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PR Basics

By December 5, 2013May 31st, 2018No Comments
public relations Durée and company pr

PR

So, what exactly is it that we do at Durée & Company? One entity of our firm is Public Relations – a multi-faceted field that requires the expertise, talent and outgoing personalities of our seasoned team members. To break it all down for you, we have answered a few simple questions below to describe what is the exciting field of PR.

Public Relations

1. the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc.

2. the art, technique, or profession of promoting such goodwill.

What is PR?

Public Relations (PR) means image management of a company or individual. Most often, this includes communication with media outlets in order to manage the image that is represented to the public. PR can bring positive press to a company or individual, and can help mitigate blowback when negative press is announced.

What types of individuals work in PR?

The people who work in PR are extremely outgoing and enjoy communicating with a wide variety of people. Those in PR are well-versed in pop culture and know the current happenings and trends of the world. They’re dedicated to maintaining the image and representation of their clients to the public.

What type of business can benefit from PR?

All types of businesses can benefit from PR. Getting the name of your business in front of a large audience is essential for building a client base. Advertising is one way to do this, but it can be quite costly. PR can be done on a variety of budgets, and can significantly increase the number of potential customers reached. It’s possible for a small business to use localized PR efforts to gain representation by smaller media outlets, while larger companies may need the help of a PR agency. But no matter the company’s budget, PR can pay off greatly.

What are the main tools used in PR?

◦ News releases

◦ Public service announcements

◦ Guest editorials

◦ Media tours

◦ Special events

◦ Sponsorships/contributions

◦ Press meetings

◦ Speaking opportunities

◦ Bylined articles

What is the main advantage of PR?

PR involves promoting the client through third-party media outlets. PR is different from advertising, which is done by the company and is sometimes viewed as untrustworthy by consumers. PR uses third-party outlets to distribute information about the client, which increases trust by the consumer. It has been validated that people are more likely to believe a third-party endorsement of a product or service, rather than an advertisement placed by the company itself. This is the distinct advantage of using PR in addition to advertising.

How can you access a PR publicist?

There are multiple ways to approach obtaining PR representation. One way is to go the route of an agency. PR agencies are established entities that have expertise in client image management and standing media connections. Working with a PR agency is great if you have available funds, because agencies offer a wide variety of exposure opportunities. It is also possible for a company or individual to hire a PR expert or publicist to officially represent them in the media. Hiring a personal PR publicist is effective both for smaller businesses, and for those clients who prefer to have more control over their media representation. Working with an agency or an individual are both good options, depending on the needs of the client.

Everyone can benefit from PR – but it takes the right PR experts to make it all work. If you’re interested in starting or increasing your PR efforts, be sure to contact us!

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  1. Official Rules: Entrants must fill out all required fields on the entry form to participate in the Contest. After submitting the required information on the entry form, the entrant will receive one (1) entry into the 20/20 Contest. The Contest will begin on January 20, 2020 at 8:30 A.M. ET and end on February 20, 2020 at 8:30 A.M. ET (“Contest Entry Period”). All times in the Contest refer to Eastern Time (“ET”). Contest is subject to all applicable federal, state and local laws. Limit one (1) Entry per company during the Contest Period. Entries generated by a script, macro, or other automated means or by any means that subverts the entry process will be disqualified. Entries must be received before January 20, 2020 at 8:30 A.M. ET to be eligible for the Contest.

 

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  1. Prizes. The Winner(s) of the Contest (the “Winner”) will receive 20 hours of free services per month for 3 months. No cash or other prize substitution shall be permitted except at Durée & Company’s discretion. The prize is nontransferable. Any and all prize-related expenses, including without limitation any and all federal, state, and/or local taxes, shall be the sole responsibility of Winner. The prize is awarded “AS IS” and WITHOUT WARRANTY OF ANY KIND. No substitution of prize or transfer/assignment of prize to others or request for the cash equivalent by Winner is permitted. Acceptance of prize constitutes permission for Durée & Company to use Winner’s name, likeness, and entry for purposes of advertising and trade without further compensation, unless prohibited by law.

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!