Following on from the first PR article earlier this week, I had a chat with Charlotte Ashton, Director of the UK PR firm AB Property Marketing. I asked her a few questions about PR and property portals and here are her responses.
What is the best way for property portals to generate PR?
“Having represented a number of leading overseas property portals in a PR capacity I believe that the independent data which can be generated from portal listings can have the biggest impact. Both the media and portal visitors are looking for hard facts rather than speculation when it comes to buying or selling a property and by the very nature of portals, as long as they have reached a critical mass of listings, they can provide this valuable information almost on tap."
What are some examples of where this has worked for your clients?
“Take one of our clients, the largest English language Spanish property portal, www.Kyero.com, for example; each quarter they produce the Spanish House Price Index which collates data on asking prices for some 125,000 properties across Spain. This resource is religiously used by developers, agents, and the media to show geographical asking price trends in Spain.
Equally, Top Of The Props, the monthly report from another client, leading portal www.TheMoveChannel.com, which shows the top 40 most searched for destinations for overseas properties, is always one of our most read press releases."
In developing great PR, you have developed 5 Golden Rules, what are they?
What’s the news?
Everyday media companies receive numerous press releases. What they look for are interesting and innovative stories. Each day they get announcements of a re-launch of a site, record growth or a record day in traffic. While these are clearly important events to the portal, they are not necessarily interesting to the readers. Therefore look for interesting angles or truly unique stories for your PR.
Many of the press releases media companies receive are long winded and often fail to clearly articulate the news that they are trying to communicate. Make sure that your releases are short and sharp and to the point. Also make sure that there are pithy quotes in the releases. Journalist and editors have a heap of work to do and the easier you make their life, the more chance to have of being picked up.
Get on the case
A simple press release, if interesting, may get you a 100 word mention in the press or on a blog. However, if you turn the press release into some thing more interesting – say a case study – you can often end up with a 2 page feature. Ensure you have the case study’s full consent to be featured in the media before approaching any journalists with their story.
Become a detective
Thousands of magazines, newspapers, TV programmes, portals, blogs and social networking sites exist dedicated to the real estate industry and to media so tracking down the right journalist to speak to can seem daunting. The best approach is to identify the key media, the newspapers and magazines you read regularly and websites you visit for property news. The editorial contact details can usually be found, if not then a little detective work via phone, email and even Google will usually deliver results.
Online PR distribution is critical and with 92% of journalists going online daily for article research (Middleberg/
Ross Survey of Media in the Wire World) it can no longer be avoided. Ensuring that any materials released to the media are keyword friendly with links to your website is a must as well as communicating with clients through social media sites such as Facebook, Twitter and LinkedIn.