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Public Relations

Why You Shouldn’t Do Public Relations Yourself

By June 30, 2020No Comments
Public Relations

There are some things you can DIY, but PR is not one of them. Public Relations is not as easy as purchasing an advertisement. As the saying goes:

“Advertising is what you pay for, PR is what you pray for.”

According to the U.S. Census, public relations jobs exceed reporter jobs by more than six to one. With fewer reporters out there and more publicists pitching to them, the odds aren’t in your favor. There has to be something in it for reporters in order for them to want to share your message – a great story, expert insight, a trend, or compelling information that will impress their editor and entice their readers. You and your business have to stand out.

At Fort Lauderdale- and Aspen-based public relations agency Durée & Company, we know exactly how to make you shine. We have more than 20 years of experience practicing public relations and we know how to tell the right story, to the right person, at the right time. We have the recipe for success to get publicity for your brand – and it all starts with a well-thought-out strategy.

Trust us, you don’t want to try this at home! Here are four reasons why you shouldn’t do public relations yourself.

  • Expertise: Publicists are experts in the media landscape. They know how to get the message in front of the right people at the right time. From a pitch to a published story, it can take months of interviews, follow-up e-mails, gathering stats and images and more. The first step is to craft a strategic plan from start to finish – creating a story angle, generating a relevant media list, pitching the story and following up to attain coverage. Publicists know what to do and how to do it

For starters, they’re well-versed in multiple practice areas, which allows them to help you find unique story angles and get your message in front of more eyes. They are also accustomed to thinking on their feet. PR is an ever-changing industry. Things can change in a heartbeat – from crises, the news cycle, breaking news and more. You want someone familiar with this pace, who can step in quickly and handle matters. PR agencies can personally select each team member for your product or service based on specific qualifications, experience, skillset, and the ability to work seamlessly.

Everyone thinks their products are the best, but not everyone knows how to fit that product or service or person into the media landscape – or whom to contact to get it there, which leads us to our next point …

  • Contacts: It’s not what you know, it’s whom you know. PR is all about building and maintaining relationships. One of the biggest advantages of working with a PR agency is having exposure to its extensive Rolodex of media contacts. Public relations professionals have spent years creating and nurturing these relationships to give their clients exposure to the best writers and editors. Members of the media are more likely to feature a message that’s delivered from a trusted source.
  • Writing skills: PR and writing go hand in hand. Many publicists were once reporters, so they can think (and write) like a journalist. For example, they know that journalists’ inboxes get flooded with so many emails every day that some pitches aren’t even read. That’s why a concise, well-written and relevant pitch will go a long way. Publicists have this skill set. They know what a press release should and should NOT include. They follow proper Associated Press style. And they are savvy about subject lines – making sure each word entices a reporter or editor into opening the email.
  • Another perspective: It takes a village! And a PR agency is a part of your village. Another advantage of working with a PR agency is that, as an extended arm of your company, it can offer an objective outside perspective. Publicists can bring bright ideas to the table that your team may not even have considered. Teamwork makes the dream work!

So, there you have it: That’s why you should leave it to the pros! If you’re interested in learning more about how to use PR to help promote your brand, contact the seasoned professionals at Durée & Company. Check out our Dynamo Diary or Instagram page for more insights and #behindthescenes action!

 

 

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 arenas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, wellness and CBD, marine and yacht, art and culture, nonprofit organizations, legal 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, go to https://dureeandcompany.com/; call 954-723-9350; or visit Durée & Company on Facebook at https://www.facebook.com/DureeCoPR/, Instagram at https://www.instagram.com/dureecopr, Twitter at https://twitter.com/dureecopr, LinkedIn at https://www.linkedin.com/company/dureecopr or YouTube at https://www.youtube.com/user/DureeAndCompany.

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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!