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Our Success Leads by Example – We’re in the PR News Media Relations Guidebook!

By June 23, 2014May 24th, 2018No Comments
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As PR professionals, what we do is a mix of skill, strategy and magic.

When our team created a specialized media campaign for our client Feeding South Florida™ (FSF), the largest food bank in the state and one of 202 member food banks in the Feeding America™ network, during the Oct. 1–16, 2013 government shutdown, magic was in the mix. We pitched a strong story at an opportune time that filled a news need so big, that it grew larger and faster than the original plan.

Our team’s success is part of the public relations direction included in latest edition of PR News’ Media Relations Guidebook, Vol. 2.

SD03[1]Published by PR News Press in May 2014 and available at www.prnewsonline.com/pr-press/, the Media Relations Guidebook, Vol. 2, is a research tool used by teachers, PR and communications professionals, agencies and associations interested in the modern practice of media relations. It includes 60+ articles on building long-lasting relationships with journalists and media pitching. The guidebook retails for $399 for digital download or print.

Our submission features our work with FSF, which illustrated tactics and strategies on working with local media covering a national story. After ascertaining the impact the government shutdown could have on supplying local families and organizations with critical food and produce, we coordinated interviews with local media stations, so FSF leaders could explain to the public their ongoing need.

The Oct. 4 media campaign generated a response within hours. Media outlets from Palm Beach County to Miami-Dade County scheduled interviews to speak with FSF representatives. All recognized that this was an opportunity to bring a global situation to a very local and personal level.

The regional coverage from Miami-Dade/Broward/Palm Beach stations and newspapers trickled up to national coverage, as NBC Nightly News and MSNBC’s “Weekends with Alex Witt” included the story as part of their broadcasts.

By Oct. 14, the coverage generated had an estimated calculated publicity value of more than $300,000 with an estimated audience of 16,452,094. NBC Nightly News’ segment alone reached more than 8 million viewers with a publicity value of $142,000.

It was an amazing example of skill, strategy and magic that is now published. Wow, we’re authors!

A double wow! Not only are we published in the Guidebook for our work with FSF during the government shutdown, but we also just won the nation’s premier business award, the American Business Award (also known as the Stevie®) for the same campaign. On June 13, we won the Silver Stevie in the Communications or PR Campaign of the Year – Community Relations category.

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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!