This book explores the wide-ranging elements of property PR in the UK, with a strong emphasis on communications theory, strategy and technique. The editors begin with an introduction to the property cycle and the role of property PR within it; consideration of the changes and challenges facing the industry; various structures of property communications; and the need for a strategic approach.
Subsequent chapters provide perspectives and lessons from contributors in a variety of property sectors including commercial property, estate agency, social housing, property consultancy, proptech, retail and homebuilding. The book concludes with insight into future change, both for the property industry and for the communication function within it.
This book is recommended reading for all property PR teams, for students studying for property, PR or marketing degrees, and for anyone working in the built environment sector who needs to consider PR and marketing as part of their role.
Table of Contents
2. Large scale mixed-use schemes
3. Commercial and retail
5. Housing associations
6. Local authorities as developers
7. Student housing
8. High end residential
9. Interior design
10. Estate agency
11. PropTech B2C
12. PropTech B2B
13. Property consultancy
Penny Norton is the director of PNPR and founder of ConsultOnline. Her work covers all elements of property PR, from pre-planning consultation through to media relations for property consultancies. Penny is the author of Public Consultation and Community Involvement in Planning: A Twenty-First Century Guide (Routledge, 2017) and she writes extensively for property publications.
Liz Male MBE is the founder of LMC (Liz Male Consulting). She has 30 years’ experience of marketing communications, corporate reputation and issues-led PR for the property and construction industry in both agency and in-house roles.
"Property is a fast-paced sector with multiple and complex communications needs. As such it is dependent upon good PR, and also offers wide-ranging opportunities to CIPR members. A ‘bible’ of property PR is long-overdue and it’s great to see so much expertise featured in this book. Providing such a comprehensive overview of the sector, together with a strong emphasis on theory, strategy and techniques, is a considerable achievement and will be of great value to PR practitioners."
Emma Leech, CIPR President 2019
"A fascinating and thorough insight into the world of property promotion through the eyes of those who know it best. A must have guide."
Laura Stevens, Interim Head of Marketing, Lambert Smith Hampton
"Working on large-scale developments is incredibly complex and carries huge responsibility, so investing in strategic communications is vital to tell a positive story about the creation of a new place, manage multiple stakeholders with sensitivity and often deal with unpredictable events. As we grasp with climate change, technological disruption and changing demographics, I hope this much-needed book attracts more PR experts to the exciting, vital practice of property communications."
Shaun Harley, Director of Communications, Homes England
"Having spent the last 17 years thinking about how to better manage the reputation of the property industry this collection of essays has provided some real nuggets of insight and analysis on how to tackle what might appear to some to be an almost impossible task. As I read the introductory chapter, I realised that so much of what is written here needs to be listened to and acted upon. Simply acknowledging that around 28% of a company’s value is likely to be accounted for by its reputation is a great reminder as to why the property industry should think deeply about how it comes across to its stakeholders and why, of course, it should be seeking expert help from communications experts to improve the perception that others have of it."
Liz Peace, former CEO of the British Property Federation, now independent Director, Chair and adviser to the industry
"This book provides valuable insight into the various challenges currently facing the built environment industry and how the public relations industry is seeking to address them. Property and construction, in particular, have some significant issues to confront, both in terms of perception and reality, and Promoting Property doesn't shy away from confronting them."
Adam Branson, property journalist