WSJ, '60 Minutes': How did they do that?

Many of our loyal readers have wondered on this blog or to me in e-mail how it is that companies like Redfin and Zillow get so much press. Zillow gets at least one mention in a newspaper article somewhere across the country nearly every day -- no kidding. I have a news alert set up and not a day goes by where I don't get some kind of blurb about them. And Redfin has snagged coverage from New York Times, Wired magazine, Wall Street Journal and CBS' "60 Minutes." (And oops, now each has received Inman News coverage today.)

If you follow start-up king Guy Kawasaki's blog, you probably saw a recent entry penned by Redfin CEO Glenn Kelman called "DIY PR." In 11 points, Kelman reveals his thinking on his company's PR strategy, revolving around the theme of transparency. It's an interesting approach that's obviously worked for Redfin, though judging by the commentary that erupted in Kawasaki's blog and many others, PR pros would say that this doesn't necessarily guarantee a horde of press coverage.

Kelman has gleaned a lot of limelight coverage, but also has attracted a lot of industry blog wrath. While he's not being interviewed by journalists and bloggers, writing at his company's blog or penning letters to the editor for the New Yorker (he was published in a January issue this year), Kelman will be preparing his keynote speech for Bloggers Connect. The CEO will take the stage in a room full of bloggers to discuss, "Sitting in the eye of a media storm."

Something to blog about? We'll let you decide.

All rights reserved. This content may not be used or reproduced in any manner whatsoever, in part or in whole, without written permission of Inman News. Use of this content without permission is a violation of federal copyright law.