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A Modern Definition of Public Relations

By April 26, 2022No Comments
public relations definition

What defines a relationship with the public in our modern age? Fast-talking publicists at agencies, with manicured hands at the keyboard and a phone glued to one ear is a strong visual purported on TV shows and movies. In reality, there are more subtle behind-the-scenes tactics at play within a communications agency.

According to PRSA, Public Relations refers to the strategic communication from an organization to the public to maintain or cultivate a public image and/or respond to public discourse. From crisis communications, media relations, community relations, influencer relations to strategic communications, public relations specialists at the best PR firms take on all sorts of roles within a PR agency or organization.

At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, our decades of industry experience have given us insight into the many aspects of public relations. Below, we are sharing five critical differences between each of these facets:

Crisis Communications

When an unexpected event occurs, one that can negatively impact a company’s reputation or operations, PR company professionals react to protect and defend a brand, individual or organization from any possible negative press. Communicating during a crisis, which can be short or long term, helps salve what could be a debilitating impact on a company’s brand. At Durée & Company, we calm a crisis with effective communication tactics.

Media Relations

Becoming a consistent and valued source for media organizations is just one of the many tools in our PR agency toolkit. At Durée & Company, working with editors, reporters and journalists that work at newspapers, radio and television stations or online, is our working baseline in establishing this great relationship. Once established, communicating our client’s newsworthy story to the appropriate media outlet is our goal as a public relations agency.

Community Relations

There are myriad benefits to working with the community in which an organization or business operates. Establishing a positive reputation, creating a familiar face and building community relationships are cornerstones to maintaining a mutually beneficial relationship with the people of any community. Top PR agencies know building these relationships can be the most important communication activity undertaken by an organization. At Durée & Company, we are expertly prepared to shape these foundations.

Influencer Relations

Influencers are massive players in generating buzz. These roles cover the modern public relations landscape in many ways and top PR firms know partnering with influencers isn’t a one-size-fits-all approach. It’s important when adding influencers into the social strategy mix, to select and work with those who align with the brand and will send the right message to its target demographic. At Durée & Company, we’re constantly researching and staying on top of what’s trending on social media and the types of products and services social media influencers are promoting.

Strategic Communications  

At Durée & Company, it’s all about strategy. A strong strategy supports marketing efforts relating to a product launch, special campaigns, brand awareness, image and positioning. Everything we do begins with a strategic plan and a multitude of tools. Our resources include forged media relationships, reliable contacts, a brilliant content creation team and much more.

We know the definition of public relations has dramatically changed over the past few years and what it means in our modern PR landscape with the rise of new technologies, publications and influencers. These newer entities have helped reshape it and we have embraced these changes.

Public relations comprise thoughtful strategy and management of how information about an individual or business is disseminated to the public and to media. From creating relationships with clients, to staying on brand, the art of public relations should be taken seriously and handled with care. Contact us today about building a public relations strategy that not only resonates but lasts. Call us at our Fort Lauderdale office at 954.723.9350 or Aspen office at 970.452.2195 or email us at


About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relationssocial mediamarketingcontent developmentadvertisingspecial eventsbrandingradio promotions and more. Durée & Company clients include well-known names in businessfashionhospitalitytravelhealth and wellnesscannabis and hemppsychedelicstechnology and cryptocurrencymarine and yachtart and culturenonprofit organizationslegal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to; or Join the social conversation and follow Durée & Company on FacebookInstagramTwitterYouTube and LinkedIn at @DureeCoPR.



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