The RazorKnow Organisation

Derwent London, a real estate firm based in London with a lot of its business in tied into office rental, has recently shown improvements in its financial status despite the recession. The bank support that they have is quite good and it seems they will be able to get through these tough times with relative ease.

Moreover, approximately £400 million of their property is uncharged, which makes their financial status even more robust. Their debts have gone down, with the figure reported at the end of March 2009 standing at £830 million, which is £20 million less than what was predicted at the end of December 2008.

All this has been made possible by charging comparatively lower leasing rates and ensuring that they provide appropriate services to a variety of customers. This ensures that their assortment of offices to let London premises remains interesting, well planned, and affordable for their clients. They have been able to ensure that most of their places are let out so that they can keep earning revenue in spite of the demand and enquiries regarding office space dropping.

The office space of Derwent London, spread over 65,000 sq ft, has mostly been let out already, despite the real estate market in London being in a major slump. The company is also refurbishing three key buildings at the expense of over £82 million. These include 16-19 Gresse Street, Soho, the Arup Phase III in Fitzrovia, and the Angel Building in Islington. It is aiming to finish the project by Q1 2009.

Keep these few crucial details in mind when writing and submitting your press release to increase your chances of news coverage:

1. If you are not the news: become the news. No matter what your release is about, you need to find a way to tie into the news. Make use of current trends and statistics.

2. Make sure your headline is catchy, compelling the reader to continue. Research your newspaper to see what works to help you write one.

3. Use “Who, what, where, when, why, how” but not in that order. Your first paragraph should state the problem your product/service/book is trying to solve. This is the “why”.

4. Your next few paragraphs should contain the “what” and “who” that is solving the problem. Your last paragraph is the “when and “where”.

5. Keep it short and sweet. Concise contact information should be included on the top and bottom of the release. Provide a link to your website.

6. Do not “advertise” - this is the news. Keep it fact-based.

7. Use short quotes that evoke an emotion about the product/service/book.

8. Type ### at the end of your release to indicate there are no more pages. A release of more than one page is not recommended.

9. Include a brief history section at the bottom of your release with details about your company or your bio.

10. Most importantly - research and send it to the correct editor using the method they prefer to receive it. Don’t just assume that fax is okay. If you are unsure, pick up the phone and find out.

Susan Valeri is a book and business publicist who gets clients in front of their audience. Her company, The Powerful Publicity Group, obtains maximum visibility for their clients through personalized and persistent contact with the media. Combined with her talented associates, they offer 15 years experience in the U.S. and Canadian publicity market. Visit http://www.powerfulpublicity.com, email info@powerfulpublicity.com or call 905-335-4081 for more information.