The end of press releases?

press releases
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Press releases were once an integral part of the marketing process for every company, not just those within Thailand’s property and real estate industry.

From our personal experiences, and from more than 28 years of experience in the worldwide  media and publishing sector, we believe the days of press releases, at least in their current form, are numbered.

Let’s look at what a press release should be.

At least according to Wikipedia, a press release should be a communication aimed at members of the news media with the aim of announcing something newsworthy.

And that’s the issue.

We would estimate that, right now, just 5 percent of press releases that we see contain anything newsworthy at all.
Most, in the eyes of their author, are just an extension of marketing activities with the sole goal of gaining sales leads.

Most press releases contain nothing newsworthy whatsoever.

Don’t panic. There are betters ways to reach journalists, but it takes a bit more effort.

With inspiration from a recent newsletter, here are some simple tips for anyone with the goal of worthwhile media coverage.

1. Operate under the assumption that most people don’t care about your company. This will help you gain some perspective and understanding about what makes your company, and its news, special. Most companies will say everything is awesome, so if you start by viewing your business as if nothing is interesting, then the really newsworthy things becomes obvious.

2. Build real relationships (not only by email or text messages) by participating in the media ecosystem. For the most part, journalists also participate in the events for fun. After a while it’s a decent bet that a relationship will develop – and that makes it easier to pitch your news.

3. Don’t beg for coverage, and never be tempted to pay for it. Begging will convey an impression of desperation, while paying for coverage – whist allowing you to pretty much say what you want, will likely damage your company and its reputation in the long-term.

4. After you’ve written your press release, go through it again and remove any words that are associated with marketing. The professional journalist will do this anyway, if you do get your news published.

Here are four ultimately meaningless words that appear in many property-related press releases, and which are the first we will aim to remove. We strongly suggest that Thailand’s real estate agents and property developers should avoid using them.


This first word will probably come as a surprise to many real estate agents and property developers, but while someone who is specifically looking for an “investment” property will search using that word, it could also be interpreted that the property is being sold under its true value, or that it’s an older property that has seen better days. Published global research has revealed, perhaps surprisingly, that listings with the word “investment” sold for an average of 6.6 percent less than expected. Take note, property developers.


While you, as a real estate agent or property developer wearing your rose-tinted spectacles, may see a home as having great “potential”, it does also convey images of an unfinished product. This could divert buyers who are looking for a home straight onto the next property listing. Global listings data showed that homes with “potential” sold for an average of 4.3 percent less than the original asking price.


As soon as property buyers hear the word “bargain” they generally think the exact opposite. Let them be the judge of whether the property is a real “bargain” for them. It may be a good price in the eyes of you, the real estate agent or property developer, but you may not be aware that it’s just out of the price range of the person looking at your listing.


There are far too many “unique” properties being listed in Thailand. “Unique” means one-of-a-kind, and you need to ask yourself is that really true? Why not spotlight some key features of the property instead? There are actually very, very few truly “unique” homes for sale when you actually start searching.

ThailandProperty.News can help you with targeted press releases to local, regional and global property journalists and media, as well as assisting with improvements to existing property listings. Let us know whatever you need.

Andrew Batt
The author of this article is Andrew Batt, the founder and editor of Andrew has been writing about property and real estate issues in Thailand and Southeast Asia for more than 10 years. He has worked for PropertyGuru Group, DDproperty, Dot Property Group, Hipflat and AsiaRents. He has also produced content for leading Thailand property developers and real estate agencies.

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