ABSTRACT
In chapter 1, we touched on how different organisations invest in media relations expertise — in-house professionals and PR agents. In this chapter, we consider in more depth the ways in which a property company can obtain and use the relevant media relations expertise. In essence, there are three options:
Use one of your existing marketing, business development or other in-house professionals to manage media relations as part of their role.
Appoint an in-house specialist media relations expert (in effect, set up a press office).
Engage the services of an external media relations consultant.
