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2010-05-28 16:36:11

Profit by Publicity: Story Angles that Work

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. This week, we highlight REALTORS® who received publicity because of a hobby or an award from their company or REALTOR® association.. To share your PR successes, please send examples to
Story Angle: Capitalize on Your Hobbies and Sidelines  
Realtor Tests Mettle with Adventure Racing
Beau Mooneyham methodically juggles his life, career and direction. "You have to keep going. You can't put things off," Mooneyham says on a break between a gig mowing lawns for his dad's handyman business and a home inspection for a property he's selling as a Realtor for Murney Associates. Both jobs fit his affinity for adventure racing. While building his career as a Realtor one home sale at a time and helping his dad, Mooneyham continues to race in 10 to 12 triathlons, road races and adventure races a year; some are qualifiers for the USARA Adventure Race National Championship.
New Leader
Aug. 3, 2006
Springfield, Mo
Advice and Insights: Like many people, you may have a hobby or vocation that helps to take your mind off your day job. If you enjoy unusual or offbeat activities or projects, they may be the perfect fodder to help attract a journalist in doing a story about you or your company.
News Hook: Announce Awards to Agents
Ryan receives International Sterling Society Award
Sue Ryan, Realtor in the Coldwell Banker Residential Brokerage office in Northborough, has been recognized with the Coldwell Banker® International Sterling Society award. Each year, Coldwell Banker Residential Brokerage in New England recognizes the work of exceptional sales associates and sales associate teams through its distinguished awards program.
With more than 15 years experience, Ryan has been successfully meeting the needs of homebuyers and sellers in the MetroWest area and beyond. A consistent top producer, she has received many top-producing awards and designations.
Community Advocate
May 26, 2010
Westborough, Mass.
 Advice and Insights: Real estate brokers often recognize agents for being top producers, super sellers, best deal closers, having the most listing agreements, etc.
Issuing news releases about these awards can be a win-win-win for the companies, their agents, and the media: the real estate firm can get some important publicity; the agents will receive recognition in the community for their expertise and achievements; and newspapers will have a nice story to include in their business or real estate sections. 
But you don’t need to receive an award from your company in order to make news. It’s often the recognition you receive from colleagues in the real estate industry that can result in news – and headlines – about you. A case in point:
Tucker named LBR Realtor of the Year
LAUREL — The Laurel Board of Realtors is pleased to announce J. Mark Tucker as the recipient of the Association’s Realtor of the Year award. Mark is an associate of Century 21 Sims Realty, and has practiced real estate for the past 13 years.

During his career as a real estate professional, he has served the Laurel Board of Realtors as board president, treasurer, local board of directors, state board of directors, top 5 producers, Million Dollar producer, Multi-Million Dollar producer, numerous committees and represented the Laurel Board of Realtors at the Mar-Pac “Raise the Roof’ fundraising event in 2009.
Laurel Leader-Call
April 10, 2010
Laurel, MS
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, 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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