will and testament was made possible by Durée & Company’s expertise. Our firm members saw the opportunity to have our client serve as a source for a national story. It worked. Allow us to help your firm also achieve public relations success.

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.

D&Co Legal Clients are Most Effective Lawyers!


PrintAt award-winning PR firm Durée & Company, we are pleased to represent several South Florida law firms. Not only do we spread the word about these clients’ good work inside and outside of the courtroom, but we also nominate them for many important legal awards to further showcase their expertise.

One of these awards is Daily Business Review’s (DBR) Most Effective Lawyers. When DBR notified us that the publication was taking nominations for the 11th annual 2015 Most Effective Lawyers – we jumped on the chance to nominate our client Lubell Rosen’s Partners Steven L. Lubell, Esq. and Aldo M. Leiva, Esq. in the practice area of medical malpractice.

Daily Business Review - Lubell Rosen - Defense Team Stresses Honest Mistake in Deposition - 12-7-2015On Dec. 4 at the awards’ recognition luncheon at the JW Marriot Miami, Mr. Lubell and Mr. Leiva were honored as the two award winners from nine finalists in the medical malpractice category. The awards were based on tangible results and impact, and the lawyers were judged on the critical benchmark of client results.

We very much enjoy working with our legal clients and heralding all they do for the South Florida community. Nominating them for awards is a great pleasure, as we get to spread the word about their professional success, compassion, and dedication to the field of law.

Congratulations to Mr. Lubell and Mr. Leiva!