By Mark Casey

CEO RealWay

Media or news releases are a marketing tool that can build brand awareness and establish credibility for small businesses. The first thing in marketing is awareness – add a touch of credibility and a person might be interested in talking to you. With news releases it helps that they are featured in the editorial part of a publication or radio or news show. Editorial information is viewed as independent and reliable as compared to bought advertising space or time.

Many real estate agencies already have good media contacts through paid for advertising and community involvement. Remember the local newspaper starts every day with blank pages which need to be filled and likewise radio and television start with a blank schedule that needs content.

What will get me a run in the newspaper

So what are the newspaper news editors and TV or radio producers looking for? Well the local media wants local content. The flood relief charity event on 22 January 2011 organised by  RealWay Brasall principal and his team  was ideal to get positive coverage. Glenn did this all very well – he was quick off the mark, was genuine in trying to help the community and made sure his RealWay office got acknowledged (see below excerpt). The genuine aspect is worth emphasising – never try to sell the media what is called ‘puff’ or  bullshit. Anything you send out has to pass the ‘so what’ test – the fact that a three bedroom Queenslander was sold is irrelevant. If it was the house a famous person was born in that is different. While ‘the media’ does get vilified, most journalists operate under a code of ethics from the Media and Entertainment and Arts Alliance and only want to give readers useful information. A lot of journalists do not like advertorial where people who advertise get to have editorial coverage. Be careful about pushing for space in the editorial or news section just because you are an advertiser.

Glenn Balls’ efforts for the Karalee fundraiser ticked the box for four critical elements for a news release or other publicity activity.

1)      It is local

2)      It is timely (the news cycle is short these days)

3)      It had a human interest element (local business helps flood victims).

Other elements to address in media activity are:

4)      Useful information and statistics. If you can put out a news release every three months on the state of the local housing and rental market with statistics from RPDATA to back up your comments you stand a good chance of getting covered.

So who would be involved to get the message out there:

1)      A person will be needed to write the releases who has good written English.  You don’t have to be ‘professor’ level but it can be embarrassing to see a news release sent out with mistakes.   As a professional you want be seen in the best light.

2)      A proof reader is essential  to make sure the message is grammatically correct and accurate.

3)      A person to follow up and see if the editor or producer has received the news release and whether any more information is needed. Do this carefully without becoming a pest.

How does it look

If you are running an event and you want to get some media coverage be aware of a time that suits and send out a media alert covering the five golden rules of any piece of journalism – who, why, what, where and when. A follow up call is useful to see if a reporter is coming along or if a post event news release is required.

 When I wanted to get TV coverage during my time as public affairs manager, I would try to set things up before 12 mid day to suit the production timing for the evening news. On the subject of TV, try to give them something visual to work with and be prepared to do an on camera interview. Commonsense prevails here – don’t wear sunglasses (to avoid the hitman or ‘coming out of rehab’ look) and practice some responses to likely questions. Similarly timing can be important for the print media and if the weekend property supplement is a target Wednesday might be a good time to send out your news release.

1)      Start off with a headline to grab attention. I like to put local news on the top of the page or in an email subject line to separate the news release from the hundreds that arrive in the news editor’s inbox every day. Putting news release at the top is also useful.

2)      Write a strong opening paragraph covering the five golden rule mentioned earlier.

3)      Put the body together with some quotes and facts.

4)      Close off with the words ends to show the finish and include contact details at the bottom.

See the sample email below which can be used as a template.

The ideal is to be seen as a reliable and useful media contact for comments on real estate or business in general. In this way you will be contacted for comment which will increase the agency’s profile.

So media releases are relatively straightforward and while they take some time they are a low cost way to market and although the saying is “there is no such thing as a free lunch they come pretty close” – you can email them and not even have to pay for a stamp.

 

 

 

 

 

 

 

 

  

Local new release

3 May 2011

Rental homes to become more scarce

Renters will find it more difficult to find available properties due to a shortage of houses and units  caused by flooding and a reduction in the number of new homes being built.

According to RealWay, Kalinga principal Jane Smith, all levels of government needs to tackle a serious housing shortage.

“Higher interest rates, a shortage of new land releases and the drop in the new home owners grants are causing problems that will be with us for years to come”, Ms Smith said.

The shortage in supply can be seen in increasing rent and the national home market index, released by RPDATA today which shows rents for units are up by 5.2 per cent in Brisbane.

 “The only bright side to this is that home prices and units have come down significantly and this will encourage more people to buy investment properties to use for rental accommodation.

“The chance to pick up a good property with solid capital growth potential is the best it has been in years.

“We are getting more inquiry for investors who want to buy rental properties – many of these people have done their homework and believe that with strong employment and the commencement of several mining projects in Queensland, it is the time to buy based on their view of the property cycle.

“In the meanwhile our property management department is extremely busy but we are still managing to find rental properties for clients although they are increasingly scarce,” Ms Smith concluded.

RealWay Kalinga is a community based business which has operated in the area for 10 years. It has won several awards for real estate sales and for property management customer service.

ENDS

For more information please contact: Jane Smith, principal, RealWay Kalinga on 0402 174578

Western Informer

Council Supports Karalee Flood Fundraiser

20th Jan 2011 | Category: Local Councils

• Source: Ipswich City Council

 

FUN AND GAMES are planned for a fundraising event being held this Saturday (January 22) at the Karalee State School.

Ipswich Mayor Paul Pisasale said the event, being organised by RealWay Property Consultants in Brassall, would offer Ipswich residents some time out from all the hard work and devastation they have endured recently.

“Ipswich has really knuckled down and worked hard to recover from the recent floods and this event would not only be a great way for residents to relax and have some fun, but also to raise much-needed funds for those in need,” he said.

“It is being held at the Karalee State School in Arthur Summervilles Road where one of the evacuation points was established during the floods, helping locals who were cut off from Ipswich.

“I would love to see as many people as possible attend and enjoy themselves because you all truly deserve to have a break with your loved ones,” Cr Pisasale said.

The event will be held from 10am to 3pm and include a sausage sizzle, a jumping castle, a mechanical bull ride, an animal farm, pony rides, a DJ playing music to entertain the crowds, food/drink stalls and face painting.

RealWay Property Consultants Brassall have printed commemorative t-shirts, which will be on sale for $12, with all proceeds going to the flood appeal.

Numerous businesses have donated items such as beauty pack, DVD pack, wheelbarrow hamper, café vouchers, alcohol gift basket, haircare products as giveaway prizes, with everyone who buys a shirt or from the sausage sizzle, eligible to win.

 

 

 

 

 

 

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