Generating media coverage for a new East Orange, N.J., residential development

Challenge

Violet PR was tasked with handling media relations for the groundbreaking of the “14 Summit” multifamily complex in East Orange, N.J. in June 2021. The project, spearheaded by Blue Onyx Companies, an integrated commercial real estate development and management company, totals 77,913 square feet and will include 78 units. The ground-up, five-story residential building will transform two lots by demolishing a vacant building. Despite the project’s benefits, we were concerned that this development could get lost in the shuffle given its location and relatively modest size. In addition, many journalists still weren’t attending in-person events due to COVID.

Solution

We sought to tell the story of the project’s impact on the community of East Orange, quoting the Mayor and other local officials in our news release. From there, we shared our news release, renderings, and event photos with journalists in “real-time” and arranged phone interviews for those that couldn’t attend. Our curated outreach targeted New Jersey-based business and real estate media outlets, along with commercial development trade publications. Ultimately, the groundbreaking was covered by nearly two dozen news outlets including NJBiz, Real Estate NJ, ROI-NJ, Jersey Digs, and Real Estate Business – highlighting Blue Onyx’s role in improving the community.