PR pros should work to establish themselves as important resources and sources to key media members with whom they have or want a productive relationship. Doing so will benefit the journalist and your PR firm and its clients. More importantly, being helpful means the reporter or editor will be open to future pitches and might even start calling you for story ideas.
This scenario worked out well this month when Joel Groover, a writer for Shopping Centers Today, said he needed a retail developer to discuss cool and innovative ways to market their shopping and outlets centers. We let Groover know right away that Ben Carter Enterprises, an Atlanta-based commercial real estate firm and client, employed some cool techniques to market space and additional land at an adjacent to Tanger Outlets Savannah, which opened in April along I-95 near Savannah, Georgia. One of the cutting-edge tools Ben Carter and his team are utilizing is a drone that can fly high above the site and capture photos and angles and heights previously unattainable without hiring a helicopter or small plane.
The idea resonated with SCT’s Groover, who requested an interview with Ben Carter. During the interview, our client also discussed a unique way his company is marketing retail space at its Broughton Street Collection, a $75 million endeavor centered on the restoration of more than three dozen historic properties on Savannah’s historic Broughton Street (once the city’s premier retail corridor).
We followed up with the writer to find out if he needed any images, because today no story can run or appear online without art – a photo, locator map, rendering or screen grab to illustrate the story. Groover asked whether we could get a photo of a BCE executive at the Tanger site with a drone. Though his deadline was tight, we jumped on the opportunity, and Ben Carter did, too. Right away, we got a photo of Bennett Rudder, a BCE vice president who leases space at Tanger and Broughton Street, holding the drone on property.
That photo is the lead art in the just-published Shopping Centers Today story, ATTENTION GRABBERS – Landlords Are Using Drones, Flash Mobs and Other Creative Tactics to Get Prospective Tenants’ Attention. Click here and turn to Page 44 to see the score.