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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 relationssocial mediamarketingcontent developmentadvertisingspecial eventsbrandingradio promotions and more. Durée & Company clients include well-known names in businessfashionhospitalitytravelwellness and CBDmarine 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, go to; call 954-723-9350; or visit Durée & Company on Facebook at, Instagram at, Twitter at, LinkedIn at or YouTube at

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