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The Role of Public Relations in Commercial Real Estate in The Digital Era

By October 17, 2023October 19th, 2023No Comments
commercial real estate

The digital domain thrives on content. Every tick of the clock witnesses a surge of information flooding online platforms. For commercial real estate brands, this is both an opportunity and a challenge. The digital world is vast, and to paint a memorable picture requires more than just quality content — it demands strategic content amplification.

At Fort Lauderdale and Aspen-based public relations and marketing agency Durée & Company, we believe in the power of this strategic content amplification. In a world filled with many voices and clutter, our goal is to ensure that commercial real estate brands don’t just speak but are clearly heard.

Here’s a closer look at why a tailored approach to strategic content amplification and thought leadership is essential:

Creating the Right Story

In today’s saturated digital landscape, standing out necessitates a distinct and compelling message. Public relations agencies, with their deep-seated knowledge and experience, play a pivotal role in emphasizing the narratives that truly resonate with a brand’s identity and values. Whether it’s spotlighting a brand’s innovations in urban development, shedding light on their commitment to sustainable architecture, or any other unique aspect, it’s this strategic approach in public relations that differentiates a brand from its competitors. Being strategic and intentional in storytelling not only fosters brand recognition but also builds trust and credibility in the eyes of the audience. By collaborating with a public relations agency, brands can ensure their voice isn’t lost in the digital noise but is clearly and powerfully heard.

Effective Promotion

Good content is valuable, but it needs to be seen. This is where strategic PR is essential.

Through a well-defined and tailored strategy, public relations professionals ensure that content doesn’t just exist in obscurity but thrives in the spotlight. This involves meticulously choosing the right platforms for promotion, whether it’s a specific niche or beat that caters to specific audiences or mainstream media outlets with vast reach. In essence, strategic public relations isn’t merely about creating content; it’s about strategically positioning it where it can make the most impact.

Establishing Authority

Producing content is a major step, but positioning a brand as an industry authority or thought leader demands a strategic approach. Take the rising trend of “green” commercial buildings, for instance. A commercial real estate brand with expertise in sustainable building practices can share insights, research and case studies on eco-friendly design. However, without targeted PR, this knowledge might go unnoticed. By leveraging effective PR, the brand becomes not just a participant but a leader in discussions about sustainable commercial spaces. As a result, when the future of green commercial real estate is debated, such brands stand out, frequently cited for their unparalleled expertise.

Using Professional Networks

A successful public relations firm is like having a key that opens doors to opportunities previously inaccessible for a brand. It’s not solely about designing strategic communication plans; it’s about leveraging the invaluable network they’ve cultivated over years. These connections span journalists, editors, influencers, event organizers and other industry professionals. For instance, imagine a commercial real estate company has recently completed an innovative, eco-friendly office complex. While the company can talk about this accomplishment on its own platforms, a public relations agency with the right connections can boost this success story. Through its relationships, the agency can secure a feature article in a top architectural magazine, arrange an interview with a leading real estate podcast, or even get the story covered in a national media outlet. Such visibility in reputable publications not only validates the brand’s claims but also positions it prominently in the industry.

Managing Online Content Challenges

The digital world is continuously changing and can be complex. Public relations agencies play a vital role in ensuring that a brand’s content effectively reaches its target audience. Public relations agencies not only play a crucial role in crafting and pushing out compelling narratives but also in ensuring those narratives are maximized for broader reach. Once a story or announcement is effectively promoted or secured through public relations efforts, it becomes a goldmine of content that can be leveraged across various platforms. For instance, a successfully pitched article can be repurposed into a series of blog posts, social media updates, or even transformed into infographics and videos. This approach of repackaging and redistributing content ensures that the initial PR push is not a one-off event. Instead, it becomes a multi-faceted campaign, driving consistent engagement across different channels and audiences. By doing so, commercial real estate brands can ensure that every piece of content is not only boosted but also resonates deeply, maximizing its impact and reach.

The digital landscape is growing and evolving, and so is the commercial real estate sector. To mark a significant digital footprint, amplification is the key. And who better to turn the key than experts who understand its complexities? At Durée & Company, we’re not just about amplifying content; we’re about amplifying brands. If your brand has a story waiting to be told, let’s make sure it’s heard far and wide. Contact us to garner press for your commercial real estate firm or project at 954-723-9350.


About Durée & Company

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include real estate, nonprofit, hospitality, business, lifestyle, health and wellness, legal, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is the proud recipient of four notable 2023 awards: Bulldog PR Bronze Level for “Best Crisis Management,” Cannabis Marketing Association Seven Award for “Best Use of PR,” Fort Lauderdale magazine “Best of Fort Lauderdale Top PR Agency” and PR News’ People of the Year Award. Durée & Company is a member of PR Boutiques International™ (PRBI), an elite organization of global public relations professionals. To learn more, call 954-723-9350; go to; or Join the social conversation and follow Durée & Company on FacebookInstagramX (formerly known as Twitter)YouTube and LinkedIn at @DureeCoPR.


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