This document provides guidance on effective public relations strategies for the property industry. It emphasizes that regular communications to targeted audiences are crucial to build credibility and trust over time. With more cautious property buyers due to economic challenges, organizations must promote properties through newsworthy stories that highlight unique angles, quality images, and personal case studies to engage audiences. Maintaining an extensive contact list of relevant media and adapting strategies for online and social media exposure are also important tactics for PR success in the property market.

1. A Guide by Property PR Consultancy
Beattie Communications

2.  There are fewer tactics and strategies more important than public relations.
 Property PR is critical to organisations and individuals across the industry due
to its unrivalled ability to drum up interest and drive sales of brands and
properties.
 It is crucial that all involved parties are trusted, informed and engaged.
 Organisations must issue regular communications to a targeted audience of
current and potential buyers. Establishing a relationship over time will improve
credibility and trust between all parties, leading to an easier sales process.
 With property buyers far more restricted and cautious as a consequence of the
global financial downturn, it is becoming more challenging than ever to
promote and sell property.
 Buyers seek low risk guarantees from authoritative and reputable
organisations.
 When it comes to public relations there are a number of important tactics and
strategies one can undertake in order to best achieve success in a difficult
property market.

3.  Journalists across all sectors are inundated with
information and news stories every day.
 This is even more apparent in the property industry with
new listings and developments available and changing by
the hour.
 When seeking media coverage from a property story, it is
crucial that the story is newsworthy.
 Make sure that the story will be valued by the audience and
draw attention to your property or organisation.
 You need to come up with something new, different and
exciting – a unique angle which will better promote your
property.

4.  Property is a far more visual product than others.
 Potential suitors often require substantial imagery to
get a clear idea of the quality of the property in
question.
 When it comes to PR, stories featuring quality high
resolution images will take prominence over those
stories without.
 Always look to include as many relevant pictures as
possible when drawing up a press release.

5.  People like reading about other people.
 Stories about organisations are all well and good but
corporate firms are faceless.
 News stories are better received when they include a
personal case study.
 Giving your news story a name and a face can lead to
far greater exposure and audience engagement.

6.  It is important that you have an extensive contact list which you
can utilise easily.
 Having a contact you can reach easily and quickly can be the
difference in whether your story makes the news deadline or not.
 It is crucial that you identify the best contacts in the relevant
organisations.
 Make sure you target media whose readership/viewership sits
well with your target audience. This can be anything from
newspapers, magazines to TV shows, online blogs and social
networking sites.
 Identify the most appropriate media and source contact details
for the editorial team.
 Be sure to keep your list up to date to reflect employment
changes.

7.  The property world is finally catching up to the online
and internet revolution.
 The vast majority of journalists source stories and
interact with individuals online, often via social media
sites like Twitter and LinkedIn.
 Not only is internet knowledge required for
distributing news stories but also in their creation.
 With online news sources more saturated than ever,
ensuring your article is keyword friendly and contains
appropriate links can lead to SEO and search engine
benefits.