A Guide by Property PR ConsultancyBeattie Communications
There are fewer tactics and strategies more important than public relations. Property PR is critical to organisations and individuals across the industry dueto its unrivalled ability to drum up interest and drive sales of brands andproperties. It is crucial that all involved parties are trusted, informed and engaged. Organisations must issue regular communications to a targeted audience ofcurrent and potential buyers. Establishing a relationship over time will improvecredibility and trust between all parties, leading to an easier sales process. With property buyers far more restricted and cautious as a consequence of theglobal financial downturn, it is becoming more challenging than ever topromote and sell property. Buyers seek low risk guarantees from authoritative and reputableorganisations. When it comes to public relations there are a number of important tactics andstrategies one can undertake in order to best achieve success in a difficultproperty market.
Journalists across all sectors are inundated withinformation and news stories every day. This is even more apparent in the property industry withnew listings and developments available and changing bythe hour. When seeking media coverage from a property story, it iscrucial that the story is newsworthy. Make sure that the story will be valued by the audience anddraw attention to your property or organisation. You need to come up with something new, different andexciting – a unique angle which will better promote yourproperty.
Property is a far more visual product than others. Potential suitors often require substantial imagery toget a clear idea of the quality of the property inquestion. When it comes to PR, stories featuring quality highresolution images will take prominence over thosestories without. Always look to include as many relevant pictures aspossible when drawing up a press release.
People like reading about other people. Stories about organisations are all well and good butcorporate firms are faceless. News stories are better received when they include apersonal case study. Giving your news story a name and a face can lead tofar greater exposure and audience engagement.
It is important that you have an extensive contact list which youcan utilise easily. Having a contact you can reach easily and quickly can be thedifference in whether your story makes the news deadline or not. It is crucial that you identify the best contacts in the relevantorganisations. Make sure you target media whose readership/viewership sitswell with your target audience. This can be anything fromnewspapers, magazines to TV shows, online blogs and socialnetworking sites. Identify the most appropriate media and source contact detailsfor the editorial team. Be sure to keep your list up to date to reflect employmentchanges.
The property world is finally catching up to the onlineand internet revolution. The vast majority of journalists source stories andinteract with individuals online, often via social mediasites like Twitter and LinkedIn. Not only is internet knowledge required fordistributing news stories but also in their creation. With online news sources more saturated than ever,ensuring your article is keyword friendly and containsappropriate links can lead to SEO and search enginebenefits.
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