M id A tlantic Real Estate Journal — 2025 Forecast — January 2025 — 1B
www.marej.com
2025 F orecast
n today’s dynamic com- mercial real estate (CRE) market, a strong By Carin McDonald, CMM Strategic Communications Why PR is More Than a Press Release: Building Credibility in 2025’s Competitive CRE Landscape I
white papers and case studies, to establish thought leadership and attract organic traffic. • Public Speaking En- gagements: Securing speaking slots at industry conferences and webinars to showcase ex- pertise and network with po- tential clients and partners. • Award Nominations: Identifying and pursuing rel- evant industry awards to en- hance credibility and recogni- tion within the CRE community and beyond. Navigating the Evolving CRE Landscape The CRE industry is con- stantly evolving, driven by factors such as technologi- cal advancements, changing demographics and economic shifts. To stay ahead of the curve in 2025 and in the years ahead, firms must embrace these trends and adapt their PR strategies accordingly. Key considerations include: • Sustainability and ESG: Integrating sustainability and environmental, social and governance (ESG) initiatives into PR campaigns to appeal
It allows them to compete effectively with larger, more established players by amplify- ing their voice and positioning them as industry leaders. By strategically leveraging PR, these firms can: • Enhance Brand Visibil- ity: Consistent media cover- age across various channels – from traditional news outlets and industry publications to social media and online platforms – increases brand recognition and establishes a strong market presence. • Build Credibility and Trust: Thought leadership initiatives, such as speaking engagements, industry awards and bylined articles – such as this one – position firms as experts in their respective fields, building trust and cred - ibility with potential clients and partners. • Generate Leads and Drive Business Growth: PR efforts can directly impact the bottom line by generating qualified leads, attracting new clients and fostering valuable ties within an industry where
relationships are king. A Multi-Faceted Approach A successful CRE PR cam- paign extends beyond tradition- al press releases. It requires a multi-faceted approach that incorporates a variety of tactics, including: • Targeted Media Out- reach: Distributing compel- ling press releases to relevant media outlets, securing inter- views with industry publica- tions and building relation- ships with key journalists. • Social Media Marketing: Leveraging social media plat- forms to engage with target au- diences, share industry insights and build online communities. • Eblast Marketing: Leveraging do-it-yourself platforms or third-party services like NJRE, offered by New Jersey-based CPG Interactive, targeted eblasts address specific recipients and topics, ranging from the latest news and honors to important announcements. • Content Marketing: Cre- ating high-quality, informative content, such as blog posts,
to environmentally conscious clients and investors. • Technology Adoption: Embracing technology to im- prove operational efficiency and enhance the client experience. • Remote Work and Flex- ible Office Spaces: Adapting to the changing demands of the workforce by focusing on flexible office solutions and highlighting the importance of employee well-being. Partnering with a PR Firm Partnering with a special- ized CRE PR firm like CMM Strategic Communications can provide invaluable support in developing and executing a suc- cessful PR strategy. A seasoned PR agency can: • Render an array of ser - vices that serve as an exten- sion of the firms for which it collaborates • Conduct in-depth mar - ket research and competitive analysis • Develop and implement a tailored PR plan that aligns with business objectives • Draft compelling press re- continued on page 12B
public rela- tions strat- egy is no lon- ger a luxury, but a neces- sity. While a single press release might g ene r a t e some initial
Carin McDonald
buzz, it will not sustain a company’s reputation or drive meaningful business growth. In fact, in today’s competitive landscape – which is expected to get even more intense due to inventory levels, dropping interest rates and investor desirability for all types of prod- uct throughout the MidAtlantic Region – a coordinated and ongoing PR program is crucial for building brand awareness, establishing thought leader- ship and ultimately raising a company and project profiles with success. For small- to mid-sized CRE firms, a well-executed PR cam - paign can be a game-changer.
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