Durée Ross on Keeping Things Fresh in the New Year
Durée Ross
Durée Ross, who had the bold passion to launch her own PR agency, Durée & Company, at the age of 24 in 1999, has since been setting the bar for excellence in Public Relations and Marketing. She is an award-winning entrepreneur who has been serving the corporate, agency and nonprofit arenas for local, national and international clients. Durée has been nationally recognized for her ability to manage crises, develop brand messages, protect and build brand reputations, and create content for digital platforms.
What was the biggest lesson you learned from 2021?
2021 taught me not to fall into the trap of stagnation. Shifting ideas, considering new options and re-evaluating strategies was our overall theme of the year. The strategy my team develops affects all aspects of what our clients’ successes will be. Sometimes we get to work on a product launch and other times it may be a crisis strategy. All are extremely intense, high pressure and certainly rewarding once we see the results from our hard work.
How are you preparing for 2022?
We are taking the time to properly plan, project and manifest for 2022. The new year is always a great time for a fresh start and is the perfect time to begin implementing positive changes in the workplace.
What advice would you give other female founders that are looking to create big success in 2022?
Stay true to yourself but always know it’s okay to walk away from people and situations that no longer serve you and/or your business. As our lives become increasingly more digital and our interactions more virtual, audiences will continue to seek products, experiences and services that are more genuine.
What’s your 2022 mantra?
Think big and stand out. There will always be doubters, competitors and critics. Regardless, we push through and deliver. 2022 is all about taking opportunities to improve our skill sets and do better than we have done previously. Trying something new that may be outside of our comfort zones could be the difference between standing out as a leader vs. blending in with the crowd.