Many in the industry insiders realise that effective media relations can offer something digital marketing alone cannot: third-party validation and broad exposure in trusted, influential publications.
Here’s why media relations should still be a core part of your PR strategy:
Credibility and authority
One of the biggest advantages of media relations is the credibility it offers. Earned media (press coverage that isn’t paid for) carries far more weight than self-published content or advertisements. When your firm is featured in real estate trade publications, your authority increases exponentially.
In an industry as reputation-driven as commercial property, having your deals, developments, or expert opinions showcased in widely read industry media sends a powerful message: You are a trusted voice and an important player in the market.
Media coverage amplifies digital reach
While traditional media relations and digital marketing are often seen as separate, they can work together to amplify your reach. Today, trade and business publications have strong online presences, meaning coverage in a respected media outlet will be shared across their digital platforms, newsletters, and social media.
Coverage in the media can be repurposed for further promotion, by sharing it on your own website, within your newsletters or on social media platforms such as LinkedIn. Using quotes from articles within case studies or marketing materials will further raise your market profile.
Remember - media relations is not confined to print - online media outlets are powerful distribution channels, and your news stories, or a comment, within the media can boost both your online and offline visibility.
The value of long-term relationships with the press
In the property market, where transactions are high-value and often involve multiple parties, long-term relationships with the media can be very beneficial. If you become a go-to resource for journalists, they will approach you for commentary, updates, and market insights. This is particularly useful when a commercial property firm or individual wants to build a strong, sustainable profile in the industry.
Journalists often seek insights and expert opinions when writing about market trends or major real estate developments. By developing strong media relations, you can position yourself as an industry expert they turn to for quotes or insight. This leads to ongoing media exposure.
Strong media relations isn’t just about getting a one-time feature. Consistent relationship-building with journalists can lead to regular, high-quality media exposure that helps sustain your brand’s visibility in the long term.
Differentiation in a competitive market
The commercial property sector, particularly in highly active markets such as London and other major cities, is extremely competitive. Many firms are vying for attention, whether it's for a significant sale, a development project, or new service offerings. Media relations can help you stand out by getting your achievements and expertise in front of key industry players.
Think about it, if your firm has completed a complex transaction or is managing a large-scale development project, a well-crafted press release can attract attention from the media, and coverage of your firm’s work could differentiate you from competitors who are not using media relations effectively.
In a crowded marketplace, media relations give you the opportunity to differentiate your firm by highlighting its successes, innovative approaches, or unique offerings.
Capitalising on industry and market trends
Media relations allow you to leverage industry trends for PR opportunities. By proactively pitching your commentary or analysis on key market movements, you can position yourself as a thought leader in commercial property. This is especially useful when journalists are looking for expert commentary on topical subjects, like the growth of a particular sector or the impact of societal and economic changes on local, regional or national markets.
Media relations shouldn’t just be reactive. By staying ahead of industry trends, you can offer journalists timely, valuable insights that keep your firm top-of-mind for both the press and potential clients.
Despite the rise of digital and social media, media relations remain a critical aspect of PR for commercial property agents. The credibility, authority, and broad exposure that traditional media coverage offers are invaluable for building trust and elevating your firm’s profile. By integrating media relations into your wider marketing strategy, your commercial property business can gain a competitive edge and attract the attention of both clients and potential clients.
If you’re ready to elevate your property firm’s profile and secure valuable media coverage, contact us today to learn more about how our tailored media relations services can work for your business.
