Life in Property PR

17th June 2025 by Kate Logan

As a nation, we love talking about property and having a nose around other people’s homes. That does give us PRs a small head start when it comes to promoting our property clients – and can really work to our advantage when pitching case studies.

However, that’s not to say it’s a straightforward sector to work in and there are lot of things to consider before you embark on a career in property PR.

Working in property public relations is interesting. It can be unpredictable, it’s occasionally complex – but generally very rewarding when it all comes together.

With new ways to reach audiences and a constant stream of developments in the pipeline, from heritage mills in Greater Manchester to brand new neighbourhoods rising from brownfield sites in North Wales, every day can bring something new. It’s probably that variety that keeps so many of us working in the sector for so long.

Clearing up the misconceptions

There’s a tendency to think it’s just about press releases and launch events. In reality, there’s a lot more that keeps us busy.

We help developers and communities tell stories about transformations, the growth of new neighbourhoods and the people who live there. We’re part translator, part storyteller, part strategist. We’re the ones turning 84 pages of a planning statement into a news angle a local journalist will want to cover and crafting social media posts that drive engagement from homebuyers.

We can’t guarantee a property tour video will go viral, but we can suggest a solid content plan instead, backed up by experience, expertise and a team that will do the legwork.

High expectations

It’s true—some projects come with ambitious timelines and goals. But one of the great joys of working in this field is partnering with clients who genuinely care about what they’re building and value what good communication can achieve.

Some clients are an absolute dream to work with: collaborative, clear, and committed to getting things right, not just fast. They understand that a good story is built, like a good scheme, on solid foundations. And they don’t mind when we gently nudge for more information or push for better images – absolute heroes!

When the client-PR relationship clicks, there’s a real sense of partnership.

The colleague camaraderie

No one understands the chaos of an embargo mix-up or a 4pm call from a newsdesk quite like your immediate team. And I wouldn’t swap the Active PR team for anyone.

There’s something special about working in a tight-knit group who can laugh through the confusing jargon and rally round when you’re juggling organising five events.

We’ve all shared those late in the day moments of “just one more email…” before an event, and the giddiness when a regional feature goes live. You learn to celebrate the little wins.

Always learning

I’ve worked in property PR for quite a few years now, but I’m still learning and it’s never dull.

It’s a job that evolves constantly. Every development strategy, every net zero target, every new community created offers something new to learn, explain, and support.

You can be on a call about developing a golf course in Cheshire one moment and planning a stakeholder event in Lancashire the next. And when you see something you’ve worked on take shape, secure a media feature or receive positive feedback from a client, it’s a great feeling.

This job is about people just as much as places. And our team is proud of the relationships we’ve built over many years and the stories we’ve been lucky enough to tell.

Photo by Artful Homes on Unsplash

How to measure PR success

28th May 2025 by Philippa Probert

Understanding the real impact of PR can sometimes be tricky to track. It isn’t just about getting media coverage or crafting compelling brand stories, it’s about influencing public perception, fostering trust, and driving business outcomes.

But how do companies measure the true impact of their PR efforts? While vanity metrics like press mentions and social media shares offer surface-level insights, real PR success requires a deeper look at meaningful indicators.

Here’s some key metrics for PR measurement:

1. Media coverage and quality

Probably the most obvious but monitoring media coverage is an essential first step, but it’s not just about quantity. Companies must analyse the quality of coverage, including the credibility and relevance of the outlets. If you’re an estate agency, coverage in a publication that centres on gardening wouldn’t be quality coverage as its readership won’t be your target audience.

The sentiment is another great way to measure the quality. Has the piece got a positive, neutral or negative sentiment? And finally look at the share of voice compared to other competitors. Which brand is more visible in the media and public conversations compared to competitors.

2. Audience engagement

PR effectiveness goes beyond visibility, are people engaging with the message? Metrics such as website traffic spikes, social media interactions, and content shares help gauge audience interest.

3. Brand reputation and sentiment analysis

Tracking brand sentiment through surveys, online reviews, and social listening tools provides valuable insights into how PR efforts shape public perception.

4. Lead generation and conversion

Ultimately, PR success is about driving business impact. Companies can measure how PR campaigns influence inbound leads, conversions, and customer acquisition.

5. Relationship building

Strong PR fosters valuable relationships with media, influencers, and industry stakeholders. Measuring partnership growth and media responsiveness can indicate long-term PR success.

Measuring PR success isn’t a one-size-fits-all approach, it’s about aligning metrics with business goals. By analysing sentiment, engagement, conversions, and reputation, companies can move beyond vanity metrics to truly understand their PR impact.

Want to optimise your PR strategy? Get in touch beinspired@activepr.co.uk

On International Women’s Day: Why success isn’t about being an all-women company; it’s about being the best at what we do

6th March 2025 by Mary Anderson

When we founded Active PR, we had a vision: to create a business that was bold, creative, and dynamic— a company that would set new standards in the industry. As three female directors, we knew the industry was fast-moving and competitive, but we also understood the unique strengths we brought to the table. Years later, we are proud to say that our company remains an all-female team, and what better time to celebrate this than on International Women’s Day?

While we remain an all-female team today, we have worked with—and employed—many talented men along the way. Each of them brought valuable skills and fresh perspectives, contributing to our company’s success. However, our core team remains entirely female, not by design but by natural evolution. It’s not about exclusion; it’s about celebrating the strengths and expertise that women bring to the PR industry.

Public relations is all about communication, relationship-building, and strategic thinking – areas where women often excel. Some of the qualities that make women exceptional in PR include:
• Emotional Intelligence: Women tend to be highly attuned to emotions, allowing them to navigate complex client relationships with empathy and understanding.
• Multi-tasking: PR is a juggling act, and women often thrive in fast-paced environments that require managing multiple projects at once.
• Collaboration: Teamwork is at the heart of PR, and women are natural collaborators who bring people together to achieve common goals.
• Attention to detail: Whether it’s crafting the perfect press release or handling crisis communications, a keen eye for detail can make all the difference.

Of course, men bring their own strengths to the table. In our experience, some of the qualities men often bring to PR include:
• Risk-Taking: Men are sometimes more inclined to take bold risks, which can be valuable in creating daring campaigns.
• Direct Communication: A straightforward approach can be incredibly effective in media relations and negotiations.
• Confidence in Decision-Making: While women excel at weighing all perspectives, men can often bring a decisive edge to strategic choices.
• Tech and Data-Driven Approaches: PR is increasingly influenced by analytics, and both sexes bring expertise in digital strategy.

This International Women’s Day, we are taking the time to reflect on our journey, appreciate the strong women who have shaped our industry, and look ahead to the future.

Our all-female team is a testament to the power of women in business, but we remain open to anyone who shares our values and passion for PR—regardless of gender. For us, success isn’t about being an all-women company; it’s about being the best at what we do.

Here’s to all women in PR – Happy International Women’s Day!

People power and marketing

16th December 2024 by Rachael Bruce

What makes a good Christmas campaign?

28th November 2024 by Natalie Tomlinson

If you’re anything like our team here, you will love a good Christmas advert.
A sprinkling of festive spirit, a loveable main character and a pull on the heart strings!
It’s a topic that always sparks a conversation at Active PR.
The release of the major retailers’ Christmas adverts marks the start of the festive period for many. They stir up memories and evoke the senses, from festive smells (think of a piping hot feast on the table, or some mulled wine) to a flashback of Christmas Eve panic shopping (we’ve all been there) and memories of our childhoods.
There are many Christmas adverts of the past that audiences still remember that made a lasting impression.
When asked to rifle through our ‘box of festive advert memories’ the team’s most memorable include John Lewis’ Buster the Boxer Dog (and the trampoline!), Aldi’s Kevin the Carrot’s Christmas scenarios and one for the 90s children amongst us – the Toys R Us advert – iconic theme tune and all.
So, what makes a good Christmas advert?
Producing a Christmas ad is a well-oiled machine, one with many cooks, with a lot of thought and months of planning.
Just like any good marketing campaign the advert has an aim… to capture the audience’s attention and get people talking about it.
It involves the message being shared across many channels – think TV, press release, social media, and sponsored content.
It enhances a brands reputation, trust and credibility, which is where additional PR around the theme can assist. For example, last year John Lewis backed up its Christmas campaign with a more than £1m to causes tackling loneliness through a network of charities.
Wider campaigns should communicate brand values and key messages. And that’s exactly what we do here at Active PR, we help to tell the story of your business to your target market. While your advertising can put your product front and centre, PR builds on this to let your target audience know that your values align with theirs.
The only thing we haven’t got in common with a good Christmas ad is that we are yet to come up with our own theme tune, but we’re working on it!
Wishing all our clients and contacts a very merry Christmas!

Lights, camera, action: Why video should now be central to your PR strategy

11th September 2024 by Philippa Probert

We know how important it is to always include a choice of high-resolution photos with a press release to illustrate a story but what about a video?

With the ability to captivate audiences and convey messages in seconds video is a valuable PR tool that I think we will see being used a lot more over the next few years.

We’ve started to see journalists and news desks ask for and accept videos alongside releases and, with some publications even having specialist social news desks,  it’s clear to see why video is taking over.

Video hosting platform, TikTok, is expected to hit over 2.2 billion users by 2027* and 9 out of 10** brands are already using video, with 87% of marketers reporting a direct increase in sales through video. So how and why should video be part of your PR strategy?

Videos can be used to share multiple messages; to launch a new product or collaboration, promote a businesses service, share positive testimonials or details about an upcoming event.

Viewers are likely to be more engaged watching a short video over reading a wordy news piece, especially when consuming news on their devices, hence why some brands now choose to go down this route more than the traditional methods.

And making engaging videos doesn’t have to break the bank or need specialist equipment. Mobile phones have great cameras and editing apps such as CapCut can allow us to create specialist videos that are budget friendly, adding titles, music, captions and subtitles, as well as tailoring transitions and tempo.  

To make the most of video material, brands can use stories to build anticipation such as a sneak peek of something, they can go live to give viewers a countdown to the video being shared or use to go ‘behind the scenes’. Once the video is shared, brands can do a follow up Q&A or bloopers (great for increasing engagement as it shows personality behind a brand).

Video, and especially short-form video, are here to stay and will continue to help brands get their messaging out there.  Companies who focus on creating content that stands out, as well as trying different content to see what resonates with the audience, will reap the rewards.

Some of our predictions for the future of video include:

• Soon video content will accompany written press releases just as much as still images, maybe even instead of
• Experts who provide commentary or a statement may do so via video format as well as a written comment making it perfect for news websites and social media platforms
• Short-form videos will continue to be in demand giving brands just a few seconds to capture their audience with concise messaging
• Live streaming will be used more often by brands seeking genuine, in-the-moment interaction with their customers

If you want us to help with your video strategy, drop us an email beinspired@activepr.co.uk