Communities hard-hit by the recession – and let’s face it, who isn’t? – are using every arrow in the quiver to create jobs and increase tax revenue. And one of the most cost-effective of those arrows is a strategic media relations campaign, whether it’s executed in-house or using an agency. But you’d be surprised how many media relations programs deployed by economic development corporations [www.iedconline.org] focus only on the media within their communities – “backyard coverage” – not on national and international business outlets.

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Is the ink still fresh? Is it the biggest lease, the largest transaction, the best location? Deal coverage dominates media interest in the commercial real estate sector. But thanks to the credit crunch, there’s a dearth of transactions in most subsectors and geographies. Bigger hasn’t been better since the subprime crash of 2007, which means that for many beat reporters, there are precious few new transactions to write about.

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