The employees look very glamorous, and there are colorful packages of cosmetics all around their offices.
To the casual onlooker, my job, part of which involves publicizing office leases, might seem dull in comparison. But this task requires a surprising amount of creativity.
Take, for instance, your basic announcement along the lines of “Company X leased Y-square feet at Building Z.” Boring, boring, boring.
It’s up to the PR professional to find a “hook” or angle that will appeal to reporters. This is where creativity comes into play.
If you’re having problems tapping into your creativity, ask yourself these questions:
Is the tenant a notable company? Sometimes smaller deals can generate attention because a tenant is prominent in its field.
Remember: Just because a company isn’t a household name doesn’t mean it’s not promotable.
Has the company won any impressive industry awards or grown significantly in recent months? Worked on prestigious projects? Is it a leader in some niche field? Has it been associated recently with M&A news?
Google is your friend – you might find a nugget of information to enhance your pitch.
Does the transaction reflect any trends?
For example, is the tenant in a sector that typically rents in a different neighborhood or geographic area? Is the tenant opening its first office in, or moving its headquarters to, the area?
Perhaps the tenant is paying a rent that establishes a new high for the area?
If a transaction varies from the norm, it could be useful to the media. If a transaction provides further evidence of a trend, that, too, could be newsworthy. How significant is the transaction for the tenant broker, landlord’s broker, or landlord?
For example, is it a much larger deal than a brokerage firm typically negotiates? Is the tenant from an industry different from what the brokerage typically represents? Does it mark a milestone for your client, such as the 100th deal negotiated during a quarter?
“Yes” answers may provide additional fodder for your pitch.
Is there anything unique about the space into which the tenant is moving?
Will there be an interesting build-out designed by an influential architecture firm? Striking visuals can be of immense help to you. Will there be outdoor space?
Is it a pre-built space, and, if so, does that reflect the growing popularity of pre-builts? Again, examples that support or diverge from trends appeal to reporters.
These questions are hardly exhaustive, but they give you an idea of how PR professionals can stimulate their creativity, even when the subject appears to be as cut-and-dried as office leasing might seem to outside observers.
Of course, there may be times when you simply can’t find a hook despite your best efforts.
Don’t let it get you down. Don’t shed tears. But if you do, I can go down the hall and find just the right cream to make the puffiness around your eyes disappear.