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2010-04-01 17:10:13

Profit by Publicity: Effective Story Angles


We continue our review of the wide range of news hooks and story angles REALTORS® have used to help generate publicity, and what you can learn from their experience. 
Each week we feature examples of the news coverage they received, together with advice and insights about the publicity. Today we look at REALTORS® who have promoted their professional designations and celebrated their business anniversary or other milestone.
To share your PR successes, please send examples to
News Hook: Promote Your Professional Designations
Real Estate News for People on the Go
Dan Patterson of RE/MAX Heritage has finished key courses to earn the Certified Residential Specialist designation given by the Council of Residential Specialists, an affiliate of the National Association of Realtors.  The course included techniques in seller counseling, pricing, client servicing and marketing techniques.
Pittsburgh Post-Gazette
Oct. 15, 2006 
Pittsburgh, Pa.
Advice and Insights: Obtaining and publicizing one or more professional designations can be an important way to demonstrate how you are different or better than your competition.

Once you’ve received the designation, don’t be shy in telling others about your accomplishment. While a news release announcing your designation will not land you on the front page of the daily newspaper, it could be included as a short news item in the paper’s news briefs, business digest, or movers and shakers columns.
In addition to publicizing your designations andwhat they mean for your clients, be sure to include your designations on the home page of your Web site, on your business cards and in other marketing materials.

REALTORS® who are interested in obtaining designations through the National Association of REALTORS® should go to or contact their local or state REALTOR® association.
Story Angle: Celebrate an Anniversary or Other Milestone
50 Years Later: Conway In It For Work: His Independent Firm Has $2B Annual Sales
Fifty years ago this month, a 32-year-old ex-boxing reporter named Jack Conway opened a Hingham storefront real estate office with one employee—himself. Five decades later, Jack Conway & Co. has grown into the state’s largest independent real estate firm, with 45 offices and 960 workers who sell some $2 billion worth of homes per year  ‘‘We’ve been blessed,” Conway said this past week as his Norwell-based firm marked its 50th birthday.
Boston Herald
Oct. 15, 2006
Boston, Mass.

Advice and Insights:
 One of the toughest stories to get the media to cover can be an anniversary or other milestone that is being celebrated by a corporation or organization. That’s because most reporters regard these as self-congratulatory events that interest no one.

Sometimes, however, a well-written news release about an anniversary can convince a journalist to write a story about an important anniversary or milestone that you or your company is observing. At other times, you may need to stage a special event or provide an interesting visual to get the attention of reporters.       
Since entire books have been written about how to plan and stage special events to mark these corporate milestones, I won’t try to duplicate their advice here. Suffice it to say, however, that the most effective way to grab the attention of the media is to ensure that the events:

Are staged so that it will be as easy as possible for news organizations to cover and photograph the festivities.

·     Have good visuals, such as people standing in front of a new housing development.
·     Have a local tie-in to the community, such as a fundraiser on behalf of a local affordable housing project. 
·     Are well organized.
·     Are planned far enough in advance (as least four to six weeks before the event).
·     Involve employees and customers in some way.
·     Are consistent with the image, reputation, or history of the company or organization.
To share your PR successes, please send examples to
Edward Segal, RCE, is the author of the Profit by Publicity series of live and online classes, audiobook and how-to-reference guide for real estate agents and brokers.  Segal was the marketing strategies columnist for The Wall Street Journal’s and is a PR consultant to more than 500 clients and press secretary to members of Congress.  He is now CEO of the Marin County Association of REALTORS® in San Rafael, Calif.  Visit his Web site at

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