Tag Archives: public relations

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.

 

Final Residences Released in Zenodro Homes’ The Retreat and Serenity Townhomes, Luxury Vacation Homes Situated in Orlando’s Four Corners Region


Orlando, Fla. Lusant Ordoñez, co-founder and CEO of Zenodro Homes, a fully integrated real estate development company, is pleased to announce that the final residences have been released at the company’s The Retreat and Serenity communities, both offering ZEN-ECO (eco-friendly) vacation townhomes. Both offer serene views of a natural conservation area and peaceful waters.

Situated in the Four Corners region of Greater Orlando just 2¼ miles from Disney, the townhomes, part of Zenodro Homes’ The Dream Resort, six eco-friendly communities (The Retreat, Serenity, Hidden Forest, Tranquility, Sunrise Pointe and Hidden Lakes) are situated on 145 acres of nature. The homes are in the area off West 192, which is being called the new I-Drive (Disney is adding a new entrance). The Dream Resort is Orlando’s first modern vacation home community.

“The townhomes in The Retreat and Serenity create the perfect balance between both a sunshine lifestyle and nature itself,” said Ordoñez. “The booming trend of vacation home ownership means a second home that owners can enjoy when they want, and an active investment while they are away. Zenodro Homes offers top quality construction at some of the most desirable prices in the market.

“We pride ourselves on using only the latest building techniques and practices to create these high-end, modern, new construction vacation homes, perfect for the sunshine lifestyle in fabulous Orlando,” he continued.

Zenodro’s preferred property management company is Vacation Homes Collection, an entity of the CVC Group, the fifth-largest tour operator in the world and the largest in Latin America. Vacation Homes Collection operates 1,200 retail stores in Brazil, has 14,000 tourist agents, and over 100 distribution channels.

Zenodro Homes is currently self-funded; the company requires no bank loans for construction. Renters can use the residences about 75 percent of the time, and the owner can use it 25 percent of the time (90 days) in order to receive the rental income promised. Rental contracts are offered by Vacation Homes Collection. There are blackout dates.

Prices for townhomes in The Retreat and Serenity communities range from $249,900 to $259,900. A two-year rental contract is $52,608.

All of the townhomes have been designed with unique features including mature landscaping, and solar powered street lights along winding roads (Zenodro Homes are the first to feature off-the-grid streetlights.) Each of these energy-efficient homes offers best building practices, standard lots and state-of-the-art, energy-efficient appliances. The homes use Corefill 500 injected foam block insulation, Icynene spray foam and smart thermostats.

A solar powered Eco-Club in each neighborhood, available to residents and their guests, offers amenities including a fitness center, game room, lounging areas, resort-style pool with sun bathing area, covered outdoor seating, hot tub and restrooms.

In both communities, living and kitchen areas are an open plan, to offer a feeling of sprawling space and comfort. Bedrooms and bathrooms boast a touch of high-end living in beautiful surroundings. Both were created with the entire family in mind.

  • The Retreat offers 88 eco-friendly vacation townhomes, complete with serene views and distinctive features throughout, within a secluded natural setting of 20 acres of nature and conservation.
  • The 136 Serenity townhomes each provide a tranquil waterside view within 40 acres of calming Florida nature, creating a special ambiance for residents.
  • Both The Retreat and Serenity offer the Adalia model (2,038 total square footage) and the Eliora model (2,153 total square footage). There are four townhomes per building. Interior features, among many others, include:
  • Three bedrooms and three bathrooms
  • European-style wood cabinets in kitchen and bathrooms
  • Granite countertops with waterfall edge and full height backsplashes
  • Designer Moen fixtures and hardware
  • Heated private pool
  • Spray foam insulation
  • 9’4’’ high ceilings
  • 24’’x 24’’ porcelain tiles
  • Open plan kitchen and living area
  • Sun deck

About Zenodro Homes
With over 20 years of experience, the family-owned and operated Zenodro Homes is a fully integrated real estate development company. The company has positioned itself at the cutting edge of constructing environmentally friendly Orlando vacation townhomes, designed to work with nature itself. It has built over 250 homes in South and Central Florida. Just 2¼ miles from Disney, the eco-friendly resort-style communities of The Dream Resort: The Retreat, Serenity, Hidden Forest, Tranquility, Sunrise Pointe and Hidden Lakes, offer a priceless new lifestyle. Zenodro Homes’ expertise ranges from custom luxury residences, complete vacation home communities, residential condominium communities and single family home communities. For more information, visit zenodro.com, call 407.831.4600 or email INFO@ZENODRO.COM.