Designing a public relations real estate campaign takes careful evaluation, strategic messaging and clear-cut path that will lead to success. When this is paired with management support, strong spokespersons and carefully crafted information, it will be a successful campaign.
The secret? – having a winning real estate public relations strategy will enable you to reach your long-term goals. No doubt that effectively planning that strategy will get the best results.
Here’s How It’s Done
Every strategic public relations plan requires identifying goals and objectives. You need to know what you are trying to accomplish before you start creating PR and marketing materials. For instance, if you have a newly renovated office building your goal may center on increasing awareness of the upgraded space to attract your new tenants. This can be showcased in social media or funneled into your media relations program. Public relations itself is designed to lead to stronger relationships between a client and its target audience.
Do you know who your target audience is and what its interests are?
Do you know how to reach your audience effectively?
Let’s say you own several studio apartments in downtown Los Angeles. College students looking to save money or commute time might be interested in renting your space, and a social media campaign could be a good way to reach them. And if you understand the interests of your target audience, it is easier to craft key messages to gain their interest.
Key Messages and Effective PR Tactics
Your key messages should inform your target audience about your company. For example, key messages for a commercial broker association might be to include the year the organization was founded, the number of current members and the locations it serves.
Employing effective tactics, the tools of the plan, are crucial to implementing any strategy. Tactics can include branded collateral materials, pinpoint or broad-based marketing, targeted social media, results-oriented media relations, company branded e-newsletters and complementary advertising. Make sure your tactics work with the company’s brand. For example, a realistic tactic for a construction company could involve pitching a press release to trade publications covering the real estate industry rather than sending the document to a broad list of business media outlets.
An Integrated Public Relations Approach With THO
In today’s digital age, there are a variety of tools you can utilize when deciding on a public relations strategy that you can leverage for a PR plan. The key to a successful program is identifying what the strategy should be then following up with strong tactics that are implemented to reach the right audience in the right way.
Still not sure what your next step is? Call us today @ 310-373-0103 or connect with us to discuss your public relations needs. We can craft a winning real estate public relations program just for you.