PR strategy for 2024 - News Sign

Top tips for planning your PR strategy for 2024

In the fast-paced world of public relations, staying ahead of the game is essential. And for those working in the property industry, planning is tantamount to success.

Quite often, property PR is still perceived as an optional business methodology within the real estate industry. It’s considered a desirable tactic, but not essential to the overall effectiveness and growth of a business. This viewpoint could not be further from the truth in a market where a reputation for excellence is everything.

Now that we’ve entered the final quarter of 2023, it’s time to start planning for the year ahead. PR strategies are imperative for property companies to successfully manage their external communications in the coming 12 months, celebrating successes and navigating risks. To help you get a head start, we’ve compiled a list of top tips that will ensure your PR efforts are effective and adaptable to the ever-changing media landscape.

Consider your goals and objectives for the year

An obvious place to begin, but essential nonetheless. The first step to planning any PR strategy is to consider what success looks like. Perhaps it’s simply greater brand awareness among your stakeholder audiences. Or it could be more specific, such as lead generation within a certain subsector or changing public perceptions and improving sentiment.

The key to any successful PR strategy is to determine your end goal, and then work backwards from there, considering the best tactics to implement to achieve them. Start by determining your main goal, then break this up into smaller, more attainable achievements. It’s important to take time and space for your planning – you’re going to need it. Remember, implementing good PR strategies is crucial for success in 2024, and here’s how you can do it.

Do your research

By its nature, PR is often reactive and depends on what is happening in the world at varying times. Therefore, it’s important to look into topical issues and trends of the moment, as well as anticipate ones that will come.

For property professionals, the planning stage is a great time to ensure you’re well-versed in what to expect from the property sector in 2024. From this, you can decide which conversations your business wants to be a part of and own a narrative on.

Know your key moments

As we’ve stated above, being agile and reactive is essential. However, it’s equally important to plan most of the elements of your PR strategy. When planning your tactics for 2024, identify key moments, events, product launches, or announcements and create a calendar view of known activity.

Outlining these milestones in your plans allows you to prepare engaging and strategic content well ahead of time. By doing so, you’ll avoid last-minute scrambling and ensure that your messaging aligns with your broader goals.

Maintain an always-on press office

In 2024, the news never sleeps, and neither should your press office. To stay relevant and responsive, it’s crucial to have an always-on approach to media relations. This means being ready to engage with journalists and respond to inquiries at all times.

Make sure your team is equipped with the necessary tools and resources to monitor news and social media consistently throughout 2024, allowing you to address emerging issues and seize opportunities promptly.

Always engage with stakeholders

In the world of PR, relationships matter. Don’t wait until you need something from your stakeholders to engage with them. Establish and nurture relationships with journalists, influencers, industry experts, and other key stakeholders right from the beginning.

When planning for 2024, consider the best ways to communicate with your audiences and plan how to do so. For example, plan social media communications, attend relevant events, and provide value by sharing industry insights or helpful information.

Embrace Multimedia Content

In 2024, multimedia content will continue to be king. Visual and interactive content, such as videos, infographics, and podcasts, are becoming increasingly important for capturing audience attention.

Incorporate these elements into your PR strategy to make your messages more engaging and shareable, and remember PR activity should form part of a wider content strategy. Whether it’s a behind-the-scenes video, an animated infographic, or a podcast featuring your company’s experts, multimedia content can help you stand out in a crowded media landscape.

Monitor and adapt

Finally, one of the most critical aspects of your PR strategy for 2024 is ongoing monitoring and adaptation. Keep a close eye on your KPIs and media coverage, and be prepared to adjust your strategy based on real-time data and feedback.

Whether it’s tweaking your messaging, shifting resources to more successful channels, or responding to unexpected developments, adaptability is key to PR success in the modern era.

If you’re looking for some assistance when planning your PR strategy for 2024, drop us a line at

Photo by Madison Inouye