Putting the PR into PRoperty: AB Property Marketing celebrates 15 years of success

Putting the PR into PRoperty: AB Property Marketing celebrates 15 years of success

by Louise United Kingdom
  • Agency has represented property clients around the world for past 15 years
  • From Albania to Zambia, from new builds to BTR, PBSA, B2L, second homes & interiors
  • Agency based on a passion for property, innovative PR techniques & attentive client service

March 2020 sees leading property PR agency AB Property Marketing celebrating 15 years of successfully representing clients around the world. From a two-woman Surrey start-up, the company has grown and flexed since forming in 2005, finding new and innovative ways to promote a wide range of different property clients and their projects.

Now based in London, Founder and Managing Director, Charlotte Ashton, comments,

“It’s incredible to think that the start-up I co-founded all those years ago has grown to represent household names within the property industry. I’m so proud of the work that the team has undertaken in gaining in-depth knowledge of our clients, their markets and products. We’ve purposefully kept a focus on property alone and strived to deliver an attentive service that you can only get with boutique PR agencies, meaning that our clients always get fully committed, bespoke services.”

Over the past 15 years, AB Property Marketing has worked with leading names in the property sector, including Taylor Wimpey, Quintain, JLL, Tipi, be:here, Millgate, Alexander James Interior Design and Currency Index. The company has delivered PR expertise for UK new homes, international second homes, purpose-built student accommodation (PBSA), hotels and resorts, investment properties (from buy-to-let to care homes), the build to rent sector and much, much more.

“We’ve worked with AB Property Marketing for over a decade now and are still impressed by the team’s enthusiasm, knowledge and personal service. I’m delighted that they are celebrating 15 years of success – but certainly not surprised!”

Marc Pritchard, Head of Sales and Marketing, Taylor Wimpey España

One of the keys to AB Property Marketing’s success has been the company’s willingness to adapt. Popular property investment products and locations change over time, as does everything from the types of second homes available to property-related tax regimes. By utilising their passion for property and staying two steps ahead, AB Property Marketing has been able to support clients to navigate the shifting landscape, just as it has done itself.

“In the past 15 years, we’ve gone through everything from a major global recession to the painfully drawn-out Brexit process. Factors such as these can have a dramatic impact on the property market, both domestically and overseas. That’s why adaptability and horizon-scanning are so essential when it comes to working in the property industry over the longer term.”

Charlotte Ashton, Founder and Managing Director, AB Property Marketing

AB Property Marketing has become the partner of choice for developers looking to bring new property products to market, as well as established brands with their own long history of success. The agency is also a long-term friend to those who write about property, providing up-to-the-minute commentary on political developments, local insights into sun-kissed holiday destinations and everything in between.

“Charlotte’s longevity is proof of her talent for good PR in a very transitory business. Never just reactive, she is great to deal with and great at balancing the often-conflicting demands of property client and journalist (!). Experience does count.”

Liz Rowlinson, freelance property writer for The Times, The Daily Telegraph, Financial Times & Editor of A Place in the Sun magazine

For all your property public relations needs, contact AB Property Marketing on +44 845 054 7524 or visit www.abpropertymarketing.co.uk.  

Buyers dig Digbeth as new homes attract the creative community

Buyers dig Digbeth as new homes attract the creative community

by Georgina United Kingdom World , ,
  • West Midlands creative industries growing at more than twice the pace of those in London (Creative Industries Federation)
  • Under 25s account for 40% of population, making Birmingham one of youngest cities in Europe (Visit Birmingham)
  • New Moseley Gardens development perfect for Digbeth’s millennials (Surrenden Invest)

 

When it comes to the perfect recipe for property buyers, Birmingham’s Digbeth has all the right ingredients. The area is a trendy, thriving hub of digital and tech prowess, with a community of millennials looking to rent stylish homes at the heart of the action.

Digbeth’s digital credentials were showcased earlier this month during Digital Digbeth Day, part of the BBC Digital Cities Week. Events focused on game-changing developments in the digital tech sector, from 3D scanning to virtual reality, with Digbeth’s bright young residents showcasing their credentials to maximum effect.

“The sense of creativity and innovation in Digbeth is enormous. The area is brimming with talent and not just in the tech sector. Digbeth’s creative industry credentials are seriously strong and have helped it to become one of the trendiest areas of the UK in recent years.”

Jonathan Stephens, Managing Director, Surrenden Invest

 

According to the Creative Industries Federation, the UK’s creative industries are worth £87 billion. That’s more than the country’s car or aerospace industry. The West Midlands has put much into developing its creative sector – creative industry jobs there grew by 38.7% between 2011 and 2015 (more than double the growth rate of London, which stood at 15.6%).

At the same time, big things are expected of Birmingham’s new Metro Mayor, Andy Street, whose strategy for growing the city’s economy looks set to have a positive impact on housing, transport and skills, as well as other areas of urban life.

Then of course there’s the High Speed 2 (HS2) rail network, which Transport for West Midlands sees as a catalyst for enhanced prosperity and growth for regional locations like Digbeth.

The combination of all of this has created a magnet-like effect in Digbeth, with highly skilled, highly ambitious millennials flocking to the area to work and live. Nearly 40% of Birmingham’s population is now under the age of 25, making it one of the youngest cities in Europe, according to Visit Birmingham.

“The influx of millennials has done much to re-shape Digbeth’s property market, at a time when Birmingham property prices and residential land values are already showing solid growth. As a result, the city has become a hotbed for property investors seeking strong yields and excellent capital growth potential.”

Jonathan Stephens, Managing Director, Surrenden Invest

 

Developments like Moseley Gardens are pitched perfectly for style-conscious millennials looking for a city centre location in Birmingham’s hottest regional rental market. Specifically developed for the shared rental market, the contemporary apartments offer the ideal blend of location and luxurious living, all just ten minutes’ walk from New Street Station.

“Demand for residential investment properties of this stature in Birmingham is so strong that many are purchased within mere hours of launching. Birmingham – and the Digbeth area in particular – is one of the most dynamic property markets in the UK right now.”

Jonathan Stephens, Managing Director, Surrenden Invest

 

Apartments are available from £138,000, for further details, visit www.surrendeninvest.com, email info@surrendeninvest.com or call 0203 3726 499.

Millennial Magic! Invest in this UK property hotspot with the largest millennial population outside London

Millennial Magic! Invest in this UK property hotspot with the largest millennial population outside London

by Georgina United Kingdom World , , , ,
  • Manchester is the UK’s leading regional creative talent market (CBRE)
  • Manchester homes to highest number of millennials (CBRE)
  • Growing trends from millennials for an urban waterside living (Surrenden Invest)

 

Research by CBRE has revealed that Manchester is proving to be the most sought after location for millennials.

According to the research, the collective characteristics of locations with creative success include pools of highly educated graduates, good transport links, proximity to world class universities and large populations of millennials.

The CBRE Top 25 has revealed Manchester as the leading city in the UK regional creative talent market by some margin and Home Track research found that Manchester continues to show the fastest growth rate of 8.4%, up from 6.3% a year ago. The city currently holds the largest number of millennials along with a pool of highly skilled and creative professionals, in addition it has the largest number of inventive industries.

Manchester also boasts links to several world-class universities with solid computer science and research rankings. As well as these admirable attributes, office, employment costs and earnings to average house price ratios have been found to be relatively reasonable. That is compared a number of South East locations and London.

“Here at Surrenden Invest we receive no end of interest in Manchester and this high demand does not look set to falter any time soon. Manchester is a very up and coming city full of creative flare, aspiration and opportunity – no wonder we have seen such an influx of young professionals! Millennials are taking over the Manchester market.

Jonathan Stephens, Managing Director, Surrenden Invest

 

So where are these millennials calling home within Manchester and hence, where the savvy property investors are also heading?

Jonathan Stephens of leading investment agency, Surrenden Invests, tips the newly regenerated Wilburn Basin, the point where Manchester meets Salford in the south-west of the city.

Built back in 1864, and used a mooring site on the River Irwell, the area played a key role in Manchester’s industrial heritage but as more modern methods of transportation evolved, so the area fell into disrepair. The last 3 years however have seen the three-acre deserted wasteland transformed into highly desirable waterside living with modern homes, ideal for millennials.

“We have witnessed the growing trend for urban waterside living over the past 6 -12 months, especially from young professionals looking for the perfect blend of city living and nature. Wilburn Basin adheres to this trend perfectly and was an instant hit with phase 1 of the scheme being completely oversubscribed and phase 2 selling fast as it nears completion.”

Jonathan Stephens, Managing Director, Surrenden Invest

 

Wilburn Basin, available through Surrenden Invest, compromises of four distinct blocks which vary in stories, all of which offer fantastic views across Manchester city. Each apartment is built to the highest specification and the residential facilities are exceptional including a 24/7 concierge, architecturally landscaped gardens and seating areas around the river basin as well as a gym, cinema, residents lounge and meeting rooms. Prices for units in the current phase 2 start from £165,000.

For more information, visit www.surrendeninvest.com or contact Surrenden Invest on 0203 3726 499.

A day in the life of a property PR

A day in the life of a property PR

by Charly United Kingdom World

One of the best things about working in property PR is the fact that there is no typical day. Opening up the laptop each morning brings with it a wealth of possibilities, where requests from journalists and new announcements from clients can instantly change the shape of the next several hours.

Of course, there are some standard things that have to be fitted in to each week. Press releases have to be written, to present clients’ information in an engaging fashion that will delight those who read it and entice journalists to find out more. Pitches have to be crafted perfectly for individual publications and requests from journalists need to be responded to quickly and expertly.

Client liaison is also an important part of the day. Property PRs need to have an intimate knowledge not just of their clients’ current projects, but also of future plans, new properties and any new sectors or markets that are being considered. Regular phone calls, meetings and site visits are essential for keeping up to date.

Staying up to date with current research, upcoming trends and relevant events is also an essential part of the day-to-day work of a property PR. Clients need to be positioned ready to share their expertise on the latest policy decisions, global financial developments and sector-specific news. Having up-to-the minute commentary is essential if clients’ voices are to be heard in relation to current affairs.

A day in the life of a property PR also means being highly organised with paperwork and files. The right images for each property need to be at hand, ready for use at a moment’s notice, along with a detailed factsheet providing all of the relevant data. You never know which angle of a property a journalist might focus on and so it’s important to have as much info as possible, just in case.

Finally, there are those weeks when as well as fitting in all of the regular tasks, a press trip, property show or series of meetings with journalists about a new project is in the diary. These weeks tend to be hard work and great fun all rolled into one – it’s all part of the wonderful variety of being a property PR!

For more information about property PR and the ABPM team and how they can assist with your promotional needs, get in touch today on 0845 054 7542 or visit www.abpropertymarketing.co.uk.

How to get the best out of your PR agency

How to get the best out of your PR agency

by Eleanor Uncategorized

You might be forgiven for thinking that once you’ve read proposals, interviewed the best candidates and settled on your PR agency of choice, your work is done and that you can relax and enjoy the benefits that professional PR will bring to your brand.

Of course, that is an option, but you taking an active approach to engaging with your PR firm can reap big rewards, as Charlotte Ashton, Founder of property PR agency AB Property Marketing, explains,

“In PR, as in life, you get out what you put in. Companies who are proactive in working with their PR agency will definitely benefit from an enhanced service. PRs can only work with what they have, so a company that feeds their agency things like fresh statistics, information on new projects, research findings and exclusive insights will certainly reap the benefits of doing so.”

In the spirit of supporting every company to maximize its PR potential, AB Property Marketing has these 5 top tips to follow:

AB Property Marketing’s 5 top tips for getting the best out of your PR agency

1. Keep in touch

A quick regular call with your PR agency can do wonders. Be it weekly, fortnightly or monthly, all you need to do is pick up the phone and run through the highlights of what the company has been up to. A trained PR professional will focus in on the golden nuggets of information that will be a hit with the media and can then take them away and turn them into fabulous coverage while you’re getting on with the rest of your working week.

2. Be aware

Keep up to date with media coverage about your sector. You probably do so anyway, so simply consider the stories you’re reading from a media point of view: how is the journalist approaching the topic? What is their angle? What kind of comment has made it into the article from business leaders? Being aware of such considerations will help you to identify what to pass on to your PR agency, particularly when they come to you asking for commentary that has to be produced to a very tight deadline!

3. Be flexible

Think flexibly about how you can help the media. Journalists rely on accurate, timely information to write their features. Your PR agency may ask you to comment on a sector-wide issue rather than one specific to your company. Be flexible in your approach and consider how your knowledge is representative of your industry. Apply the lessons your business has learned to the wider sector, against the backdrop of your industry knowledge, and you are on the right path to becoming seen as an expert spokesperson.

4. Understand what PR is!

PR is not the same as advertising. If a journalist is looking for a comment, it’s usually about issues impacting on your sector. They’re not looking for one brief sentence on their chosen topic, followed by two lengthy paragraphs about your products. Give your expert opinion on the matter in question and leave it to your PR to work in a mention of your product or a link to your website!

5. Be responsive

When it comes to PR, the early bird really does get the worm. Journalists work to very tight deadlines and the faster they can be provided with reliable, insightful information, the better. With so many businesses competing in every sector these days, you will need to be fast and responsive in order to get the coverage you deserve. If you delay for a couple of days before providing comment in response to a request from your PR agency, it’s likely that a competitor will have pipped you to the post or that the article will already have been published.

Find out more at http://www.abpropertymarketing.co.uk/who-are-we/ or call 0845 054 7524.

 

 

 

The Absolutely Fabulous world of PR

The Absolutely Fabulous world of PR

by Charly United Kingdom

For ladies of a certain age (in the AB Property Marketing office it seems to be 35 and above), the image of PR was forever defined by Jennifer Saunders’ unforgettable performance as Edina Monsoon in Absolutely Fabulous.

Saffy: “I’m sorry, Mum, but I’ve never seen what you actually do”
Eddy: “PR!”
Saffy: “Yes, but…”
Eddy: “PR! I PR things! People. Places. Concepts.”

Patsy: “Lulu!”

Eddy: “Lulu! I PR them! I am, and if you’ve heard of me, I have PR. I make the fabulous. I make the crap into credible. I make the dull into…”

Patsy: “Delicious.”

Eddy: “Delicious! I PR, darling!”

As the long awaited new Ab Fab film hits UK cinemas this Friday 1st July 2016, we cast our minds back to what the original series taught us about the world of PR and compare it with the reality we’re living today.

Sadly, the world of PR is not quite the endless whirlwind of lunches, Bolli-Stoli cocktails and designer shopping binges that us impressionable teenage girls were led to believe it would be. It turns out that sometimes you have to do some actual work – like writing press releases, going to meetings and arranging press trips.

Of course, working in PR does have its moments. Sometimes you actually get to go on said press trips. Plus the client liaison side of the business does seem to involve a touch more champagne drinking than many jobs entail. There are glitzy events to attend and fabulous outfits to select for them… but whereas Edina and Patsy drifted effortlessly from one event to the next, pausing only to fall out of the occasional taxi or drink their way through a flight to New York, the reality involves booking venues, arranging catering, managing lists (invites, attendance, maybes, drop outs on the day…) and a great deal of dashing around organising things with barely time to grab lunch.

The reality is that PR is a demanding profession. It’s hard work. Yes, it can also be great fun, but those companies that succeed are the ones that put work before play. Data from the Chartered Institute of Public Relations (CIPR) shows that there is a significant drop out rate once PR professionals reach their 30s. The CIPR’s public relations and policy manager, Andy Ross, observes,

“One thing I would say is that public relations definitely isn’t a lifelong career option for most. This is backed up by our State of the Profession data which shows that only 35 per cent of PR professionals say that PR is a career for life.”

The pressure of the industry isn’t for everyone. Many people who thrive on the pace when they first join do feel burned out by their early 30s. According to the Forbes Top Ten Most Stressful Jobs 2016, only enlisted military personnel, firefighters, pilots, police officers and event coordinators experience more stress in their working lives than public relations professionals.

But there are those of us who stick with it – the 35+ section of the ABPM office team who remember the original Ab Fab and still go into work every day with Edina Monsoon’s many formative pieces of advice firmly in mind. Who, despite the long hours, the ridiculous deadlines and the meetings cancelled at short notice when you’ve travelled for two hours to get there, believe that PR is an absolutely fabulous career.

Charlotte Ashton, Founder of property PR agency, AB Property Marketing and diehard Ab Fab fan, comments,

“I remember watching Eddy and Patsy in the original TV series back in the early 1990’s. As a young teenager I tuned into BBC2 each week from my bedroom, enthralled and appalled in equal measure by their antics but I distinctly recall thinking if this is what PR is, then I want to do it, it looks like fun!

“20 something years later my wish to work in PR has been fulfilled although it’s less Bolli filled and more bloody long hours filled than Eddy and her BFF made it out to be. That said, the appeal of ‘people, places, concepts’ hasn’t waned yet sweetie darling!”

Find out more about the absolutely fabulous ABPM Ladies at http://www.abpropertymarketing.co.uk/who-are-we/ or call 0845 054 7524.

Running a press trip – not a stress trip

Running a press trip – not a stress trip

by Charly World

Viv Onslow, Senior PR Executive, AB Property Marketing Ltd

As a rooky PR girl some 7 years ago, the boss asks, “Could you fit in organising a press trip?”

Of course I could – a piece of cake.  I might not have done PR for years but I certainly have worked in a commercial fast-paced environment for eons and getting a few journalists onto a plane to somewhere hot should be a doddle. She said.

“So four top flight journalists need to go to La Gomera and here are the dates.” Off I trotted with these essential details and a list of which publications we wanted to target. Easy I thought.

Well, as I very quickly leaned, there are five things you need to know before embarking on inviting journalists on a press trip:

  1. Journalists get invited on press trips dozens of times a month
  2. They cherry pick their trips
  3. They want a hook – and three days in the sun in itself just isn’t enough
  4. You need to jump through hoops – high ones
  5. Being organised is essential

Being then relatively new to property PR meant I hadn’t thought some of this through until I started sending out the invites. The replies dribbled back: “I’m busy”, “No thanks, not for me”, “No, already been there” or just plain “NO!”

I’m never deterred by a few no’s so it was on to the next batch of possibles. Adding some more oomph to my invite such as like the ambient air temperature in La Gomera in May, some sexy details on the hotel accommodation and some highlights of food and wine of the region.

At last a couple of journalists came back with “well yes – maybe”.

Obviously there were a few caveats to the “maybe” ranging from “what time is the flight?” to “How will I get to the airport?”, “Does the hotel do macchiato Frappuccinos?” and “What exactly is for sale?”, “Do you have a case study?” and “Who actually lives on La Gomera – why not just go to Tenerife?!”

Things were moving, albeit slowly, in the right direction.  Questions answered, positive vibes and just two more to go.  More scouring the contact book for hot property writers who appear to never have been to the Canaries.

Then a stroke of good luck.  The hotel dug out a dignitary, a UK MP who appeared to be happy to host a drinks party and had a house on La Gomera.  It was all coming together nicely.

Rather oddly this press trip, unlike most that I have gone on to organise, did not require a PR representative so there was no me or the boss on the ground to sort out problems and hand out euros like it was monopoly money.  The client was in charge and on their own.

Waking on the morning of the press trip to five missed calls on my mobile did nothing to steady the nerves.  Lost journalist at Gatwick who couldn’t find the group and couldn’t manage to dial the contact number I had furnished her with.

Actually after this minor hiccough, things went swimmingly. The journalists all arrived safe and sound, had a fabulous time and the client got stacks of great coverage – which is really why us PR folk are hell bent on making these trips a success.

Since then I have gone on to organise many press trips and it is very obvious why clients entrust us to sort this “stuff” out for them.

Press trip are tough and can too often become ‘stress trips’ if not managed properly. They need to be organised down to minutiae – the more organisation, the more smoothly events will run be they here in the UK or in Zambia!

And it can be a fine line juggling the needs of the client and the needs of the journalist to keep everyone happy.  So my top tips for a smooth running press trip and not a stress trip are:

  1. Write EVERYTHING down – that way you have less chance of missing things and making mistakes
  2. Produce a press trip itinerary – this needs explicit details on timings, flight info, who, what, where, when and why. Don’t forget to put EVERYONE’S email and telephone numbers on here – they will be essential to all attendees.
  3. Don’t be afraid to say NO. Clients and journalists can sometimes have ridiculous expectations – and you need to know when to draw the line
  4. If you are attending a press trip DON’T get drunk however tempting that sangria is. You are in charge and should remain professional at all times.
  5. Smile, be polite and soldier on. It will come out right in the end.

For more information on how to arrange a press trip, contact Viv at AB Property Marketing on +44 845 054 7524 or visit www.abpropertymarketing.co.uk

————-ENDS————–

Editor’s Notes:

Get the skinny on Viv here! http://www.abpropertymarketing.co.uk/who-are-we/

Why you should be a journalist’s flexible friend…

Why you should be a journalist’s flexible friend…

by Charly World

Everyone would like to get their company, its products or services into a wide range of publications and the best way to achieve this is to be as flexible and open as possible to the needs of the media, whether it is in print, online or broadcast.

Whilst it is obviously important to remember who your target audience are and to ensure that you’re speaking to them, wherever possible in media relations, it is key to try not to pigeon-hole yourself. When spreading the message of your property company and products or services, it is important to consider what the appetite in the media currently is. And this is where a good PR agency comes in, one that will have their finger on the pulse of what is topical and trending in the press.

Naturally, we would all like to steer the media in what they’re talking about (and a good PR person occasionally can), but it is essential to remember that publications, and in turn the journalists themselves, will have their own agenda and topics that they want to cover – and you need to make sure that you’re a part of that!

The best way to do this, working with a PR pro, is to think outside the box and be prepared to provide comment and details that may relate to the wider market place or subjects of current, topical interest. Sometimes this will relate to an area that your company is not so specifically prevalent in but you should not shy away from this. Don’t be afraid to offer an opinion and let your voice be heard!

Not only will this mean that you are likely to gain a greater amount of media coverage, in a wider range of outlets, but it will also strengthen your position as a voice of authority in the industry. This can only be a good thing for adding value to your brand and positioning your company in a place of trust in the market.

Charlotte Ashton, Managing Director of leading property PR agency, AB Property Marketing, explains the importance of this,

“Whilst it is always important to narrow down your brand values, key customer base and what you stand for before starting on the PR journey, it is also key to not approach it in a blinkered way. Instead, learn to be flexible to a journalist’s needs and you will soon find that you are getting far more exposure than you would have done if you had remained shut off to slightly left-field opportunities. Be open-minded and confident in what you can offer the media and you will soon see the benefits.”

Commenting on issues that are slightly outside of your usual sphere may seem at first glance to be working against the brand message, but providing your product isn’t tied specifically to a certain audience (for example retirement properties) then this does not have to be the case. For example, you may be offering investment properties, aimed primarily at the buy-to-let market, but make sure you’re also talking to your normal buyer on the street. This is especially the case when in some respects all properties purchased in a growing market could be considered an investment anyhow!

Although this may feel initially outside of your comfort zone, your public relations manager will make sure that your brand and company values are never sacrificed. They will achieve this by always providing the correct context and a constant strapline to describe what your company stands for and does when having conversations with journalists.

So now is the time to start limbering up – aim to become a flexible friend to the media, help wherever possible with comment and opinion and you will soon become one of the prominent voices in the industry.

To start your very own PR conversation today, visit www.abpropertymarketing.co.uk or call AB Property Marketing on 0845 054 7524.

My first year in PR with AB Property Marketing

My first year in PR with AB Property Marketing

by Charly World

If asked to describe my first year in PR in just three words it would be enlightening, challenging and rewarding. With no real preconceived expectations, other than the offering of a more creative work environment, I started my role at AB Property Marketing eager to experience all that was involved in the world of property PR.

As someone who has always loved to learn new things, this year has definitely allowed me to absorb a wealth of industry knowledge and a much greater understanding of exactly what a role in PR entails.

Contrary to popular belief it is not all lovely long lunches and business days out, although we have been lucky enough to enjoy a few as a team, but long days of research, writing, client relations, rewriting, communicating with journalists and everything in between. The team of ABPM ladies work diligently to develop professional relationships, create the best opportunities and achieve the results that our clients have come to expect from us.

I’m first to admit how much I love having a calendar in front of me with the month’s schedule outlined, but the first lesson I learnt in PR is that although a to-do list is wonderful, it’s better to expect the unexpected. Between breaking news, newly released data, urgent requests and client needs, daily tasks are always subject to change. Adaptability and flexibility are key to a successful PR team. Being able to reshuffle your own personal workload, as well as aiding your colleagues, in order to meet deadlines is a much needed skill and one to master sooner rather than later.

The second lesson learnt during my introduction to the PR world is the importance of keeping up to date with the news, both general and industry specific in relation to your company’s specialist subject. Property is an essential commodity for everyone and is subsequently a topic that is discussed frequently in the media by all, from industry experts to government officials. The better informed you are about the latest market news, the more relevant and interesting your press releases and pitches will be. Those with their fingers on the pulse are often the people that can provide reaction and comment quickly and efficiently which will give your clients a significant advantage in a busy arena.

My third, and probably most valuable, lesson from my first year within PR is that in order to be effective in your role and achieve results, you must think outside the box. At AB Property Marketing we have taken this one step further, there is no box. With no boundaries or restrictions and no thought too eccentric to discuss, we have the freedom to form innovative ideas and create unique and original material for our clients.

Recently, whilst trying to join the dots from a Shakespearean inspired butterfly farm in Istanbul, to Shakespeare’s upcoming birthday anniversary, to a new residential property development launching in the city, I realised that my first year in PR has made quite an impact. Having felt like one of the team from the very beginning, I now feel confident and comfortable in my abilities and look forward to the future challenges and lessons learnt over this next year. After all, the world of PR is evolving and every day brings something new to discover.

For more information about the world of property PR and the work of Charly and the other ABPM ladies, get in touch today on 0845 054 7542 or visit www.abpropertymarketing.co.uk.

Top 10 press release writing tips – keep your copy at the top of its game

Top 10 press release writing tips – keep your copy at the top of its game

by Kate United Kingdom World

Part of a successful PR campaign is the production of well-crafted, engaging press releases that present your brand and product to the world. Writing a press release can be an immensely rewarding task when it generates column inches and sales enquiries.

The experts at leading property PR agency, AB Property Marketing, share their top 10 tips on how to write a successful press release.

  1. Know your message

When faced with a new service or product, ask questions. Ask questions until you run out of air and can’t think of anything else to ask. It’s how you gain a full understanding of the service / product and the message you want to convey to the world about it. Without clarity on this, your press release is doomed from the start.

  1. Know your audience

Equally important is understanding for whom you are writing. If you have visions of featuring in luxury publications but you’re emphasising their product’s affordability and lack of exclusivity, your message won’t be getting across to the right people. Target your writing to the audience likely to buy the service/ product, as well as to the journalists who have the power to reach that audience.

  1. Love your product

It’s not enough to just know your product; you have to feel it. In fact, you have to love it. Your passion (or lack thereof) for your subject matter will show in your writing. If you want your readers to love your service or product, then you have to convey to them why they should, so let your passion flow into your copy to truly inspire those who read your work.

  1. Do your homework

You’ll want to link your press release to relevant statistics and research, to back up and give weight to the information that you are presenting. Credibility is king, so get stuck in online and find original, just-published reports and datasets that you can use to present new and exciting information in your client’s press release. Don’t regurgitate old figures and always track down and check the source report.

  1. Banish waffle

The internet has done miraculous things in terms of sharing knowledge around the world and connecting people with information. It has also reduced our attention spans dramatically. If a headline and first sentence doesn’t grab a reader, they will be on to the next link in a flash. So banish waffle from your copy. Keep it simple, clear and on point. If you want to witter on, write a novel!

  1. Think human

People love to read about people. It’s why so many celebrity magazines exist. We are fascinated by the lives of others and social media has made these lives accessible in a way that has never previously been possible. When it comes to your service or product, think about the human element. Include a case study of someone who has benefitted from it and give the reader someone to relate to.

  1. Be bold

Be bold. Be exciting. Be innovative. Use fresh data, new ideas and interesting concepts. Whatever you do, don’t let your content feel boring or stale. There’s a huge world of content out there. If you want readers to notice yours, it needs to be a cut above the rest.

  1. Don’t proofread your own work

The human brain has a well-documented ability to read what it thinks should be in a word or sentence, rather than what actually is. This is particularly true when you are rereading something that you have written yourself – the brain can skip over errors as it knows what the sentence should say and not what it does say. The moral? Always opt for a fresh pair of eyes and get someone else to proofread your work.

  1. Know when to write

Get to know your circadian rhythms and find the best time of day to let the muse take you. If you’re at your best in the mornings, write then, or if you’re a night owl then adjust your schedule accordingly. Don’t force the words if they don’t come easily – step back and let your subconscious work out the knots and you’ll find your writing flows more freely as a result. Unless, of course, you’re on a tight deadline in which case grab a double shot latte and knuckle down!

  1. Never be complacent

No matter how good the press release that you’ve just written is, the next one can always be better. Writing is a craft that can be improved over time, just like any other skill. So seek to make each press release you write the best one yet.

For all your property marketing and public relations needs, contact AB Property Marketing on +44 845 054 7524 or visit www.abpropertymarketing.co.uk