Tag Archives: Thought Leadership

Stay Ahead of The Curve: Emerging PR Trends for 2018


In the last year, brands and publications have seen significant changes to the media landscape. At Durée & Company, we’ve kept our clients competitive in their diverse industries by adapting to and leveraging emerging trends year after year. What do we think is in store for marketing and public relations in 2018?

  1. Digital Storytelling and SEO

Brands can no longer afford to ignore their online presence and still grow their influence with customers. Human-focused storytelling will continue to grow, but the story will increasingly be told on an ever-growing variety of platforms. Search engine optimization (SEO) and other analytics tools will better inform and measure traditional public relations, bridging the gap between marketing, media relations, and digital media.

  1. A New Influencer Marketing Landscape

Influencer marketing is not just a buzz topic, but an integral part of many companies’ communication strategies. In the latter part of 2017, brands and influencers were forced to navigate a new media landscape following FTC regulations’ call for greater transparency around paid promotions. Public relations professionals will play a pivotal role in informing how brands and influencers work together and will continue to adapt the way they establish and leverage relationships. Fostering authentic relationships with key partners isn’t only buzz-worthy, but garners long-term success for marketing and campaign efforts.

  1. Thought Leadership Outside the C-Suite

Thought-leadership has long been a brand-building strategy, and in 2018, the thought leaders will be coming from outside the C-Suite. This shift avoids the pitfalls that come from changes in management and leadership while leveraging the audience’s trust in micro-influencers. These new voices will be coming from the accounting, production and sales departments to provide customers with diverse access points to a brand’s story. This trend also promises more opportunities for PR to leverage brand awareness.

Are you ready for it? We’re excited to adapt and grow within this new media landscape. Let us know your thoughts 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.

Conquering Content Through Thought Leadership


Savvy marketing and communications professionals know content is king. Many also know it proves to be an insatiable conquest. For those managing blogs, social media channels, PR materials, podcasts, videos or other communication vehicles, the need for new and engaging content is never ending. At Fort Lauderdale public relations firm, Durée & Company, our goal is to always help our clients reach their desired audience. Seems easy, right? But if your audience isn’t reading or seeing your content, how do you make that connection? Perhaps the problem lies in how the content is presented.

In years past, getting your published content across was very black and white. You could take out a paid advertisement, or you could pitch a particular story angle for potential editorial placement. Recently, the term Thought Leadership has made its way into our vocabulary as an emerging way to present content. As we see this more and more often, it’s important to know how it differs from traditional editorial and advertising.

What exactly is Thought Leadership?

Thought Leadership is the art of positioning your company as a leader in its field. It’s not editorial, nor is it advertorial. And, although it is a paid opportunity, it differs from an advertorial in its delivery. While advertorials are generally thought of as a means of self-promotion, Thought Leadership pieces are generally written to showcase the value an organization brings to its customers and clients. It also allows an organization to control the content messaging by plugging in key words that ultimately affect SEO.

Thought Leadership pieces are also not editorial, in that they are not news or stories, but instead an evergreen message that communicates the organization’s core ideology. When done correctly, Thought Leadership pieces say, “I understand my clients’ concerns.”

In the age of ad blockers and display ad fatigue (and not to mention a more educated content consumer), Thought Leadership has risen as a genuine way of communicating to your audience that is not self-serving. For example, a piece communicating a recent professional milestone (celebrating 25 years in business, perhaps) and thanking your loyal clientele is a great tactic.  The piece can also offer some sage advice on a particular subject (without giving away your trade secrets!) from your company’s leadership team providing value to the reader.

When done well, many may not realize they are consuming a paid Thought Leadership piece. That’s because the message is engaging, demonstrates value to the reader, and most of all, is done in your authentic brand voice.