Work out loud. Take your target audiences along for the ride on social media and in news stories. Sharing fun behind-the-scenes on a project can be a fun way to ensure your company’s personality shines through. Think of analogies that explain your projects. For example, we work with a client who likened their work to MacGyver. I shared this idea with a magazine editor who jumped on the idea and interviewed our client about what it takes to MacGyver infill projects through the city. This pop culture analogy made it more interesting.
Check in frequently with your client to discuss new stories and development trends. This information exchange and brainstorming should not wait for more formal meetings. Schedule quick chats in between those meetings to get the latest scoop on CRE projects and trends.
Physically pick up the phone and call CRE reporters. Emails can only get you so far. Ask them what they are working on and how you can help. Do they have a moment to brainstorm other topics for which your client could provide insight? This is a time to get creative while building a rapport with reporters. In fact, I called two reporters in the last week with a question and an FYI which turned into mini brainstorming sessions.
Don’t forget PR is about people. People who are inside and outside of your organization. People who are behind the deal or under the hardhat. Highlight development success stories and share statistics in internal and external newsletters. Make it visual. Quick video snippets or graphics can go a long way. These types of stories engage your employees, and clients make them feel good about working for and with the company while humanizing your company. These micro stories are feel good pieces. Don’t forget to repurpose these people stories for your social channels.
