How It Started: One Step Ahead with Durée Ross, CEO & President of Durée & Company

As part of our “How It Started” interview series, we had the pleasure of chatting with Durée Ross, CEO & President of Durée & Company, a full-service public relations, marketing and special events firm. The company’s cannabis practice launched in 2018 to help clients navigate the ins and outs of the industry.
Thanks for joining us! What was it about cannabis that first piqued your interest, and when did that happen?

By nature, I’m a very curious person and I love new challenges. Prior to the Farm Bill’s passing in 2018, a real estate client approached me, saying he needed my help with a CBD brand. I was intrigued and immediately wanted to learn more about this industry that held so much potential. Fast forward to today and Durée & Company has a thriving cannabis and psychedelics practice in addition to our traditional practice areas.

How did your company come to life? What’s its origin story?

An entrepreneur at heart, I founded Durée & Company over 20 years ago, serving clients in real estate, hospitality, nonprofit, health and wellness, legal and many other industries. This mix was intentional and helped recession-proof my business! Never complacent, Durée & Company has evolved over the years to service more industries and reimagine what marketing and public relations means to clients. We recognize that the established way of doing things may no longer resonate with clients who are experiencing new rules, expectations and shifting business demands. Our team is always one step ahead, anticipating these needs and working hard to deliver results.

What is it about your company that makes it stand out?

There is a strategy behind all of our work. We’re purposeful in our intent and take a proactive approach for every client we take on. At Durée & Company, we don’t wait for the news to happen; we look for opportunities to tell our clients’ stories. We understand that clients come to us to help navigate their communication needs and lean on us to find creative solutions for them. We are also selective in who we work with. Today, even with our cannabis and psychedelic practice, we carefully balance the number and type of companies we represent.

What does your typical day look like and what do you enjoy most about your work?

There is no typical day in public relations, or in cannabis for that matter! However, I am very hands on and enjoy the creative process of putting together a strategy that moves the needle for clients. On a typical day, I participate in client calls, brainstorming and strategy sessions, conversations with media and working closely with my team to ensure we are maximizing all opportunities for our clients. I also make it a point to participate in many educational webinars, speaking panels, trade shows and events. The days are long, but deeply gratifying.

What has been the highlight of your cannabis career to date?

I think it’s a culmination of everything we have achieved as an agency thus far. From launching our cannabis-centric microsite to sitting on industry panels at leading trade shows, I am grateful to be a part of this ever-evolving industry and help businesses reach their full potential. Durée & Company is humbled to represent so many cannabusinesses up and down the supply chain. We work with growers, laboratories, storage facilities, multi-state operators, nonprofits, attorneys, and so many others that have broadened our understanding and expertise in the industry. Every day, we meet people who inspire us to do our very best work.

Can you give us one cannabis trend that excites you?

I think the continuation of legalization across the country is exciting!

Is there a product or service you hope someone creates to serve the cannabis community?

There is still great potential to better educate consumers in the cannabis industry. I think a product or service focused on education would be a great contribution to all.

What is the biggest change you want to see in the sector?

I want to see women continue to grow and flourish in this industry. There is still so much potential, and I think there are many more seats at the table for women. With that said, I always try to support women-led initiatives, including the recent Women in Cannabis study.

Any advice you would give to someone looking to enter the cannabis industry?

The best tool you can arm yourself with is education. The cannabis industry is always evolving, so having a solid understanding of the rules and regulations is so important as they can help navigate so many business decisions. The industry is also very supportive and there are many resources – and mentors – out there to help businesses grow.

What’s next for you? What should we be on the lookout for?

I think the future is full of opportunity and Durée & Company is passionate about promoting cannabis and emerging industries like psychedelics. Cannabis has brought us so many valuable lessons that can be applied to psychedelics. Both industries will continue to thrive, and we look forward to supporting existing and new clients in this space.