Promoting Property: Insight, Experience and Best Practice

Cover
Half title
Title Page
Copyright Page
Table of Contents
List of Contributors
Foreword: a strategic approach to property PR
Preface
Acknowledgements
1 Introduction
	Property: an extensive and varied industry
	Change and challenge
	Changing communications
	Structuring property communications
	The need for a strategic approach
	Notes
2 Promoting large-scale mixed-use schemes: building a story for new communities
	Introduction
	The context and purpose of PR
	Mind the gap: key challenges and how to overcome them
	Managing relationships: stakeholder engagement
	Reputation matters: stakeholders and issues management
	What does success look like? Measurement and evaluation
	Conclusion
	Notes
3 Promoting commercial real estate: influence and innovation
	Innovation in commercial real estate
	Marcomms and real estate: an integrated approach
	The expansion of the communications role
	Conclusion
	Notes
4 Promoting homebuilding: positive communication in delivering new homes
	Introduction
	National context framing local strategies
	Strategic approach: setting the scene, localising the message
	Communication tools and tactics
	The future of homebuilding communications
	Notes
5 Promoting housing associations: creating a community
	The social housing context
	Strategy
	Informing the strategy
	Messaging
	People
	Tactics
	Mitigating risk
	Creative content
	Measurement
	Resources
	Conclusion
	Notes
6 Promoting local authorities as developers: from functional to aspirational
	Setting the scene: a brief history of local authority housing
	Flat packed homes
	Learning a foreign language
	Communicating in an increasingly diverse sector
	The ‘silver tsunami’
	Conclusion
	Notes
7 Promoting student housing: maintaining value and predicting the future
	Introduction
	Communications considerations
	Developing communications strategies
	The future
	Notes
8 Promoting high-end property: where less is more – the art of communication at the top end of the market
	Setting the scene
	Communication tactics
	Agreeing the strategy
	An integrated approach
	Choosing focus territories
	Keeping the story fresh
	Key messages
	Creativity: a focus on design
	Research
	Brand collaborations
	Evaluation
	Conclusion
	Notes
9 Promoting interior design: visual creativity and online media – a PR match made in heaven
	Introduction
	The interior design market and PR requirements
	Traditional media versus social media
	Digital routes to publicity
	Traditional routes to publicity
	Maximising the value of art
	Traditional marketing tools
	Conclusion
	Notes
10 Promoting estate agency: expert insight
	Introduction
	A personal perspective
	What’s the point?
	Media experiences, good and bad
	The media landscape
	Timing and content
	A joined-up approach
	Creative thinking
	Conclusion
	Notes
11 Promoting B2C proptech: the role of PR in building a proptech business in estate agency
	The need for change
	The arrival of the online agent
	A missed opportunity?
	The launch of Viewber
	Getting the message out
	Successful media relations
	Putting a value on expertise
	Notes
12 Promoting B2B proptech: an online revolution in the private rental sector
	Introduction
	Using content to create opportunity
	The power of collaboration
	How technology is disrupting property processes
	Conclusion
	Notes
13 Promoting property consultancies: capitalising on change
	A strategic approach
	Selling a service
	The changing role of the property professional
	The move online
	The content explosion
	Research: the core PR tool
	PR protocol in a fast-paced media environment
	Change in the property media
	The role of creativity
	Conclusion
	Notes
14 Conclusion: the future of promoting property
	The importance of property communications
	A sector impacted by complex issues
	Looking ahead
	Notes
Glossary
Further reading
Index