What a B2B press release is – and isn’t

When it comes to press releases I’ve seen both sides. I’ve received hundreds, possibly thousands in my career as a B2B property journalist and I’ve also helped property PR’s write them.

The purpose of a press release is clear, to tell journalists your story so, hopefully, they will think it is interesting enough to tell their readers.

Photo by Markus Winkler on Unsplash

What journalists are looking for is the facts and figures and a good, usable quote (more on the latter in a moment).

Your press release, once it has pinged into a journalist’s inbox is theirs to do with what they will. It becomes their story, not yours.

A journalist will most likely want to add their own take, expand on it with some research, additional information, comment or opinion.

It may involve interviews with you, your peers, your rivals, a person on the street or anyone else they feel has value to add to the story.

Value-add for readers

They aim to write something that best serves their readers. What value can they add for their readership, not what they can do for you, your business and brand.

Once, when out doing interviews for a regional property feature, I was told that I should be doing my bit to boost a particular area.

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Portfolio: Thinking Real Estate magazine for Trowers & Hamlins

In the Autumn I worked with Trowers & Hamlins on their Thinking Real Estate client magazine, interviewing and writing a series of features on issues affecting and shaping the property industry.

Topics included: The shift towards social value in real estate, sustainable tourism, balancing tougher regulations and housing delivery, intergenerational living and combating loneliness and green finance.

You can read or download Thinking Real Estate online here.

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MIPIM UK: The future of retail and town centres under the spotlight

Screenshot 2019-05-29 at 11.14.21I’ve been writing a lot about the future of retail and town centre for clients in recent months so I’m really excited to be involved with this panel session at MIPIM UK in October.

It will be an opportunity to explore some of the solutions with a brilliant panel of experts (more panellists to be announced soon).

The key things I’ve learned from talking to people in the industry is that retail certainly isn’t dead, it’s evolving and while there will continue to be casualties, there will also be winners.
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From my portfolio: Is extending PDR the answer to housing delivery?

By taking that decision-making role away from local authorities and politicians you could potentially create completely different places. Where will that lead us in terms of the placemaking local authorities are trying to bring forward through a plan making system?” Jacqueline Backhaus, Trowers & Hamlins

Is extending permitted development rights the answer to delivering more housing and regenerating high streets?

For Trowers & Hamlins Thinking Real Estate, I asked Jacqueline Backhaus and Rory Stracey about the pros and cons.

Read the full piece on Trowers website where you will also find pieces on Omni-use development, future cities and ethical investment.

From my portfolio: Making construction great to work in again

There is a real dichotomy as to where the industry should put its efforts.”

Assad Maqbool, partner, Trowers & Hamlins

Attracting more people into the construction and property industry is vital given the projected shortfall of workers across a broad range of skills.

It was really interesting talking to Assad Maqbool and Katie Saunders for Trowers & Hamlins Thinking Real Estate about some of the initiatives but also about what else needs to be done and could be done.

You can read the full piece here.