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When a person or group attacks your brand, it’s easy to take it as a personal affront.

After all, you’ve spent countless hours trying to position the business as a legitimate and credible provider of goods and services. So, when a negative article posted, it’s almost natural to want to fight back and respond to the negative brand commentary for brand protection.

For real estate developers, new anchor and tenant announcements provide an ideal opportunity to provide the media with updates and keep your project and its progress in the forefront of public consciousness. Unlike the vision-driven and aspirational details that may be included in initial project announcements, the release of tenant information tends to be more transactional in nature.

Understanding the key mechanics and subtleties involved with these announcements is important for real estate professionals and their marketing and PR teams who want to maintain media momentum and avoid costly or embarrassing missteps.