Raising the Visibility of IndustryLeading Commercial Real Estate       Practices with PR                   Tony DeFazio   ...
Services Press Materials Executive Positioning Message Development Crises Communications Thought Leadership By-lined...
Targeted Media REIT.com                       The Deal Portfolio magazine             Private Equity Week Real Estate...
Earned, Owned and Paid Media
Publicity Defined “An act or device designed to attract publicinterest; specifically: information with news  value issued ...
Publicity Benefits Endorsement from third-party sources Credibility of independent media coverage Objectivity of journa...
Phillips Edison & Co.: Case StudyLargest owner operator of grocery-anchoredshopping centers in the United States.PR Progra...
Phillips Edison & Co.: Media Hits
Phillips Edison & Co.: The Payoff Sustainable dividend at 6.5 %, now top-tier in industry Recently created $200 million ...
American Realty Capital: Case StudyA full-service real estate advisory firm that sponsors realestate investment programsPR...
American Realty Capital: Media Hits
American Realty Capital: The Payoff Became top equity raiser in the industry Is now the go-to source for commentary on  ...
Opportunities for CRE Firms Quoted on CRE trends in national business media Ghost-written columns in trade and investmen...
How CRE Firms can benefit from PR Eliminates the “Who?” Differentiates your brand Adds credibility with buyers Scales ...
Thank You    Contact DeFazio Communications for moreinformation, or to schedule a no-obligation review of your Commercial ...
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Raising the Visibility of Industry Leading Commercial Real Estate Practices with PR

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Raising the Visibility of Industry Leading Commercial Real Estate Practices with PR

  1. 1. Raising the Visibility of IndustryLeading Commercial Real Estate Practices with PR Tony DeFazio President and Founder DeFazio Communications, LLC tony@defaziocommunications.com @defazPR facebook.com/defazPR
  2. 2. Services Press Materials Executive Positioning Message Development Crises Communications Thought Leadership By-lined Articles Self-Publishing Social Media
  3. 3. Targeted Media REIT.com  The Deal Portfolio magazine  Private Equity Week Real Estate Forum  Institutional Investor National Real Estate Investor  Private Equity International Commercial Real Estate Direct  The Wall Street Journal Real Estate Alerts  The New York Times REIT Café  Investor’s Business Daily Retail Traffic  Barron’s Convenience Store News  Investment News CNBC  Financial Advisor Fox Business  Registered Rep
  4. 4. Earned, Owned and Paid Media
  5. 5. Publicity Defined “An act or device designed to attract publicinterest; specifically: information with news value issued as a means of gaining public attention or support.” —Merriam-Websters
  6. 6. Publicity Benefits Endorsement from third-party sources Credibility of independent media coverage Objectivity of journalists Targeted message to reach specific audience Flexibility Cost Effective 3X the ROI of advertising Enhance Marketing
  7. 7. Phillips Edison & Co.: Case StudyLargest owner operator of grocery-anchoredshopping centers in the United States.PR Program Objectives: Create awareness for first $1.5 billion non-traded REIT Gain buy-in from broker-dealers & due diligence officers Key messages and compelling story angles:  Operational expertise and strong balance sheet  National platform and scale to close quickly  “Everyone Needs to Eat”
  8. 8. Phillips Edison & Co.: Media Hits
  9. 9. Phillips Edison & Co.: The Payoff Sustainable dividend at 6.5 %, now top-tier in industry Recently created $200 million joint venture with CBRE Investors 73 broker-dealers, 13,500 advisors on platform Has seen four-fold increase in equity raised Q3 vs. Q2 2011 On track to hit business plan objectives
  10. 10. American Realty Capital: Case StudyA full-service real estate advisory firm that sponsors realestate investment programsPR Program Objectives: Establish industry leadership & facilitate fund exits Create brand awareness for wholesale broker-dealer Key messages and story angles:  Management team with capital markets experience  Operators of public and private REITs  Acquired $5 billion of commercial real estate
  11. 11. American Realty Capital: Media Hits
  12. 12. American Realty Capital: The Payoff Became top equity raiser in the industry Is now the go-to source for commentary on CRE/REITs Privilege of 0ff-market deal-flow Access to cheap capital from lenders REIT goes public on NASDAQ
  13. 13. Opportunities for CRE Firms Quoted on CRE trends in national business media Ghost-written columns in trade and investment media Speaking engagements at trade conferences Board of director and commission appointments Deliver discrete messages to niche audiences Disseminate broad messages over larger audience Thought leadership articles in vertical markets, i.e., apartments, retail, office, hospitality, medical, etc.
  14. 14. How CRE Firms can benefit from PR Eliminates the “Who?” Differentiates your brand Adds credibility with buyers Scales quickly with growth Delivers “Google Juice” Facilitates sales process Peace of mind for investors Expand into advisory services
  15. 15. Thank You Contact DeFazio Communications for moreinformation, or to schedule a no-obligation review of your Commercial Real Estate firm’s PR needs DeFazio Communications, LLC 441 E. Hector St., Suite 212 Conshohocken, PA 19355 (484) 532-7783 info@defaziocommunications.com

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