Real Media Impact Starts Long Before Dirt Is Moved. Here’s Why. 

By: Dan Johnson, Account Director

In a crowded commercial real estate market, media coverage rarely happens by accident. The projects that generate meaningful attention, attract tenants or investors, and define sectors typically share one common trait: they were designed to be media-friendly long before construction began. 

Too often, publicity is treated as something that happens after permits are secured or shovels hit the dirt. In reality, preparation is what determines whether a project becomes a compelling story or just another development announcement. 

If you want journalists, stakeholders, and the broader community to understand, and care about, your project, early planning is essential. Here are five ways to make your CRE development media-ready before it breaks ground. 

1. Invest in High-Quality Renderings and Visual Assets 

As someone who has spent many years in the industry, I’ve heard some version of “Renderings are too expensive,” countless times. More recently, that hesitation has evolved into a new refrain: “Can’t AI just create something?” 

Unfortunately for those hoping to make an impact without making a dent in their wallets, commercial real estate is inherently visual. Reporters, editors, and producers rely on compelling imagery to justify coverage, especially in the early phases of a project, when the only visuals may be an empty lot, a deteriorating building, or a partially poured foundation. 

Weak or generic visuals immediately reduce a project’s perceived significance. High-quality renderings, by contrast, do more than illustrate a building, they help audiences imagine an outcome. That distinction matters, particularly when you consider that nearly 65% of people process information primarily through visual cues. 

For many developments, the imagery created long before groundbreaking becomes the project’s de facto public identity, persisting through planning, approvals, leasing, and even construction. (And while renderings are critical early on, investing in strong photography and videography once the project is complete is equally important, but that’s a discussion for another piece). 

Effective visual assets should: 

• Clearly communicate scale and design intent from multiple angles 

• Highlight differentiators (public spaces, amenities, sustainability features) 

• Work across formats (digital articles, social media, presentations) 

• Reflect realistic, diverse users and tenants 

• Feel polished enough for publication without heavy editing 

From a media perspective, visuals are not decorative. They are often the deciding factor between coverage and silence.  

2. Identify and Prepare Your Spokespeople Early 

Media coverage is driven by people, not buildings. Journalists need credible voices who can translate technical development details into broader relevance. In a business as defined by humans as commercial real estate, square footage and lists of amenities alone aren’t going to move the narrative needle.  

Far too often, development teams wait until a reporter calls to decide who speaks for a project. This often creates lag in a media landscape defined by speed. Effective projects identify and prepare spokespeople well in advance. 

Strong CRE spokespeople are not just the developers or project leads, but can include: 

• Local officials or economic development partners 

• Architects, construction teams, engineers 

• Tenants or end users (when available) 

• Community stakeholders or institutional partners 

Beyond the lag in selecting a spokesperson, early source selection ensures effective preparation. Even highly experienced executives benefit from media guidance, particularly when navigating sensitive topics such as community impact, timelines, or market conditions. 

A confident, articulate spokesperson can dramatically influence how a project is framed which leads to my next point.  

3. Build Consensus Around Messaging and Milestones Before Public Announcements 

One of the most common drivers of problematic coverage is inconsistent messaging paired with uneven or poorly timed announcements. Nearly every developer has encountered some version of a challenge where a project partner prematurely releases information before key details have been finalized or incorrect project details and timelines are accidently placed on the record.  

Beyond confusing the public, fragmented communications can introduce unnecessary complications. Early or misaligned disclosures may disrupt sensitive discussions with local officials, create avoidable political friction, or generate expectations that the project team is not yet prepared to meet. 

In development projects, timing and coordination are not simply communications preferences; they are risk-management tools. 

Whether its design, jobs, tax revenue, neighborhood impact, etc., it’s critical that messages and a go-public plan is finalized and agreed to by all stakeholders.  

Media-friendly projects align key messages early, before any interviews or press outreach begin. 

This process typically involves answering foundational questions: 

• What problem does this project solve? 

• Why does this development matter beyond real estate? 

• Who benefits, and how? 

• How should success be defined? 

Without alignment, even positive stories can generate confusion or unintended controversy. With alignment, every interview and announcement reinforces a coherent narrative. 

4. Anticipate Points of Public and Media Scrutiny 

Beyond positive proactive messaging, development projects increasingly face scrutiny that extends far beyond square footage or capitalization. It’s critical to be realistic here, especially in today’s media landscape. 

Reporters will probe issues such as: 

• Traffic and infrastructure impacts 

• Environmental considerations 

• Community response 

• Economic assumptions 

• Project timelines and risks 

Spokespeople who appear surprised, or worse, indifferent, to predictable concerns rarely receive generous or sympathetic treatment. Media narratives tend to harden quickly when stakeholders seem unprepared. 

Preparation does not mean scripting rigid responses. It means recognizing that difficult questions are inevitable and should not be feared. When handled effectively, they become opportunities to provide context, demonstrate credibility, and shape perception rather than simply absorb criticism. 

5. Engage PR Expertise Before You Need Publicity 

Public relations is most effective when integrated into project strategy, not layered on at the announcement stage. If your first contact with a PR firm happens the week before a groundbreaking, or if you’re simply requesting a quick release to mark a milestone, the investment is unlikely to deliver the impact you expect. 

Early PR involvement helps teams: 

• Shape narratives before they solidify 

• Develop media-ready assets and materials 

• Prepare spokespeople and stakeholders 

• Identify story angles beyond the obvious transaction 

• Avoid preventable communications missteps 

• Identify additional layered marketing activities to enhance reach 

Importantly, media relations is not simply about pitching press releases. It is about understanding how journalists evaluate newsworthiness, risk, and relevance. While it’s an investment, the most visible projects always have a PR firm working strategically behind the scenes to make sure they are front of mind. 

When PR begins early, coverage becomes easier, more accurate, and more impactful. 

The Core Principle: Media Readiness Begins Before Construction 

A development project does not become media-friendly when it opens. It becomes media-friendly when its story, visuals, and voices are deliberately aligned. 

In an environment where projects face growing scrutiny and competition for attention, preparation becomes your strategic advantage. 

Leading CRE projects understand that communications strategy is not peripheral to development. It is integral to it. 

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Want to learn more about how PR can support your development project? Reach out to us today at: hello@violetpr.com!