At Net Yield, we know that well-written property PR can make all the difference in securing media coverage and engaging your audience. Here are our top tips for creating impactful news releases and compelling content that resonates with journalists, investors, and industry professionals.

1. Identify your audience and tailor your message

Understanding your target audience is key, yet often overlooked. While broad-appeal stories have their place, property PR should be targeted and relevant. Ask yourself:

Who are you speaking to—asset managers, accountants, bankers, or surveyors?
What type of story, tone, and language will engage them?
What will appeal to the journalists covering your sector?
A property trade publication may focus on investment and market trends, while a local newspaper might prioritise community impact and job creation. Adapting your angle to fit their audience increases the likelihood of publication.

2. Keep it informative yet accessible

Clarity is key—simplify your message while ensuring the content is insightful and well-structured. Use:
✅ Headings and subheadings to guide readers
✅ Data and insights to add credibility
✅ Concise language that informs without overwhelming

This approach also enhances SEO, making your content more discoverable on Google and other search engines.

3. Ditch the jargon

The property sector is full of technical language, but a news release isn't a lease agreement. Keep it readable - journalists and their audiences don’t need complex legal terms.

A reporter may care that a property has been let and that it’s a 15-year lease, but they likely won’t publish details like an "upward-only rent review at year five" or a "tenant-only break clause with a six-month notice period."

4. Avoid clichés

Journalists value originality, so steer clear of overused phrases. One national journalist told us they never use a quote containing:

❌ "We are delighted…"

A quick Google search of that phrase returns 129 million results - proof that it’s anything but unique. Instead, focus on genuine, engaging, and informative commentary.

5. Check spelling and grammar

There’s no excuse for errors. Spell checkers, grammar tools, and AI-powered writing assistants are free and easy to use. Before publishing, proofread your work - poor grammar can undermine credibility.