Ronn TorossianRonn Torossian

When real estate companies first consider whether to hire a PR firm, immediate thoughts typically involve getting exposure in business and real estate media. There are several real estate issues that attract the media: the business component, the real estate aspect, the designers, the layouts of the units or space, the spa, pool, concierge and unique offerings, as well as a sundry of story possibilities on the developer and other projects that the person or company has accomplished.

This, of course, is the norm when a developer is well-known and respected, or even operates under the radar with a promising project. However, issues often arise that require PR assistance, such as challenges from a neighborhood or governing body. Perhaps the project contains a controversial bend that media often feel compelled to highlight: for example, a luxury development is going up, displacing two or three smaller buildings where people are currently living. That makes it cross over to an area of public relations known as public affairs.

This can be the difference between a project going smoothly and possibly not even going forward. It certainly affects the ability to push through the various stages of approval. Lest we forget, a land development project in a large city could easily get stuck in issues that have little to do with the actual building, architect or amenities being offered.

Aside from the issues expected, such as zoning, air rights, land use and fair housing concerns, land development can get mired in community issues, including noise levels, neighborhood “desirables,” jobs, contracts and dozens of issues yet unimagined.

Take the project that was put to bid by New York State and New York City in 2014, located in Brooklyn’s Cobble Hill neighborhood, referred to as the “Long Island College Hospital project.” Land developers were excited to bid on the project that appeared as if it would be a simple boon to any builder. How hard could it be to show the land use, the proper ratio of market rate to affordable units, the commercial and retail spaces and the coveted public spaces?

Publicly, there was no shortage of those seeking to win this project, until the community voiced concerns. Good government groups and local community advocates began to challenge the project before they set their sights on the developers. The ante was upped to include a hospital or some kind of urgent care facility to replace the hospital the community would lose. Never mind that the hospital was nearly bankrupt and was the primary reason the city was closing the facility and selling the land in the first place. A new development now needed to have a hospital or comparable facility, as the community demanded. Politicians acquiesced.

So, now a developer needed to devise a way to incorporate a hospital into its plans, and consider how to maintain the value proposition as well. Could all of the requirements be met while maintaining the ability to turn a profit? Many came forward with seemingly viable plans, but that was not good enough. Local community activists, competitors and a host of outside agitators began to look deeper into the personal and business backgrounds of the developers to find issues that would help their own causes. Some may not have had a history running hospitals, because they were real estate developers, and others were accused of not being kind to the healthcare industry.

In the end, the primary winner of the bid was rejected, as were the second and third bidders. The plan remains in flux in 2016. This opens the road to the benefit of conducting a solid public affairs campaign prior to any project reaching the public’s mind. A strong campaign, consisting of select media and online reputation management, can steer what people see when you are ready for them to see it.

If a client has little to no background, you build an online presence that reflects the work needed to promote the upcoming issue. A good PR team will find the previous work history, development and other real estate projects that may not have received any media coverage or might be in a different state, even country, and re-purpose that content on newly created websites and social media channels. Look for fun hobbies, such as sports, collectables and cooking, and spread the word about charities and philanthropy work in appropriate media vehicles.

Consider the upcoming project and try to find creative ways to infuse the issues that may arise into positive presentation of the client. If the client created a dog park for residents in another state or country, or has served on a hospital board, a school, an NGO, or a similar outfit, make a big deal about in the advance work. Use blogs and link-backs to get the first few pages of search engines tracking the ideas and concepts that have been planted.

As that occurs, begin pitching the client as a thought leader on the topics that have been circulating, and make sure you ask for links in articles that run. When a client has a history (even one that you just established) it is easier to show media the merits of the individual’s expertise.

The idea is to create an image where none had been previously, and to pave the way for positive imagery once the major project is announced. When permits are first pulled in a municipality, there are journalists pulling those too, and that is when the fireworks begin. A public affairs campaign ahead of time might be a good way to begin steering the media.

Be sure that this will not stop anyone from delving deeper, but can control the dialogue at the onset, which is a very important stage to any major project.

There is truth in the idiom: Hope for the best but expect the worst. Media can be harsh, and combined with community outrage and a host of issues that are not even near things you can control, problems and setbacks can and will occur. The worst thing a developer banking on a big project can do is not plan at all. Being prepared with some advanced personal and corporate public affairs can go a long way in making the road to fruition less rocky.

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Ronn Torossian is the CEO & Founder of 5W Public Relations. 5WPR is headquartered in NYC with offices in Los Angeles and Denver.