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The wheels of a good marketing effort are set in motion by communicating effectively with the home buying public. And the linchpin of that effort can be a public relations professional who speaks the language of the press.
Today’s public is conditioned to view advertising with a skeptical eye. But no such barrier exists for a newspaper or magazine article. Readers view the story as a credible source of home buying information. That’s why a press release that generates an article carries 10 times the impact of an ad, according to studies.
No reputable public relations agency will guarantee story placement. The best that can be promised is creative, well-written releases and diligent work to increase the odds that the editor will use the story, or at least part of it. This demands good media contacts, professionally presented stories and diplomatic, yet persistent, follow-up by the agency.
When considering a public relations agency, review its client roster and check newspapers and trade publications for frequency of stories on those clients. Talk to other developers and, if possible, editors to obtain agency referrals.
Public relations is purchased in various ways. Single stories may be free-lanced on an hourly rate or a cost-per-story basis. Some large builders may decide to hire a full-time P.R. staffer. Another option is to let the advertising agency do public relations.
Most public relations agencies are paid a monthly retainer fee, based on the number of releases written each month.
Publicity ideas come from brainstorming sessions between client and agency. Publicity generated from these creative sessions may deal with the following:
Once it has appeared in print, the article can be used as a marketing tool. Obtain several copies of the article to keep on file.
Have your agency “cut and paste” the article onto an art board, using the publication’s flag and date as a banner. Make a high-quality Photostat from the board.
Reprints can be made from the stat and used as inexpensive brochure stuffers. (If your article appears in a trade publication, you can usually buy reprints that make attractive brochure inserts.) Reprints of the article and, perhaps, your ads can be combined in a direct mail piece. You might want to incorporate portions of the article (with the publication’s permission) into an advertising campaign.
Mat and frame the stat to hang in your sales office. Finally, place extra clips of the article in a scrapbook for home shoppers to peruse.
Prospective equity partners and loan institutions are also impressed by good publicity. Ask your agency to make a “story board” of your publicity articles for your next zoning or financing presentation.
The impact of public relations is its positive editorial credibility. Employ it confidently to promote your product, generate traffic and make sales.
Deborah Johnson is president of Taylor Johnson Associates, marketing communications
