Making public relations work for you

Real estate agencies can build a strong, consistent and positive public profile in their local area through implementing a targeted public relations strategy. This is important because a strong local presence can assist with winning listings, drawing crowds to open homes and ensuring that your agency is the first point of call for anyone looking to buy or sell real estate.

Below are five tips for kick-starting a successful public relations strategy.

1. Develop relationships. Success in public relations relies on strategically building relationships. Local journalists should be your first targets as they are always looking for stories of interest to their readers. By inviting the local property editor or reporter out for a coffee, you’ll be able to get to know them a little while conveying your point of view in an informal setting. By spending some time with this key point of contact, your relationship may position you as their first point of call for comment on any real estate stories they write.

2. Ensure your release is newsworthy. Once you’ve gotten to know key local media professionals, they may start to take more notice of your media releases. However, if the content of your releases isn’t interesting, your relationship alone won’t be enough to get your ideas published. For this reason it’s important to distribute communications which are attention-grabbing and go straight to the point. Even if you’re writing about what may appear to be a routine event, such as a sale or new listing, look for a unique edge or in PR terminology ‘news angle’ for your story. Examples might include a unique characteristic of the property, that it is the highest price sale in a particular area, or even interesting background information on the vendor.

3. Proofread. Remember that journalists receive dozens of emails with potential stories every day, so don’t risk your email being sent to the recycling bin by failing to double check for inaccuracies or grammatical errors. Journalists typically will cross check facts which come across their desks, and will find out if your statements are inaccurate or misleading. Sloppy spelling and sentence structures also makes their job a lot harder, so it’s worth having another person look over a media-release before you distribute it.

4. Follow up. If you’re sure your story is newsworthy but haven’t received feedback from any journalists, there’s no harm in following up with an email or phone call. Journalists are quite often swamped with content and may even be thankful for a reminder.

5. Be aware of timing. Timing is crucial when executing a public relations strategy. If attempting to release a story the day before an important local or national event, or even the day after something particularly newsworthy has occurred, the media’s focus will likely be elsewhere.

Posted by George Tarbey on 16/04/2014 at 12:00 AM | Categories:


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