Getting your voice heard in a competitive sector like property can be tricky, so we’ve been working hard at Spirit to carve out new angles and content for our property consultancy client JLL.
Each year, JLL holds a number of events across the region that examine how the property market is performing and looks at what’s in store for the year ahead. We’ve been supporting four of these events over the last few months – in Bristol, Bath, Exeter and Cardiff.
Our aim was to take the story beyond property and make sure the content appealed to a wider audience so we examined each report to extract the elements which had broader news appeal.
In particular, for the Bristol event, we worked closely with the BBC which resulted in coverage on regional TV news as well as Radio Bristol, which we were able to tie in with the announcement of a high profile business announcing a move to the city.
We also secured press coverage in national property trade titles as well as widespread local and regional media exposure, with the Bristol Post running a spread with photos from the event.
For the Exeter event, we complemented a strong news story with an opinion piece, which received good pick-up on social media. Exeter City Council’s chief executive tweeted the article and described JLL’s Exeter head of office as ‘one of the best property experts in the South West’, which goes to show how PR can generate that all-important third party endorsement.
And in Cardiff, BBC Wales (radio and television) interviewed JLL about market trends which complemented a national piece in the Western Mail and several business publications.
We are using the opportunities presented by these property events to position JLL as experts in their field and we have since placed thought leadership articles on topics such as Bristol’s arena and what the priorities should be for the next mayor.