Diana Podaski, Linear Retail Properties

I watched an early episode of Mad Men (a Netflix series on a N.Y.C. Advertising Agency set in the 1960’s) and it was comical to me to see the differences portrayed in marketing in the 60’s vs. today in 2015. It wasn’t just Don Draper writing on a chalk board in meetings or the receptionists using typewriters, but it was recognizing the lack of connections being made without social media. The way that we connect with journalists, the CRE industry and local communities has changed exponentially the last few years. More and more reporters are accepting news and sharing it on social and this brought me to the idea of whether or not the standard press release is going extinct.

Recently, I was sharing corporate news online and sent out a tweet with a hashtag of the city names in which the news items happened: Ex. BREAKING NEWS $57.5M #CRE Acquisition of  #Waltham  #NorthAndover Properties (with a link back to our website with more information). Immediately, my news was picked up via a Waltham reporter because he had searched the town hashtag. I received a tweet back from him and we followed each other which then allowed us to DM (direct message). Now, if I can connect with reporters so simply over social media and create stories with them starting from 140 characters, is there still a point in sending out formal press releases? Soon, I think not. It seems that over time we are all getting more transparent, less formal and more personalized in our communication. 

Traditionally, I’d create a press release of all the standard facts and figures of what the deal is, who was involved in the deal, what the deal closed for, the square footage etc. but now I can use social media more easily to connect with my target audiences in short snip-its which eventually lead to the telling of more interesting stories. I can now build new connections and build on my current relationships through social media. Let’s face it, most people aren’t reading much these days but what they are reading isn’t boring, wordy or generic. 

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Diana Podaski is VP - marketing and social media at Linear Retail Properties, Burlington, Mass.