One sunny morning in May, the US Attorney General, Loretta Lynch, announced two criminal probes into corruption at FIFA, the international football association, saying that they had, “Engaged in rampant, systemic and deep rooted corruption.” At the same time, the FBI was arresting seven senior FIFA officials in Switzerland. Walter De Grogorio, FIFA Director of Communications, tasked with addressing the global press, said, “This is a good day for FIFA.”

Classic PR spin or had he lost the plot? What the unfortunate man was attempting to say was that “now this is out in the open, the issues can be resolved, the criminal elements of the organisation removed and a cleaner future can begin.” But it didn’t go terribly well.

Life isn’t easy in PR; we can only hope that no estate agency ever has to call upon their PR to craft a response to such serious charges. PR work involves communicating the good things about a company and an experienced PR can transform the public perception of their client. PROPERTYdrum works with specialist PR firms and in-house PR teams and it’s no surprise that they are more successful in securing editorial coverage than estate agents, who are busy doing what they do best – selling and letting homes.

Who to call

Understand the press. If you want to get into Country Life, read it and get a feel for what works for them.’ Lana Wrightman.

PR works best when the agent specialises in your industry; Lana Wrightman’s clients include Finders Keepers and Benham & Reeves; Maurice Hardy has clocked up 25 years in property PR – his top clients include Carter Jonas; The Inhouse Way looks after ‘non-conflicting agencies’ including Waterfords, Sandfords and Townends.

Write a comment piece, put your photo with it and be prepared to be stopped in the street for advice!” Maurice Hardy, Ultimate PR.

Amanda MacCaw’s first client, twenty years ago, was Chesterton and since then she has worked with many property agencies, including Stacks Property Search and Curchods. Jack Izzard at Rhizome PR (clients include HouseSimple and Garrington) says that as former journalists, he and his colleagues “like nothing better than writing stories that will appeal to the media.”

If owners are happy to be included in your story, that’s even better brand awareness.” Amanda MacCaw, Wild Maccaw.

Your market doesn’t stop at the end of the High Street, be willing to comment on price indices etc.’ Jack Izzard, Rhizome PR.

Lisa Isaacs has been in property PR for 18 years, working with estate agents and property industry suppliers; her current clients include Winkworth, Robinson Jackson and Jones Robinson. Karen Hughes is another long established PR, whose agency clients include The Negotiator Award winners, Balgores. Finally, Marion Hardman at Four Communications has a long list of property clients, including Jackson Stops & Staff and Sothebys Realty.

You are the ears on the ground, so report interesting trends or market behaviours, however minor.” Marion Hardman, Four Communications.

Wise words

With such fine pedigrees, they have plenty of experience in getting through to the press – national, local and business, in print and online, so here are some of their top tips:

Lana says, “Understand the press. If you want to get into the FT, read the FT, if you’d like to see your agency mentioned in The Telegraph or Country Life, get a real feel for what works for them and what doesn’t.”

That’s advice that all these PRs offered – Amanda added, “If you give the journalist information that doesn’t fit the readership, or their style, your story will be despatched with a speedy click of the delete button.”

Maurice says there is a great deal to be said for writing comment pieces for your local paper, “put your photo with it and be prepared for people to stop you and ask for further advice!”

Realising that your market doesn’t stop at the end of the high street, is important, says Jack, “Be willing to comment on national house price indices and things like any amazing mortgage deals currently on offer.”

Facts and figures

Karen Hughes says that the press love stats – develop your own data on sales and rental price increases generally and on specific property sectors (eg three bed semis) monthly or quarterly, comparing them to national figures. “Or you could focus on any rise on applications and vendors, landlords, tenants year on year, quarter by quarter. You can comment too, on what the RICS is saying, or NAEA, ARLA, NLA etc.” It’s all really good information that sets you as a regional commentator who has solid facts to back up their views.

Similarly, Marion Hardman at Four Communications suggests that you keep an eye out for new trends, “No one knows the business as well as the agent or the developer, you are the ears on the ground so make sure you report any interesting trends or behaviour in the market to your PR agency, no matter how minor.”

Lisa Isaacs suggests a bullish approach, “Be prepared to have a view. Sitting on the fence isn’t going to arouse much interest but taking a strong stance – even if it’s controversial – will generate interest.”

Get real

Real people make real press stories. “The national press,” says Lana, “Does not write about property; it writes about people. ‘Pretty house for sale’ isn’t much of a story. ‘85 year old couple renovate dilapidated house, are now selling it and looking to do it all over again’ is.”

Journalists love case studies too – says Jack, “That means getting happy buyers who are willing to be interviewed and photographed by the media. It’s a powerful way to get into the media.”

The subject of your stories (note, journalists call them ‘stories’ but they do have to be true…) can be pretty much anything – so long as it is relevant to the publication and to your own business. Celebrity vendors or buyers always hit the spot (annoyingly, many value their privacy); a quirky/historic property has obvious appeal – Jack Izzard says he lives in hope for a former fire station complete with pole!

“Meaningful charity work always works,” says Maurice, but it has to cause you significant effort and raise a good sum of money or provide a real service; making a batch of cupcakes may not move the press. “And send a really good high resolution photo that isn’t just a shooting gallery of grinning men holding a ‘comedy’ cheque.”

Agents should consider their company culture, says Helen, “It’s about how they want to be perceived in their area and how this can be used in their content. The fact is, ‘people love property’ – talking about it, viewing it and buying it. If you have owners willing to be included in your story, that’s even better. It’s great brand awareness for the agent, and some vendors like the kudos of a piece about their treasured home.”

Package it up!

“Local publications will be very grateful if you can package up a story so that it’s ready to go and includes lots of different elements,” says Amanda. “So if you want to promote a property with a couple of acres of land, give a brief outline of the property, focus on the outside space, explain that the family have been using it as a pony paddock but that they now need more space for more horses; include a quote from the vendor about how their children have grown up in the house, learnt to ride; include a quote from you about how increased demand for property with land since the election; how the cost per acre has risen; include a high res picture of the kids, ponies and the property and contact numbers. The journalist will love you, you will be rewarded with great editorial and they will come back for more!

“You gain valuable publicity for the home you are ‘selling’ it harder by associating it with happy family life, promoting your business as a good agent for these properties and yourself as an expert on land.”

Never, ever do this:

Lisa: “Don’t be over optimistic – everyone wants to be in the Evening Standard Homes & Property or The Times Bricks & Mortar but only the strongest PR stories make the cut. An agent needs to offer the whole package – an exclusive story, a quirky angle, original research and really good images.”

Jack: “Never use the press as a platform to attack or criticise your competitors. It looks negative and won’t win you any favours. Always be positive, emphasise (and explain) your expertise!”

Amanda: “Never offer a journalist an ‘exclusive’ and then give it to another publication too. You will be blacklisted.”

Helen: “Never send out a press release that is a blatant advert for your agency.

PR is about subtle brand awareness through the use of interesting editorial.”

Marion: “Don’t waste your relationship with your PR; make sure they really know your business, involve them in your regular meetings, take them on a tour of your patch so they really understand the way that you work, so they can show you in the best possible light.”

Lana: “Don’t correct the press. A journalist isn’t going to welcome your phone call telling them how misguided their story was and what they should have written instead.”

Maurice: “Never nag the press to use a story that you think is wonderful and they have ignored. They obviously don’t share your view, so study what they are running and offer something similar – but better, so it’s irresistible.”

And a final piece of heartfelt advice from Lana: “Please don’t assume that PRs are all a bunch of posh airheads doing this for pin money. I have two degrees and two professional qualifications and take my 20 year career very seriously.”

Contacts:

Amanda MacCaw, Wild MacCaw,
W: www.wildmaccaw.co.uk
T: 07977 238175
Lana Wrightman
W: www.lanawrightman.com
T: 020 8533 2277
Lisa Isaacs, Media Solutions
T: 07961 371 826
E: [email protected]
Marion Hardman, Four Communications
T: 020 3697 4347
W: www.fourcommunications.com
Maurice Hardy, Ultimate PR
M: 07831 272220
E: [email protected]
Rhizome PR, W: www.rhizomepr.com
T: 0207 297 3166
The Inhouse Way
W: www.theinhouseway.co.uk
E: [email protected]
T: 01276 62201