Public Relations: TV maintains its power in real estate PR - by Harry Zlokower

As media options spread in the digital era, the inclination of some real estate players is to de-emphasize the earned media many of us were raised on, newspapers, magazines, radio, and that once mainstay of our living rooms, television. 

Ignoring these media today, particularly TV, is a mistake. TV and other media are adapting to the 21^st century and taken seriously by the audiences—office space users, home buyers and renters, brokers, owners, real estate consumers and professionals we want to reach. 

Many now have TV-connected to stream content and use hand-held devices to research and connect, but the average millennial born between 1981 and 1996 still “spends more time watching traditional TV than eating, drinking, shopping and watching YouTube combined,” according to Amanda Wilmarth, a marketing specialist, who cites various studies, in a 2019 ABA Banking Journal article. “Overall U.S. adults spend even more time in front of the TV,” her article states.

Getting on TV is not easy nor is the ability to impart your message and build brand. But the result is well worth the effort. Success leads to more engagements and valuable long-lasting content for your website, social media accounts and email blasts.

Unless you have your own contacts and time, the most cost-effective approach to TV booking or coverage is to employ a communications professional either on staff or through an agency. But even these experts cannot succeed on a regular basis without your cooperation, input and resources.

Be prepared to provide content in the form of visuals (properties and events) and even more importantly issues and trends. New laws, government incentives, sales trends, record-breaking deals, zoning disputes, housing, office supply and other macro topics all play well particularly on local and national business and news networks and the popular Stoler Report real estate program.

Harry Zlokower is the founder of Zlokower Co. Public Relations, New York, N.Y.