Property ManagementGet Yourself Into the Newspapers - Free
To: All agents, offices or small companies who want to be publicized in
newspapers.
From: Tim Schoch, successful real estate publicist and communicator
RE: Getting into your local newspapers.
My Question: What"s your story? What"s the big news about you or your
company that you think your local newspapers should donate space to publish?
Your Answer: You don"t have a "story" or any "news." Plus, you can"t
afford to buy advertising space (which, as you know, can also "buy" you space
for publicity). Nonetheless, you want "something" in the newspaper on a
regular basis, and you need it right now because business is down and nobody
knows you.
My Reply: You have a big problem...unless. But, no. No, you wouldn"t
want the newspapers to publish a story that"s not totally about you, would
you? (Hint: Say, "yes.")
`I have been in and around the pubic
relations / marketing / communications / publicity fields for more than 20 years. I
have worked with newspapers and editors and publishers galore, and I have
learned one thing: they have needs, too.
So, here"s the secret of getting into your local newspapers consistently,
meaningfully, and credibly: Give the local editors what they want to print.
Okay, once a year give them your awards stories--but then what? Then, you
should become a virtual part of the newspaper staff and give them the stories
their readers want to read, the stories that will help the paper attract
advertisers--the stories that newspapers will publish.
How? Call up and ask your local editor what kinds of stories s/he wants.
Here are some of the stories they will suggest: insights into what a REALTOR®
does; solid how-to advice for sellers and buyers; strong local stories of
Realtor/community involvement or cooperation. (These topics alone will
generate dozens of potential articles.) Let the newspapers tell you what they
need, then provide it, using yourself as the quoted authority and spokesperson
of the article.
Get the picture? No, I mean: Get A Picture! Try to illustrate your story
with photos, preferably with you and a house, lawn, community group, or another
person.
These stories provide a service to the reader, a service to the newspaper,
and a service to your business. What other articles do all that? Plus, you
can re-use these articles in many various formats and integrate them into
listing presentations, mailings, and more.
As a quick example, which article would you read:
(a) "New Agent Joins Town Realty" (Next to the headline is what looks like a
prom picture)
(b) "New Town Agent Offers Fresh Advice for Sellers" (Photo of new agent next
to SOLD lawn sign)
Both these articles fulfill your goal: announce a new agent at the Town
Agency, but (b) adds value, authority, information, and that all-important
Remember-Me Factor. Choice (a) only says that the agent is new, which, if you
think about it, isn"t too compelling.
So, the next time you think you need a story, don"t use mirror-vision. In
other words, don"t think everything should reflect upon you. Instead, make a
lasting impression by publishing an article that reflects upon your level of
service and brings a benefit to your readers--your future customers.
Also See: Write a Column and Become a Pillar of Real Estate