OKCMAR

Earned Media Case Study

CLIENT SITUATION

Candor has worked with the Oklahoma City Metropolitan Association of Realtors (OKCMAR) since 2016 to generate earned media coverage for the organization and promote the benefits of working with a licensed Realtor. Through strategic media relations, Candor supports OKCMAR’s mission of benefiting the local real estate community, educating the public and advocating for the industry.

STRATEGY & TACTICS

Candor takes a three-pronged approach to successfully generate earned media coverage for our client:

1) We work with OKCMAR to establish pitch ideas and focus on priorities. We ensure we’re identifying relevant, timely, compelling stories which will resonate with large audiences — from the love story of a Realtor couple married 30+ years to what’s driving bidding wars.

2) We use our experience as former journalists to dig deep with interview subjects and find the hook which will entice reporters and editors.

3) We understand the value of building rapport with media professionals, leveraging our statewide connections to generate media hits for our clients.

RESULTS

While the client’s goal was to achieve 24-36 media hits per year, the expert team at Candor significantly exceeds expectations:

1) Even in the midst of a pandemic, we placed 54 stories for our client from January 2020 to December 2020. This surpassed our previous record of 50 yearly media hits in a calendar year. Because news outlets were almost entirely focused on the response to COVID-19, Candor crafted most stories to reflect how the virus was shaping the market.

2) From front page stories to interesting television interviews, Candor goes above and beyond to share OKCMAR’s mission and promote the local Realtor community.

“Candor is a fantastic group to work with. I have gone into every interview, on camera or on paper, completely comfortable and prepared. They have increased the public awareness of our organization and made us look good in the process.” — Kathy Fowler, OKC Realtor and OKCMAR board member

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