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Beyond Publicity: How Public Relations is the Key to Educating the Media and Consumers

By May 2, 2023No Comments

At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, we understand the importance of educating the media and consumers about a business, service or product. Public Relations (PR) is a powerful tool that allows companies and organizations to communicate their message to a wider audience and help build brand awareness.

According to a survey conducted by the Public Relations Society of America (PRSA), 81% of journalists said that PR professionals have helped educate them on the topics they cover. The same survey also found that 68% of journalists have used information from a PR professional as a source in a story they’ve covered.

Here are the top 5 reasons why PR is beneficial when helping to educate media on a business, service or product.

Building Credibility and Trust

One of the primary goals of PR is to establish credibility and build trust with the media and consumers. By educating them about a business, service or product, a PR company can help the brand understand its values, mission, and goals. This, in turn, helps build trust and fosters a positive relationship between the company or organization and its stakeholders.

When media outlets trust a company and view them as a credible source of information, they are more likely to be receptive to the company’s message and communicate it to their audience. This is especially important in emerging industries where considerable education must be presented to media who are trying to better understand the evolving landscape. By building strong relationships with journalists and providing them with accurate and reliable information, a PR agency can help ensure that the company’s message is effectively communicated to the public.

Increasing Brand Awareness

Educating the media and consumers about a business or product is an effective way to increase brand awareness. When people understand what a company or organization stands for and the benefits of their product or service, they are more likely to remember the brand and potentially become customers or advocates. At Durée & Company, we understand that increasing brand awareness with the media is a key part of effectively educating journalists.

When journalists are aware of a brand, they are more likely to pay attention to its products and services and incorporate the company in editorial coverage. By increasing a company’s visibility and establishing a strong brand presence, we can help ensure that journalists are aware of the company and its products or services. This can make it easier to educate them on the company’s key messages, goals, and values. Additionally, by effectively communicating the benefits of the company’s products or services, we can help journalists understand how they can be of value to their readers or viewers.

Managing Crisis

When a crisis arises, it’s essential to have a strong PR strategy in place to educate the media and consumers. This can help minimize negative publicity and reduce damage to a company’s reputation. By proactively addressing the situation and providing clear, transparent information, we can help build trust and minimize the impact of the crisis. Managing a crisis is an important part of PR and can also help to educate the media or journalists. When a crisis occurs, it’s essential to provide accurate and transparent information to the media and the public in a timely manner. By doing so, we can help educate the media on the facts of the situation and prevent misinformation from spreading.

Additionally, by providing a clear explanation of the company’s response to the crisis and the steps being taken to address the situation, we can help build trust with the media and demonstrate the company’s commitment to resolving the issue. Ultimately, managing a crisis can help educate the media and the public on the company’s values, transparency, and commitment to doing the right thing in difficult situations. At Durée & Company, we understand the importance of effective crisis management and are committed to helping our clients navigate these challenging situations.

Enhancing SEO

PR can also have a positive impact on a company’s search engine optimization (SEO) efforts. When a company is mentioned in news articles, blogs, or other media outlets, it can help increase the company’s visibility and drive traffic to their website. This, in turn, can help improve its SEO rankings. By strategically incorporating keywords, links, and other SEO best practices into media materials, such as press releases and bylined articles, we can help boost a company’s online visibility and increase its chances of being discovered by journalists and other stakeholders.

This can help ensure that the organization or company’s message reaches the right audience and can also help establish the company as a thought leader in its industry. By enhancing SEO, we can help journalists and other stakeholders find valuable information about the company more easily, which can ultimately help them better understand the company’s products or services and the value a brand offers.

Building Relationships

PR can help build relationships with the media and consumers. By educating them about a company or product, we can help foster positive relationships and open lines of communication. This can help a company or organization stay top of mind and build a strong reputation over time. By establishing strong relationships with journalists, we can gain their trust and better understand their needs and interests. This allows us to tailor our messages and communication to better align with their beat, increasing the chances that they will include the organization or company’s products or services in a story.

Additionally, building relationships with journalists can help establish the company as a trusted and reliable source of information, which can increase the likelihood that the media will seek out the company for comment or expertise in their industry. By building these relationships, we can help educate the media on the company or organization’s message, products or services, and values, while also providing them with valuable information and resources that can help inform their reporting. At our PR agency, we understand the importance of building strong relationships and are committed to helping our clients establish meaningful connections with journalists and other stakeholders.

PR is a powerful tool that can help educate the media and consumers about a business, service or product. By building credibility, increasing brand awareness, managing crisis, enhancing SEO, and building relationships, companies can effectively communicate their message and build a positive reputation. As a PR and marketing agency, Durée & Company understands the importance of a well-tailored PR strategy and is committed to helping our clients achieve their goals.

By building relationships, enhancing SEO, managing crises, increasing brand awareness, and building credibility and trust, PR agencies can help companies effectively communicate their messages and increase their visibility and influence in their industry. Through effective PR strategies, Durée & Company educates the media and consumers about the value of our clients’ products or services and establishes their position as a thought leader in their industry. At Durée & Company, we pride ourselves on our ability to educate and inform our clients’ target audience and provide them with the tools they need to succeed. To learn more about our services and how we can help your business grow, contact us today.


About Durée & Company 

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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