Entertainment Properties Trust/PR Case Study
Entertainment Properties Trust (NYSE:EPR) is a specialty real estate investment trust (REIT) that currently invests in three primary segments: Entertainment, Recreation and Education.
EPR is a publicly traded company. Their primary goal with public relations is to reach out to investors and potential investors. EPR invests in a limited number of segments in the entertainment , recreation and education industry. INK’s assignment was to build visibility of EPR & their portfolio of theater megaplexes in major national business media, primarily broadcast business outlets.
While Entertainment Properties Trust is connected to an exciting industry (movies and entertainment), the company does NOT make movies, distribute movies, or even operate movie theaters. It is simply a landlord/financier. Simply offering an expert on certain types of retail real estate would not be enough to get major business news outlets interested.
“I have great respect for the work INK has done for us.”
A portion of EPR’s movie theater ownership income (only about 10%) is based on how well their movie theaters perform. Because EPR had ‘skin in the game’, we were able to offer the CEO as an expert on the business of movies and movie theaters. We focused our pitching on times when movies and the movie industry were top of mind for big business outlets (summer movie season, awards season, traditionally large box office weekends like Memorial Day and 4th of July). By securing interviews that focused on EPR’s knowledge of the business of movies, we allowed time in those interviews for the CEO to talk more specifically about the company and the opportunities it presents to investors.
As the result of our efforts, EPR was booked for dozens of interviews in major business news media like CNBC Squawk Box, CNBC PowerLunch, CNBC Wakeup Call in addition to a profile piece on the company. EPR’s CEO was a regular contributor on CNN and Fox News.