NPR's Marketplace hosts a segment by WUMW reporter Erin Toner about the economic downturn's impact on commercial real estate in Milwaukee.
Bill Bonifas, head of the local CB Richard Ellis, gives an interview on how he sees the current conditions in Milwaukee as among the worst he's seen. His willingness to acknowledge the downturn and put numbers behind it (quoted as saying 1 in 5 offices in Milwaukee are empty) also offers him the opportunity to talk about his strategy for extending current leases and discuss where he sees the turnaround happening.
Too many leaders hide under a rock when they don't have good news to announce - but Bonifas has just secured national coverage for himself as the face of Milwaukee's eventual recovery. If the city recovers, he'll be in the middle of the deals. If it doesn't, the segment will not be on his list of problems.
Another PR lesson is that finding ways to tie your story idea to a local market can result in national coverage based on the way NPR manages its member network stations. NPR stations are usually among the most respected and listened to in their markets for starters - and with Marketplace as an even greater upside, that's good reason for PR people to know them.
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