How to Get Published on Local Media

As a real estate agent, there may be times when you need to reach out to the local media. But, how do you gain their attention? What steps do you even take? Press releases are formal announcements about your business, an event, a certain individual, etc. It is this document that you can send to your local media outlets that will make them want to produce their own story about your business and share it with their audience.

However, to make your press release a success, you must write it correctly. Here’s how to do that.

Decide the Most Important Information

What is the main message you want the media to gather from the press release? Is it the growth of your business? An upcoming event? You must determine what the main message is of your press release and state it right away. If your press release is full of fluff, it will not be taken seriously. Treat your press release like a news story with the main message within the first few sentences — if not in the first.

Answer All Main Questions

While the press release doesn’t have to include every detail, it should include all the main facts. As you write the content, think about the who, what, where, when, why, and how of the story. Once you have finished drafting your piece, go back through your content and ensure all of those points are stated. Additionally, having this information makes it easier for a reporter to form their own story, increasing your chances of having the information published or broadcasted.

Consider Your Audience

As you write, think about your audience. You are likely not writing to other agents who understand real estate jargon, why certain information is important, etc. You are also not writing to your Facebook followers and trying to create social engagement. Determine what the purpose is of writing the press release. Is it to gain the attention of local journalists and reporters? Is it to gain awareness of your brand and your agency? Think about who you are writing to and ensure you write to their understanding of the real estate industry.

Focus on a Strong Headline

Keep in mind that the media receives dozens of press releases every week, so what will make yours stand out from all the others? You need to capture their attention from the very beginning. This means you need to create a headline that is captivating. To write a good headline for a press release, use the following tips:

  • Don’t exaggerate
  • Be picky about your word choice
  • Write dozens of headlines. Leave them alone and then come back at a later time and narrow down your choice.
  • Use verbs
  • Ignite curiosity and emotion

Don’t Forget Contact Information

If your press release does catch the eye of a reporter, you must make it simple for him or her to contact you. Reporters may have follow-up questions and they may wish to gather quotes for their story from you. This means you must include your contact information on the press release. You may also include quotes and images if possible. The more information you can provide to the media — without making the document too long and wordy — is ideal.

Keep in mind that writing a successful press release does require practice. Give yourself time to create multiple versions of the document before you send it off. This will help you catch any errors and increase your chance of having the media read it and share the story with their own audience.

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