Credibility is the invisible currency of commercial real estate (CRE) deal making. As investors consider projects—and before lenders approve terms or tenants sign a long-term lease—they search your CRE firm’s name online. What appears in those search results—news hits, thought-leadership articles, project features, online reviews—can determine whether a prospect reaches out or looks elsewhere.

Strategic public relations (PR)is the most cost-effective way to control that first impression and rank for critical keywords (“industrial developer in New Jersey”, “New York broker”, “Class-A multifamily builder”) that help secure deals. Positive earned media coverage, long valued for its credibility boost, is at the tip of this first-impression spear.

As a boutique PR firm with deep expertise in CRE, Violet PR understands how to turn visibility into trust—and trust into new business. Here are three approaches CRE firms can use to secure earned media coverage and turn behind-the-scenes work into meaningful visibility that builds real trust.

1. Develop Human-Centered Stories

Press releases loaded with square footage and jargon rarely travel beyond newswires or niche industry sites. Instead, reimagine each deal as a compelling narrative that answers:

• What problem did the project solve?
• Who benefited from the work?
• Why does it matter to the community?

By translating hard data into relatable stories, you give journalists an angle their audiences can connect with. A narrative that links real-world benefits (“60 new jobs”) with clear project details (“a 200,000-square-foot warehouse in Bayonne, N.J.”) becomes instantly quotable—boosting your chances of broader media coverage.

Each published story reinforces your reputation as a problem-solver and community partner, increasing investor and stakeholder confidence. This is the type of strategic storytelling that drives real PR value in CRE.

2. Dominate Hyperlocal News Cycles

Zoning votes, transit extensions, and other localized project milestones may seem routine—but they’re prime opportunities for community journalists. Maintain a rolling calendar of project updates and approvals, and create timely, relevant content tailored to local media outlets.

Offer strong “soundbites” to position your firm as a go-to expert. Many local journalists have dedicated columns or roundups where your content could fit naturally. At Violet PR, we specialize in helping CRE firms win local recognition that leads to real impact.

Hyperlocal media coverage also improves your visibility in geographic-specific searches—think “Newark, N.J. mixed-use development” or “New York City adaptive reuse.” Google favors brands repeatedly mentioned by regional sources, and your prospective partners are often reading the same stories.

3. Industry Awards: The Gift That Keeps on Giving

Winning an Urban Land Institute (ULI) or NAIOP award is a major achievement—but the visibility shouldn’t stop there. Amplify your win through strategic storytelling:

• Craft a clear, compelling media advisory that explains why the award matters and highlights the real-world impact behind it.
• Create a short LinkedIn video (60–90 seconds) featuring an executive explaining why this recognition reflects your firm’s leadership and excellence.

With each award amplified strategically, your firm builds authority and lasting recognition in the marketplace. Over time, these PR moments compound into a powerful perception of your credibility and leadership.

Partner with a PR Firm That Gets CRE

At Violet PR, commercial real estate is a proven specialty. We’ve worked with developers and CRE innovators across the U.S., helping them gain critical exposure for their projects, elevate their team members, and position their firms for sustainable growth.

If you’re ready to take control of your firm’s visibility and build trust that drives deals, reach out to us today at hello@violetpr.com.