Property Firms Urged to Apply Greater Scrutiny When Appointing PR Agencies

At a glance

Property businesses are advised to carefully evaluate PR agencies, as mismatched partnerships can lead to wasted resources, according to new guidance from Strada PR. The guidance suggests smaller, senior-led teams may be more suitable for mid-sized firms, emphasising the importance of sector expertise and clear strategy. It also highlights the need for transparency in staffing, integration with marketing, and effective crisis communication capabilities.

New guidance for property businesses has outlined the key factors to consider when selecting a PR agency, warning that mismatched partnerships continue to cost firms time, money and momentum.

The advice, from the Property PR agency Strada PR, notes that larger agencies may not always offer the most suitable service for mid‑sized property clients, citing slower response times and limited senior involvement as common issues. Smaller, senior‑led teams are highlighted as an alternative for businesses seeking more direct strategic input.

Sector expertise is described as essential, with the guidance stressing the importance of agencies that understand planning policy, development cycles and the differences between trade and consumer property media. Generalist firms, it warns, may require significant time to get up to speed.

The guidance also calls for transparency around staffing, urging businesses to confirm who will manage their account and what experience they bring. It emphasises the need for clear strategy, not just tactical activity, and recommends workshops to define messaging before campaigns begin.

Press releases, while still useful, are no longer seen as the primary driver of coverage. Instead, the guidance points to personalised outreach, exclusive angles and expert commentary as more effective tools.

Other recommendations include ensuring PR integrates with wider marketing activity, checking an agency’s ability to adapt tone of voice, and challenging unrealistic promises of guaranteed national coverage.

The guidance also highlights the importance of crisis communications capability, given the reputational risks associated with planning objections, construction delays and resident complaints.

Typical monthly fees for property PR are reported to fall between £2,000 and £5,000 depending on scope, with calls for clearer breakdowns of day rates, time allocation and reporting processes.

Overall, the document concludes that careful questioning and realistic expectations can help property businesses secure PR partners who deliver measurable value.