raising the visibility of industry leading commercial real estate practices with pr
TRANSCRIPT
Raising the Visibility of Industry Leading Commercial Real Estate
Practices with PR
Tony DeFazioPresident and Founder
DeFazio Communications, [email protected]
@defazPRfacebook.com/defazPR
Services
Press Materials
Executive Positioning
Message Development
Crises Communications
Thought Leadership
By-lined Articles
Self-Publishing
Social Media
Targeted Media
REIT.com
Portfolio magazine
Real Estate Forum
National Real Estate Investor
Commercial Real Estate Direct
Real Estate Alerts
REIT Café
Retail Traffic
Convenience Store News
CNBC
Fox Business
The Deal
Private Equity Week
Institutional Investor
Private Equity International
The Wall Street Journal
The New York Times
Investor’s Business Daily
Barron’s
Investment News
Financial Advisor
Registered Rep
Earned, Owned and Paid Media
Publicity Defined
“An act or device designed to attract public interest; specifically: information with news
value issued as a means of gaining public attention or support.”
—Merriam-Websters
Publicity Benefits
Endorsement from third-party sources
Credibility of independent media coverage
Objectivity of journalists
Targeted message to reach specific audience
Flexibility
Cost Effective
3X the ROI of advertising
Enhance Marketing
Phillips Edison & Co.: Case Study
Largest owner operator of grocery-anchored shopping centers in the United States.
PR Program Objectives:
Create awareness for first $1.5 billion non-traded REIT
Gain buy-in from broker-dealers & due diligence officers
Key messages and compelling story angles:
Operational expertise and strong balance sheet National platform and scale to close quickly “Everyone Needs to Eat”
Phillips Edison & Co.: Media Hits
Phillips Edison & Co.: The Payoff
Sustainable dividend at 6.5 %, now top-tier in industry Recently created $200 million joint venture with CBRE
Investors 73 broker-dealers, 13,500 advisors on platform Has seen four-fold increase in equity raised Q3 vs. Q2
2011 On track to hit business plan objectives
American Realty Capital: Case Study
A full-service real estate advisory firm that sponsors real estate investment programs
PR Program Objectives:
Establish industry leadership & facilitate fund exits
Create brand awareness for wholesale broker-dealer
Key messages and story angles:
Management team with capital markets experience
Operators of public and private REITs
Acquired $5 billion of commercial real estate
American Realty Capital: Media Hits
American Realty Capital: The Payoff
Became top equity raiser in the industry
Is now the go-to source for commentary on CRE/REITs
Privilege of 0ff-market deal-flow
Access to cheap capital from lenders
REIT goes public on NASDAQ
Opportunities for CRE Firms
Quoted on CRE trends in national business media
Ghost-written columns in trade and investment media
Speaking engagements at trade conferences
Board of director and commission appointments
Deliver discrete messages to niche audiences
Disseminate broad messages over larger audience
Thought leadership articles in vertical markets, i.e., apartments, retail, office, hospitality, medical, etc.
How CRE Firms can benefit from PR
Eliminates the “Who?”
Differentiates your brand
Adds credibility with buyers
Scales quickly with growth
Delivers “Google Juice”
Facilitates sales process
Peace of mind for investors
Expand into advisory services
Thank You
Contact DeFazio Communications for more information, or to schedule a no-obligation review
of your Commercial Real Estate firm’s PR needs
DeFazio Communications, LLC441 E. Hector St., Suite 212Conshohocken, PA 19355
(484) [email protected]