Publicist offers tips for handling the real estate media

With the industry more uncertain -- some would say perilous -- in recent months, it seems a good time to talk a bit about how best to employ one of the most effective and inexpensive tools available to help a real estate company, its products or its services: Publicity.

Some of the basics of publicity are simply common sense, although I'm often surprised at how little people know about them. For example, when should you call an editor or reporter? One answer is: Any time you have late-breaking news relevant to the journalist's interests. But, when matters are not so urgent, you must learn the most appropriate times to pitch a story. That's why you should know as much as possible about the reporter, his or her deadlines, the medium and its audience.

That includes becoming an expert on the idiosyncracies of the press. For example, it's usually unwise to call New York Times Sunday real estate section reporters on a Wednesday, when they're getting ready to put the section to bed, and it's simply pointless to call the editor of Real Estate Weekly on a Friday, since she's in production that day. As for Crain's's real estate reporter, it's much better to call her early in the week than later.

But many journalists working for daily newspapers have deadlines unrelated to the daily cycle, and some reporters working for weeklies and monthlies also function on cycles that run counter to their publications. One example is Business Week, which closes on Wednesdays. Consequently, most of its staff should not be called on Mondays and Tuesdays; yet, other editors who work on sections of that magazine that don't contain breaking news may be more accessible on those days. As for the broadcast media, avoid contacting them as their shows approach air time.

How you send material to a reporter or editor is also important. Some like it mailed; others prefer that it be faxed; most, however, prefer email. Find out; it can be almost as important as spelling their names correctly.

Don't call about or send something that's already been published in a competing publication. That means you must know not only the medium you are targeting, but also its competition.

Use "exclusives" sparingly, or you may alienate reporters. One New York Times reporter suggests you might want to "spin" your story differently to each reporter; we don't like the word "spin," but her advice has merit. A good story, like a diamond, has many facets. The best way to control the spin is -- again -- to know each journalist important to you. Get on a reporter's Rolodex as an expert resource. Know what issues are current and invite the reporter to discuss them.

And what should you do if you are able to secure an interview? Before the interview, identify and develop main points to be made. Devise quotable answers to questions likely to be asked. Assume everything you say will be used. Though you have the right to ask that parts be "off the record," the reporter may refuse your request. A "no comment" is no solution; readers are turned off by that phrase, and all too often assume that you have something to hide.

Oh, yes, let's add another important item to keep in mind in dealing with a reporter. Make sure you are offering something of interest. "Ask yourself what we ask ourselves when we are pitched," says one Wall Street Journal reporter. "Why do we care?"

Done well, media relations need be no more mystifying than tenant relations or banker relations. Done poorly, it can have devastating effects.

COPYRIGHT 2003 Hagedorn Publication
COPYRIGHT 2003 Gale Group