The Situation
Jones Lang LaSalle (JLL) Philippines had a visibility problem that didn’t match its expertise. The firm produced thorough quarterly market data in Philippine commercial real estate, but competitors were consistently releasing timely insights first, securing stronger visibility.
The approach they’d been relying on was passive: seed press releases via email and hope for pickups. Many weren’t getting traction. JLL needed a fundamentally different way to present their intelligence.
THE APPROACH
Phase 1: Strategy Shift to Active Engagement
Repositioned JLL‘s quarterly market overview from a press release into a real-time media roundtable where media could hear data firsthand and engage JLL’s Head of Research directly.
Phase 2: Targeted Media Curation
Invited 10 top-tier business and real estate journalists. Secured 8 attendees from the country’s most influential outlets.
Phase 3: Roundtable Execution & Follow-Through
JLL’s Head of Research presented real-time insights and addressed questions on the spot. Post-event, maintained momentum with follow-ups and one-on-one media coordination.
THE RESULTS
- 14 Pickups generated, 85% from Tier A outlets
- PHP 19M Earned media value from a single roundtable
- Inbound Reporters began approaching JLL directly for insights
Campaign Highlights:
- 8 of 10 invited top-tier journalists attended
- 85% of coverage came from Tier A media outlets
- Reporters began proactively approaching JLL for future insights
- Team stepped in beyond scope to cover client-side logistics gaps
THE TAKEAWAY
The issue was never the quality of JLL’s insights. It was access. Once media met the experts face-to-face, perception shifted fast. The roundtable changed how reporters categorized JLL: from “another firm sending releases” to “the source I call first.”
- Industry: Real Estate
- Service: PR & Digital Campaigns
- Solution: For Enterprise
FREQUENTLY ASKED QUESTIONS
Why did JLL switch from press releases to a media roundtable?
JLL‘s press releases weren’t getting picked up consistently. Competitors were releasing similar insights faster and capturing the coverage. The roundtable format gave media a reason to engage directly with JLL‘s Head of Research, hear the data firsthand, and ask questions in real time. It changed the dynamic from passive distribution to active relationship building.
How do you get top-tier journalists to attend an industry briefing?
Careful curation and a clear value proposition. Journalists were specifically chosen for their real estate and business coverage focus, and the roundtable was positioned as an exclusive opportunity to access proprietary market data directly from JLL‘s research leadership. 8 of the 10 attended, and 85% of the resulting coverage came from Tier A outlets.
What does ‘inbound media behavior’ mean in this context?
After the roundtable, reporters began approaching JLL proactively for market insights rather than waiting for press releases. This shift from outbound pitching to inbound requests is a strong indicator that the brand has been recategorized in journalists’ minds from ‘another source’ to ‘go-to authority.’
How quickly can a media roundtable strategy show results?
In JLL‘s case, a single roundtable generated 14 pickups with PHP 19M in media value and shifted how media perceived the brand. The turnaround was fast because the strategy was simple: stop emailing insights and start presenting them in person.
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