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  • Tech
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    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

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    How to Design for Behavior To Create a New In-Person Working Environment

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  • Coworking
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    JLL’s New Future Of Work Survey: The Next Few Years Are Crucial For Commercial Real Estate

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  • All Topics
    • Business
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    • Career Growth
    • Coliving
    • Collaboration
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    • CRE
    • DE&I
    • Digital Nomads
    • Future of Work
    • Home Office
    • Human Resources (HR)
    • Hybrid Work
    • Investment
    • Leadership
    • Marketing
    • Mental Health
    • Mergers & Acquisitions
    • Office Furniture
    • Productivity
    • PropTech
    • Remote Work
    • Self-care
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  • News
  • Business
    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    Adaptable Hybrid Work Approach Crucial for Employee Retention

    Adaptable Hybrid Work Approach Crucial for Employee Retention

    10 Changes Your Organization Must Make To Succeed This Year

    10 Changes Your Organization Must Make To Succeed This Year

    Do Pay Transparency Laws Actually Matter

    Do Pay Transparency Laws Actually Matter?

    Evaluating the Effectiveness of Hybrid Work Models and Office Reintegration

    Evaluating the Effectiveness of Hybrid Work Models and Office Reintegration

    Establish An Effective Hybrid Work Environment In 6 Steps

    Establish An Effective Hybrid Work Environment In 6 Steps

    IWG Selling The Crown Jewels? You Would Think So Judging By The Asking Price

    IWG Selling The Crown Jewels? You Would Think So Judging By The Asking Price

    The Million-Dollar Mistake Businesses In California Cannot Afford To Make: Compliance Deadline Approaching!

    The Million Dollar-Mistake Businesses In California Cannot Afford To Make: Compliance Deadline Approaching!

    How Africa’s Economy will Harness Digital Tech in the Future of Work

    How Africa’s Economy will Harness Digital Tech in the Future of Work

  • Work-life
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    Astonishing Deficit in Hybrid Work Protocol Confirmed by Recent Studies

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    Driving Sustainable Change: Advice for Facilities Managers

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    How To Strengthen Your Workforce: Cultivate Growth Opportunities For Women

    Build The Best Work Playlist: 8 Songs To Avoid And 10 To Blast

    Build The Best Work Playlist: 8 Songs To Avoid And 10 To Blast

    Escape The Lingering Cold In These 7 Countries Perfect For Remote Work

    Escape The Lingering Cold In These 7 Countries Perfect For Remote Work

    Say Goodbye Comfy Pants – 9 in 10 Companies Planning RTO This Year

    Say Goodbye Comfy Pants – 9 in 10 Companies Planning RTO This Year

    Remote Work Is Just E-Commerce Déjà Vu All Over Again

    Remote Work Is Just E-Commerce Déjà Vu All Over Again

    Four Days Is Enough

    Four Days Is Enough

    The CDC’s Vision For The Future Of Worker Health

    The CDC’s Vision For The Future Of Worker Health

  • Tech
    What Every Business Needs to Know About Managed Development Services

    What Every Business Needs to Know About Managed Development Services

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    Using IoT Tech Is Crucial For Office Planning And Employee Health

    Using IoT Tech Is Crucial For Office Planning And Employee Health

    Paving the Way for the Future of the Workplace With the Metaverse

    Paving the Way for the Future of the Workplace With the Metaverse

    What You Need To Know About Web3 And Finding Great Developers

    What You Need To Know About Web3 And Finding Great Developers

    The Price Of Remote Work? Your Privacy

    The Price Of Remote Work? Your Privacy

    Should You Put Your Job On AI-Pilot Mode?

    Should You Put Your Job On AI-Pilot Mode?

    3 Steps To Build A Three-Dimensional Hybrid Workplace

    3 Steps To Build A Three-Dimensional Hybrid Workplace

    PETER MISCOVICH

    Peter Miscovich JLL Global Future Of Work Leader | The Hybrid Workplace Evolution: Unlocking The Future Of Work

  • Design
    Redefining “Amenity” in the Workplace

    Redefining “Amenity” in the Workplace

    How to Design for Behavior To Create a New In-Person Working Environment

    How to Design for Behavior To Create a New In-Person Working Environment

    People-Driven Alternate Workspaces

    People-Driven Alternate Workspaces

    How Physical Spaces Shape Human Relationships and Emotional Well-Being

    How Physical Spaces Shape Human Relationships and Emotional Well-Being

    Resimercial Design Balances Comfort and Sustainability in the Office

    Resimercial Design Balances Comfort and Sustainability in the Office

    Sustainability, Well-being, and the Building Blocks of a Biophilic Workplace

    Sustainability, Well-being, and the Building Blocks of a Biophilic Workplace

    Repurposing Furniture Realizing the Environmental, Economic, and Design Benefits

    Repurposing Furniture: Realizing the Environmental, Economic, and Design Benefits

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    Designing A Better Future For The Workplace

    How Healthy Is Your Building?

    How Healthy Is Your Building?

  • Workforce
    Hiring Internationally Doesn't Have To Make Payroll Complicated

    Hiring Internationally Doesn’t Have To Make Payroll Complicated

    Master the Art of Hosting Engaging Virtual Meetings

    Master the Art of Hosting Engaging Virtual Meetings

    Adapt Or Die: Future-Proof Your Business With These Essential Tips

    5 Steps To Master The Hybrid Work Model

    Unmasking the Corporate Return-to-Work Fallacy A Genuine Approach to Junior Staff Development

    Unmasking the Corporate Return-to-Work Fallacy: A Genuine Approach to Junior Staff Development

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    Diplomas and Dilemmas: How 2023 Graduates Can Navigate Job Market Chaos

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    Want To Stop Employees From Walking Out The Door? Build Them A Career Ladder

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    Unveiling the Hidden Potentials of Remote Work Productivity

    Side Hustles or Survival Jobs? Overemployment Spikes Among Remote Workers

    Side Hustles or Survival Jobs? Overemployment Spikes Among Remote Workers

    The Reality of Remote Work and Wellness

    The Reality of Remote Work and Wellness

  • Coworking
    Tech Check: 5 Signs Your Coworking Space Is Due For An Upgrade

    Tech Check: 5 Signs Your Coworking Space Is Due For An Upgrade

    Reaching Beyond The Desk: How Coworking Spaces Can Transform Communities

    Reaching Beyond The Desk: How Coworking Spaces Can Transform Communities

    All Good Work Partners with JLL To Support Nonprofit Organizations

    All Good Work Partners with JLL To Support Nonprofit Organizations

    We Told You So

    We Told You So

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    LiquidSpace and Kadence Team Up to Revolutionize Hybrid Work

    How the Rise of Four-Day Work Weeks Could Reshape the Coworking Industry

    How the Rise of Four-Day Work Weeks Could Reshape the Coworking Industry

    How Coworking Spaces Can Leverage Blockchain to Enhance Their Services

    How Coworking Spaces Can Leverage Blockchain to Enhance Their Services

    Want To Work At The Ritziest Coworking Office In The World? It’s Going To Cost You

    Want To Work At The Ritziest Coworking Office In The World? It’s Going To Cost You

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    The Warehouse: Where Coworking Meets Inspiration In The Heart Of New Orleans

  • Marketing
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    8 Reasons Why Sponsored Content Is Worth The Investment For Your Brand

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    2023 Future Of Work Forecast: Focus Marketing On Values and Customer Experience, Not The Product

    2023 Future Of Work Forecast: Focus Marketing On Values and Customer Experience, Not The Product

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    5 Pros Share How To Use Instagram To Grow Your Coworking Business

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    The Creator Economy Is Dramatically Changing Marketing Practices, Here’s Why

  • CRE
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    75% Of Business Leaders Lack Data Needed For Crucial CRE Decisions

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    The Future of Commercial Real Estate in San Francisco Doesn’t Look Good

    3 Things CRE Players Must Do To Stay Relevant In 2023

    2023 Future Of Work Forecast: 3 Things CRE Players Must Do To Stay Relevant In 2023

    The Office Space Sector Is Projected To See A Strong Fourth Quarter In 2022

    The Office Space Sector Is Projected To See A Strong Fourth Quarter In 2022

    Meet Flex Space More Chaotic Cousin Gray Spaces

    Meet Flex Space’s More Chaotic Cousin: Gray Spaces

    The Future Of Our Offices And Our Planet Hinges On The Real Estate Industry Priorities

    The Future Of Our Offices — And Our Planet — Hinges On The Real Estate Industry’s Priorities

    JLL New Future Of Work Survey The Next Few Years Are Crucial For Commercial Real Estate (2)

    JLL’s New Future Of Work Survey: The Next Few Years Are Crucial For Commercial Real Estate

    What Is The Impact Of Hybrid Working On Space Optimization

    What Is The Impact Of Hybrid Working On Space Optimization?

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Learn How To Gain Valuable Press Coverage For Your Workspace

byJo Meunier
January 26, 2021
in Marketing
Reading Time: 4 mins read
A A
New QA

In Cat Johnson’s upcoming Coworking Convo, attendees will learn about workspace-specific PR strategies and angles.

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  • Gaining press coverage can feel time-consuming and unrewarding. 
  • Yet, press coverage is one of the most under-appreciated promotional and marketing tools for workspace operators and it should be part of a marketing strategy.
  • Cat Johnson’s upcoming free webinar will focus on PR strategies that can strengthen coworking brands, including how to gain press coverage. 

Let’s talk press.

If your instant reaction is “Ugh”, read on.

Gaining press coverage can feel time-consuming and unrewarding. Unless you have time on your hands and a network of PR contacts, all too often it results in dead ends.

But it’s not just about ‘who you know’.

PR and media coverage is a strategy, which means it can be learned.

Help is at hand in the form of a free webinar on Friday January 29, hosted by coworking content marketer Cat Johnson. The latest in Cat’s hugely popular Convo series focuses on ‘PR Strategies to Strengthen Your Coworking Brand’, featuring Cat’s own tried-and-tested press coverage tips along with those of her guest experts.

In addition, Convo participants will have the chance to ask questions and gain valuable knowledge from others during the session.

In this Q&A with Allwork.Space, Cat offers a flavour of what to expect, including the value of personal outreach and how to make that first contact.

Allwork.Space: Let’s start with the basics. Why is it important for spaces to focus on press? Why not spend that time on sales or marketing instead?

Cat Johnson: Rather than thinking of it as an instead, think of it as an also thing. Press coverage is one of the most under-appreciated promotional and marketing tools for workspace operators and it should be part of a marketing strategy.

Operators think they need to wait until they win an award or celebrate the 10th anniversary of their space to reach out to local press. But they overlook the fact that publications and media outlets need interesting stories to cover and workspaces are full of interesting stories about entrepreneurs, the future of work, workspace wellness, community, social justice and equity, and so much more.

Allwork.Space: What are some of your trusted ways to attract press attention?

Personal, professional outreach with a solid press release. It’s a basic skill, but so many operators shy away from it because they’re not quite sure how to approach writing a press release for their space. 

Allwork.Space: What are some basic tips for writing a good press release?

The trick with press releases is to make it easy for the outlet to immediately see the hook and relevant information. Don’t assume they’ll dig for more information than you provide. They likely won’t. If you don’t catch their attention, the email gets deleted.

Editor’s tip: Cat runs a course for coworking operators that specialises in writing and formatting press releases. Check it out here: How to Write a Press Release

Allwork.Space: How should operators approach press contacts (eg. is a call better than an email blast?) and should they follow up?

The idea is not to get coverage once, the idea is to stay on the media’s radar so you become a source of information and insight, and your space is positioned and known locally. So stay in communication with the outlets.

If you have a big announcement coming, give them a heads-up in advance; if you’re developing resources to help entrepreneurs this year, let them know what you’re working on.

If you have a personal contact, calls can be good, but writers, producers and editors are busy and, at some point, they’ll need the information. So if you lead with a call, have a follow-up press release and information ready to send.

Allwork.Space: How often should operators push news out there? Is it only when they have something newsworthy to share, or should they do it regularly, say every month?

As I mentioned, stay on their radar. But beware that if you have prime coverage, such as the cover of your alt-weekly paper or a news segment, you’re not going to get that positioning for some time. Choose wisely and strategically and save your big PR pushes for your biggest news and projects.

Allwork.Space: What will workspace owners learn in the upcoming Coworking Convo?

They’ll learn a lot about workspace-specific PR strategies and angles. I’m excited to hear from our guests, who are all operators and entrepreneurs experienced with requesting—and getting—quality press coverage. We have Amanda Munday from The Workaround, Felena Hanson from HeraHub, Bruce Montgomery from The Entrepreneur Success Program, and Dana Berggren from The Coop. It should be a really good, in-depth conversation.

Join Cat’s upcoming Coworking Convo here: Convo: PR Strategies to Strengthen Your Coworking Brand

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Tags: CoworkingMarketing
Jo Meunier

Jo Meunier

Jo is Allwork.Space's Senior Editor for the UK and Europe. Jo has worked within business centre and coworking circles since 2009, researching and contributing written features for numerous industry publications. She reports on the latest market news and delves into local issues with one main objective: to champion the flexible workspace industry and its members.

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