Why your property press release isn’t getting media coverage (and how to fix it)

Sending out a press release about a property transaction and hearing nothing back? You’re not alone. Many real estate professionals struggle to get media coverage for their deals. The reality is, not every transaction is inherently newsworthy, and many press releases miss the mark when it comes to what journalists actually want.

Here’s why your press release might be getting ignored – and how you can improve it.

Common mistakes that kill your press release

1. Missing key details

Journalists prioritize facts and figures. If your press release lacks transaction value, rental rates, property size, or yield, it’s unlikely to gain traction.

Fix: Include essential numbers—deal value, lease terms, square footage. If specifics can’t be disclosed, provide a range or percentage increase to offer meaningful context.

2. Overly promotional tone

A press release should inform, not sell. Excessive promotional language (“excited,” “delighted”) without substantial details makes it read like an ad, not news.

Fix: Remove fluff and focus on factual, industry-relevant information. A neutral, professional tone ensures credibility.

3. Emphasizing the wrong details

Interior upgrades like refurbished lobbies, new WCs or Category A lighting solutions may interest tenants but aren’t newsworthy for journalists.

Fix: Highlight what makes the deal significant. Does it mark a new market trend? Is it the first major transaction in a region? Emphasizing broader industry relevance improves media appeal.

4. No broader market context

A standalone property transaction isn’t always newsworthy. It must connect to wider trends, such as investment shifts, economic impacts or job creation.

Fix: Link the deal to industry movements - e.g., a rise in industrial space demand or a sign of investor confidence in retail markets.

How to write a property deal press release that gets coverage

• Start with the essentials: Who completed the deal? What’s the property? Where is it located? When was the deal finalized? How much was the transaction worth?

• Include a strong quote: Instead of generic statements, use insights from brokers or industry experts to provide meaningful context.

• Frame it with a news angle: Connect the transaction to broader market trends for added relevance.

• Format for journalists: Keep it clear, concise, and structured for easy extraction of key details.

Conclusion: Give journalists what they need

A press release should be a valuable resource, not a self-promotional tool. Providing fact-driven, well-structured, and market-relevant press releases increases your chances of securing media coverage.

Learn more about the dos and don'ts of writing news releases here: "Common mistakes in commercial property PR".