A robust, forward-thinking B2B PR strategy goes way beyond sending out a few standard press releases. Instead, if you want to grow the reputation of your real estate tech business – whether it operates within the build-to-rent, multifamily, long-term rental or short-term rental sector – you will need a laser-sharp strategy mapped out by a specialist PR agency.  

Strategy vs campaign

The terms ‘PR strategy’ and ‘PR campaign’ are closely linked and often used interchangeably. However, they have very different meanings.

So what’s the difference between a strategy and a campaign in PR? When your PR agency says they have masterminded a plan for your real estate tech business, what does that actually mean? Well firstly, the strategy should be a shared agreement between your business and the PR professionals you are partnering with. This is something you are all working towards as a team – sharing knowledge, ideas and expertise.

By definition, a PR strategy is a high-level, long-term plan – think of it as your road map. Helping your strategy to succeed are your smaller PR campaigns. To design a PR strategy with the best chance of success you need to lay the groundwork first – it’s all in the research and planning stages…..

Before you do anything else, you need objectives. These will differ depending on the type of tech your company is providing and the markets it is targeting. From access tech to property management or viewing tech – each business will have individual requirements. However, the best objectives are always SMART goals: specific, measurable, achievable, realistic and anchored within a time frame. 

SMART objectives get results

Here at Abode PR, we always agree on an overall strategy with our clients at the outset of our partnership, and then set clearly defined objectives. This ensures that our work is both targeted and measurable. An example of a PR objective might be: to position a CEO as a thought leader in the real estate industry within 2 years. 

To outline objectives you first need to assess the business in its current state. If you don’t know where you are starting from, you can’t work out where you want to go. It’s important to understand the business’s target audience: their customers and potential customers. You can also gain context by conducting a SWOT analysis. 

Most great PR strategies have one primary objective and a couple of secondary objectives. These keep everyone focused. You can then develop your messaging and agree what story you want to tell about your tech business and how you are going to tell it. This is where the creativity and energy of a PR team come into play so that they can implement a strategy and get results. 

A PR strategy is crucial to generating leads, building reputation and attracting business/customers. It’s a defined plan which helps your business optimize its success in the media. So yes, strategy is vitally important, because ‘If you aim at nothing, you will hit it every time’ (Zig Ziglar).

About Abode PR

Abode PR, is an award-winning B2B public relations consultancy and agency focused on raising the profile of transformative technology solutions operating within the global short-term rental, hotel and real estate ecosystems. The agency sits at the heart of the developing intersection between work, life and play in the property and hospitality markets and partners with technology solutions playing a lead role in this transformation. 


Posted in Build to Rent / Multifamily, Our Thinking, Real Estate Tech