Public Relations: Tips for achieving desired results with PR counsel - by Harry Zlokower

You have done everything right: Vetting resumes, references, samples, even fees or salaries, yet something is not altogether there yet. Now that you have a seasoned pro to manage marketing and communications, what kind and how much media coverage should you expect?

The answer depends on expectations or goals of which the identification is easier said than done. We think we all know what we want: Strong branding in the multi-channel media from print to digital to social, presence at real estate conferences, writing and communications skills, defensive media relations when needed, all the goals specified when you made the hire.

But the challenge has just begun. Now that your staffer or firm are part of your organization, you have to treat them thusly. That means above all providing time and space for communicating. Your hire or firm may know your expectations, but nothing can be accomplished without your patience and cooperation. Be reachable daily to answer any and all questions where possible, and to provide ideas and case histories illustrating how your concepts are applied and what has been your success at accomplishing them.

Above all, show patience. You may be lucky to have counsel who has worked in your field previously, but there is always a learning curve, not only regarding your firm and latest developments in commercial real estate, but also with regard to journalistic contacts and stories specifically related to your particular expertise.

For example, if a major goal is to be quoted time to time in A-list print, broadcast or online media, make yourself available to your PR counsel to vet ideas. What trends are you seeing and what examples of your work illustrate these trends? Above all, listen to ideas and questions counsel may have. Working together is the best way to achieve success.

Harry Zlokower is a real estate public relations consultant based in New York.