From the day you break ground to the moment the ribbon is cut, there are countless opportunities to keep your company – and its latest projects – top of mind with media, partners and more
Whether you’re a prominent player in the adaptive reuse market, converting offices into apartments and vacant retail into community gathering spaces, or a multifamily housing developer scurrying to bring affordable units to market, your company has stories to tell and expertise to share. From the moment a project gets the green light to the day the last piece of equipment drives away, take advantage of these opportunities to put your brand in the spotlight.
Behind the scenes photos
We’ve all seen countless groundbreaking photos – you know, the ones where everyone is donning their hard hats and has a hand on the ceremonial shovel(s). And, while that photo is a tried-and-true asset to share with media, post on social, stick in an e-newsletter and add to the project gallery on your website, it’s far from the only great photo of ‘life on the job site’ that you will have to share. Being treated as an ‘insider’ makes stakeholders feel values and can strengthen their affinity for your brand. Whether you’re having a big piece of equipment delivered, achieving a project milestone or doing something that’s the first of its kind, snap a pic and share it widely.
Assemble the media ‘A Team’
Perhaps your CEO is the go-to for all media opportunities. Maybe you have a team of project managers who are highly knowledgeable about the work they are doing and could lend valuable insights to your company’s next press opportunity. Whether you have one spokesperson or five, ensure all parties are up-to-speed on the company’s key message points and know which questions, if any, should prompt them to defer to a colleague.
Be a source – and a resource – for the media
Responding promptly when media have an inquiry is an important step in relationship-building. As is connecting reporters to other experts in your circle who can help to round out their story. By positioning oneself as a source and resource, you can cement your place as a reporter’s ‘go to’ for quotes, introductions and more.
Think beyond the current project
It’s easy to get wrapped up in the day-to-day. But what about the bigger picture? Is the life sciences campus you just broke ground on part of a larger development trend in that industry? Are you developing a building in a community where land is scarce and rezoning was necessary to get the project over the starting line? These larger community trends may provide a unique opportunity to connect with media that is bigger than just talking about a new building or lease. Look at the work you are doing in the context of what’s happening in the larger community to find opportunities for bigger media stories, more frequent coverage and diversified storylines.
Remain consistent
Pick a frequency for news items – ideally, quarterly or monthly – and stick to it. It’s hard to remain top-of-mind with media and other key stakeholders when you go dark for extended periods of time. The same goes for your social media program – be realistic about what you can handle and stick to it.
Plan to amplify
Whether it’s online, on-air or in-print, have a plan for maximizing the reach of your real estate PR program. This may include: posting the story on LinkedIn, sharing press coverage in e-newsletters, sending links to stories with project partners and other key connections, adding press to your website, and more.
Keep an eye on the competition
Great PR programs are centered around a company’s brand values and strongest competitive advantages. But that doesn’t mean one can ignore their competition. Periodically check to see where your competitors are being quoted, what they’re saying and, if appropriate/relevant, add the reporters who are covering them to your media list.
With a solid strategy in place, developers, property managers, investors and more can reap the rewards of a well-executed commercial real estate PR program. Whether you’re the CEO of a newly launched venture or the third-generation to lead a family firm, now is the time to get your PR program off the ground.
