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How Digital Platforms, Podcasts, and Social Media Channels Have Shaped Public Relations

By September 10, 2024No Comments

At Durée & Company, we’ve seen how digital platforms, podcasts, and social media channels have revolutionized the landscape of public relations. These tools have redefined how brands communicate, offering new opportunities for engagement, storytelling, and reputation management. As a leading PR agency, we understand the importance of staying ahead of these trends to help our clients navigate and thrive in the ever-evolving world of media relations.

Navigating the World of New Media

New media is at the core of today’s communication strategies. According to Cambridge Dictionary, new media encompasses products and services that provide information or entertainment using computers or the internet, and not by traditional methods such as television and newspapers. Similarly, PC Magazine describes new media as the forms of communicating in the digital world, primarily accessed online through devices like smartphones, tablets, and computers.

Our agency knows that new media is constantly evolving. What’s considered new media today—blogs, digital publications, podcasts, social media and streaming platforms, among others—may change as technology advances. For instance, services like Netflix, Spotify, and Apple Music, which have become dominant players in recent years, demonstrate how new media continuously reshapes the landscape. Understanding these shifts is crucial for crafting media relations strategies that resonate and deliver results.

The Power of New Media in Public Relations

The internet’s rapid expansion in the 1990s marked a turning point in how people consumed information. The “information superhighway” introduced a wide range of media choices, allowing consumers to seek out content tailored to their interests. We harness this shift to empower brands, enabling them to reach their target audiences more effectively and with greater precision.

Our expertise with these tools has allowed us to craft powerful public relations strategies that resonate in today’s digital world. Below, we break down how we leverage these key components to elevate our clients’ visibility and impact:

  • Digital Platforms: Digital platforms are now central to any public relations campaign. According to Pew Research Center, about two-thirds of U.S. adults get their news from digital platforms like news websites or apps (68%) and search engines like Google (65%). These platforms offer brands unparalleled opportunities to share their stories, engage with audiences, and build their reputations on a global scale.
  • Social Media: We live in an era dominated by social media. Pew Research Center reports that YouTube is the most widely used online platform, with 83% of U.S. adults using it. Facebook follows closely with 68% usage, and Instagram is utilized by 47%. This is why we leverage these platforms to create meaningful interactions, foster brand loyalty, and drive engagement in real time.
  • Podcasts: Podcasts have transitioned from niche programming to a mainstream platform, playing a crucial role in modern media relations strategies. Statista reveals that podcast awareness in the U.S. has soared, with nearly 80% of the adult population aware of podcasting by 2022, and close to 70 million people listening in 2023. With projections suggesting over 110 million listeners by 2029, podcasts offer brands a unique avenue to connect with audiences, share their stories, and establish thought leadership. Because we understand the power of podcasts, we strategically incorporate them into our clients’ public relations campaigns.

Shaping Today’s Public Relations Landscape

Our team recognizes that news consumption has gone digital, requiring public relations professionals to be agile and forward-thinking. Consumers prefer to get their information from digital sources, making it imperative for brands to maintain a strong online presence. Whether through digital publications, blogs, or social media, we craft targeted, personalized content that resonates with audiences and amplifies our clients’ messages.

Crisis Management in the Digital Age:

The rapid spread of information through new media has transformed crisis management. We know that real-time responses are critical in today’s fast-paced digital world. We prepare brands to address issues immediately on digital platforms, ensuring they remain in control of their narrative even in challenging situations.

Despite the rapid evolution of media relations, the core principles remain the same. Credibility, trust, and reputation are the foundation of any successful public relations strategy. Our agency is committed to building and maintaining these essential elements for our clients, ensuring they continue to thrive in a world where anyone can publish information online.

Our team leverages the latest digital tools and strategies to ensure our clients remain at the forefront of their industries. As technology continues to evolve, we remain committed to adapting our approaches to deliver impactful results. Contact us today to see how our tailored public relations strategies can elevate any brand to new heights.

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is the proud recipient of several notable 2024 awards: PRNEWS People of the Year national award, an honorable mention at the PRNEWS Nonprofit Awards for work with Feeding South Florida®, Bulldog PR Bronze Level for “Best Crisis Management” for work with Sea Tow, Cannabis Marketing Association Seven Award for “Best Use of PR,” and Fort Lauderdale Magazine “Best PR Agency in Fort Lauderdale” in 2023 and 2024. Additionally, Durée Ross was named a 2024 Badass Woman of the Year by the Miami Beach Chamber of Commerce, highlighting her leadership and influence in the industry. Durée & Company is a member of PR Boutiques International™ (PRBI), an elite organization of global public relations professionals. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, X, YouTube and LinkedIn at @DuréeCoPR.

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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!