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Client: National Association of Estate Agents
Brief: Improve estate agents’ image at a time of extreme press & popular criticism
Establish the NAEA as the principal representative and thought leader source for this arena
Host a high profile launch for the new Ombudsman scheme that helps maintain specific professional standards in the industry
Increase support for the scheme from within the industry and with stakeholders – e.g. the public
Raise the profile of the beneficial role of estate agents, positioning them as a partner to homebuyers & sellers
Activities: Major launch event of the Ombudsman Scheme in London
Arranged briefings with key influencer press
Broadcast and print media relations campaign
Provided proactive & reactive editorial content, e.g. by-lines, interviews, and letters to the editor
Served as the fulltime press office as an ongoing extension of the Association
Results: Garnered broad support for the scheme
Gained huge amounts of very meaningful and positive media coverage
Almost every television and radio news outlet conducted interviews and included the story in their broadcasts. There was also heavy coverage in the daily newspapers, magazines, and specialist press
Secured opportunities for the Association to provide story input
Clarified the media’s understanding of the public’s concerns and the issues
Increased credibility for estate agents after a low ebb of the profession in opinion polls and the press
Established a positive working relationship with all relevant press as first point of contact for estate agency topics before stories become issues
Also: Launched the NAEA’s Property Live, the first ever, online property portal, garnering five major television and 21 radio hits and coverage in every major national and regional newspaper
Other Media Relations experience includes
Surrey House conducts media relations activities for all clients who have comprehensive PR programmes. Results are measured through a number of different metrics including IMPACT™ analysis. We also partner with Octo™, Europe’s foremost authority on the leadership and management of crisis and emergency situations, to help those in need of a proper crisis preparedness programme that goes beyond just media relations.
