Are you getting the most out of your PR?

October 16, 2013

Much has been said about the last few years of economic difficulty, but as we emerge from the bunker and dust off the cobwebs, what does this mean to businesses wanting to promote themselves?

A lot of change has taken place in the intervening years, both within businesses and the media, and we’ve been reflecting on what this means to organisations wanting to promote themselves as the economy starts to gather pace.

The property market is a key economic barometer and also one of our areas of specialization, so while much of our observation is centred on property the same holds true to most other sectors.

Property coverage

The value of PR

  • Press coverage helps to promote and sell good/photogenic properties
  • Builds awareness of the business
  • Enhances its reputation, especially in regard to its geographic area, field of operation and type of property sold
  • Establishes a dialogue with journalists writing about that area and type of property
  • Helps integrate press and online coverage with other social media channels – especially Twitter and Facebook
  • This consequently aids SEO and reach

What’s happened to the media over the last few years?

  • During the recession, national newspapers scaled back their property pages and supplements as their advertising revenues declined
  • This reduced the amount of editorial space, making it even harder to achieve coverage
  • Consequently, fewer journalists are employed by the principal national newspapers, and many have gone freelance and work from home
  • This has made contacting employed journalists harder
  • Knowing where freelancers are, what they specialise in and how to contact them is also difficult, partly because the newspapers won’t tell you
  • Newspapers, their journalists and freelancers are all online – blogging and on Twitter

The way most agents generally handle PR

  • Local coverage is usually easily achieved and often on the back of paid-for advertising
  • Property particulars are sometimes and randomly sent to certain national publications such as Country Life, but not on a planned or regular basis
  • Consequently few regional agents secure much national coverage

In summary

  • Communication channels have multiplied and splintered
  • The consumer is accessing information via this multitude of sources – so new media cannot be ignored
  • Finding out who is writing about what is more difficult
  • Determining the influence of journalists and bloggers is harder
  • Securing coverage is even more valuable than it was
  • Sharing and seeding coverage is vital to maximise reach and investment

With the increased complexity of reaching and communicating with your audience, it is more important than ever that your PR role is taken seriously and managed professionally.  This either means employing someone in-house with the right skills, or using a PR consultant with the knowledge, press contacts and relevant market sector experience.  With the market showing signs of recovery, now is a good time to review your current arrangements.

We have worked with a range of property businesses over the past 10 years, and helped them all to ‘punch above their weight’ by securing regular national media exposure alongside much larger players with hefty advertising spend.

Our property clients include Richmond Villages which designs, builds and operates premium retirement villages; Monte Nibbio Estates, a small portfolio of properties in Umbria; The Bay, a contemporary development of holiday homes in Cornwall; Butler Sherborn, the Cotswolds property specialist; and EcoSpace, the architect designed and original contemporary garden studios. All have successfully secured coverage through LawsonClarkePR in the likes of The Sunday Times, Daily & Sunday Telegraph, The Times and London Evening Standard.

Some examples of recent media coverage are included here, and others can be viewed at: LawsonClarke PR

We are happy to work on short, one-off projects through to planned, on-going programmes of activity, and operate to sensible budgets that deliver realistic results.

If you would like to increase your national press coverage and think an initial discussion might help, please contact us at : clarke@lawsonclarke.co.uk or call: 01285 658844

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