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The Ultimate Guide to Public Relations in 2021

By January 26, 2021February 3rd, 2021No Comments

In 2020, the face of public relations changed. Thanks to the COVID-19 pandemic, crisis communications became the norm, pivoting was deemed essential, virtual interviews transformed into a popular new mode to get clients’ messages out … the list goes on and on.

But what about 2021? PR continues to be a critical part of many companies’ and organizations’ strategic communications plans. As the industry continues to work on what the “new normal” is in PR, the Dynamos at Fort Lauderdale and Aspen-based public relations, special events and marketing agency Durée & Company are happy to provide an overview of the best PR practices for 2021:

  • Top-line pitch letters to acknowledge current times.

    For example, we at Durée & Company use the following verbiage to top-line pitch letters to media: I hope you are well and weathering the ongoing changes that have affected us all. I am reaching out with some news that may be of interest to you, although please disregard my inquiry if your focus or beat has changed in light of recent current events.

The year 2021 has given us the opportunity to hit the “refresh” button with consideration and care, allowing us to build stronger and more authentic relationships with the media.

  • Tailored pitch letters are of the utmost importance.

    Editors have to meet deadlines and are under a lot of stress with new topics from politics to the pandemic. Send them thorough emails that speak to their beats. This is more important than ever before.

In other words, if an editor once covered lifestyle, it doesn’t mean he or she is still writing about it now. It’s so important to carve out time for research. This makes securing media coverage for clients more efficient.

More personalized pitching is also crucial in a day and age when PR pros need to establish and build relationships virtually. Gone are the days of meeting editors, writers and reports at coffee meetings, grand openings and press days.

  • Define your business beyond its product and service offerings.

    Especially in today’s world, it’s about defining, then sharing, your story’s impact on society, and how it serves a purpose.

We consider the following questions: Is your business minority owned, operated and/or controlled? Has your business pivoted to adapt to COVID-19? Does it employ ethical practices? Has it donated to nonprofit organizations?

While 2020 led the PR industry into uncharted waters, 2021 will be a year of redefining best practices. This way, we can achieve the best results for any type of client. To find out more about how you can navigate the 2021 public relations landscape with success, contact us at Durée & Company! In business for more than 20 years, we have thrived … and thrived … and thrived through many changes in industry practices.


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 arenas for local, national and international clients. Services include public relations, social media, marketing, digital marketing, content development, advertising, special events, branding, radio promotions, affiliate marketing and more. Durée & Company clients include well-known names in yachting, business, real estate, hospitality, travel, cannabis and hemp, wellness and CBD, art and culture, fashion, nonprofit organizations, legal and professional services. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; g8o to; or visit its new, specialized cannabis- and CBD-specific site at Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.

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